The marketing of your book begins the moment you decide you have a story to tell. At that very moment. Not the next day or the week after. Not when you are mostly done or decide the work might be good enough for a second opinion. By that time, friends, it’s far too late. 

I’m much more interested in you and your story if I feel I’m a part of it, and feeling a part of it means being along for the ride.

Nothing is more heartbreaking than hearing, “Okay, I’m finally done with my book. Now what?” And knowing this person has put themselves at the bottom of a sizable marketing mountain. 

If your beloved book is finally out and no one knows about it, you, my friend, are in for a long night (or more).

The remedy: start marketing early

So, how do we remedy this? 

We start at the beginning. We start at the festering of the idea. That is when you begin to tell your audience about your plans. 

No need to share specifics the moment you have an idea. But it’s a perfect time to say the creative ideas are flowing and you’ve found a direction or story. 

Not knowing the specific story might be enough to keep them tuned in. The mystery, the guessing, and the wait for the ultimate reveal. Begin to include your audience before you make the photographs, writing, or illustrations.

Tailor your book format to your audience

This is also the time to determine what type of book you must make. Your ego might say enormous, precious, coffee table, photobook, but your audience might respond with an affordable, softcover, approachable trade book. Your ego might say to build a book heavy on imagery and light on story, while your audience might ask for the exact opposite. 

Again, you should do these exercises before the project begins so that you have a roadmap of what to produce. 

Ultimately, what you will make will be a blend of your thoughts and the thoughts of your audience. You don’t want to completely adhere to the asks and whims of your readers or fans, but knowing what works for them will only help to guide you in the right direction.

Build a real fan base

Speaking of audience, readers, and fans, I talked with a book publicist who explained that social media followers were often little more than “window shoppers.” 

She said the most important thing a creator can have is an email newsletter targeting real fans. No bots and strangers quick to hit any “like” button, but instead an audience of truly engaged readers or supporters. 

Like me, these people want to be along for the ride. Start to finish, beginning to end. From the idea’s conception to the sale of the book and everything in between.

Get ready for the long haul

Marketing, storytelling, and the selling of books are long, slow processes. Rarely does a quick fix exist. You are part of your story whether you want to be or not. 

Forming and following a marketing plan from day one is a great way to give yourself a chance at book sales. You might even find yourself with a list of presale buyers, people so enthralled with being part of the story they ask to purchase before the book is even in print. Either way, think today. 

So, what’s the best time to start marketing your book? 

Say it with me: Now.

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Dan Milnor, photographer and bookmaking expert, shares monthly insights here on the entire bookmaking journey, from concept to publication. Blurb is a creative hub for making and distributing high-quality, self-published books, empowering creators to bring their visions to life. Get started on yours today.