Selling books as an indie author requires more than just good writing; it’s about connecting with readers and standing out in a crowded market. It’s a big reason why I push marketing your book as an essential step in any self-publishing author’s journey.
Perhaps the indie author who has nailed this concept the best is my client Holly Spofford, a self-published author who regularly sells 30 to 50 books at weekend events—an impressive feat for any author, indie or otherwise. By blending confidence, humor, and a personal touch, she’s crafted a unique approach that other indie authors can learn from. Here’s a guide on how you can apply similar strategies to boost your own book sales.
1. Believe in Yourself and Your Book
To sell books, you first need confidence—both in yourself and in what you’ve written.
She doesn’t hesitate to talk about her books with a sense of humor that draws people in and makes them feel comfortable. Holly knows she’s created something worth reading, and that belief shows in every interaction. This assurance makes her audience feel the same way.
How to Apply This:
- Speak about your work with conviction. When introducing your book, focus on what makes it unique and why you’re proud of it. Share your excitement, and potential readers will catch onto it.
- Don’t hesitate to use humor or personal anecdotes to make your pitch relatable and enjoyable. Remember, your confidence can reassure readers that your book is something worth investing time in.
2. Know Your Audience and Read the Room
A key part of Holly’s success is her ability to read people and adjust her approach. She asks them about themselves, creating an interaction that’s less about selling and more about connecting. “I love doing it because it’s like a party,” she says. And she means it—she makes each encounter feel like an engaging, friendly conversation rather than a sales pitch.
Holly and her husband John also create hilarious videos to promote her books and engage readers online. These lighthearted, creative clips give readers a glimpse of her personality, build excitement for her stories, and show how much fun she has interacting with her audience. It’s another way she extends her approachability beyond in-person events.
This level of engagement goes beyond just selling books; it’s about building a community of people who feel connected to her—and through that connection, to her work. In an era where people value authentic interactions, this skill makes Holly approachable and memorable, whether she’s at a book signing, a café, or a community event.
How to Apply This:
- Treat book signings, markets, and even small gatherings like social events rather than sales events. Greet people warmly, engage in conversation, and bring an energy that makes your table or booth feel welcoming.
- Show interest in your readers. Ask them about their interests, get to know what they like to read, and make a connection. People are far more likely to invest in your book when they feel they’ve connected with the author.
- Share your enjoyment openly. When you express genuine excitement about your book and the opportunity to meet readers, you create a positive, inviting atmosphere that readers will want to be a part of.
3. Leverage Your Unique Position as an Indie Author
Holly capitalizes on her unique position as a local, self-published author. As her husband, John, puts it, “You can read James Patterson, you can read Louise Penny. But are you going to see them around town?” Readers find it special that Holly is accessible in ways that larger authors aren’t, which helps her build a community following.
Holly’s presence in her community is a unique asset. She’s a local author you can actually meet and talk to. This level of access and personal connection makes her books all the more appealing.
How to Apply This:
- If you’re a local author, make yourself accessible in your community. Attend local events, participate in fairs, and be open to small gatherings. The personal connection of meeting readers face-to-face creates a stronger impression than they might get from a book bought online.
- Highlight your role as an indie author. Share the story of your publishing journey or your passion for self-publishing. People are often drawn to the dedication and resilience it takes to publish independently and may support your work because they appreciate the personal effort behind it.
In Conclusion
For indie authors, book sales come down to more than just marketing—it’s about creating memorable connections and genuinely engaging with readers. By following Holly Spofford’s example of confidence, humor, reader engagement, and approachability, you can build a devoted readership and make every event a chance to turn strangers into fans. And don’t underestimate the power of creativity—like Holly and John’s hilarious promotional videos—to leave a lasting impression. So take a page out of Holly’s book, and watch your sales—and your reader community—grow.
Book editor Kristen Hamilton is the owner and sole employee of Kristen Corrects, Inc., where she provides manuscript editing services for traditionally and self-publishing authors. Several authors whose books she has edited have won awards and have topped Amazon’s best sellers lists.
Reading is Kristen’s passion, so when the workday is over, she can usually be found curled up with a good book alongside her cats. She loves watching cat videos and scary movies, eating pizza, teaching herself French, and traveling, and she is likely planning her next vacation. She lives outside of Boise, Idaho.