A Publisher's Conversation with Authors: About that competition...

 

 

It is Tuesday. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is--for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side.

This week, the topic is one that authors often push aside in their minds or whose significance authors don't fully realize: an author's responsibility for promotion and marketing. The ostrich approach will relegate your book to one of the millions on Amazon that are just not selling and to your publisher's backlist.

Any new book today is, at minimum, entering into competition with over 32 million books currently listed on Amazon—and thousands more are being written, uploaded, and released every single day.

Let that sink in.

Even if your book is stellar—well-edited, thoughtfully written, meaningful, and memorable—it will not be seen unless someone helps it get seen. And let’s be honest: selling without being seen is nearly impossible.

So, what can you—as the author—do? Here are some minimum strategies that make the difference between “invisible” and “noticed.” And every one of these is under your control.

1. Be Active

If you’re not talking about your book, no one else will be. Readers want to hear from the author. Where are you? Why are you silent?

It’s no longer the publisher’s job to do all the marketing—nor does publisher promotion hold the same weight with readers. Today’s readers want the real McCoy: the person who wrote the book.

You don’t need to shout every day, but you do need to be visible. Post about your book, your writing process, your interests. Comment in relevant online communities. Respond to reviews. Attend events. Show up. That’s half the battle.

2. Have a Website

Even the bare minimum—a single-page site—is non-negotiable. It says:

  • “This author is serious.”

  • “This book is real.”

  • “Here’s where to find it.”

Your website should have your book description, a buy link, maybe an author bio, and contact info. Link to your publisher if applicable. Include any awards or glowing reviews. Think of your website as your 24/7 business card—if you’re not willing to put that up, what does that say to your readers?

And yes, publishers do notice.

3. Get Reviews. Lots of Them.

You need 100 reviews on Amazon to start triggering Amazon’s internal search algorithms. Not sales. Not quality. Reviews. Until then, your book may not appear when a potential reader searches for a title or topic in your genre.

That means:

  • Ask readers for reviews.

  • Offer free copies in exchange for honest reviews.

  • Use services like BookSirens, BookSprout, or Reedsy Discovery.

  • Consider paid review services like Kirkus, IndieReader, and Foreword Reviews.

Every review increases your discoverability, and many review platforms allow cross-posting to Amazon, Goodreads, and more. Share every single review you get—on your website, social media, newsletter, publisher updates, and anywhere else it makes sense.

4. Enter Book Competitions

These are not just vanity badges. If your book wins or places, you now have the right to say “award-winning author” or “award-winning book.”

That matters to readers. A lot.

Additionally:

  • Your book will be listed on the award site—some for a year, some indefinitely.

  • Many competitions include professional feedback or promotional exposure.

  • Awards often translate into publisher credibility and reader trust.

Choose competitions carefully, but enter generously.

5. Make a Book Trailer

It doesn’t have to be expensive. There are services that can create trailers for under $200, or you can make one yourself using Canva or Animoto.

Trailers are useful on:

  • YouTube

  • TikTok

  • Your website

  • Your publisher’s website

  • Facebook/Instagram

  • Email newsletters

Make more than one if you can—short trailers are great for mobile viewing, while longer ones can showcase a deeper story or testimonial quotes.

6. Get on Podcasts

There are thousands of podcasts out there—and a surprising number welcome indie and niche authors, especially if you have a compelling story or a strong message.

Start by:

  • Creating a one-pager: a short media kit with your bio, book blurb, awards, reviews, and a trailer link.

  • Searching podcast directories by theme or genre.

  • Pitching yourself in 2-3 short paragraphs.

If you’re nervous, start small—local or hobby podcasts often welcome new voices and can help you gain confidence.

7. Make Presentations

You don’t need a national stage. Start local:

  • Public libraries

  • Bookstores

  • Writer groups

  • Cafés and independent venues

  • Historical societies

  • Hobby clubs

  • County fairs

If your book relates to a specific theme—mental health, military life, cooking, travel, spirituality, parenting—connect with organizations in that field. Many of them love author talks, especially from locals. And most allow you to sell books at your table—directly, and profitably.

8. Bonus Ideas (More Tools in the Toolbox)

If you’re already doing the above, here are more to consider:

  • Start a newsletter – Even if it’s monthly, it helps you connect directly with readers.

  • Write guest posts – Share advice or behind-the-scenes insights on blogs related to your book’s topic.

  • Offer free chapters – Let readers preview your book on your site or via BookFunnel.

  • Collaborate with other authors – Cross-promote books in the same genre or niche.

  • Use LinkedIn – Especially effective for nonfiction authors or professionals writing for their field.

  • Create a Goodreads profile – Claim your author page and participate in relevant groups.

  • Run targeted ads – Amazon, Facebook, or BookBub ads can be powerful (but do your homework first).

Final Thought: Don’t Dream. Do.

If your book matters to you—and I hope it does—then you matter in getting it seen. The days of “write it and they will come” are gone.

Be visible.
Be creative.
Be persistent.

The competition is real, but so is your voice.

Bottom line: Get to work! Every week, as a minimum, do something to promote your book (for as long as you would like to see your book have sales.)

The Tuesday talks reflect real discussions between the management of MSI Press LLC and our own authors or those would-be authors who come through our doors but don't make the cut--yet. If you have a topic that you would like addressed, leave the question in the comment section. Chances are, in our 22 years of publishing first-time and experiences authors, we have had a conversation with one of our authors that we can share with you.

 See more Publisher Conversations with Authors HERE.



 Learn more about publishing from an acquisitions editor -- how to get your book proposal accepted, why proposals are turned down/accepted, and how to find the right publisher for your book. On special sale for $5 while inventory lasts at MSI Press webstore. Also available as an e-book and an audiobook.



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Turned away by other publishers because you are a first-time author and/or do not have a strong platform yet? If you have a strong manuscript, San Juan Books, our hybrid publishing division, may be able to help.







Planning on self-publishing and don't know where to start? Our author au pair services will mentor you through the process.






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Julia Aziz, signing her book, Lessons of Labor, at an event at Book People in Austin, Texas.






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Steven Greenebaum, author of award-winning books, An Afternoon's Discussion and One Family: Indivisible, talking to a reader at Barnes & Noble in Gilroy, California.






   
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