Process 5 & 6: Marketing & Promotion

Self-publishing Author Advice about reaching readers, author platform, discoverability, book marketing and book promotion

Multiple Identities

One Author, Many Faces: Managing Multiple Identities

As indie authors expand their careers, many discover that one name doesn't always fit all. A romance author might pivot to horror. A nonfiction writer might decide to finally publish that novel. Or someone who writes across genres may wonder whether each audience needs a different kind of branding. The result? Writers are managing multiple identities—some under different pen names, some through distinct imprints, and others just by shifting tone and voice depending on the context.
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The Ultimate Guide to Author Collaboration in Writing and Publishing

Indie authors are generous in sharing information and paying knowledge forward which has given us real competitive advantages. The Alliance of Independent Authors is built on such author collaboration. Others are entering formal collaboration partnerships in writing and publishing. Here is your Ultimate Guide to Author Collaboration in Writing and Publishing
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Live Events

Live Events: What Authors Gain by Showing Up

With so much expert content now available online—through webinars, courses, and virtual conferences—many authors wonder if it's still worth attending live events. The answer, as you'll see below, is yes. But not just for the educational sessions. The real value often lies in the connections you make, the energy in the room, and the unexpected conversations that can shape your career.
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Going Local

Going Local: Authors on the Payoffs and Pitfalls of Hometown Promotion

Going local often provides the surest path to meaningful publicity. Standing in front of a library audience, chatting at a farmers’ market stall, or fielding questions on community radio transforms a distant byline into a neighbor readers can root for. That face‑to‑face connection sparks genuine word of mouth—the signed copy passed to a friend, the snapshot shared on local social media, the casual mention that “the author lives just down the road.”’
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Between Genres

How to Market Your Book When It’s Between Genres

If Colleen Hoover’s chart-topping It Ends with Us had been released in 2010, booksellers would have shelved it as a romance and moved on. But ask an industry pro today where that book belongs and you might be in for a monologue on the complexity of trauma narratives, feminist reclamations of the “problem novel,” BookTok’s taste for ugly-cry catharsis, and more. For authors wondering how to market their book when it’s between genres, Hoover’s success raises both hope and questions.
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Erotica Authors

Erotica Authors Confront Platform Restrictions and Market Limits

Erotica authors have always worked on the margins—pushing boundaries of taste, acceptability, and publishing norms. For many, the genre offers a space for freedom, identity, and creative expression. But that space is shrinking. Algorithms quietly bury books. Platforms impose vague restrictions. Advertising is nearly impossible. Authors are left guessing what word, image, or plot line might trigger a shadow ban or a takedown.
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Ricardo Fayet On Marketing

The Coming Year in Self-Publishing: Ricardo Fayet on Marketing

Each year, ALLi Campaigns Manager Matty Dalrymple meets with each of our advisers to discuss what they see on the horizon in their advisory area that indie authors should be aware of. In this installment, Matty sits down with Ricardo Fayet, ALLi's marketing adviser, co-founder of author services marketplace Reedsy, and author of How to Market a Book, to explore what’s ahead in book marketing. From leveraging AI as a time-saving tool to making the most of tried-and-true marketing strategies, Fayet shares his insights on what’s working—and what’s not—for indie authors.
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