Marketing for Introverts and People Who Hate Social Media

Icky-Free Strategies for Building Your Author Platform

Dec 27, 2024

As an introvert, the idea of "marketing" yourself and your book is daunting. Self-promotion, social media, and constant visibility often feels overwhelming—and for many introvert writers, it doesn’t come naturally. Trust me, I get it. I loathe social media too (I’m sure you don’t need me to explain why).

For a long time, I avoided putting myself out there, convinced I could help others succeed while remaining in my personal bubble. Eventually, I realized it was hypocritical to encourage my authors to market themselves and their work while dodging it myself.

So, I stepped out of my comfort zone. I launched my Substack, became more present at writing conventions, taught masterclasses, and appeared on Joanna Penn’s podcast. None of it felt natural or easy, but it was necessary. Along the way, I discovered how introverts can build an authentic and manageable platform.

If you’re like me, you might feel the same resistance. While I’m still figuring things out, I’ve put together some tips to help you build your platform and market your book without feeling “icky.”

I’ll also share strategies that have worked for my authors—creative approaches that focus on their audience and enhanced the fun of their books. Plus, I’ve included a few pro tips from industry experts that might also give you a few ideas.

Go Where Your People Hang Out

Marketing isn’t just about social media. There are plenty of other ways to connect with your audience that might feel more natural:

1. Places Like Substack
Newsletters can be one of the most effective and low-pressure ways to communicate with readers. Build an email list over time and send regular updates, sharing value without the pressure of constant social media updates.

2. Online Media
Write articles, guest posts, or essays for blogs, websites, or publications that align with you or your book. These allow you to reach your specific audience while maintaining full control of your message.

3. Tap Into Book Clubs
Book clubs offer a more personal, intimate setting to discuss your work. Join discussions via email or platforms like Zoom to connect with readers in a relaxed environment.

4. Podcasts and Interviews
Podcasts are a fantastic way to share your knowledge or book journey. They also allow you to prepare in advance, making the experience more manageable.

5. Reach Out to Book Bloggers and Influencers
Find bloggers or influencers who align with your book’s genre and message. A thoughtful email and a review copy can go a long way in gaining visibility.

6. Social Media, but Make It Manageable
Pick a single social media platform (beyond Substack) where you’ll be comfortable. I’m brand new to Bluesky, but so far, it’s been a positive experience. The vibe feels closer to Substack than those other platforms, so it might be worth checking out.

The question I often get is: How does an author market their book without feeling “icky”, sounding desperate or like a used car salesman?
Answer: Focus on connection, not promotion

Shift your mindset from selling to sharing. Ask yourself how your book or your writing process genuinely help, entertain, or inspire readers. Here are some other ideas:

1. Offer Bonus Content
Provide something extra for readers, like:

A free downloadable short story or novella tied to your book.
Tips or lessons related to your book’s theme.
Offer content like chapter excerpts or discussion guides. (Publisher approved of course)

2. Use Storytelling to Market Your Book
People connect with stories, use yours to engage readers.

Share a personal anecdote about why you wrote the book.
Give behind-the-scenes insights into your writing process.
Highlight a meaningful scene or character.
Position your book as part of a larger narrative, tackling themes readers care about.

3. Collaborate with Others

Cross-promote with other authors.
Join group promotions or anthology projects.
Partner with local bookstores or events.

No matter what you decide to try, the most important thing it to be authentic. Only do what feels right to you. Shift the focus from yourself to your audience. Make marketing an extension of your writing—a way to connect, inspire, and share your story.

Examples from my authors

If you’re interested, here’s what two of my authors have done. Both Jen Ruiz and Leah Elson have nonfiction books, but these ideas can work for fiction too.
Both of these authors are amazing, down-to-earth, caring people, who have built an incredible community just by being who they are and doing what feels authentic to them. They are all about sharing an experience with their audience.
Jen Ruiz is a travel writer who goes to amazing places and experiences amazing things. Her goal is to prove you can do it too. Leah Elson is a scientist. Her goal is to bring the wonder and knowledge of science to everyone in a fun and accessible way.

Jen Ruiz: 12 Trips in 12 Months

You can find Jen’s website here.

Focusing on a Clear, Niche Message:
Jen's book, 12 Trips in 12 Months, encouraged budget-conscious travelers to see the world, without breaking the bank. She aligned her content with her readers, showing them it's possible to travel affordably.

Using Real-Life Challenges as a Hook:
Jen’s concept of taking 12 trips in 12 months was a tangible, engaging challenge that resonated with people. She shared her journey in real-time, which created anticipation and connection.

Engaging Readers Authentically:
Jen engaged her readers through her email list and social media by being approachable, offering tips, and inspiring them to take their own travel leaps. Her tone was relatable and practical, not salesy. Jen also coordinated events at local bookstores to connect with her audience in person

Creating Evergreen Content:
Jen leaned into blogging and social media platforms like Linked-In, Instagram and TikTok to create engaging content about her travels. This built a natural audience who wanted more of her insights.

Leveraging Media Coverage: Jen leveraged her unique story to secure interviews, podcast spots, and TV appearances, boosting her credibility and reach.

Forbes: Recognized for her insights and experiences in travel.
Broadcast Television: Jen conducted a self-funded media tour, making more than 28 TV appearances, including several in-studio interviews (in English and Spanish).
Conferences and Speaking Engagements: Jen has spoken at multiple conferences that aligned with her book topic.

These appearances have significantly contributed to her credibility and visibility as a travel expert and author, further building her community.

Leah Elson: There Are (No) Stupid Questions ... in Science

You can find Leah here.

Note: Leah mainly uses Instragram as her go-to platform. She has also built a solid following on TikTok… which I cannot speak to, because I do not go there. Leah has other endeavors beyond her book, which also helps to grow her community.

Leah created an engaging and highly interactive marketing strategy for her book There Are (No) Stupid Questions ... in Science by engaging her community-- people who are curious about science but may not have a formal science background.. Here's what she did:

Direct Engagement with Fans:
- Leah cultivated a large and enthusiastic following through her "60 Seconds of Science" videos (Instagram). These short, informative, and humorous videos answered scientific questions in a way that was accessible and fun for a general audience.
- She also invited her audience to submit science questions, which became part of her book. This interactive approach made her followers feel personally involved in the creation of the content.
Making it Fun for Her Community:
- Leah consistently teased the book's progress, sharing behind-the-scenes updates, snippets of questions, and humorous insights. This kept her audience engaged and anticipating the book's release.
- For her Pre-Sales, Leah offered a unique gift to those who pre-bought her book. Leah (personally) illustrated her book in crayon. When someone sent her a purchase receipt, they received a unique crayon drawing similar to the ones in the book, along with a sticker Leah made that said “Talk Nerdy to Me”.
Media and Publicity:
- Leah sought out media appearances, did a book signing at her alma mater, was a guest on multiple podcasts and booked public speaking engagements to promote her book while staying true to her brand as a science communicator. Her media-savvy approach ensured her book reached beyond her immediate social media following.

These are an excellent example of how an author can market their book without feeling "icky" or over-promotional. By focusing on adding value and fostering genuine connections, Leah and Jen turned their marketing into an extension of their overall mission.

Now here are some suggestions with links from some other people you might know:

Jane Friedman

Encourages writers to use a newsletter to engage readers with meaningful content instead of relying on the volatility of social media algorithms.

Tiffany Yates Martin

Encourages writers to build connections authentically. Check out this informative Podcast with Tiffany and Joanna Penn.

Seth Godin

Encourages writers to connect deeply with their most loyal readers, and let word of mouth do the work. Seth teaches that finding a niche is often more impactful than appealing to everyone.

The link is an informative interview Marie Forleo did with Seth. (It’s a video but can absolutely just be listened to as audio.)

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