Building an audience before you publish is one of the smartest moves an author can make. Too many writers spend years working on their book only to realize, after it’s released, that they have no one to sell it to.
The assumption that a book will magically find readers once it’s on the market leads to disappointment. Instead of waiting until after publication to start marketing, successful authors begin building their audience long before their book is even finished. Doing this not only ensures there are readers ready to buy on launch day but also makes it easier to sustain long-term sales.
The biggest challenge for most new authors is figuring out how to attract an audience when they don’t have a book yet. The good news is that you don’t need to be a well-known name or have a backlist of titles to start growing your readership. What you need is a strategy that allows you to connect with potential readers, build trust, and create anticipation for your upcoming book.
The first step is identifying who your audience actually is. Many authors make the mistake of believing their book is for “everyone.” But no book is for everyone, and the more specific you are about who your readers are, the easier it will be to find them.
Fiction authors should consider the genre they’re writing in and think about the kinds of readers who enjoy those types of stories. Are they young adult fantasy fans? Thriller enthusiasts? Romance lovers?
Understanding the expectations of your target audience will help you craft content that appeals to them. Nonfiction authors should focus on the problem their book solves or the topic it covers and seek out people who are already interested in those areas.
Once you have a clear idea of who your readers are, the next step is to start engaging with them. One of the best ways to do this is through social media, but not in the way most authors assume.
Posting random updates about your writing process won’t attract an audience. Instead, focus on creating content that provides value to the people who would be interested in your book. Fiction authors can share insights into their genre, post behind-the-scenes looks at their world-building, or discuss their favorite books in the same category.
Nonfiction authors can share expertise, give useful advice, or engage in discussions related to their book’s topic. The key is to focus on what will interest your future readers, not just updates about your progress.
Email lists remain one of the most powerful tools for audience building, and starting one before your book is published gives you a head start. The mistake many authors make is waiting until their book is ready before setting up a mailing list.
But an email list allows you to create direct connections with your audience, keeping them engaged over time. Offering something of value in exchange for an email sign-up—like a free short story, a sample chapter, or an exclusive article—gives readers a reason to subscribe. Even with a small list, having a group of dedicated followers means that when your book is finally available, you have people ready to buy it.
Another effective way to grow an audience is by leveraging existing communities. Instead of trying to build everything from scratch, find online spaces where your target readers already spend time.
These could be Facebook groups, Reddit communities, forums, or niche-specific websites. The goal isn’t to promote your book aggressively but to participate in discussions, offer valuable contributions, and establish yourself as someone worth following. Over time, people will naturally become curious about what you’re working on.
A website or blog can also be an asset, though it’s not a requirement. If you enjoy writing articles, blogging about topics related to your book can help you attract an audience organically.
Fiction authors can write about themes, character development, or writing tips for others in their genre. Nonfiction authors can provide insights, research, or how-to guides related to their book’s topic. A blog allows you to show expertise, attract search traffic, and keep people engaged while you work on your book.
Collaborations can also help speed up audience growth. Connecting with other authors in your niche, participating in online events, or guest posting on established blogs can introduce you to new readers. Podcasts are another powerful tool—whether starting your own or appearing as a guest on relevant shows, you can build credibility and gain exposure to the right audience.
While growing an audience takes time, consistency is what makes the biggest difference. The authors who succeed in this area aren’t necessarily the ones who have the best marketing skills; they’re the ones who consistently show up and engage with their audience.
Whether that means posting regularly on social media, sending out a monthly email, or writing a blog every week, steady engagement keeps you visible and allows relationships with readers to develop over time.
It’s easy to fall into the trap of believing that audience-building should wait until after the book is finished. But the reality is that books don’t sell themselves—people sell books, and the best time to start finding those people is now.
Authors who begin engaging with their audience before they publish have a major advantage. Instead of launching to silence and scrambling to market after release, they start their publishing journey with momentum.
By understanding your readers, creating engaging content, building an email list, connecting with existing communities, and maintaining consistency, you can set yourself up for a successful book launch. The earlier you start, the easier it becomes to grow your audience, generate excitement, and ensure that when your book is finally ready, there are people eager to read it.
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