When Should You Start Marketing Your Book?

A Practical Timeline for Self-Publishing Authors

• Learn when to start marketing your book (without adding more overwhelm)
• Follow a simple timeline from first draft through to launch and beyond
• Discover what actually matters at each stage—so you can focus on the right things at the right time

If you’ve ever asked yourself: “When am I supposed to start marketing my book?”

You’re not alone.

One of the biggest mistakes aspiring authors make is assuming marketing starts after they finish writing. Then suddenly they reach launch day and realise they probably should have started months ago.

But here’s the good news.

You do not need to become a full-time marketer before you’ve written Chapter One.

You do not need elaborate spreadsheets.

And you definitely do not need to do everything at once.

Publishing works best when you take it bit by bit.

This guide walks you through a simple timeline so you know what matters, when it matters—and what can wait.

Phase 1: Before You Start Writing

Build your foundation.

This phase surprises people. Because marketing actually starts before your manuscript does.

Not because you need to sell immediately…

But because understanding who you’re writing for makes everything easier later.

Ask yourself:

• Who is this book for?
• Why will someone buy it?
• What problem does it solve?
• What feeling should readers have after finishing?

You don’t need perfect answers.

You just need direction to ensure you’re writing with the end product in mind.

Start building your author presence

This doesn’t mean spending hundreds on branding. Start simple:

• Secure social media handles
• Choose one or two platforms only
• Create an email signup

Small steps count.

Decide what success looks like

Common mistake!

Many authors say: “I want to sell lots of books.”

That’s not actually a goal. Maybe success means:

• Building credibility
• Growing your business
• Creating impact
• Earning extra income
• Leaving a legacy

Your goals will have an affect on your strategy.

Phase 2: Early Writing Stage

Create Visibility Without Pressure

Once writing begins… Protect your writing time.

Seriously.

Many authors accidentally spend more time making Instagram posts than writing their book.

At this stage your job isn’t heavy marketing.

It’s gentle visibility.

You may want to start growing an email list (but no pressure if you don’t!)

Your email list can become incredibly valuable later.

Add signup forms to your current website, social media bio & email signature.

Keep emails simple.

Share:

• Writing updates
• Lessons you’re learning
• Behind-the-scenes moments
• Helpful resources

Choose your platforms wisely

You do not need:

• TikTok.
• Instagram.
• Facebook.
• Threads.
• LinkedIn.
• Pinterest.
• YouTube.

All at once.

Pick platforms where your readers already spend time.

Pick platforms YOU enjoy working in because if you enjoy it, chances are your audience will as well.

Master those first.

Phase 3: Mid-Writing — Build Connection

This is usually where motivation dips.

You’re no longer excited by the shiny new idea.

You’re deep in the messy middle.

Which makes this a great time to build connection with future readers.

Share progress

You don’t need to reveal everything.

Simple content works:

• Writing wins
• Lessons learned
• Character insights
• Research discoveries
• Obstacles you’re overcoming

People love watching journeys unfold.

Start creating useful assets

Consider building:

• A media kit
• Blog articles
• Resource pages
• Lead magnets

Not because you need them immediately.

Because future-you will be grateful.

Phase 4: Editing Stage — Prepare For Launch

Once your manuscript reaches editing…

Things start becoming real.

Now is the time for planning.

Choose your important dates

Set:

• Publication month/date
• Launch period
• Cover reveal timing
• ARC timeline
• Promotional activities

Then work backwards.

Prepare your sales systems

Create:

• Book sales page (if you want one)
• Author bio
• Book description
• Metadata documents (we can help with this!)

Organisation saves stress later.

Start researching opportunities

Look into:

• Podcasts
• Events
• Reviewers
• Bloggers
• Communities
• Awards

You don’t need all of them.

Choose what suits your personality.

Phase 5: Optimisation Stage — The Bit Most Authors Skip

This is where many self-published books quietly struggle.

Because uploading a book is not optimisation.

Optimisation is what helps readers actually discover your book.

Think of optimisation like building the foundations under a house.

Nobody sees it.

But everything depends on it.

Focus on:

• Keywords: What are readers typing into search bars?
• Categories: Where should your book appear?
• Metadata: How are you describing your book?
• Cover Design: Does your cover communicate the right message instantly?
• Author Branding: Do readers immediately understand who you help or what you write?

This stage often creates the biggest difference between:

“I published a book.”

and

“People are actually finding my book.”

This stage sets the tone for long-term discoverability.

Phase 6: Launch Period — Keep It Manageable

Launches do not need to be exhausting.

You do not need:

• Expensive parties
• Huge advertising budgets
• Constant social posting

Instead focus on:

• Reviews
• Email subscribers
• Reader engagement
• Launch activities you enjoy

Momentum matters more than intensity.

Phase 7: After Launch — Keep Going

Many authors stop here.

Your book isn’t finished after launch.

It’s just beginning.

Keep:

• Updating keywords
• Improving listings
• Watch your book’s indexing
• Running promotions
• Speaking about your book
• Creating content
• Gathering reviews

Publishing is a marathon. Not a sprint.

The Truth About Book Marketing

Here’s what I want you to remember.

You do not need to do everything today.

You do not need to understand every publishing term.

You do not need a perfect plan.

You simply need the next step.

Publishing feels overwhelming because people try to learn everything simultaneously.

Bit by bit is faster.

Bit by bit is easier.

Bit by bit gets books published.

And if you need support along the way…

We’re here to help!

You don’t have to figure out every part of self-publishing on your own.

Whether you need help with writing, editing, optimisation, audiobooks, formatting, cover design, marketing, launching, or simply working out your next step—we’re here to help.

Contact Turtle Publishing for support with whichever part of the journey you need help with.

Kathy Shanks

Turtle Publishing was founded in 2020 by self-employed designer and happily married mother of two, Kathy Shanks. With 20 years of design experience and having created her own journal in 2019, where she subsequently believes that the ‘universe started throwing books at her’, Kathy is passionate about creating designs that convey the right emotion and ‘vibe’ to the right audience and specialises in budget friendly publishing solutions.