The Eighth Circle of Hell, i.e. Self-Promotion
Suggestions for making it less torturous for those disinclined to beat the sh!t out of their drums
A few bookish resources: a list of writer and artist residencies is available here, an agent query letter tutorial here, and a preview of December’s agent list is here.
Apropos of this post: 1 or 2 spaces remain in the "Lightning on the Page" retreat I’m leading for Foreword Retreats in Bordeaux, France, April 26-May 2, 2026. More info here.
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Between social media, our smartphones’ and computers’ constant wakefulness, blaring screens above gas pumps, and TV commercials (including the newish scourge of chain-linked ads on streaming platforms), I don’t think it’s an exaggeration to say we’re being pestered and harangued for our attention and wallets’ contents with a cutthroat intensity that rivals no other period in history.
As someone who promotes writing workshops and public events throughout the year, and on occasion, a new book, it’s not an exaggeration when I say I find self-promotion slightly less onerous than dropping a hot iron on my bare foot.
Few writers I know are fans of beating their own specific drums, but we do it because we want to give our work a snowball’s chance and/or have been asked, directly or tacitly, to self-promote.
Earlier this week while the news cycle kept grinding its boot heel in our faces, I was trying to think about other things, and one of them was how to make self-promotion less awful and/or mystifying, and I put together a few suggestions that you’ll see below.
Keep in mind, these aren’t lab-tested, 100% foolproof, self-promo tactics. The following suggestions are like those I share in a classroom with students and with writer friends, often as we eat doughnuts and try not to spill crumbs and coffee down our shirtfronts.
📚 If you have a new book (film/album/gallery show, etc.) and you’re on social media:
Focus 80% of your posts on non-self-promotional items, e.g. goofy or heartfelt photos, humor, resource-sharing, things that interest you and give people a sense of who you are.
I.e. promote your work 20% of the time and do it in a way that invites conversation "Here’s what I’ve learned..." instead of "Buy my book (or else I’m going to haunt your nightmares until you have to call an exorcist!").
Engage authentically—respond to comments on posts, support other writers by buying their books, reading them, and posting about the books you especially enjoyed (and rating them on Amazon and Goodreads—earlier this week, I learned that some agents do look up the number of reviews a prospective client’s previous books have received—oy…).
Self-promotion, ideally, is the process of sharing work you genuinely believe will entertain, help, and/or resonate with other people.
✨ Use the formats you feel most comfortable with
Instagram, Facebook, blog posts, Substack newsletters, or LinkedIn articles that explore themes and subject matter from your book and the experience of writing it.
I.e. share why you wrote the book, what you learned in the process, and perhaps what surprised you
If you feel comfortable in front of the camera, you might post short video clips with reflections—not just promos. Betsy Lerner did this when she read selections from her old journals on TikTok in the months preceding the publication of her novel Shred Sisters (at writer and editor Leigh Stein’s suggestion, if I remember correctly)
💡 Build a solid, well curated online platform
Maintain a website or landing page with all the info in one place. (I use wix.com for my website, which is fairly user friendly. Depending on your budget, you can also hire someone to put your website together.)
Compile a mailing list to stay connected with readers and potential readers
At the end of talks, workshops, or posts, invite folks to connect with you on social media and let them know about your work and where they can find it
End posts with a CTA (call to action) such as: "If you’re curious about my latest book, here’s where to find it."
🤪 Show your sense of play (if you feel comfortable doing so)
Authenticity is magnetic. People are more inclined to support authors they find trustworthy and/or charismatic or fun/funny in an appealing way.
Self-promotion becomes easier when you focus on building relationships, not solely on sales.
🖋️ Lastly…
Be consistent, not overwhelming. Show up regularly, not constantly.
Try not to compare yourself to others (impossible, I know, but I think all the time about how fortunes rise and fall. And as someone wiser than I once said, “Comparison is the thief of joy.”) I will say that comparison can be useful to motivate yourself, but don’t let it stymie you.
Love these suggestions. Thank you!
Thank you, Christine, for these suggestions. Promoting a book that is close to your heart is not the same as selling soap.