For many writers, including myself, the hardest part isn’t writing the book—it’s getting that book in front of people who’ve never heard of them before. Selling to friends, family, and existing supporters is one thing. Reaching complete strangers and turning them into loyal readers is something else entirely. That’s the challenge of marketing to your cold market, and while it can feel intimidating, it’s also where real readership growth begins.
If you read my last post on warm markets, think of this as the next step outward. Your cold market is made up of readers who don’t know you yet, haven’t bought your books, and may not even realize they would love your work. The good news is that you don’t need a massive budget to reach them. Two of the most effective ways to expand your visibility are social media and newsletters. Both take intention and consistency, but once they are working together, they can help you grow your audience far beyond your current circle.
Social media: where new readers discover you
A smart first move is to secure your author name or brand name across the major platforms—even the ones you’re not ready to use yet. This helps protect your identity and gives you room to grow later without scrambling to find an available handle. Think of it as reserving your place before the crowd arrives.
From there, choose one platform to focus on first. You don’t need to master everything at once. In fact, trying to do too much too soon often leads to burnout. Pick the platform that feels most natural to you and where your ideal readers are likely to spend time. Then study what works there. Look at successful authors in your genre, pay attention to the kinds of posts that get engagement, and join communities that align with your voice and brand.
Your social media presence should feel like an extension of your writing world. Create a space that reflects your books, your genre, and your personality in a way that invites readers in. Book lovers aren’t just looking for products—they’re looking for connection. Share your process, your inspirations, your favourite reads, behind-the-scenes moments, and the personality behind the pages. Be consistent, especially in the beginning. Posting three to five times a week can help you build familiarity, so readers start to recognize your name and look forward to your content. Popular reader communities thrive on platforms like TikTok, Instagram, Facebook, X, and Goodreads, but the best platform for you is the one you can show up on regularly and authentically.
Every platform has its strengths and weaknesses, so give yourself permission to experiment. The goal is not to be everywhere. The goal is to be memorable where it matters.
Newsletters: where casual followers become dedicated readers
Once you have started building your online presence, the next step is creating a newsletter. Social media is excellent for discovery, but newsletters are where relationships deepen. When someone joins your email list, they are giving you direct access to their inbox—something no algorithm can take away. That makes newsletters one of the most valuable tools a writer can have. When you release a new book, announce a sale, host a giveaway, or schedule a signing, your subscribers are much more likely to see that message than if you posted it only on social media.
If you’re not sure how to begin, plenty of newsletter platforms make the process simple with templates, automations, and subscriber management tools. Options like Mailchimp, Brevo, beehiiv, Substack, and Kit can help you get started without needing advanced technical skills. Promote your sign-up form on your social media profiles and, if you have one, your website as well. Over time, that list becomes one of your strongest marketing assets because it gives you a reliable way to stay connected with readers who already want to hear from you. And yes, having your own website helps too—but that is a topic worthy of its own post.
Stepping into the wider online world can feel overwhelming at first, but it’s also full of possibility. Finding your readers takes time, patience, and a willingness to keep showing up—but it can be done. If you can build a genuine presence on social media and nurture a newsletter that readers are excited to receive, you’ll create a strong foundation for long-term growth. Marketing may never be every writer’s favourite job, but it becomes far less intimidating when you approach it as connection instead of promotion.
Happy marketing, my friends, and don’t forget to keep reading.
💋 Lanie Mores
