As a writer, you probably want to do everything you can to market your book. So you post about it, run a few ads, and announce when it launches.
But after that? Well, it can get confusing. You want to continue marketing, but you may also worry about turning your readers (or followers) off with too many “here’s my book!” posts.
Over time, I’ve realized something crucial: marketing isn’t something you do once or twice and then drop—it’s an ongoing process. If you want long-term success, you have to make marketing a consistent part of your writing life.
And that’s not easy.
What makes it even more difficult is that fear can hold us back in ways we don’t even realize. We may think we’re doing all we can, but deep down, hesitation, self-doubt, and fear of judgment keep us playing small.
Here are five signs that fear is quietly sabotaging your marketing efforts—and what to do about it.
Fear in Your Book Marketing Sign 1. You Only Market When You “Have To”
You promote your book around launch day but go silent afterward. Months pass before you mention it again. (Raising my hand on this one!)
Why Fear is Behind It: Marketing consistently means putting yourself out there over and over again. If you only market when you have to, you might be avoiding it because, deep down, you’re afraid of rejection, judgment, or feeling like an imposter.
Or, in my case, “bothering” people.
The less you market, the safer you feel.
Action Step: Schedule regular marketing into your routine. That doesn’t mean you must shout “buy my book” in every social media post. Instead, vary your approach to keep it fresh and engaging:
- Share snippets from your book or behind-the-scenes stories about your writing process.
- Engage with readers by asking questions related to your book’s themes.
- Offer value through fun facts or research that ties into your book’s genre.
Make It A Conversation
One thing that helps me is the idea that marketing isn’t necessarily about selling—it’s about inspiring conversation.
Here are four ways to inspire conversation about your book instead of just promoting it:
- Ask a thought-provoking question related to your book’s themes. Example: “If you could step into any fictional world for a day, where would you go? (I’d love to visit the setting of my book!)”
- Share a fun fact about your writing process. Example: “Did you know I almost named my main character something completely different? What’s the most unusual name you’ve come across in a book?”
- Involve your readers in a decision. Example: “I’m working on the cover for my next book! Which of these designs grabs your attention the most?”
- Start a discussion on a book-related topic. Example: “What’s a book that completely changed the way you see the world?”
Fear in Your Book Marketing Sign 2. You Downplay Your Book Instead of Owning It
When you talk about your book, you say things like, “It’s just a little project I worked on” or “I’m not great at marketing, but here’s my book…”
Why Fear is Behind It: If you downplay your book, it’s likely because you fear criticism or judgment. By making it seem like it’s “not a big deal,” you’re trying to protect yourself from potential negative feedback.
Action Step: Instead of minimizing your book, reframe your language:
- Instead of “I wrote this little thing…,” say, “I wrote this book to help [target audience], and I’m excited to share it with you!”
- Instead of “I don’t know if it’s good…,” say, “This book is for readers who love [genre], and I can’t wait for you to dive in!”
- Instead of “It’s not perfect but…,” say, “I put my heart into this book, and I know it will resonate with the right readers.”
Your confidence will make readers more interested in checking out your work.
3. You Avoid Asking for Sales or Reviews
You tell people about your book but never directly ask them to buy it or leave a review. Further, you don’t use other services to get more reviews for your book.
Why Fear is Behind It: Asking for something—a sale, a review, or even a share—makes you feel vulnerable. You might be afraid of seeming pushy or, worse, being ignored. You may also worry that the reviews will not be as good as you want them to be.
Action Step: Start by giving readers a clear request:
- “If you enjoy books about [your genre], you’ll love this one! Grab a copy today and let me know what you think.”
- “Loved this book? Reviews help so much—if you have a minute, I’d love for you to leave one!”
- “Know a friend who loves [genre]? Share this book with them!”
- “Be part of my early reader team! Sign up for exclusive access to my next book.”
If asking for reviews feels uncomfortable, try alternative ways to gather them:
- Use review platforms like Booksprout, Book Sirens, or NetGalley to connect with readers looking for new books to review.
- Offer loyal members of your email list a free ARC (Advance Reader Copy) in exchange for an honest review.
- Reach out to bookstagrammers on Instagram who review books in your genre and ask if they’d be interested in a free copy in exchange for an honest review. Many readers actively look for new books to feature.
Fear in Your Book Marketing Sign 4. You Stick to ‘Safe’ Marketing Instead of Trying New Things
You keep doing the same marketing tactics, even if they aren’t working, because trying new things feels overwhelming or scary.
Why Fear is Behind It: Trying something new involves the possibility of failure. If you’re afraid of failure or feel like you don’t know enough, you might avoid taking risks altogether.
Action Step: Experiment with different marketing approaches:
- Try video marketing—share a quick video about what inspired your book.
- Pitch yourself to a podcast or blog related to your book’s genre.
- Offer a free sample chapter to entice new readers.
- Create a behind-the-scenes social media series sharing your writing process or book research.
- Host a live Q&A session with your readers to discuss themes from your book or your writing journey.
Growth happens when you step outside your comfort zone. Pick one new strategy to test this month.
Fear in Your Book Marketing Sign 5. You Worry About What Others Will Think
You hesitate to post about your book too often because you’re afraid of annoying people or looking “salesy.”
Why Fear is Behind It: Deep down, you might worry about being judged or rejected. Maybe you fear friends and family rolling their eyes or strangers thinking you’re “too much.”
But in this case, a little fear is probably a good thing, as we’ve all seen those “buy my book” posts that go on ad nauseum. Soon, everyone ignores them, so they don’t do us any good. The key here is to get more creative with our marketing tactics.
Action Step: Instead of feeling like you’re “bothering” people, work on offering something valuable to those who would love your book.
- Create posts that engage your audience, like polls or Q&As related to your book’s themes.
- Offer reports, how-tos, or link lists related to your book’s themes and/or topics. For instance, if your stories take place in a unique location, you could offer a report titled “10 Romantic Date Ideas for X Location.”
- Start a conversation—ask your audience questions about their favorite books or characters to naturally bring up your own.
- Create a fun challenge or themed event—host a read-along, reading challenge, or book-related giveaway to get people engaged.
- Tie your book to current trends or themes—connect your book’s topic or genre to popular discussions, TV shows, or cultural events to make it more relevant and exciting.
Marketing with Confidence Starts with Mindset
Marketing isn’t about tricking people into buying your book. It’s about connecting with the right readers and giving them something they’ll love. If fear is holding you back, action is the best way to overcome it. Start small, stay consistent, and remind yourself that your book deserves to be seen!
Image by cookie_studio on Freepik.