A steady climb

Thoughts on Promotion and Marketing

by Dietrich Kalteis

The foundation of any successful book is writing one that readers value: something inventive and original, but not bizarre or quirky purely for the novelty. I wouldn’t want to be the first to venture into some strange sub-genre like musical crime fiction, with book blurbs like: “He’s on the case—and on the dance floor.”

I think the smart marketing happens before any thoughts on promotion begin, starting with a standout cover and top-notch editing. When readers encounter a book that catches their eye and draws them in—whether through an ad, a recommendation, a blurb on the back, or just casual browsing—they’re likely to become curious. That eye-catching cover and a gripping first chapter can turn browsers into buyers. And let’s face it, without those elements, even the cleverest ad campaign might flop.

When I get that confident feeling that I’m really on the last draft of the book I’ve written (and assuming it’s been accepted for publication), the next thing is to consider ways of getting it into readers’ hands—ideally on a realistic budget. Which will likely exclude blimps, skywriting or jumbotrons, leaving me to focus on building an audience through owned assets and direct connections.

Starting (or growing) a newsletter through an email list or a launching a blog can be a good step. It puts the writer in contact, creating a direct line to readers who hopefully already like said writer’s voice.

Unlike social media, where algorithms can bury posts overnight, an email list gives a consistent, predictable access to readers. And when going this route, a good email service provider can be worth considering, paired with a strong lead magnet to encourage sign-ups. A free short story, bonus chapter, or a downloadable PDF/Kindle sample that ends on a cliffhanger can spark those impulse buys. This targeted approach can attract the right readers: the kind who like a writer’s style and are more likely to spread the word.

An up-to-date author website is another key asset. It’s another good spot to post a sample first chapter, testimonials and reviews to build credibility and give visitors a taste of the work.

Maintaining a regular blog on the site—whether personal posts (like Off the Cuff) or group contributions (such as Criminal Minds)—adds fresh content that keeps visitors returning. I share new blog posts on my website and promote them on social media to expand reach. This creates a reinforcing loop, the content building engagement and social media amplifying visibility.

I’ve also had good results with NetGalley, distributing advance copies to readers, bloggers, and librarians before launch.

Collaborating with other writers is another smart move. And contributing to short-story anthologies lets writers share audiences and amplify reach.

And of course, nothing sells a book better than positive reviews. They’re the most authentic endorsement—the kind that may convince hesitant readers to take a chance.

In the end, marketing a book shouldn’t be left entirely to publishers, publicists, or marketing teams. Effective promotion begins with the book itself. When a writer pours their heart and soul into crafting a compelling story, that authenticity and passion shine through on the page. Readers sense it, connect with it, and that emotional resonance becomes the most powerful foundation for word-of-mouth buzz, glowing reviews and organic sharing—turning a book into its own best advocate in a crowded market.