Book Marketing Mistakes That Sabotage Your Sales

I’ve seen writers online trying all sorts of things to sell their books (and making these book marketing mistakes). Some tactics seem to work, while others leave me scratching my head. And then there are those talented authors who seem to have it all figured out but aren’t getting the attention they deserve. If you’re nodding along, don’t give up! You might just need to tweak your approach to avoid some common book marketing mistakes.

For many writers, selling a book is tougher than writing it. Whether you’re traditionally published or self-published, there’s no escaping the marketing hustle. Unfortunately, many authors make book marketing mistakes that can severely hinder their success. Here are 10 common book marketing mistakes authors make when promoting their stories and how you can avoid them.

1. DIY Book Cover Design

Designing your book cover is thrilling. It’s a moment where your story starts to feel real, and you can finally see the fruits of your labor. However, one of the biggest book marketing mistakes authors make is deciding to design the entire cover themselves. It’s tempting because you know your story inside out, and you have a vision of what the cover should look like. But here’s the thing: just because you know your story doesn’t mean you know what will sell your book. 

Why is this a mistake? Because your book cover is your first impression. It’s the very first thing a potential reader sees, and like it or not, people judge books by their covers. A well-designed cover can intrigue a reader and make them want to learn more, while a poorly designed one can turn them off before they even read the blurb. Making a poor design choice is one of those book marketing mistakes that can be easily avoided.

What should you do instead? Hire a professional cover designer. They understand the market, know what elements work within your genre, and can create a cover that not only looks great but also sells. A good cover designer will consider the visual trends in your niche, the emotions you want to evoke, and the branding you’re aiming for. They’ll balance all of these elements to create a cover that stands out on the shelves (virtual or physical) and draws readers in. If you’re on a tight budget, there are plenty of freelance designers on platforms like Reedsy, Fiverr, and Upwork who can create a professional-looking cover without breaking the bank. 

Pro Tip: Not convinced? Just check out some Kindle Cover Disasters online. The difference between a DIY cover and a professional one is night and day. Your book deserves the best chance it can get, so don’t let one of the most common book marketing mistakes hold you back.

Indie Hack: If you’re on a tight budget, or just starting to publish, consider hiring out only a portion of your cover. Hiring a strong artist and then taking that art and DIY’ing your cover in Book Brush or Canva can produce great results for a fraction of the price. Just make sure to do your genre research and pay attention to the trends and styling of covers there. Going against the grain will not equate to better sales. 

2. Marketing to Everyone

Another classic book marketing mistake is trying to market your book to everyone. It sounds logical at first—more eyes on your book should mean more sales, right? Unfortunately, this approach usually backfires. By trying to appeal to everyone, you end up connecting with no one, making this one of the most detrimental book marketing mistakes.

Why is this a mistake? Because when you try to speak to a broad audience, your message becomes diluted. Readers won’t feel that your book is for them if it’s marketed too generally. Specificity is key in book marketing, and knowing exactly who your ideal reader is will allow you to craft targeted messages that resonate with them. This is why avoiding this book marketing mistake is crucial.

What should you do instead? Narrow down your target audience. Think about who your book is really for. Is it for young adult readers who love dystopian fiction? Is it for middle-aged women who enjoy cozy mysteries? The more specific you can be, the better. Once you know who your ideal reader is, you can tailor your marketing efforts to speak directly to them. This could mean running ads on platforms where your audience hangs out, writing blog posts that address their interests, or joining online communities where they’re active. By avoiding this book marketing mistake, you can create a more focused and effective strategy.

Example: Let’s say you’ve written a sci-fi novel. Instead of marketing it as “a book for all sci-fi lovers,” you could focus on a specific subgenre like “a gripping space opera for fans of Star Wars and The Expanse.” This not only helps your book stand out but also makes it more likely to attract the right readers.

Pro Tip: If you’re unsure how to identify your ideal audience, start by looking at books similar to yours. Who are their readers? What do they have in common? Use this information to define your target market and avoid the mistake of being too general in your book marketing strategy. Need further guidance? Check out my posts: Find Your Ideal Reader: Market Your Novel & Create Superfans and 5 Successful Strategies To Help Identify Your Ideal Reader.

3. Skipping the Mailing List

Here’s one of the most significant book marketing mistakes: not building an email list. Your email list is one of your most valuable marketing assets because it gives you direct access to your readers. Social media algorithms change, and platforms come and go, but your email list is something you own and control. Your mailing list is essential for long-term success.

Why is this a mistake? Imagine you launch your book and it’s a success, selling thousands of copies. Then, two months later, you’re ready to release your next book, but you have no way to reach those original buyers. Without an email list, you’re starting from scratch every time you release a new book. That’s a missed opportunity to build a loyal readership. Skipping the mailing list is one of those book marketing mistakes that can cost you future sales.

What should you do instead? Start building your email list as soon as possible, even before your book is published. Use your author website, social media, and any other platform you’re on to encourage sign-ups. Offer something of value in exchange for their email address, like a free chapter, a short story, or exclusive content. Once you have an email list, keep your subscribers engaged with regular updates, sneak peeks, and other content that makes them feel part of your journey. Avoiding this book marketing mistake can significantly boost your long-term success.

Example: If you’re a fantasy author, you could offer a free prequel novella or a detailed map of your world as a sign-up incentive. Not only does this give readers a taste of your writing, but it also builds excitement for your upcoming release.

Pro Tip: Use email marketing tools like MailChimp or ConvertKit to manage your list. These platforms make it easy to create sign-up forms, automate emails, and track your results, helping you avoid one of the costliest book marketing mistakes.

4. Trying to Be Everywhere

It’s easy to feel like you need to be on every social media platform, attending every event, and exploring every marketing strategy available. But this is a book marketing mistake that can quickly lead to burnout. When you try to do everything, you end up spreading yourself too thin, and the quality of your efforts suffer. Trying to market everywhere can sabotage your effectiveness.

Why is this a mistake? Because book marketing isn’t just about quantity—it’s about quality. If you’re trying to juggle too many platforms and strategies, you won’t have the time or energy to do any of them well. Plus, being constantly busy with marketing leaves little room for creativity, which can affect your writing. This is a common book marketing mistake that many authors make once they start publishing. 

What should you do instead? Focus on a few key platforms and strategies that work best for you and your audience. It’s better to have a strong presence on two or three platforms than a weak presence on ten.

Take the time to really engage with your audience on these platforms, create high-quality content, and build relationships.

This focused approach is more sustainable and effective in the long run, and it helps you avoid this burnout book marketing mistake.

Example: If you find that Instagram and your email list bring in the most engagement, concentrate your efforts there. Post regularly, interact with followers, and use Instagram Stories and Reels to share behind-the-scenes content. At the same time, keep your email subscribers updated with exclusive news and offers.

Pro Tip: Use scheduling tools like Later, Buffer, or Hootsuite to plan and automate your social media posts. This way, you can maintain a consistent presence without being glued to your phone or computer all day. This can save you time and keep you from feeling overwhelmed.

5. Underestimating Freebies

A common book marketing mistake is thinking that giving away your book for free doesn’t work anymore. While it’s true that the free book strategy isn’t as powerful as it once was, it’s still a valuable tool for building visibility and attracting new readers. Underestimating the power of freebies is one of the most frequent book marketing mistakes.

Why is this a mistake? Because offering a free book can still generate buzz and draw in readers who might not have discovered you otherwise. It’s especially effective if you’re trying to build an audience for a series. By giving away the first book, you can hook readers who will then go on to buy the rest of the series. Ignoring this strategy is a book marketing mistake that can limit your growth.

What should you do instead? Consider offering your book for free during a promotional period, like a Kindle Free Promotion, or use it as a permanent freebie to drive traffic to your other books. Make sure to promote the freebie through your email list, social media, and platforms like BookBub to maximize its reach. This approach can bring in more readers and can easily be tweaked if you want to remove or limit the offer later. 

Example: Many successful authors use a “permafree” strategy for the first book in a series. This approach has helped countless writers build a loyal readership and increase sales of their subsequent books. If you’ve written a trilogy, making the first book free is a great way to entice readers into buying the entire series. It also works exceptionally well for romance writers who rely on selling multiple shorter novels rather than just two or three. 

Pro Tip: Pair your freebie with a compelling call-to-action. For instance, if you’re offering a free book, include links at the end to your other works, along with a strong invitation to join your email list. Avoiding this book marketing mistake can turn a simple freebie into a powerful marketing tool.

6. Avoiding Video Content

Video is king in today’s digital world, but many authors still shy away from using it. Whether it’s due to camera shyness or not knowing where to start, avoiding video content is a book marketing mistake that can limit your reach. The good news is that this is one of those mistakes that can be easily corrected with a bit of effort.

Why is this a mistake? Because video content is highly engaging and favored by social media algorithms. Platforms like Instagram, Facebook, and even LinkedIn are prioritizing video content, meaning your posts are more likely to be seen if they include visual media. Even short, simple videos can significantly boost your visibility and engagement. Plus, videos allow you to connect with your audience on a more personal level. Readers love seeing the face behind the words, and video content is the perfect way to do that. 

What should you do instead? Start small. You don’t need to create Hollywood-quality productions to be effective. A quick video on your phone introducing yourself, talking about your writing process, or sharing a behind-the-scenes look at your workspace can work wonders. As you get more comfortable, you can experiment with different types of content, like book trailers, live readings, or Q&A sessions. Overcoming this book marketing mistake can open up new opportunities for engagement.

Example: If you’re launching a new book, consider creating a short video where you talk about the inspiration behind the story, show off the cover, and share the release date. Post this video on all your social media channels and encourage your followers to share it. This not only builds excitement but also expands your reach.

Pro Tip: Tools like Lumen5 and Canva make it easy to create eye-catching videos without needing advanced technical skills. Investing some time in learning these tools can help you grow your readership rather than inhibiting it.

7. Only Targeting Interest-Based Audiences

Using only interest-based targeting in ads is another common book marketing mistake. While targeting fans of similar authors or genres can be effective, it’s not always enough to stand out in a crowded marketplace. Relying solely on interest-based audiences is one of those book marketing mistakes that can limit your book’s potential.

Why is this a mistake? Because interest-based targeting is just the tip of the iceberg. With so many authors competing for the same audience, you need to get creative with your ad targeting. Simply following the crowd can result in your ads getting lost among the noise. This is why avoiding this book marketing mistake is crucial for a successful ad campaign.

What should you do instead? Expand your targeting strategy to include custom and lookalike audiences. For instance, you can create a custom audience based on your email list subscribers or website visitors, then use Facebook’s Lookalike Audience feature to find new readers who share similar interests and behaviors. This approach allows you to reach potential readers who are more likely to be interested in your book. Avoiding this book marketing mistake can set you apart from the competition.

Example: If you’ve built a decent email list, upload it to Facebook Ads Manager and create a lookalike audience. This audience will consist of people who share characteristics with your existing subscribers, giving you a fresh pool of potential readers to target.

Pro Tip: Take advantage of Facebook’s Pixel to track visitors to your author website. You can retarget these visitors with ads based on the pages they visited, helping you avoid one this common pitfall book marketing mistake in digital advertising.

8. Ignoring Amazon Categories and Keywords

If you’re not getting the traction you expected on Amazon, it might be because you’ve fallen into one of the most common book marketing mistakes: ignoring your categories and keywords. These elements are crucial for discoverability, yet many authors rush through them without proper research. Overlooking this aspect is one of the most costly book marketing mistakes you can make.

Why is this a mistake? Because categories and keywords determine how easily readers can find your book on Amazon. If your book isn’t categorized correctly or if you’re using ineffective keywords, it could be buried in search results, making it nearly impossible for readers to discover it. Ignoring this step is one of those book marketing mistakes that can seriously impact your book’s visibility.

What should you do instead? Take the time to research the best categories and keywords for your book. Use tools like Publisher Rocket or even Amazon’s search suggestions to identify keywords that readers are actively searching for.

Make sure your categories are specific enough to give your book a chance to rank highly, but also relevant to your content.

Correcting this book marketing mistake can drastically improve your book’s discoverability.

Example: If you’ve written a paranormal romance, don’t just list it under “Romance” or “Fantasy.” Dig deeper and choose subcategories like “Paranormal Romance” or “Urban Fantasy.” This not only makes your book easier to find but also increases its chances of hitting bestseller lists in those categories.

Pro Tip: Regularly revisit your categories and keywords after your book is published. Trends change, and updating your metadata can keep your book competitive. Avoiding this book marketing mistake can lead to sustained visibility over time.

9. Giving Up on Facebook Ads Too Soon

Facebook ads can be frustrating, especially when you don’t see immediate results. However, giving up too soon is a book marketing mistake that can cost you valuable opportunities. Many authors abandon their campaigns after one or two tries, missing out on the long-term benefits of a well-optimized ad strategy. This is one of the book marketing mistakes that requires patience to overcome.

Why is this a mistake? Because Facebook ads have a learning curve. Success doesn’t happen overnight, and it often takes multiple attempts to find the right combination of targeting, ad copy, and imagery. Giving up too early is a book marketing mistake that can prevent you from fully realizing the platform’s potential.

What should you do instead? Approach Facebook ads as a long-term strategy. Start with small budgets and run A/B tests to see what works best. Adjust your targeting, tweak your copy, and experiment with different visuals until you find a winning formula. Consistent refinement is key to overcoming this book marketing mistake.

Example: Run a series of small campaigns with different audiences, such as one targeting lookalike audiences and another targeting interest-based audiences. Analyze the results and adjust your future campaigns based on what performed best.

Pro Tip: Use Facebook’s detailed analytics to track your ad performance. This data can help you make informed decisions and avoid wasting money—a common consequence of this book marketing mistake.

10. Doing Everything Alone

Writing a book is a solitary task, but marketing it doesn’t have to be. Trying to handle every aspect of book marketing on your own can lead to burnout and missed opportunities. This is one of those book marketing mistakes that many authors realize too late.

Why is this a mistake? Because book marketing requires a wide range of skills, from graphic design to social media management to data analysis. Trying to do everything yourself can result in lower-quality work and a slower pace, ultimately affecting your book’s success. Making sure not to fall into this book marketing mistake can help you focus on what you do best: writing.

What should you do instead? Consider outsourcing some of your marketing tasks to professionals. Hiring a virtual assistant to manage your social media or a professional marketer to handle your ad campaigns can help. Getting help can free up your time and energy for other important tasks. Overcoming this book marketing mistake can lead to better results and less stress.

Example: If you find social media overwhelming, hire a social media manager to schedule posts, engage with followers, and track analytics. This allows you to focus on content creation while still maintaining an active online presence.

Pro Tip: Start small. You don’t need to hire a full-time team right away. Even delegating one or two tasks can make a big difference. A lower budget option can look like using chatgpt, finding a friend who is social media savvy to show you the ropes, or implementing systems like Later and Pacemaker to help you better manage your time and workload.

Conclusion

Marketing a book is no easy task, and every author faces challenges along the way. However, by avoiding these sales-sabotaging book marketing mistakes, you can give your book the best possible chance of success. 

Remember, it’s okay to make mistakes—what’s important is that you learn from them and adjust your strategy accordingly. Whether it’s investing in a professional cover design, narrowing down your target audience, or embracing new marketing tools like video, every small improvement can lead to better results. 

The road to successful book marketing is a journey of trial and error. With persistence, creativity, and the right approach, your book can find its audience and thrive. Keep learning, keep experimenting, and most importantly, keep believing in your work!