Boots-on-the-Ground Book Marketing

You’ve written the book. You’ve hit “publish.” You may have even done a happy dance (which I strongly recommend). But now what?

If you’re picturing yourself endlessly posting on social media and feeling more “meh” than “motivated,” take heart: there’s another way to get your book in front of readers. It’s called boots-on-the-ground marketing—and it’s just what it sounds like. You, out in the world, making real-life connections that spark curiosity, build community, and (yes) sell books.

Do not measure your success by other’s metrics. You wrote and published a book, which is already a huge accomplishment.

Marketing it can feel defeating, so you need to get clear on what success is for you. Don’t get defeated if you don’t sell 100 books on day one. Success is not always achieved right away.

And success is not the same for everyone. You don’t need a bestseller sticker to be a successful author. Maybe you want to sell 500 copies in your first year. Maybe you want to grow your email list, land podcast interviews, or simply have more readers in your niche. Whatever your goal, name it—and then celebrate the heck out of it when you reach it.

Confetti optional. But encouraged.

Use these grounded, effective strategies to get your book into the hands (and hearts) of readers either for free or little cost:

Podcasts are one of the best ways to reach new readers. But don’t just pitch every show under the sun. Find podcasts where the audience would actually be interested in your book—and be a great guest by tying your topic to their focus.

To find podcasts, you can use any of the podcast matching services available:

• Podcast Bookers
• PodMatch
• PodPitch

➡️ Pro tip: Create a podcast one-sheet with a professional headshot, your book’s cover image, a short-and-sweet author bio, potential interview questions (they will most likely not read your book, so give them questions), and potential interview subjects

Want a journalist, blogger, or bookstagrammer to feature your book? Make their job easy. A well-crafted press kit makes you look like a total pro. Include:

• A high-quality headshot
• Your book cover
• A press release about the book
• A short author bio
• A one-sheet with talking points, blurbs, or endorsements
• Links to purchase the book and find you online

Then, pitch yourself to bloggers in your genre, local newspapers, indie book reviewers, or online media outlets. Just like with podcasts, make sure their audience is your audience.

Panels and presentations are a great way to share your expertise and your book. Don’t wait to be invited—pitch yourself! Connect with authors who already have a platform or reach out to local bookstores, festivals, or libraries and suggest a themed panel or solo presentation.

Do you write cozy mysteries? Pitch a panel/presentation called “Murder, Mayhem, and Muffins.” You get the idea.

Where to pitch
Bookstores: Many independent bookstores host regular author events, panel discussions, or themed series. Check their events page or social media to see what kinds of panels they’ve hosted in the past.

Libraries: Libraries love author events and community engagement. Some host annual or seasonal author days, and others are open to organizing a panel around a theme.

Online literary communities and conferences: Virtual conferences are still very much a thing! Try:

• Facebook groups or online forums for your genre
• Digital writing conferences and author summits
• Membership-based communities like Authors Guild, SCBWI, or ALLi

Writing conferences: Search for local writing conferences. They will call for speakers and have a formal application process months before the conference.

Literary festivals and book fairs: These often have formal application processes, usually months in advance. Look for:

• State and regional book festivals (like the Texas Book Festival or Miami Book Fair)
• Genre-specific cons or gatherings (like Bouchercon for mystery authors)
• University or college literary events

If your book covers a topic with broader appeal—grief, travel, parenting, identity—you can write a related op-ed, essay, or article and pitch it to an outlet your readers already love.

➡️ The key? Make sure the outlet’s audience matches your ideal reader. Then sneak in a book link in your bio.

Readings can be live or virtual (Zoom works too), but here’s the truth: live readings sell more books. Just be sure there’s not a competing event in the area—and that your event actually sounds fun. Wine and words, anyone?

You can pitch your local indie bookstore, library, or coffee shop. Or? Organize your own event from scratch if none exist. Librarians and bookstore owners will often say yes when you make their job easier.

Check out the events page of bookstores, libraries, and book festivals near you and see if you can get a table or booth at the event (this strategy does cost). No event listed? Offer to create one.

And if your book has a specific theme, consider a non-book festival! A novel with horses? Try a horse festival. A memoir about your time in the kitchen? Food festivals, here you come.

Pro tips for buying a table/booth at the event

Invest in

• Swag (optional, but fun)
• A table display
• Postcards with a book excerpt and QR code to buy
• A warm smile (always free)

• Donate a copy to your local library. Libraries love local authors. (So do patrons!)
• Support your indie bookstores. Attend events. Shop there. Build relationships.
• Look for the “Author Info” page on bookstore websites. That’s where you’ll find their guidelines.
• Ask about consignment. Most bookstores will either buy directly from Ingram or offer a consignment split (usually 60/40).
• Keep a stack of postcards (excerpt from your book with QR code to buy) on hand—because you never know when someone will ask about your book at the dentist’s office

Don’t engage in any marketing strategy that you hate. If you hate marketing, you will burnout quickly.

And don’t try to do it all. Instead, pick five marketing methods that actually sound fun or fulfilling. That might be:

• Two podcasts a month
• Quarterly library readings
• One op-ed pitch
• A local author panel
• A fall book festival

Marketing doesn’t have to drain you—it can connect you to readers who love what you love.

You don’t need to shout on social media to get readers. You need a goal, a few solid strategies, and the courage to actually show up. In person. In real life. In front of your people.

And when you do? That’s when the magic happens.

Boots on the ground, and beacon in the sky!

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I’d love to hear from you. Comment below using any of these prompts to guide you:

• Which boots-on-the-ground strategy are you most excited to try first?
• Do you have a podcast one-sheet or press kit? Drop it here in the comments. I’d love to check it out.
• What is one thing you did professionally or personally today that you’re proud of?