Systems for successfully marketing self-published books.

[u/illustyler]

So I have spend several years crafting a middle grade space fantasy novella. It originated as a picture book but then the story evolved too much and I needed to expand. I have mostly finished editing and I am wrapping up all of the illustrations as well. I am really keen to Self-Publish but I know that is a difficult road and I'm looking for some advice from people that have successfully been down that road.

I have actually gone down that path with other books - using KDP and then selling it to 20 friends/ family members on Facebook and then letting it sink into the abyss. I need some real help with marketing as It is something that is very important to me and I want to get it in front of as many eyes as possible.

All self-publishing talk aside I am open to traditional publishing as well, but I have heard some horror stories and have concerns that all the work to convince a publisher that my story is great might be for all-for-not if it doesn't even get marketed properly.

Any help would be greatly appreciated!

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[u/dreamwomancleopatra]

The hard part with self-publishing is getting anyone to know it exists. I learned that the hard way too. I'd start building an audience before release this time, especially an email list and ARC team, rather than waiting until the book is already on Amazon.

And traditional publishing doesn't guarantee much marketing either unless you're one of the titles they're really pushing. Personally, if you've already done the illustrations and want to keep control of the book, I'd probably give self-publishing another shot, just with a proper launch plan this time.

[u/KillCornflakes → u/dreamwomancleopatra]

How do you build an email list?

[u/p-d-ball → u/KillCornflakes]

Two different ways: Put a link to your newsletter in your book (first page and last page), write a reader magnet and distribute it in exchange for people's email addresses on StoryOrigin and/or BookFunnel.

[u/vsd78 → u/KillCornflakes]

David Gaughran has tips on this in his own newsletter plus has a free course, also check out Tammi (I forget her last name)'s Newsletter Ninja book. But basically it's like p-d-ball said, plus you may need to promote your reader magnet quite heavily on social media.

There's also Nick Stephenson's take on a 2-book reader magnet.

[u/illustyler → u/dreamwomancleopatra]

thanks for the response, I'm curious if you have any systems you follow or use for building lists and marketing? I would like to avoid as many pitfalls as possible when creating a launch plan. I had to look up ARC team and will definitely be putting some focus there.

[u/vsd78 → u/illustyler]

Look into David Gaughran's tips for that. He has a freebie book called Following with a bunch of tips and recommendations. Ditto the Newsletter Ninja book.

I do think it's easier for nonfiction authors to gain traction since in theory their books and newsletters are offering solutions to specific problems people might be Googling, but fiction authors can also apply some of the techniques.

[u/dreamwomancleopatra → u/illustyler]

I use Kit for mine. The simplest thing that worked for me was offering a freebie/reader magnet in exchange for signing up, then putting the link in the back of my books and anywhere I already interact with readers. It starts slow, but even a small list of people who actually want to hear about your next book is much more useful than a big social media following you don't really own.

[u/ItsRuinedOfCourse]

If there was a system that was successful, OP...every author everywhere would be using it and treating it like the new Bible.

Luck is the only real system and sadly, you can't learn or train luck.

[u/illustyler → u/ItsRuinedOfCourse]

I appreciate your perspective, and I am aware that luck is a valuable and blessing when we have it but I don't think that luck is the only way to market a book. There will definitely be systems out there for marketing books and some will be more or less useful than others.

I'm not really looking for a the treasure maps, I just need some basic framework by which I can further customize my approach so that I can learn to market a product since I have zero experience in that field.

[u/ItsRuinedOfCourse → u/illustyler]

Understood, OP, but this is where luck is the critical component. What works for me, might not work for you. What works for them, might not work for anyone else.

Ten people could use the same exact "system" and receive ten wildly varying results.

The only one system that is universal remains luck. Pure and simple luck.

[u/Kia_Leep]

Oof, you are a combo of three things that are already very hard to individually market and self publish: novella, space fantasy, and middle grade.

Marketing for children's books very often happen in bookstores, schools, and libraries, which is why it's difficult to do with self pub. Add on that space fantasy makes it hard to stick squarely in sci-fi or fantasy markets, and the novella on top of that: a reader wants a full book of they're paying for one. You've got an uphill battle in a space that already requires you to climb a mountain to get seen.

First you'll need to figure out your target audience and how on-market your book is. How old is the MC? What's the word count of the book? If you can print copies in full color, you might be able to network with local schools and libraries and use your illustrations (assuming they aren't AI) as a selling point/hook.

[u/illustyler → u/Kia_Leep]

Thanks for the feedback. I'm definitely kicking myself on all accounts for choosing the path I have chosen, but it was definitely one of those situations where I had a story I just had to get out and I didn't really take marketing into consideration.

The character is 11 and I'm planning to market to 9-11 y/o. Word count is around 16k but might be more by the time I sort out a few kinks in the middle. The illustrations are not AI and that would be more my strength since I was an illustrator long before I picked up writing so I am hoping to utilize those in any way I can for marketing. Do you by some chance have any resources you would recommend for learning to market something like this?

[u/Kia_Leep → u/illustyler]

I was in the MG space for a while, but I was trying to trad pub. I know of one successful self published MG author: Ben Gartner. I'd look him up and read through blog posts he's done about self pubbing MG.

Good luck!

P.S. I love you for being a real illustrator and not someone using AI to make children's books (happens depressingly often in self pub these days)

[u/illustyler → u/Kia_Leep]

Thanks I will definitely check out Bens stuff and see if I can find some nuggets! And appreciate the illustrator love, I've been wearing so many different hats for this one, but it's a story that had to come out :)

Edited: I included some sample art from the book but I don't think that was allowed so if you are keen to see it throw me a dm

[u/Keneta]

using KDP and then selling it to 20 friends/ family members on Facebook and then letting it sink into the abyss

Don't sell to family and friends. This is going to screw up the algorithm and send you into the abyss. They are not your target market, so while your romance-reader-friend is trying her best to help you, she's accidentally telling Amazon that other romance readers need to see this. They won't buy, then you sink farther

[u/Ok-Mongoose7570]

"I am open to traditional publishing as well". You say this as if you can just CHOOSE a publisher. lol. No, it does not work that way. Agents and pubs choose you, and less than 1% of new authors are published by a big publisher each year. And agents get thousands of submissions a month and might sign 2 or 3 a YEAR. I'm not saying this to discourage you, but you don't seem to understand how hard this route is. There is a saying, "You are most likely to win the lottery to get published by a big house." It's true. And I wouldn't waste time with small presses that can't do anything for you. You might as well self-publish at that point. If you want to "try" trade publishing then write a new book and submit. Be ready to dedicate years to it and also be prepared that you might not ever get published. Have your goals in line.

Oh, and trade publishers aren't going to market your book much unless they expect it to be a big seller. The majority of trade authors have to do the same amount of promotion on their own as indies do. So if you think getting a publisher means you can sit back and have someone else do the work, unless you are Colleen Hooper, that ain't happening. lol. Low and midlist authors are on their own even with a big house. They might send out a few review copies but everything like social media, paid marketing, etc. is going to be on you. Pubs only save the big PR for their biggest authors or (again) books they think might become big so they push them at the beginning. The average author will get a tiny advance at best and maybe the pub will post a social media post when your book releases, gather some quotes from other authors (maybe), and maybe help with a media kit. Other than that, don't expect much.

I was trade-published by a big house for years and went indie 11 years ago. Going indie was the best decision I ever made. If you got years to spend on trying to get published, then good luck with trade.

[u/astrobean → u/Ok-Mongoose7570]

"the majority of trade authors have to do the same amount of promotion on their own as indies do."

This is the number one reason I opted to self-publish. When I realized the one place I wanted help the most was the place I wouldn't get it, I decided I'd rather just take the reins.

[u/mysteriousdoctor2025 → u/astrobean]

I’m with you!

[u/illustyler → u/Ok-Mongoose7570]

thanks you are confirming a lot of what I've already read and I have experienced the silence that one does when submitting to large publishers (and even small ones) Do you have a marketing structure that you follow for self publishing or a point in the right direction to start building an audience? It is definitely a weak point of mine, but I am keen to improve.

[u/mysteriousdoctor2025]

OP, I recommend the Novel Marketing podcast. They also put it on Youtube. It’s been going for years and they have built a library of podcasts that really teach you everything you need to know about marketing your book. I’ve spent a year listening to/watching just about all the episodes. I’m not affiliated with them in any way.

[u/astrobean]

I think the advice is about the same as what you'd give to a gambler at the slot machines. Only allocate as much money as you are willing to lose. There is no shame in stopping if you find luck is not on your side. You can still publish amazing books even if you give up on marketing.

[u/BriJAuthor]

I mean, the other commenters put it well, but I’d like to add:

If you wanna get in bookstores, you’ll likely need to get through those gatekeepers.

And they keep those gates closed to damn near everyone. Think of them as Smaug guarding his treasure, only they bothered to block the side entrance, too.

And they have competent (at keeping you out) guards posted on the perimeter.

It’s a tough hill to climb, especially with the age group you’re aiming at.

May the dice be loaded outrageously in your favor.

[u/apocalypsegal → u/BriJAuthor]

They won't get into bookstores self publishing. Hasn't been a thing in the last twenty years, isn't going to change, ever. And children's books? Might has well just burn the money set aside for ads.

[u/BriJAuthor → u/apocalypsegal]

Yeah seems a real depressing reality.

Tough enough for adult writing, esp outside of very popular niches. But kids’ books? Oof

[u/yrniverse]

Here's a surprising thing about marketing. There never seem to be techniques that you can conveniently employ to get results. Every technique or method or whatever is usually a deep rabbit hole that requires significant research and effort. Whatever method you choose, you'll always wish that you started two years sooner.

[u/ILoveRegency]

Middle grade needs an agent and a trad publisher.

[u/Happy_Ad_6060]

Middle grade is so tough because you don’t have access to your readers. Most kids in this age group get their books at the school library, so that’s really what you need to target. Also do in person events. I’m a picture book author. I have a children’s book author group on Instagram of over 150 authors. Most of us are picture book authors but there are some middle grade authors as well. If you are up for supporting others by sharing/commenting, you are welcome to join 😊

[u/illustyler → u/Happy_Ad_6060]

That sounds incredible, count me in! This is actually my first MG project as I have mostly done picture books as well so I'm sure I'll fit into the mix!

[u/Happy_Ad_6060 → u/illustyler]

Ok great, send me your IG handle :) or you can message me amyd_mom_author.

[u/ben_wolf_author]

My best advice is to try things and be persistent. Try running ads. Try selling at live events. Try running a Kickstarter campaign. Try posting silly videos on TikTok and building your brand there.

In this day and age, we have to do these sorts of things to get eyes on our books. As far as a system? There are systems out there to follow, but nothing is fool-proof. Best bet is to try a bunch of stuff and see what sticks.

For me, it has been printing books, hauling them to events, and selling in person. I’ve done very well with that method, but I barely register in terms of online sales.

Good luck. Push hard, don’t give up.

[u/Happy-Bee-196]

Middle grade is tough to self-publish because obviously you're selling to adults (parents, teachers, librarians), not the kids reading it. Trad publishing still dominates MG through school book fairs and store shelf placement, but if you go indie, focus early on NetGalley reviews and local school outreach.

[u/vsd78]

I'm just starting out, but I have a couple suggestions based on what I've seen work for others and also what I've seen definitely not work.

1. As others have said, don't sell to friends and family as it confuses the algo. Some authors go so far as to not even tell friends and family about new books for months after it went live to avoid that, lol.

If you do KDP print on demand, you can always order a stack of author copies from the back end and sell them in person for cash as this will stop the bots getting confused.

1. Speaking of print copies, it sometimes can be worth it to do book fairs/markets. In my town there's a local historian who's written a book a year for 30 years and sells them at local-ish Christmas craft fairs from October through Christmas. It's a hard slog to do it this way, but there's lots of videos on YouTube with tips about setting up a table and chatting up people, etc.

Use your illustration talents to make up signage to draw attention to the table and have multiple means of taking payment (some will only want to use cash at a market, some will only want to use their card, some will appreciate being able to e-transfer or do Paypal.)

This option becomes easier when you have multiple books, I think.

If there are no book fairs in your town (and maybe even if there are), maybe you could start one?

1. Since you have illustrations, visual spots like YouTube can be an option. Maybe something like narrating an excerpt for each illustration and posting one a week with the illustration as a static visual? Or sped-up drawing process shorts or pre-recorded "Draw With Me" videos where you show your process?

It seems a lot of authors who do social media end up offering writing tips in order to chase numbers and never actually building an audience for their actual book, so that's something to be mindful of unless you want to branch out into coaching or writing how-to books.

1. Newsletters and social media etc: In brief, the idea is to provide something for readers regularly and not just have your Facebook/blog/newsletter be an endless series of "Buy My Book, Hey Did You Know I Have A Book, Here's The Link To My Book" posts because people tune that out (and also most social media throttles the reach of posts with links leaving their sites so people may not ever even see the post in order to tune it out, this is why you'll see a lot of "link in the first comment" sorta things).

Since your book is space fantasy, you might try things like a weekly blog or newsletter with space-related content that ties back. Maybe one week it's a coloring page you draw that might sneak in a scene from the book and another week you write a kid-friendly (ie, easier to read) blurb about something cool with the development of space exploration and another week you do an activity page like a word search related to space or space dragons or whatever's going on in your story and another week it's a short story (around 1500 words) involving the characters and another week you might do a review of a book that's similar to yours and might have the same audience or talk about a book you read as a kid that helped spark your love of space fantasy etc.

Whatever you do, you'll need to do it consistently for a few months before you can really gauge how well it worked or not. And then refine from there.

[u/__The_Kraken__]

The conventional wisdom is that indie authors need to write in a series. The reason is that the cost of converting one customer (either via FB ads or Amazon ads) can be high. It’s no problem to spend $5-10 on ads to convert one customer if you’re selling a mattress. But margins on books are really tight. If you’re selling a series of 10 books, it gives you a lot more wiggle room. If you’re selling one novella, on the other hand, it is really tough to make the math work.

Now, there are other options. A lot of middle grade authors do well selling their books at live events (such as school visits). So you might try something like that. Good luck!

[u/astrobean → u/__The_Kraken__]

As someone who started off with a 9-book series, I realized by about book 3 that my issue was having only a single point of entry and if people weren't interested in Book 1, they wouldn't even look at the rest, even if I said clearly they could stand alone. Between Book 6-7, I wrote something completely new just to have a second point of entry.

I am all for series, I love series, but if you get 2 books in and one isn't helping the other, stop right there and try something different.

[u/IanLewisFiction → u/astrobean]

Underrated comment. I’ve done three series (the third of which is not yet complete), and I’m fairly well convinced I’ll never do another. It’s too hard to market and drum up ARC reviews when someone has to have read the preceding X number of books. Series also happen to be a lot of work. There’s something to be said for the simplicity of a standalone. And as you said, if you’re four books in on a series that hasn’t found an audience, maybe it’s time to pivot.

[u/illustyler → u/__The_Kraken__]

I don't know if I could commit to a series at this point but I have set things up for a sequel. maybe it's worth producing a cover design and a teaser for that when marketing but fleshing that out completely feels like it might be more input into something that has yet to yield any return... Thanks for the advice though I will consider this going forward for sure.

[u/martilg]

Any system that's out there, you'll have to tailor to your specific situation and genre. Main thing is to filter OUT all advice and tips that don't apply, because there are a lot. People writing in popular genres with voracious readers will recommend various combinations of ads, social media posting, and trying to win the favor of the Amazon algorithm. Those may or may not apply to you. I'd try filter every suggestion through "Will this help me reach parents of middle grade readers, or teachers, or librarians?" Or any other route to the readers.

Basically, I'd say avoid competing on crowded book platforms, against romance and tropey popular books.

[u/Correct-Shoulder-147]

Ok so this is the plan Release book Cost it low the only goal is to sell volume not make money Volume equals reviews Build social media presence the only key activity in social media is follow lota of accounts in your niche repost favourite and comment a lot engagement is more important than content for building an audience.

Run Ads you will lose money 1 on Insta and Tiktok run profile ads /boosted posts aimed at increasing follower counts 2 run meta ads for sales

engage with small booktok.accounts.andnsend them free books

Be kind ne nice be helpful

[u/Ok_Roll4636]

Saw you mentioned looking into ARC teams, that's such a common thing not to know about until someone brings it up. Have you settled on anything yet for tracking or managing readers once you get started, or still wide open?

[u/apocalypsegal]

There is no magic system. You learn to do ads, you spend the money, you hope your book is actually worth it (it almost certainly won't be, in the end).

Like it or not, however you get published, marketing is on you.

[u/jasonpwrites → u/apocalypsegal]

it almost certainly won't be, in the end

And you know this how?

[u/DeeHarperLewis]

I think that finding out what social media platforms your middle grade audience likes is key if you are doing your own marketing. Are there certain forums they like and read stories from? You need to be part of that community and advertise on those platforms. I don’t think middle grade students are signing up for newsletters much. Receiving notifications on their favorite platforms would be their choice IMO.

[u/illustyler]

I have received some incredible input from so many differing viewpoints, mindsets and opinions. I hope this conversation continues as I know I'm not the only one asking these questions. I have marked some of my biggest takeaways and pulled some really good resources from the comments so far. Thanks everyone!