If you have a big enough budget, there’s almost nothing money can’t buy for an independent author. 

Even if you can’t put a price tag on passion and talent, money can pay for fancy editors, thorough fact-checking, and, of course, flashy ad campaigns that look just as good as those put out by big publishing houses. 

But the very best marketing, especially for independent authors, is word of mouth, and even money can’t buy that. For the average indie writer, it can feel like absolute torture trying to get readers to give your book a chance. And even more privileged authors can’t just pay for a body double to step in to a social situation and have that awkward conversation where you try and make small talk to convince someone that they should actually buy—and then actually read—your book. Some people might be so confident in their work that they feel no problem recommending it to complete strangers, but the average writer might feel uncomfortable even asking a dear friend to read their book. 

Luckily, there are ways to go about marketing your book that don’t involve an unlimited budget for graphic designers or you becoming the most obnoxious person at the office happy hour, unable to talk about anything but yourself. 

Know Your Audience

Lots of people, particularly writers who are already wildly successful, will advise writers to recommend their book to everyone they can reach. But nothing is for everyone, and it’s actually a pretty smart move to be mindful of what the person you’re talking to actually likes to read. 

If you wrote a stirring historical romance novel, your friend who only reads contemporary memoirs is not your ideal audience. That doesn’t mean you have to pretend your book doesn’t exist in conversation—it just means you get to relieve yourself of the burden of trying to pitch it to everyone all of the time. 

If that person likes you and wants to give it a shot anyway, then great, you might convert a new historical romance lover. But if not, they might go so far as to pass their copy on to someone else they know who might like it better if you don’t come across as desperate when talking to them about it.

Know Your Niche

Many independent authors bristle at one of the most important parts of the journey to traditional publishing: having comparison titles, or comp titles.

Comp titles are what prospective traditional authors put in query letters and what you’ve already seen on book jackets at your local bookstore. “This new book is perfect for fans of X bestseller!” “Like famous book A crossed with famous book B!” “A contemporary retelling of a beloved classic!” 

When your goal is traditional publishing, it’s nonnegotiable to know where your book sits in the existing market. When your goal is independent publishing, it’s a relief to be free of these kinds of restraints. 

But instead of thinking of them as restraints, think of them as hooks. If you’ve ever tried to get someone to watch one of your favorite movies and compelled them by saying it’s like something else they’ve already seen and liked, then you know how effective this technique can be. 

Unlike with the traditional publishing route, independent authors can be a little more expansive with comp titles. You can use movies, older books, and books from other genres if you think there’s still a strong connection. Don’t think of it as putting your book in a narrow box—think of it as saying your book is fantastic, just like the other things to which you’re comparing it. 

Save Your Money

If word of mouth is the best kind of marketing there is, then it’s also true that nothing is ever going to be as good as word of mouth. Does that sound obvious? Think of it this way; if nothing is ever as good as word of mouth, then you might as well not spend your hard-earned cash on those flashy graphic artists and pricey web ads. 

That doesn’t mean you shouldn’t ever spend any money on marketing. After all, word of mouth can’t spread if it doesn’t start somewhere. It only means you should give yourself permission to shop sensibly for advertising opportunities. 

For an independent author, an in-person appearance at a bookstore in the town where you live and where your memoir is set is a lot more valuable than a random online banner ad. If you’re a true crime author, getting an ad on a popular true crime podcast, even if you can only afford one, is going to get you a lot further than that same amount of money spent on multiple marketing initiatives that aren’t as close to your ideal audience. 

As always, getting space in any context where people aren’t just looking for any book but they’re looking for your specific niche is where you want to spend your time and effort. Anything else is a bonus. Let go of the idea that if you’d just bought one more ad, you’d be making it big. 

What’s Actually in Your Control?

For better or for worse, everything is on your shoulders when you’re publishing independently. That can make it feel as if anything less than the career trajectory of someone like Andy Weir is due to your lack of effort. 

That simply isn’t true. 

Luck is a factor in anything in life, frustrating as that may be. The only thing you can do is write the best book possible. That’s also the most important thing, so if you feel proud of what you’ve put on the page, you deserve to congratulate yourself. Anything else is a happy surprise!

Chelsea Ennen is a writer living in Brooklyn with her husband and her dog. When not writing or reading, she is a fiber and textile artist who sews, knits, crochets, weaves, and spins.