Why Most Authors Fail at Marketing Their Books

Why Most Authors Fail at Marketing Their Books

Erik Westrum Debunks Marketing Mistakes New Authors Make

When it comes to publishing a book, most people are so focused on getting the words down that they don’t realize the real work begins after the book is written. Marketing your book is the critical piece that separates a bestselling author from someone who has a book collecting dust on a shelf.

In a revealing conversation on Life After Corporate, Erik Westrum an author strategist from selfpublishing.com, shared eye-opening insights about the marketing side of book publishing that many authors overlook. Whether you’re in the process of writing a book or just daydreaming about it, Erik’s marketing strategies and myth-busting advice will change how you think about launching and promoting a book.

Here are some of the top marketing misconceptions—and the strategies that can make your book a success.

1. Myth: “If You Write a Great Book, It Will Sell Itself”

This might be one of the most pervasive myths in the world of book publishing. Authors often pour their heart and soul into crafting a great manuscript and think that if the content is strong enough, readers will naturally find it and buy it.

“Writing a great book is just half the battle. If you think a well-written book will just take off on its own, you’re setting yourself up for disappointment.”

Even a fantastic book won’t go anywhere without a solid marketing plan.

Many authors are surprised when they realize that marketing is often a bigger effort than writing. You need to create a marketing machine that continuously drives traffic to your book—and that work begins long before the book is published.

Don’t wait until your book is written to start marketing. Build an audience and create buzz well in advance of your launch. Whether it’s through social media, email lists, or speaking engagements, you need to be thinking about how to promote your book as early as possible.

Want to hear Erik’s exact timeline for starting your marketing efforts? He breaks it all down in the full episode.


2. Myth: “My Publisher Will Handle the Marketing”

This is one of the biggest traps for new authors, especially those going the traditional publishing route. Many first-time authors assume that once they sign with a publisher, they can sit back while the publisher takes care of marketing.

“Publishers won’t do nearly as much as you think. Their job is to get your book printed, not to make sure it sells.”

According to Erik, even traditionally published authors need to take control of their own marketing. Publishers may do the bare minimum in terms of distribution, but the real work of promoting the book falls squarely on the author’s shoulders. This is especially true in today’s world, where self-promotion and personal branding are more crucial than ever.

Whether you’re self-publishing or working with a publisher, make sure you have a marketing plan in place that you control. Build your own channels—social media, email lists, partnerships—and don’t rely solely on the publisher’s efforts.


3. Myth: “The Goal Is To Sell as Many Copies as Possible”

Here’s a myth that even experienced authors fall into: believing that success is all about book sales. While it’s easy to get caught up in the numbers, Erik explains that focusing solely on sales is a shortsighted approach.

“For most authors, the book isn’t the end product—it’s the gateway.”

The real opportunity lies in what the book can unlock for you beyond the sales themselves. Whether it’s landing speaking engagements, building credibility in your industry, or generating new clients, the book is a tool that can create revenue in other ways. Authors should focus less on how many copies they sell and more on the opportunities the book can create.

In the episode, Erik shares specific examples of how authors have used their books to generate business deals, secure partnerships, and even land consulting gigs—none of which were directly tied to book sales. It’s a game-changing perspective that will shift how you approach your marketing.


4. Mistake: Trying to Be Everywhere at Once

When it comes to marketing, many authors feel overwhelmed by the sheer number of platforms and strategies available—social media, email, podcasts, ads, and more. The result? They try to do everything and end up stretching themselves too thin.

“Don’t try to be everywhere. Be strategic about where your audience is, and go deep on those platforms.”

If your target readers hang out on LinkedIn, focus your energy there rather than spreading yourself across five different social platforms. It’s not about being everywhere—it’s about being in the right places with a strong, focused message.


5. Mistake: Underestimating the Power of Partnerships

One of the lesser-known but highly effective strategies Erik shared is leveraging partnerships to boost book sales and credibility. While many authors focus solely on their own platforms, Erik recommends partnering with other authors, influencers, or businesses that have overlapping audiences.

“Find people or organizations that serve the same audience and work together to amplify each other’s voices. Joint ventures, affiliate marketing, or co-hosting events are powerful ways to reach a broader audience.”

Building strategic alliances not only helps promote your book but also increases your authority by association. The more you can align yourself with recognized experts in your field, the more credibility your book will gain.

Curious about how Erik used partnerships to promote his own book? He goes into detail in the episode, sharing real-life examples of how strategic partnerships can skyrocket your book’s visibility.


Marketing Is Everything

Erik’s interview on Life After Corporate goes beyond the typical advice about writing and publishing. He tackles the marketing myths head-on and shares strategies that many authors overlook. If you’re serious about making your book a success, Erik’s insights are essential for understanding how to market effectively in today’s world.

From avoiding the trap of relying on publishers to leveraging partnerships and focusing on the right platforms, Erik’s approach to book marketing is a must-hear for aspiring authors.


What’s Next?

Ready to learn more about how to market your book successfully? Erik’s episode is packed with actionable advice that will help you navigate the post-writing phase with confidence. Tune in to the full conversation to get all the details on how to avoid these common pitfalls and set your book up for success.


Listen to the full interview here.



Nicole Smith

Communitarian, Connector, Speaker, Author of Diagnosis Dementia Experienced dementia caregiver, advocate & daughter.

2mo

Look forward to listening. I self published a year ago and do a little bit each day to make a connection, gift a book, schedule a speaking event, etc. to get my message out. Overnight success takes about a decade! www.njsmithbooks.com

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Gabriela Fiorentino

Founder + CEO @Nest Earth

2mo

Love this episode Deb Boulanger! Loved this episode! Erik Westrum really nailed it with the whole 'book marketing starts way before the book is done' advice. It’s so true that writing is only half the battle! His tips on partnerships and focusing on the right platforms were such lightbulb moments.

Deb Boulanger 💫

Glass Ceiling Breaker | Entrepreneur Maker | Reliable Revenue Expert | Host Life After Corporate Podcast | Speaker | Workshop Leader | Chef Extraordinaire - there's always a seat for you at my table

2mo

Have you published a book? Or Plan to publish one? Share your biggest insight in a comment. Let's get this conversation started!

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