Here’s a statistic that might make your stomach drop: the average book sells around 250 copies in its lifetime. Yep, you read that right. And if you don’t have an email list or a solid foundation in place, your book is likely headed straight for that unfortunate average.

I’ve watched countless authors spend thousands of dollars on Amazon ads and Facebook promotions, wondering why their books aren’t selling. They’re missing the point entirely. You can’t buy your way into book sales when your foundation is shaky.

Before you spend another dollar on marketing, let’s talk about the five non-negotiables that need to be rock-solid first. Trust me, getting these right will save you a fortune in wasted ad spend.

The Truth Nobody Wants to Hear About Timing

Book marketing doesn’t start when you hit publish. It starts six months before you even write your first chapter. I know, I know—that’s not what you wanted to hear, especially if your book is already out there gathering digital dust.

But here’s the thing: building an audience takes time, and you need people who actually want to hear about your book. That’s the biggest hurdle you’re going to face, and it’s not one you can solve by throwing money at ads.

1. Build Your Audience First (Yes, You Need That Email List)

Let’s get this out of the way right now: you need an email list. This is non-negotiable, whether you want to use Substack, Beehive, or go old-school with a traditional email platform.

Don’t rely on social media to get your message out there. Your posts will die in the feed faster than you can say “algorithm change.” But that email sitting in someone’s inbox? That has staying power.

Here’s what you should be doing right now:

• Create a simple lead magnet related to your book topic
• Start collecting emails immediately
• Share behind-the-scenes content about your writing process
• Give away helpful tips related to your book’s subject
• Build trust before you start asking for money

If your book is already published and you’re thinking “well, it’s too late for me”—stop right there. Better late than never! You can start building your audience today. Maybe you’ll revise and update your book, or maybe you’ll just start marketing it to your new audience as you build it.

Pro tip: Create that lead magnet and start collecting emails. Even if you only get two people to read your book initially (like I did with my first book), that’s two more than zero.

2. Professional Presentation Isn’t Optional

Your book cover is the first impression anyone gets of your work. If it looks like an MS Paint production, you’re dead in the water before anyone even reads your description.

Here’s what needs to be professional-grade:

Book Cover Design: Either hire a professional or invest in learning how to create something that doesn’t scream “amateur hour.” Look at other covers in your genre. Does yours fit? Would someone scrolling through Amazon stop and look twice?

Professional Editing: Your book needs to flow well, be well-written, and be free of grammar errors. This isn’t where you cut corners. A polished piece of writing can make or break reader experience.

Proper Formatting: Whether you’re doing ebook, print, or both, formatting matters. Tools like Draft2Digital can format ebooks for you, Atticus is great for formatting, and Amazon has built-in tools too. Find what works for you, but don’t skip this step.

The best part? If your book is already published, you can update it. Amazon allows updates, Draft2Digital allows updates. Fix the cover, get it properly edited, reformat it, and treat it like a brand new book launch.

3. Stop Trying to Bypass Amazon

I get it—you want control. But Amazon has the biggest audience, and pretending they don’t exist is like ignoring the elephant in the room. Instead of avoiding Amazon, go wide strategically.

Here’s a strategy that actually works:

Start with Amazon KDP Select for 90 days. You’ll get exclusivity benefits, hopefully some reviews if you’re doing your strategy right, and access to Kindle Unlimited readers. At this stage, you’re building momentum and reviews.

After 90 days, consider going wide. Use Draft2Digital to distribute to other platforms. Get your book on Lulu, Google Play, and consider tools like BookFunnel to sell directly from your website.

Keywords and categories aren’t guesswork. Research what your ideal reader is already searching for. Sprinkle those keywords throughout your book description, chapter headings, and titles. This isn’t throwing spaghetti at the wall—it’s strategic.

If your book is already published wide, consider pulling it back to KDP Select for 90 days. Try different strategies to get your book in front of new people.

4. Nobody Wants to Be the First to Read Your Book

Social proof is everything in the book world. Nobody wants to be the guinea pig who discovers whether your book is worth reading.

This is why beta readers are so crucial, and why building your audience before you promote your book matters so much. Your beta readers become your first line of defense against inconsistencies, and they care about your success because they’re already invested in your journey.

Before you launch:

• Get 10-20 people to read your book (okay, I started with two, but aim higher than I did!)
• Build an ARC (Advance Review Copy) team using platforms like Story Origin
• Coordinate launch day activities so you have at least 10 reviews ready to go in the first week

If your book is already out there with zero reviews:

• Run a promotion and give away copies for honest reviews
• Join author groups and do review swaps (hint: Story Origin offers author newsletter swaps)
• Use your email list (see why it’s non-negotiable?) to encourage participation in promotions

Amazon’s algorithm rewards early activity, so getting those first reviews is crucial.

5. Keep Your Content Fresh (Yes, Even After You Self-Publish)

If your book is more than two years old, it better be timeless content. Otherwise, it’s time for an update. I went through this with my Pinterest book—it felt like rewriting the whole thing because so much had changed. But you know what? It was worth it.

Here’s the reality: how-to books and anything with data need regular updates. Sometimes you don’t need to revise the entire book—maybe just a section needs refreshing. Upload the update, market it as a “revised and updated edition,” and boom—you’ve got renewed attention for your book.

Pro tip: Treat your updated book like a brand new launch. Get your beta readers to review it again, have your ARC team ready to leave new reviews, and build momentum just like you would with a fresh release.

The Reality Check Most Authors Need

Look, I know this seems like a ton of information, and you’re probably thinking “this is way more work than I signed up for.” But here’s the brutal truth: if you skip this foundational stuff, all the marketing tactics in the world won’t save you.

I’ve seen authors spend thousands on ads for books with terrible covers, poor editing, and zero social proof. They’re essentially lighting money on fire. You cannot buy your way into book sales when your fundamentals are broken.

Think Long-Term, Not Overnight Success

Here’s something I wish someone had told me when I started: think of your book not as an overnight bestseller, but as a stepping stone in your author brand journey. There are gains beyond money—you’re learning about your audience, what they like and don’t like, and how to serve them better.

Your first book teaches you things your tenth book will benefit from. Every review (good or bad) gives you data to improve. Every reader interaction helps you understand your market better.

Start Where You Are

If you’re reading this and your book has been sitting on Amazon with zero reviews for months, don’t panic. If you haven’t built an email list yet, that’s okay. If your cover looks like it was designed in 2003, we can fix that.

Start with one thing. Pick the area where you’re weakest and tackle that first. Maybe it’s finally setting up that email list, or maybe it’s investing in a professional cover. Whatever it is, start today.

Because here’s the thing about the book world: it’s not going anywhere. Readers are always looking for their next great read. The question is whether your book will be ready when they find it.