By Shawn Amick
This will probably not be your typical marketing advice, but I also haven’t had the typical career one might associate with being an author.
In short, here’s my message: inspiration is a fleeting emotion, but discipline is a reliable system.
Writing and marketing both require discipline to be consistent. Inspiration is just how you get started.
The first thing you need to do is define your value proposition; in other words, what are you giving the audience in exchange for them caring about what you have to say?
The Beginning
At the start, I knew I needed focus, so I picked three platforms: TikTok, Instagram, and Substack. These were primarily going to be the platforms I posted on every day to grow my community.
How did it go? TikTok got all the focus, and I was horrible at everything else. There was a point where I abandoned every other platform for the sake of mastering TikTok, and I’d hardly say I’m an expert.
I created a sign-up sheet and posted an announcement saying I would interview any author looking to grow their audience. It blew up. Hundreds of authors signed up within the first few weeks, and I instantly needed a team behind me to meet the demand.
Those interviews continued for over a year, leading to the creation of a podcast and Discord server. Now, after some time, for my own mental health, I stepped away from this, but never stopped supporting other authors.
I just needed to find supportive vessels that took less time from my own family and work. So, I did spotlights and got people very excited for them. Once again, I didn’t gatekeep. Anyone could participate.
I featured folks in newsletters, did partnerships with bookstores looking to carry indie books, and created sign-up sheets for everything I did to make a newsletter. All of this eventually led to constant introductions to professionals in the publishing industry. More importantly, it led to knowledge of the publishing industry, which I have always shared.
My brand has always been transparent growth within the publishing industry. People follow me to learn so they can grow themselves.
Did I ever claim to be the expert? No. I brought in the experts. I did interviews with Literary Agents and Publishers. I brought in editors with long tenures in the industry. More recently, I’ve opened discussions with distributors and warehousers to demystify the process of moving away from Print-on-Demand (POD) in favor of wholesale structures, though the latter is certainly a hard thing to accomplish due to financial barriers.
Simply put, as I grow, so too does the audience of authors who follow me.
I share how to be successful as an author on the small scale—book signing events and how to schedule them—all the way to large-scale efforts like distribution, contracts, querying, gaining interest from literary agents, and tons more.
My first day considering my brand, I knew one thing was true: authors read. Thus, I’ve tried to be of value to every author I know. Moreover, I made sure to be consistent. If you follow me across a multitude of accounts, you’ll see 5-10 pieces of content from me, daily.
I keep it close to the 80-20 rule: 80% of my content is about providing value to the audience, 20% is about my own product.
What Happens When The Content Doesn’t Work?
If you pay attention to my content over a long period of time, you’ll notice one very important thing… it changes.
My theme has always been the same—growing as an author. But how I’ve gone about that content has changed. I used to interview two authors a night, seven days a week. Now I have one huge BookTok festival planned for August with hundreds of authors looking to participate.
I share more about publishing advice than I do about writing, but at one time I posted about the craft itself far more (this will be changing soon, new project in the works!)
Your analytics are your friend, and your views scream a message. No views mean no interest. No engagement means no interest. If it’s not working, then try something new, and try often.
My advice? Flood the market with content until something starts to work. Also, make sure you enjoy the content. When your brand is exhausting to maintain, then it will fail, trust me. There is a balance to be found between content you enjoy making and something the audience will resonate with.
It’s your job as a creative to find the compromise with your audience and to reliably deliver content. Every. Single. Day.
When Do You Stop Marketing The Book?
You don’t. Book two of my epic fantasy series releases on August 26th. I’m still talking about book one. I’ll still be posting and talking about book one when book three releases. And I’ll still talk about book one when my next project, an entirely different fantasy, is on query. And I’ll still be talking about book one of this current fantasy series when I get the next book deal, and still so when that book hits shelves.
Did you know the Mistborn series by Brandon Sanderson didn’t hit a commercially recognized bestseller list until December 2024? That was all BookTok talking it up. The Final Empire was released in 2006. That means it took 18 years before one of Brandon Sanderson’s most well-known works hit a bestseller list, all because he never stopped talking about it, and BookTok heard him.

Shawn Amick is the author of the Cruel Origins series. The Cruelty of Magic, book one in the series, was initially self-published before being acquired by small, independent press—Conquest Publishing. Book two in the series—The Cruelty of Gods—is on pre-order for $0.99 and releases on August 26th.
Check out his writing, projects, and more here! He’s launching a new Writer’s Group focused on growing your career as a professional writer soon.





















