This post is about building your author business. As writers, we are the artistic kind. We get motivated to go into our writing journeys romanticizing about that perfect writer life—sitting in the park reading and thinking and plotting your next book, signing autographs and getting showers of praise, sitting in talk shows filling questions for journalists, taking a trip to Spain to soak in the sun, attending writer conferences and talking about your book, etcetera. But here’s the hard truth: whether you self-publish or sign with a traditional press, marketing your book is also your business. This is a wisdom of the ages, by the way.

We all know it—writing is already hard enough. You’ve poured yourself into plotting the story, doing the research, spending long nights at your laptop, writing and editing until your eyes blur, hiring beta readers, working with an editor and a proofreader, and finally, publishing. That process alone can take months, even years.

So at the end of it all, it’s tempting to believe the hardest work is behind you. That now the literary agent, the publisher, the printer, and eventually the readers will take over—and the money will just roll in. The word here is pipe dream and I hate to say it. Old fashioned word, I know. I got it from James Hadley Chase once upon a time.

Back in the golden days of publishing, the world of books worked very differently. Traditional publishers shouldered nearly all the heavy lifting—editing, typesetting, printing, marketing, and distribution. Authors could focus purely on their craft, pouring their energy into writing, while the publisher ensured that their books reached bookstores, libraries, and readers worldwide.

Because publishers controlled the machinery of publicity and distribution, they had the power to turn authors into household names. Literary tours, magazine features, radio interviews, and carefully orchestrated media campaigns meant that an author’s work wasn’t just published—it was celebrated. Success could come quickly, and the author became the superstar, the face of their stories, while the complex business of getting the book into readers’ hands remained largely invisible behind the publisher’s expertise.

In those days, publishers didn’t just sell books—they built authors into brands. Hardcover editions prominently featured the author’s name on the cover, often larger than the title itself, signaling that the writer was the star. Authors became recognizable figures, their personas carefully cultivated by the publisher’s marketing machinery. This branding allowed authors to focus almost entirely on their craft, living the life of the romantic, inspired writer. Their main burden was simply to create their next story, while the publisher handled everything else.

But here’s the uncomfortable truth: it doesn’t work like that anymore. Even traditionally published authors are expected to carry the weight of their own promotion. If you want your book to live in the world, you cannot simply hand it over. You have to work hard at it and you're about to realize that selling books is harder than writing them.

Cassidy Stelling cuts the core of it in her LinkedIn post:

I used to wait for opportunities.
Sitting there, hoping someone would notice my work.
Expecting the right doors to magically open.

But that’s not how it works.”

No one else—not your publisher, not your editor, not even your readers—will care as much as you do about whether your book finds its audience. Your writing may be the art, but your marketing is the lifeline. And your readers are everything.

Tough, isn't it? Not fair, isn't it.

Learn to be a business-savvy artist. Marketing your book is a business. And businesses don’t grow on dreams alone. They grow on strategies and markets. Book business grows on readers. Without readers, your book is just a beautiful secret gathering dust. With even your first 1,000 loyal readers, you create the foundation for sales, reviews, word-of-mouth buzz, and long-term career growth. Every successful author—from indie to bestseller—had to take charge of their own marketing at some point.

That means no hiding behind the “I only care about the writing” excuse. You need to learn to tell your brand story, grow your mailing list, show up on social media, and understand your market. Your readers are your everything—and reaching them won’t happen by chance. It happens because you, the author, take the initiative.Getting your first 1,000 readers as a self-published author is a milestone worth celebrating. Discover proven strategies for visibility, connection, and building a loyal readership.

It pays—literally and figuratively—to connect your readers.

Let's Get Started

As we have already seen in the previous part of this series on Author Branding, readers are the foundation of your career. Every self-published author remembers the moment they realized their work had reached a thousand readers. It’s not just a number—it’s a sign that your words are moving beyond your notebook or laptop and into the lives of real people. But here’s the challenge: the world of self-publishing is crowded, noisy, and competitive. Readers are spoiled for choice, so how do you convince them to choose you?

The good news is that your first 1,000 readers aren’t as far away as they seem. With the right strategies, you can begin attracting an audience, keeping them engaged, and turning them into your strongest advocates. Here’s a step-by-step guide to help you get there.

1. Leverage Your Immediate Circle

Your first supporters are already around you: friends, family, colleagues, neighbors, even members of your local church or book club. Many new authors hesitate to promote their books to people they know, but this is where your momentum begins.

Practical tips:

• Share your book launch on social media with personal, authentic posts.

• Send a short, clear message with a direct purchase link—don’t make people hunt for your book.

• Ask them to leave a review once they’ve read it. Reviews are social proof and they help boost visibility on Amazon and other platforms.

Think of this circle as your seed readers—their excitement and word-of-mouth can ripple outward into new communities.

2. Offer a Free Preview or Bonus Content

Readers are more likely to try a new author when there’s no risk. By giving them something free, you lower the barrier to entry and build trust.

Ideas you can try:

• Share the first chapter of your book on your website in exchange for an email address.

• Write a short prequel, side story, or bonus epilogue exclusively for subscribers.

• Offer behind-the-scenes content: playlists, deleted scenes, or your personal writing journey.

Not only does this encourage readers to take a chance on you, but it also grows your email list, a tool that gives you direct access to your audience whenever you launch your next project.

3. Appear Where Your Readers Already Gather

Don’t waste energy shouting into the void. Instead, find the communities where readers of your genre already hang out—and become a part of them.

Examples:

• Goodreads groups: If you write romance, join romance discussion boards; if you write fantasy, find those niche communities.

• Facebook groups: Many book clubs run online, often organized by genre or region.

• Reddit threads: Subreddits like r/Fantasy or r/Books welcome thoughtful participation.

The key? Contribute value first. Discuss books, share recommendations, answer questions. Over time, you’ll become a trusted voice. When you finally mention your book, it won’t feel like spam—it will feel like part of the conversation.

4. Collaborate with Other Authors

Writing might be solitary, but publishing thrives on community. Other authors are not competitors—they’re allies. Collaborating with other authors are normally for cross-promotiona purposes only.

Collaboration ideas:

• Swap mentions in your newsletters.

• Contribute to an anthology or co-write a short story collection.

• Sharing each other’s posts on social media or offering a bundle deal on your websites.

• Organize joint giveaways with a theme (e.g., “3 Fantasy Worlds to Escape Into This Summer”).

When you work together, you introduce your book to readers who already love your genre—and who are more likely to give your work a chance.

5. Host Local or Virtual Events

Visibility is everything, and events are a powerful way to create it. Even in today’s digital-first world, nothing beats human connection.

What you can do:

• Partner with a local bookstore for a signing or reading.

• Host a casual author talk at your community library.

• Run a virtual launch party on Zoom or Instagram Live with giveaways and Q&A.

• Pitch yourself to podcasts that interview authors or discuss your genre.

These events don’t just bring readers; they create experiences. People remember stories, conversations, and moments—and they share them.

6. Use Targeted Social Media Marketing

Social media can be overwhelming if you try to be everywhere at once. Instead, pick one or two platforms where your readers spend the most time and focus on those.

How to make it work:

• Keep your branding consistent: profile pictures, tone of voice, and visuals should reflect your author persona.

• Mix your content: don’t only post about your book. Share writing snippets, personal stories, quotes, or even memes related to your genre.

• Run small, targeted ads (on Facebook, Instagram, or TikTok) to reach readers outside your circle. Start with $5–$10 a day to test what works.

Think of social media as a way to invite readers into your world, not just sell to them.

Events

Turning Readers into Fans: How Live Book Events Build Your Audience

One of the most overlooked yet powerful ways to grow your readership is to take your book directly to the people. Forget waiting for algorithms to favor you online—sometimes the simplest method is the most effective: face-to-face connection. Live events are nromally in the form of book signings and readings, book sale promotions, author meet-and-greet, and book tours, and they offer authors a powerful opportunity to engage directly with readers and showcase their books. Scheduling signings and appearances at local bookstores, libraries, and events provides a powerful way to connect with readers directly while promoting your book in person. By attending and hosting such events, you can strengthen your brand, boost visibility, and drive meaningful sales.

Hosting or participating in book signings and readings remains a classic and effective way for authors to engage with readers. Whether at local bookstores, libraries, or self-organized events, these gatherings allow you to connect personally with your audience while boosting book sales. I’ve had tremendous success organizing book sales in malls and public spaces where readers can meet me, browse my titles, and walk away with a signed copy. Think of it as a “meet and greet” with purpose—not just selling books, but creating an experience.

At these events, I don’t just sell books; I engage with readers. Engaging also offer me the opportunity to do book signings and reading, which are a stape for authors. I ask them about their favorite genres, tell them a bit about the inspiration behind my stories, and most importantly, I collect their contacts—email addresses, phone numbers, or even social follows. This way, every sale isn’t just a one-time transaction; it’s the start of a relationship.

For example, in my annual promotional tours across Africa and Europe, and to me, they are mini book tours. I’ve hosted these events in cities like Nairobi, Kampala, Lagos, Johannesburg, Berlin, London, and Barcelona. Each time, I walk away not just with books sold, but with a growing reader list of over 1,000 new contacts per year. These are real people who have shaken my hand, asked me questions, and shared their excitement about my work, and who will almost communicate directly with me to discuss my books and certainly open my next newsletter or look out for my next release.

This grassroots approach works because it turns abstract readers into a community—and when readers feel personally connected to you, they become loyal fans and ambassadors for your books.

In Closing

Your first 1,000 readers will come from a mix of personal outreach, smart positioning, and consistent effort. They’ll likely be a combination of people who already know you, those who discover you through communities, and readers who stumble upon your book because of your collaborations or marketing.

Most importantly, these early readers are more than numbers. They’re the foundation of your author career—the ones who’ll leave reviews, recommend your book to friends, and eagerly wait for your next release.

Start small, stay consistent, and nurture every connection you make. Because once you’ve reached your first 1,000 readers, the path to your next 10,000 becomes a whole lot clearer.

Ready to take your book further? I help authors design, format, and market their books professionally so they don’t just publish—they thrive. Let’s work together to get your story into more hands.

Stay posted for the final part of this series on Author Branding: Email Marketing for Authors — A Beginner’s Guide

Author Branding Part Two: How to Get Your First 1,000 Readers as a Self-Published Author

A U G U S T 2 0 2 5

Readers at one of my meet-and-greet and book promotion events