Everyone needs a messenger.

This is Eshu, the Yoruban Nigerian deity, wily, shifting, protective, consciously crossed between male and female, who delivers the messages of the Gods to human beings, mediating and meditating between the two living forces, helping people to be soulful and loving, damning and befuddling those who do harm, in a carved black wooden statue kneeling on a circular base with pointed, weapon-like elemental bosom and shocking back-curling horned headdress—a gourd made of hollowed fruit—an artwork made by an unknown Yoruban and taken into the custody of Sir Henry Wellcome's Museum Collection around the late 19th century.

Tips for Marketing Independently or Self-Published Books

For many years, in my editorial practice, I have helped authors market their independently or self-published books. Everyone and everything worth experiencing needs a messenger, or some form of even the most remote and implicit marketing. Even the hermit needs supplies and must send messages to the outer world. A good book needs the anointing of audiences that care about and support the book. Even "bad" books need an audience to tell them that they are "bad." I am an introvert who forces myself to embrace these truths. These 21st century tips are about plunging in despite apprehension and saying, "We need marketing."

Book Parties

Convene not just one, but many book parties over several years to continually celebrate the book. Find reasons to celebrate, and pair your book with others to create compounded sensation.

Book Clubs

A gaggle of geese-like supporters sitting around with finger food, wine, tea, or soda pop cackling endlessly about your book and others keeps yours in circulation.

Social Media Text-and-Image Ads

A pithy, one or two sentence ad with an arresting visual that pops with fun significance on a social media platform ignites interest in your book—and be sure to tell folks where to buy it.

Social Media Video Ads

Take it a step further and used affordable digital editing software to make a pithy video about your book and regularly run that video on social media platforms in brief ads and tell folks where to buy it.

Social Media Campaigns

Make regular posts on multiple social media platforms that build out your voice and draw attention to your book.

Radio and Podcasts

Jump in and research radio and podcasts that might feature your work—don't worry when many say "no"...keep going—and either run ads or book an appearance on shows. Send thank you notes and build relationships. Support radio shows and podcasts. Build networks.

Website

You don't have a website yet?! Oh, that's most déclassé!

Audience Building

Even if you're an introvert like me, you must build relationships online and in-person with groups who have interests that might align with your book's concerns. Connect!

Years and Years

You've got to be willing to market your work for many, many years often and always. Don't worry if people think you can't shut up about it. Care about others' work as well as your own. Sell!