What I’d Do If I Had to Sell My Children’s Book From Scratch (Again)
No audience. No following. No hype. Just a finished book and $0 in sales.
If you’ve published your children’s book and you’re staring at zero (or very few) sales, you’re not alone.
And more importantly… you’re not doing anything “wrong.”
You’re just missing the part no one teaches properly:
how to actually sell a book.
I know this because I’ve been there.
I published Matilda and the Bear back in 2020, and despite having 20+ years in marketing… I still had to figure out how to translate that into book sales.
Since then, I’ve had moments that look like “success” from the outside, including having Sarah Ferguson read my book on her channel.
But here’s what most people don’t realise:
Moments like that don’t create a sustainable sales engine on their own.
They give you a spike.
Not a system.
And that’s the difference.
Stop Thinking Like an Author. Start Thinking Like a Marketer.
Most authors focus on:
The story
The illustrations
The printing
The launch
But none of those things drive ongoing sales.
Sales come from one thing:
Getting in front of the right people, at the right time, with the right message.
If you’re currently tweaking your book instead of building a way to sell it, this is likely why you're stuck.
Build One Clear Offer (Not 10 Confusing Ones)
When someone lands on your site, they should instantly understand:
Who your book is for
Why it matters
Why they should buy now
Most authors unintentionally confuse people with:
Too many pages
Too many messages
No clear call to action
The Children’s Book Marketing Timeline: What to Do Before, During and After Launch
One of the biggest mistakes I see indie authors make is this:
They think marketing starts when the book is published.
So they hit launch day full of excitement… post a few times on social, maybe run some ads… and then wonder why nothing really happens.
The reality is, by the time your book launches, the outcome is already largely set.
Marketing a children’s book isn’t one moment. It’s a sequence. And if you get that sequence wrong, no amount of last minute effort will fix it.
Before Launch: This is where most of your success is decided
This is the part almost everyone rushes or skips.
Because it doesn’t feel as exciting as publishing.
But this is where you’re either building momentum… or setting yourself up to launch to silence.
Before your book is live, you should already be thinking about:
Who is actually going to buy this book
Where those people exist
How you’re going to reach them directly
What makes your book worth choosing
This is also when you start building your audience.
Not posting randomly. Not hoping people find you.
Building something you own.
For me, that looked like manually building a database of schools and libraries and starting outreach early. It wasn’t glamorous, but it meant I wasn’t starting from zero on launch day.
If you want a deeper breakdown of that approach, I’ve shared it in my marketing guide for Independent authors.
Most authors skip this stage. And that’s why launch feels so hard.
Launch: It’s not about going big, it’s about being ready
There’s a lot of pressure around launch.
People think it needs to be loud. Perfect. Everywhere at once.
It doesn’t.
A strong launch comes from:
Having people ready to buy
Knowing exactly where your first sales will come from
Having a clear plan for outreach and visibility
If you’re trying to figure all of that out during launch, you’re already behind.
What matters most here is execution.
Showing up consistently. Following the plan you set before launch.
Not scrambling to create one.
After Launch: This is where real growth happens
This is the stage that surprises most people.
Because they assume if it didn’t “work” at launch, it’s over.
It’s not.
Most children’s books don’t succeed because of launch.
They succeed because of what happens after.
This is where you:
Refine what’s working
Double down on channels that drive actual sales
Build repeatable systems
Create ongoing demand
For me, this is where things really started to shift.
Once I stopped treating marketing like a one off event and started treating it like an ongoing process, sales became far more consistent.
Why most timelines fail
Not because authors aren’t trying.
But because they’re:
Doing things in the wrong order
Focusing on tactics instead of strategy
Trying to do everything at once
Missing the connection between each stage
The result is a lot of effort… with very little return.
The part no one talks about
Knowing what to do isn’t usually the problem.
You can find lists of tactics everywhere.
The challenge is knowing:
What to prioritise
When to do it
How it all connects
What actually drives sales vs what just feels productive
That’s the difference between random activity and a system that works.
If I was starting again
I wouldn’t just ask “what should I do to market my book?”
I’d ask:
“What should I be doing right now, based on where I am in the timeline?”
Because the answer changes depending on the stage.
And getting that right saves you a huge amount of time, energy, and frustration.
Final thought
If your marketing feels scattered, it’s probably not because you’re not doing enough.
It’s because you don’t have a clear sequence to follow.
I’ve put together a complete, step by step timeline covering exactly what to do before, during and after launch, including the detail most people miss, inside my guide.
Because once you understand the order of what to do, everything else becomes a lot simpler.
Ready to stop guessing? Get the ebook here.
Why Your Children's Book Isn't Selling (And It's Not What You Think)
If you’re here, I’m guessing your book is already published.
You’ve put time, money, and energy into it. You’ve shared it on social. Maybe you’ve run a few ads. Maybe friends and family have bought copies.
And now… it’s quiet.
Sales are slow. Or non existent.
And you’re starting to wonder what went wrong.
I’ve been there. And I want to say this upfront, because it’s the shift that changed everything for me:
It’s probably not your book.
What most authors assume
When sales aren’t coming in, the instinct is to look at the product:
Maybe the cover isn’t good enough
Maybe the story isn’t strong enough
Maybe the price is wrong
Maybe I picked the wrong platform
So you tweak. Adjust. Rework.
But nothing really changes.
The uncomfortable truth
Most self published books sell fewer than 100 copies.
Not because they’re all bad books.
But because the authors don’t know how to market them.
I spent a long time thinking:
“If the book is good, it will sell”
It doesn’t work like that.
Writing a book and selling a book are two completely different skills
Writing is creative.
Marketing is strategic.
Writing is about the story.
Marketing is about getting that story in front of the right people, in the right way, at the right time.
And no one really teaches you that part.
What actually drives sales
Once you stop focusing only on the book and started focusing on marketing, everything shifts.
You realise:
Your audience wasn’t “everyone”
Your buyers aren’t kids
Posting on social issn’t a strategy
Waiting to be discovered isn’t a plan
In my guide you will learn:
Who actually buys children’s books
Where they spend time
How to reach them directly
How to position my book so it felt valuable
That’s when sales start to move.
A real example
One of the biggest shifts I made was building my own outreach list and going directly to schools and libraries.
It was manual. It took time.
But that one channel now drives over 50% of my sales.
I break that process down in my guide if you haven’t seen it yet:
It’s not about changing the book.
It’s about learning how to market it.
You don’t have a book problem. You have a marketing gap.
This is the part most people avoid, because it feels overwhelming.
Marketing sounds like:
Ads
Funnels
Algorithms
But at its core, it’s simpler than that.
It’s understanding:
Who your buyer is
What they care about
How your book fits into their world
How to reach them consistently
The authors who sell consistently are not always better writers.
They’re better at this.
Why this matters
If you believe the problem is your book, you’ll keep:
Tweaking
Second guessing
Starting over
If you understand the problem is marketing, you can:
Learn it
Improve it
Build systems that actually drive sales
That’s a much more controllable path.
Final thought
If your book isn’t selling, it’s not a sign you’ve failed.
It’s a sign no one has shown you how this part works yet.
I’ve taken everything I’ve learned as a self published author, combined with over 20 years in marketing and media, and turned it into a practical guide to help other indie children’s authors actually get traction.
You don’t need a better book to start seeing results.
You need a better way to get it in front of the right people.
Ready to stop guessing? Get the ebook here.
How to Get Your Children’s Book into Schools and Libraries
A practical, honest guide from someone who’s done it the hard way
If you’re like most indie children’s authors, you didn’t write your book just to see it sit on a shelf or quietly exist on Amazon. You wrote it to be read. To be held in little hands. To be part of classrooms, story time, and school libraries.
Getting your book into schools and libraries can feel overwhelming at first. There’s no single door to knock on. But there is a path, and once you understand it, it becomes repeatable and scalable.
This is exactly how I approached it.
1. Start with a mindset shift
Schools and libraries are not “sales channels” in the traditional sense. They are relationship-driven environments.
You are not just selling a book. You are offering value:
Literacy support
Curriculum alignment
Author engagement
A meaningful experience for kids
When you approach it this way, everything changes. Your outreach becomes less transactional and far more effective.
2. Build your own outreach list (this is where it starts)
I’m going to be very honest here because this is what actually works.
I spent days building out my own email list using publicly listed email addresses.
That meant:
School websites
Library directories
Education department listings
Local council library pages
Was it tedious? Yes.
Was it worth it? Completely.
This became one of my most valuable assets because:
I owned the audience
I could reach them directly
I wasn’t relying on algorithms or platforms
If you’re serious about getting traction, this step is non negotiable.
If you want a structured, step by step version of this process, I break it down inside my guide.
3. Know who you’re actually contacting
Not all contacts are equal. You want to prioritise:
Schools
Librarians
Literacy coordinators
Classroom teachers (especially early years)
Principals (for author visits)
Libraries
Collection development librarians
Children’s program coordinators
Branch managers
Tailoring your message to each role makes a huge difference.
4. Create an offer, not just a pitch
The biggest mistake authors make is sending an email that says:
“Hi, I wrote a book, would you like to buy it?”
That rarely works.
Instead, position your outreach as an opportunity:
Free or low cost author readings
Classroom aligned discussion guides
Activity sheets for students
Library event participation
You are making their job easier, not adding to it.
5. Write an email that actually gets opened
Keep it simple, human, and relevant.
Example structure:
Short intro (who you are)
Why you’re reaching out to them specifically
What your book offers students
A clear, low friction next step
Avoid long paragraphs. Avoid sounding corporate. This is a relationship, not a media buy.
6. Make it easy to say yes
Think about how busy teachers and librarians are.
Remove friction by including:
A direct link to your book page
A short blurb
Age range
Key themes
Any reviews or testimonials
Your website should support this. If you haven’t already, make sure your book and offer are clearly explained here in my guide.
7. Follow up (this is where most people fail)
You will not get responses from your first email. That is normal.
The results come from:
Following up 5 to 7 days later
Keeping it polite and short
Adding value in each touchpoint
Most authors stop after one attempt. The ones who succeed keep going.
9. Turn this into a repeatable system
What started as manual outreach can become a scalable process:
Your email list grows over time
Your messaging improves
Your credibility builds
This is how you move from one off wins to consistent sales and bookings.
Final thought
Getting your children’s book into schools and libraries is not about luck or connections.
It is about:
Doing the work most people avoid
Building your own audience
Showing up with real value
I know this because I’ve done it. I sat there, manually building lists, sending emails, refining my approach. It was not glamorous, but it worked.
If you want a clear roadmap that shortcuts the trial and error, you can explore my full guide.
You don’t need a publisher to get into schools and libraries.
You just need the right strategy and the willingness to execute it.
Ready to stop guessing? Get the ebook here.
How Much Money Can You Realistically Make From Your Children’s Book?
If you’re here, you’re probably asking the question every author thinks but few get a straight answer to:
“Can I actually make money from my children’s book?”
The short answer? Yes.
The honest answer? Not overnight, and not by accident.
Most authors either get sold a dream or hear horror stories. The truth sits in the middle. And if you understand what to expect at each stage, you’re far more likely to actually make money.
Month 1: $0 – $500
(Momentum > Money)
Your first month is rarely about profit. It’s about proof.
Most sales will come from:
Friends, family, and your existing network
Your social media (if you have one)
Any pre-launch effort you’ve done
If you’ve built anticipation, you might hit the higher end. If you haven’t, it can feel slow.
What matters most in Month 1:
Getting real reviews
Testing your messaging
Learning who actually buys your book
👉 If you haven’t built a plan yet, start with https://www.marketmychildrensbook.com to understand how to set your book up properly from day one.
Reality check:
This is where many authors quit too early. They expect income, but what they’re really building is foundation.
6 Months: $200 – $5,000+
(This is where authors separate)
By six months, your results reflect your behaviour.
Authors who “launched and left it” usually see sales drop off.
Authors who stay consistent start to see traction.
What successful authors are doing by now:
Actively promoting their book weekly
Testing ads (even small budgets)
Growing an audience (email or social)
Exploring school visits or partnerships
👉 If you want practical strategies that actually work for children’s books specifically, this is exactly what https://www.marketmychildrensbook.com/ebook is designed to help with.
Reality check:
You don’t need a huge audience. You need a repeatable system.
12 Months: $1,000 – $20,000+
(Now it becomes a business)
At the one-year mark, something shifts.
You’re no longer guessing. You either:
Have a system that generates sales
Or you’ve treated your book like a one-off project
Authors making consistent money are:
Selling across multiple channels (Amazon, direct, events)
Repeating what works instead of starting from scratch
Building relationships (schools, communities, retailers)
Reinvesting into growth
Many also expand into:
Second books
School programs
Bundles or bulk sales
👉 Learn how to build this properly with https://www.marketmychildrensbook.com so your book becomes more than just a one-time launch.
Reality check:
One book can make money. But a strategy is what makes it sustainable.
The Truth Most People Won’t Tell You
Your book is not just a product.
It’s a gateway.
The real money often comes from:
School visits
Speaking opportunities
Bulk orders
Building an author brand
The authors who succeed financially don’t just sell books.
They build an ecosystem around their book.
So… Will You Make Money?
Here’s the honest answer:
If you publish and hope → probably not much
If you publish and learn → some traction
If you publish and follow a strategy → real income potential
This isn’t about luck. It’s about knowing what to do next.
Final Thought
Your first month won’t define your success.
Your consistency will.
If you’re willing to treat your book like something worth growing, not just launching, it can become a meaningful income stream.
And you don’t have to figure it out the hard way.
👉 Start with a proven, practical approach here:
https://www.marketmychildrensbook.com/ebook
You’ve already done the hard part by writing your book.
Now it’s time to make sure it actually sells.
Ready to stop guessing? Get the ebook here.
Why Your $100 Amazon Ads Budget Isn’t Turning Into Sales (And What to Do About It)
Spending $100 a day on Amazon Ads but not seeing any sales can be incredibly frustrating. You know your book is great, but your ad spend isn’t delivering the results you expected. If you’re feeling stuck, don’t worry—you're not alone. Many authors face this challenge, and there are actionable steps you can take to turn things around. The eBook goes into all recommended strategies and advice for authors.
Here’s a breakdown of what might be going wrong and how to fix it. If you want the full strategy in one place, grab the guide
1. Are You Targeting the Right Keywords?
The Problem: If you’re not targeting the most relevant or high-converting keywords, your ads might be shown to the wrong people. This means your audience isn’t finding your book, even though you’re spending money to advertise it.
What to Do:
Refine your keyword strategy: Start by reviewing the keywords you’re bidding on. Are they specific to your book’s genre or theme? Broad keywords like "children's book" or "novel" might be too general and competitive. Instead, try more niche keywords such as "children's adventure story" or "picture book about friendship."
Use Amazon's keyword tool: Amazon provides keyword suggestions when you set up ads. Make sure you're selecting keywords that match your target audience and book genre. You can also check your competitors’ keyword usage for inspiration.
2. Are Your Ads Competing with Too Many Others?
The Problem: If you’re in a highly competitive genre or your keywords are too broad, you might be facing high competition for impressions. This could mean your ads aren’t getting shown enough, even if you have a decent bid.
What to Do:
Refine your targeting: Narrow your focus to specific audiences that are more likely to be interested in your book. For example, you could target readers of specific bestselling authors in your genre. This way, your ad will appear when they search for books similar to yours.
Lower your bid and improve your CTR (click-through rate): Rather than raising your bid, aim to improve your CTR by creating more compelling ad copy and visuals that draw attention. A higher CTR often results in lower costs per click over time.
3. Is Your Book’s Product Page Optimized for Conversion?
The Problem: Sometimes the issue isn’t the ad itself—it’s the book’s Amazon product page. If your page isn’t compelling or doesn’t clearly convey your book’s value, even the best ads won’t lead to sales.
What to Do:
Update your book description: Your book blurb should grab attention, clearly explain the value of your book, and include a strong call-to-action (CTA). Use bullet points for key highlights and ensure the copy is free from errors.
Improve your cover: A professional, eye-catching cover can make a huge difference in your sales. If your cover doesn’t stand out or looks unprofessional, it may deter potential readers from clicking your ad.
Gather reviews: Positive reviews serve as social proof. If your book doesn’t have enough reviews, it may appear less credible. Ask readers or friends to leave honest reviews and consider offering a free copy in exchange for a review.
4. Are You Using the Right Ad Type?
The Problem: Amazon offers several types of ads, such as Sponsored Products, Sponsored Brands, and Product Display ads. If you’re using the wrong type of ad for your goal, you might not be reaching the right audience.
What to Do:
Sponsored Products: These are the most effective ads for individual books. They appear on search results and product detail pages. If you’re promoting a specific book, make sure you’re using Sponsored Products.
Sponsored Brands: These are good for promoting multiple books or building brand awareness, but they tend to be better suited for authors with multiple titles.
Test different ad types: Try using a mix of Sponsored Products and Sponsored Brands to see what works best for your book.
5. Are You Monitoring Your Ads Regularly?
The Problem: Simply setting up your ads and letting them run without monitoring them can lead to wasted spend. Without making data-driven adjustments, you might be throwing money away.
What to Do:
Optimize your campaigns: Check your ads regularly and make adjustments based on performance. Look for keywords that aren’t converting and pause them. Test different ad copy or images to see which ones get more clicks. If you’re running manual campaigns, adjust bids on high-performing keywords.
Track your ACoS (Advertising Cost of Sale): A high ACoS means you're spending too much on ads relative to your sales. Aim to lower this by optimizing your bids, improving your CTR, and refining your target audience.
6. Is Your Book Priced Competitively?
The Problem: If your book is priced too high compared to others in your genre, it might deter potential buyers—even if the ad is working and bringing in clicks.
What to Do:
Research competitive pricing: Check the prices of similar books in your genre. If your book is priced too high, consider offering it at a discount or running a limited-time promotion to draw in buyers.
Consider a price test: Try adjusting your book’s price to see if it affects your ad performance. A small drop in price can lead to a significant increase in sales.
Ready to Dive Deeper?
If you’re facing these challenges with Amazon Ads and other book marketing strategies, don’t worry, I’ve got you covered. My eBook,The Independent Author's Guide to Book Marketing: Strategies for Success, takes you step-by-step through the entire process, including how to optimise your Amazon Ads, target the right keywords, improve your book’s product page, and much more.
With practical advice and actionable tips, you'll learn how to effectively market your book, track your ad performance, and finally turn that ad spend into real sales.
Ready to stop guessing? Get the ebook here.
10 Affordable Book Marketing Tactics That Actually Work for Indie Children’s Authors
You’ve written a beautiful children’s book. You’ve navigated the maze of self-publishing. Now what?
For many indie authors, the real challenge begins after launch: getting your book into the hands of readers—parents, teachers, and little bookworms alike. The good news? You don’t need a big budget to build buzz. Here are 10 proven and affordable tactics that actually work for marketing children’s books.
1. Tap into Local Schools and Libraries
Cost: Free to Low
Offer to do a free author reading at a local primary school, early learning centre, or library. These communities are always looking for engaging literacy activities—and it’s a great way to build word-of-mouth.
Pro Tip: Bring activity sheets or colouring pages based on your book to leave behind.
2. Create a Simple Author Website
Cost: ~$10–$50/year for hosting
Your website doesn’t need to be fancy, but it does need to exist. Parents, educators, and media will search for you—make sure they find more than an Amazon link. Include a bio, book info, reviews, and a newsletter signup.
Tools: Wix, Squarespace, or WordPress with a clean template.
3. Build an Email List Early
Cost: Free for up to 500–1,000 subscribers
Email is still one of the most effective ways to market. Offer a free printable, bonus story, or coloring sheet in exchange for an email signup.
Tools: MailerLite, ConvertKit, or Substack.
4. Pitch to Parenting & Education Blogs
Cost: Free
Reach out to bloggers and websites that focus on parenting, literacy, or children's books. A well-timed feature, Q&A, or review can introduce your book to thousands of engaged readers.
Start with: Australian Baby Bargains, Childhood 101, Kidspot, or independent teacher blogs.
5. Use Social Media with Intention
Cost: Free
Focus on one platform where your audience is. Instagram is great for visual storytelling, while Facebook groups are packed with parenting communities. TikTok’s #BookTok and #KidsBookTok also have growing reach.
Content Ideas: Behind-the-scenes writing, author readings, kids’ reactions, or fan art.
6. Run a Giveaway
Cost: $10–$20 for shipping + book
Giveaways create buzz, generate shares, and boost engagement. Run one on Instagram, your website, or through Goodreads. Partner with a parenting influencer or another author for more reach.
7. Get on Podcasts for Parents or Authors
Cost: Free
Pitch yourself as a guest to parenting, author, or literacy-focused podcasts. It’s a powerful way to share your story, build authority, and connect with a niche audience.
Search for: “Australian parenting podcast,” “children’s book author podcast,” etc.
8. Use Amazon Ads—Strategically
Cost: As little as $2/day
Amazon Ads can be effective even on a small budget if you target the right keywords (think: “mindfulness picture books” or “books about resilience for kids”). Test and scale slowly.
Tip: Start with automatic targeting to gather data, then refine.
My eBook includes step-by-step guides on smart investment strategies, budget planning, channel prioritisation, and how to set up ads across key platforms so you can market your book with confidence and clarity.
9. Join Indie Author Communities
Cost: Free
Facebook groups, Discord servers, and author forums are goldmines for advice, cross-promotion, and support. Some great ones include:
Children’s Book Authors & Illustrators: Marketing & Tips
20BooksTo50K
The Indie Author Mindset
10. Add Value Beyond the Book
Cost: Free to Low
Create printable activities, lesson plans, or videos that enhance your book's themes. Offer them to teachers, homeschoolers, or parents via your site or email list. It keeps your book relevant beyond storytime.
Final Thoughts
Marketing your children’s book doesn’t have to drain your wallet. By combining smart strategy with a bit of hustle, you can grow your audience, generate sales, and make a meaningful impact—one reader at a time.
Ready to stop guessing? Get the ebook here.
About the Author:
Emma Macey is the author of Matilda and the Bear and the upcoming The Independent Author's Guide to Book Marketing: Strategies for Success. She helps indie children's authors navigate the business of books with clarity and heart.
The Biggest Challenges Indie Authors Face When Self-Publishing (and How to Overcome Them)
Self-publishing has opened the floodgates for creative voices across the world—particularly in children’s literature. Yet for all its promise, it also brings a unique set of hurdles. Whether you’re just starting out or you’ve published multiple titles, understanding the biggest challenges indie authors face can help you prepare, pivot, and persevere.
Here’s a look at the most pressing pain points in the self-publishing journey—along with tips on how to tackle them.
1. Marketing & Discoverability
61% of indie authors cite marketing as their top challenge.
(Source: Written Word Media, 2023)
With over 2 million self-published titles released each year, standing out is no easy feat. Many authors underestimate the marketing lift required after a book is launched. Building an audience, running campaigns, or even understanding how Amazon’s algorithm works can be daunting.
Tips to overcome:
Build your author platform early: Start with a simple website and an email list.
Use social media strategically: Focus on where your readers (or their parents) are—Instagram, Facebook, or TikTok.
Leverage Amazon Ads and Meta Ads: Start small, test audiences, and scale.
Collaborate with fellow authors for cross-promotions or newsletter swaps.
2. Budget Constraints
54% of indie authors spend less than $500 to publish a book—but often regret it.
(Source: Alliance of Independent Authors, 2023)
Low-budget publishing can lead to subpar cover design, limited editing, or poor formatting—all of which affect credibility and sales. Yet not everyone has thousands to invest upfront.
Tips to overcome:
Prioritise spending: If you can only afford one thing, invest in a professional editor or proofreader.
Use budget-friendly tools: Canva for graphics, Vellum or Atticus for formatting, and Reedsy for freelancer hires.
Consider crowdfunding or pre-orders to raise funds.
3. Time Management & Burnout
42% of indie authors say balancing writing with full-time work or parenting is a major hurdle.
(Source: Reedsy Author Survey, 2022)
Many authors juggle writing around busy schedules, leading to inconsistent productivity or complete burnout.
Tips to overcome:
Set SMART goals: Break your writing and marketing tasks into manageable chunks.
Use tools like Trello, Notion, or even a simple Google Calendar to plan weekly sprints.
Outsource what you can—whether it's editing, marketing design, or formatting.
4. Navigating the Publishing Process
35% of indie authors struggle with the technical aspects of publishing.
(Source: Written Word Media, 2023)
From ISBN registration to Amazon KDP setup, the back end of publishing can be complex and time-consuming—especially the first time around.
Tips to overcome:
Use platforms like Draft2Digital or IngramSpark for distribution and simplified uploads.
Watch tutorials or take a short course—Reedsy, Skillshare, and YouTube offer free resources.
Join indie author communities on Facebook or Reddit for peer support and advice.
5. Getting Reviews & Social Proof
67% of readers are more likely to buy a book with 10+ reviews.
(Source: BookBub Insights, 2023)
But getting those first reviews can feel like an uphill battle—especially without a large fanbase.
Tips to overcome:
Reach out to book bloggers and children’s book reviewers.
Offer free copies to parents, teachers, or librarians in exchange for honest reviews.
Include a review request at the back of your ebook or printed book.
Use ARC platforms like Booksprout or StoryOrigin to build momentum pre-launch.
Final Thoughts
Self-publishing is empowering, but it’s also a long game. The good news? You’re not alone. Every indie author faces challenges but those who succeed are the ones who learn, adapt, and stay the course.
Stay tuned—my next post will share 10 affordable book marketing tactics that actually work for indie children’s authors!
Ready to stop guessing? Get the ebook here.
About the Author:
Emma Macey is the author of Matilda and the Bear and creator ofThe Independent Author's Guide to Book Marketing: Strategies for Success. She helps aspiring children’s authors navigate the publishing journey with confidence and creativity.
The Biggest Mistakes Indie Authors Make When Advertising Their Book
by Emma Macey
You've written your book, polished the illustrations, and hit publish—now comes the tricky part: getting it into readers’ hands. For many indie authors, advertising seems like the obvious next step. But without a solid strategy, it’s easy to waste money fast.
Here are some of the biggest mistakes I see indie authors make when it comes to advertising their book—and how to avoid them.
1. Spending Too Much Too Soon
Excited authors often dive headfirst into Facebook or Amazon ads with a big budget, hoping for instant results. The problem? Without testing and learning first, you could be throwing hundreds of dollars at audiences who aren’t ready to buy.
Tip: Start small. Run low-budget test campaigns to learn what resonates. Scale only when you start seeing consistent performance.
2. Targeting Too Broadly
It’s tempting to aim for a huge audience—after all, more people = more potential buyers, right? Not quite. When your ads aren’t targeted, they often get ignored, costing you money without driving results.
Tip: Get specific. Know your ideal reader (and buyer—often the parent!) and tailor your targeting, messaging, and visuals to them.
3. Relying Only on Ads
Advertising is just one part of a bigger marketing puzzle. If your website isn’t clear, your book blurb doesn’t connect, or your Amazon page isn’t optimised, even the best ad can fall flat.
Tip: Before investing in ads, make sure your sales page is strong, your messaging is clear, and your reviews are building trust.
4. Not Tracking Results
Too many authors run ads without really knowing what’s working. They boost a post, cross their fingers, and hope sales will follow—but without proper tracking, it’s all guesswork.
Tip: Learn how to read your metrics. Set clear goals (clicks, signups, sales) and monitor your cost per result. That data is gold.
5. Trying to Do It All at Once
From Instagram to TikTok to paid ads and email marketing, it can feel like you have to be everywhere at once. That can spread your budget—and energy—too thin.
Tip: Focus on one or two channels at a time. Do them well, learn what works, then expand.
Final Thoughts
Advertising your book is a powerful tool—but only when done with purpose. The key is to invest wisely, test and learn, and build a foundation that supports your long-term growth as an author.
If you're not sure where to start, I’ve created a guide that breaks down the steps to market your children’s book without the overwhelm. You can find purchase the book via my shop on the website.
You’ve already done the hard part—writing the book. Now let’s make sure people find it.