One of the hardest truths for authors to accept – especially new ones – is this: not everyone will love your book. In fact, some people won’t even like it. And you know what? That’s not just okay – it’s absolutely brilliant.
We often come to writing with the belief (or hope!) that if we do it well enough, we’ll be universally embraced. That everyone from our old English teacher to the lady in the book club to our weird uncle on Facebook will become our biggest fan. But the reality is that books aren’t designed for everyone – and they shouldn’t be. They’re designed for someone.
And that someone? That’s your reader.
📈 Niches, Not Noise
The biggest shift in book marketing over the last decade is this: readers are no longer looking for general stories that “kind of” appeal. They’re looking for their stories. Their struggles, their longings, their histories, their humour.
That means authors don’t need to shout louder – they need to speak more directly. A true-crime memoir about survival and betrayal? That’s not for fans of cosy cat mysteries. And that’s the point. A beautifully crafted historical novel with slow-burn romance and family secrets? That might bore a thriller reader to tears. Good. Let them go.
What matters is that your people – the ones who get goosebumps when they read your blurb – can find you.
💬 Speak to
Them, Not Everyone
So what does this mean for promotion? It means that “Buy my book!” plastered all over social media is less effective than a thoughtful post that says, “If you’ve ever trusted the wrong person and wondered how to rebuild, this book might resonate with you.”
Marketing isn’t about convincing people to want your book. It’s about helping the people who already want it realise it’s for them.
Here’s how to do that:
- Know your themes. What is your book really about? Not just the plot, but the heart of it. Resilience? Revenge? Redemption?
- Know your audience. Who needs this message? Who would feel seen or comforted or energised by your story?
- Show up as yourself. Readers fall in love with authors as much as books. Share your passion, your values, your behind-the-scenes. People don’t want perfect – they want real.
- Let people opt out. If someone says “It’s not for me,” smile and thank them. That’s one step closer to someone saying, “This is exactly what I’ve been waiting for.”
✨ It’s About Connection, Not Conversion
There’s so much pressure on authors to “build a brand” and “grow a platform” – and that can feel overwhelming. But here’s the secret: your platform is just a place where people can find connection with you. You’re not a product. You’re a person. Your story matters. Your voice matters.
When you stop trying to sell to everyone, and start talking to your someone, magic happens. You find the readers who highlight your words, write you messages that make you cry, and tell their friends about your work. These are not casual readers – they’re your people.
And that’s the best kind of success there is.
So here’s your gentle nudge today: Don’t be discouraged if your book isn’t universally loved. That means it’s finding its way to those who truly need it. Keep writing what matters. Keep speaking your truth. The readers who need your voice are out there – and you’re getting closer with every word.
Mary Turner Thomson is an international best-selling author, writing coach and publishing consultant. She specialises in helping people tell their stories, and is passionate about not victim shaming – including not victim shaming ourselves. She’s also the author of two true crime memoirs and a novel about resilience.