How to Market Your Book Like a Reader (Not Just the Author)
There’s a big difference between being an author of a book and being a reader in love with a book. One created it. The other obsesses over it, quotes it, imagines alternate endings, and forces friends to read it.
And that difference? It matters when you’re marketing.
Because when you show up to market your book as its protective, overthinking parent, you risk either overexplaining… or under-connecting.
But when you show up like the fun aunt? The one who just has to tell someone how amazing this character is or how much she cried at that one chapter?
That’s when readers lean in.
That’s when marketing becomes irresistible.
That’s when marketing becomes fun.
Why Marketing as a Reader Works Better
So many authors feel awkward talking about their own books. They either:
Default to long, formal synopses
Talk only about themselves and not the characters
Over-apologize for being "salesy"
Or say nothing at all (🙈)
But readers don’t want polished perfection.
They want emotional connection.
They want:
Teasers that feel like inside jokes
Posts that celebrate characters they love
Reasons to care about the story world you created
Clues about what’s coming next
And the best way to do that is to stop marketing like the creator… and start sharing like a fan.
You’re Not the Parent—You’re the Fun Aunt
Let’s be real: authors often talk about their book like it’s their baby. And that makes sense. You carried it, crafted it, nurtured it into existence.
But when it comes to marketing?
That protective, perfectionist energy can make it really hard to have fun.
Instead, think of yourself as the fun aunt. You show up with messy updates, behind-the-scenes gossip, silly outtakes, and unfiltered excitement. You celebrate every milestone, every review, every fan moment.
Your role is to brag about your book the way you would about your brilliant, creative, slightly chaotic nephew who just performed a monologue from High School Musical.
You’re not hovering.
You’re hype-ing.
Start With Your Reader Brain
Before you create your next Instagram post or email newsletter, ask yourself:
What would I want to see from one of my favorite authors?
What kind of behind-the-scenes content do I enjoy?
What makes me buy or wishlist a book?
What kinds of captions do I save, screenshot, or share?
Your reader brain is already trained to spot content that works. Trust it.
I started in this industry as a reader first—obsessed with indie authors in the early 2010s because I was broke in college and always hunting for free or 99-cent reads. And let me tell you: I didn’t follow authors for polished bios.
I followed them because:
They told me about sales
They told me when the next book was coming
They shared the why behind the story
They made me fall in love with their characters
Marketing that feels good comes from that place.
You’re not just the parent of your book—you’re the fun aunt readers want to hear from.
What Readers Actually Want to Know
Most readers don’t want a five-paragraph essay on your editing process.
They want:
Release dates (yes, even tentative ones)
Tropes and vibes
Quick character intros
Snippets and teasers
Which books connect in a series
What to read next
Whether their favorite characters are coming back
Think of your content as a breadcrumb trail. Drop just enough story, tension, and character insight to make readers want to pick up the book.
Talk Like You’re Recommending a Book to a Friend
You’ve done this before. You’ve grabbed a friend by the sleeve and said:
"Okay, listen, I know you haven’t read this yet, but this one character? She’s literally you if you had a sword and trauma."
That’s the energy you need to bring to your marketing.
When you write a caption, a newsletter, or a post:
Write like you’re recommending the book you just finished
Channel the emotions, not the mechanics
Focus on the story and the reader’s experience
Let your excitement lead.
Examples of Reader-First Marketing Content
Here are a few ways to shift from author-mode to reader-mode:
Instead of:
"I’m working on revisions for my upcoming novel."
Try:
"I just rewrote a scene where my grumpy love interest finally lets his guard down and confesses he’s in love. And now I need a nap."
Instead of:
"Meet Callie, the protagonist of my new release."
Try:
"Callie would rather fight a fire-breathing dragon than admit she’s falling in love with the guy who saved her life. Unfortunately for her, she’s about to do both."
Instead of:
"Sign up for my newsletter to get updates."
Try:
"Want a free bonus scene where the villain gets the last word? It’s only available to newsletter subscribers. 😉"
Keep It Short, Specific, and Story-Centered
Readers don’t want your resume. They want a reason to care.
What’s the hook?
What’s the emotion?
What’s the vibe?
Lead with character, theme, trope, or reader benefit. Keep it simple and specific. And above all: make it feel real and emotional.
Market Like a Reader Would
You don’t need to be a marketing expert.
You just need to love your book loudly.
When you share like a reader—with excitement, heart, humor, and connection—your content will hit differently. Readers will notice. They’ll lean in. And they’ll want to be part of the world you’ve built.
So be the fun aunt.
Be the emotionally unhinged reader.
Be the character fangirl, the story gusher, the overexcited storyteller.
And if you want help making your marketing feel more fun and more effective, you’re always welcome in the Story Flow Collective. I teach authors how to show up like readers first—and how to build a brand that readers actually care about.
Let’s make your stories sell themselves… because readers feel them first.
P.S. Letters From Story Flow is your bi-weekly resource for authors who are ready to grow their careers with clarity and ease—without relying on hustle-heavy strategies that don’t feel like you.
If you're ready to build a sustainable author business, connect with readers, and get expert guidance that actually meets you where you are, click here to join me!