Readers aren’t buying your books. They’re buying you.

Last week, I sat across from a friend at my favorite coffee shop in Normal, IL, ice melting in my vanilla latte as we swapped life updates, talked about small business ventures, and the strange, wonderful world of marketing. Somewhere between sips and shared laughter, a truth crystallized:

People don’t buy products. They buy people.

This idea isn’t revolutionary—but it is easily forgotten. As an author, I pour myself into my stories. I obsess over plot, character development, and word count goals. But when it comes time to market my books, I often make a critical misstep: I lead with the product, not the person.

Here’s what I’ve learned: your book isn't the brand. You are.

Whether you're a debut indie author or a seasoned bestseller, readers want to connect with the person behind the pages. They want to feel something. To belong. To believe they’re part of your journey, not just a buyer at the end of a sales funnel.

Marketing is storytelling—and your story matters

Marketing isn’t just a strategy. It’s storytelling with a purpose. And as authors, we’re uniquely equipped to tell great stories, especially our own. That includes:

• Why you started writing

• What you struggled with along the way

• How this book came to life

• What you believe in

• What lights you up—and what scares you senseless

  
  

These are the things that build connection. These are the pieces of your journey that make someone say, “I don’t just want to read their book. I want to know them.”

Think about your favorite authors. Chances are, you don’t just love their writing. You love them. Their voice. Their vulnerability. Their presence online. You’re invested in their brand because they’ve shared themselves with you, not just their back cover blurb.

Be a human first, an author second

This advice extends far beyond the publishing world. If you're a small business owner, a content creator, a creative of any kind—the principle is the same. You are your brand. That means showing up authentically. Letting your audience behind the scenes. Sharing your highs and your lows.

Because in an age where social media can feel like a highlight reel, realness is magnetic. People are hungry for connection. For authenticity. For you.

So how do you actually do this?

Here are a few simple ways to start infusing more of YOU into your marketing:

• Tell micro-stories in your captions. Instead of “New book coming soon!” try “I started writing this one on a rainy Tuesday after a conversation that shook me. I didn’t know then that it would change the way I see love stories forever.”

• Show your face. Even if it’s uncomfortable. Talk to the camera. Post that selfie. People buy from people, not logos.

• Share your why. Regularly remind your audience why you do what you do. Your passion is your best sales pitch.

• Invite engagement. Ask questions. Start conversations. Make space for your readers to see themselves in your story.

• Celebrate the journey. Don’t wait until launch day to start showing up. Bring people along for the ride—the messy drafts, the edits, the late-night doubts. That’s the story they’ll root for.

  
  

A final thought

Books don’t sell themselves. But authors who show up—authentically, consistently, and vulnerably—do sell books. Because when readers feel connected to you, your words matter more. Your stories hit deeper. Your brand becomes unforgettable.

So, remember you’re not just marketing your book. You’re marketing you. And that’s the most powerful story you can tell.