Here’s a truth every indie author should hear:
✨ Visibility isn’t luck, it’s momentum.
Sure, writing a great book is step one. But if you want readers to discover it (and fall in love with your writing), you need more than good prose and a pretty cover. You need a plan that builds awareness, drives traffic, and keeps the momentum going, especially in the crowded world of indie publishing.
That’s where paid marketing comes in.
In this guide, we’ll break down exactly how email promotions and digital ads work, plus how to use them together to move the needle on visibility, sales, and reader loyalty. Whether you’re launching your first novel or giving your backlist a boost, this is your roadmap to smart, scalable growth.
Let’s start with the basics.
Even the most brilliant book won’t sell if no one knows it exists. While organic reach (word-of-mouth, social media, etc.) has its place, it’s not always enough, and it’s rarely fast.
Paid marketing offers a reliable, scalable way to:
Let’s explore how email promotions and digital ads work, and how you can use them together as part of a smart, long-term strategy.
An email promotion (often called a “promo”) is when your book is featured in a reader-focused email newsletter, sent to thousands of subscribers who’ve opted in for deals in your genre.
It’s like having your book recommended by a trusted friend, one who happens to email a lot of readers.
At Written Word Media, our email promos include:
Each promo puts your book in front of readers who want what you’re selling. That’s why email promos tend to deliver strong conversion rates, especially during price drops or launches.
Email promos are most effective when:
Because promos are price-sensitive (and rely on high-converting clicks), they’re often best used in conjunction with temporary discounts. Many authors build entire strategies around stacking promos across multiple platforms, or a “promo stack”, to maximize exposure over a few days.
Digital ads refer to paid placements on platforms like Facebook, Instagram, and Amazon.
Unlike email promos, which go to a fixed audience, ads are dynamic and targeted. You can reach readers based on their genre preferences, browsing behavior, or even fans of specific authors.
While the learning curve can be steeper, the payoff is powerful. Digital ads let you:
And if the idea of managing ads makes your head spin, we’ve got you. Reader Reach Ads offer full-service management, so we handle the targeting, testing, and optimization while you focus on writing your next masterpiece.
Great question. Here’s a breakdown:
| Email Promotions | Digital Ads | |
| Format | Your book is featured in a reader newsletter | Your book appears as an ad on social platforms |
| Audience | Pre-engaged readers who opted into book emails | Custom-targeted based on behavior/interests |
| Setup Time | Minimal (just schedule and submit your info) | Higher (unless using a managed ad service) |
| Budget | Fixed price (e.g., $25–$100) | Variable, based on daily spend and campaign goals |
| Best For | Launches, free/discounted promos, quick exposure | Ongoing visibility, brand building, long tail |
Here’s the kicker: They work best together. Email promos give you a burst. Ads keep you going. Together? They’re unstoppable.
A well-timed email promo can drive a burst of downloads. An ad campaign can sustain momentum after the promo ends. Together, they create a powerful net that not only catches readers but keeps them coming back.
Let’s walk through how an indie author might use paid marketing to grow their audience.
Before you spend a single dollar on promos or ads, your book needs to be ready for primetime.
Make sure you have:
Think of this as laying the track before you power up the train. If you send a surge of traffic to your book and it’s not up to par, you risk losing potential readers and wasting your budget.
For launches, discounts, or series hooks, start with an email promo stack.
For example, a mystery author running a free Book 1 might book:
For a mystery author launching a free first-in-series, this kind of promo stack ensures your book is seen by different but overlapping audiences of readers who love the genre. The result? A stronger algorithm boost, more downloads, and a wider pool of potential fans.
Once the promo traffic starts rolling in, it’s time to extend the runway.
Use Facebook or Amazon ads to:
If you’re not ready to DIY your ads, services like Reader Reach Facebook Ads or Reader Reach Amazon Ads offer full-service ad management, so you can stay focused on writing while the algorithms do their thing.
Here’s the part most authors overlook: Make sure you’re capturing those readers for the long term.
Promos and ads will drive traffic, but don’t let those readers disappear into the ether!
Make sure you’re turning one-time clicks into ongoing connections:
You want that reader who clicked your Freebooksy promo or saw your Facebook ad to become a fan. That means:
That’s how you convert momentum into a meaningful, long-term audience. The goal isn’t just a one-time download. It’s a relationship.
There’s no one-size-fits-all answer, but here’s a good rule of thumb
Some authors stack promos every 60–90 days to keep their backlist fresh. Others run low-budget ad campaigns year-round to keep traffic flowing.
The key? Test, tweak, and keep moving. Momentum builds when you keep the wheel turning.
Paid marketing isn’t about quick wins (though you might get those, too). It’s about growing your presence, learning what resonates, and building reader relationships that last.
So if you’re ready to grow your audience, don’t just hope for a breakout moment; create your own momentum.
Start with an email promo. Layer in an ad campaign. Capture every reader you can.
And remember: every click, every download, every reader… It’s all part of the build.
Explore email promotions for your next launch or price drop.
Let Reader Reach Ads handle your ad campaigns.
Or schedule both and watch your audience grow.
The most effective approach combines email promotions and digital ads. Email promos give you quick exposure by sending your book to engaged readers, while ads help sustain long-term visibility and sales. Together, they create marketing momentum that builds your audience over time.
Email promotions are paid placements in reader-focused newsletters that feature discounted or free eBooks. Platforms like Freebooksy, Bargain Booksy, and Red Feather Romance send your book to thousands of genre-targeted readers, increasing downloads, sales, and visibility.
A promo stack is when you run multiple email promos across a few days. This strategy:
It’s a proven tactic for maximizing the impact of a free or discounted eBook promotion.
Email promotions work best when:
Many authors stack multiple promos over a few days to maximize exposure.
Digital ads (on Facebook, Amazon, or Instagram) help you:
Ads are ideal for long-term growth and ongoing list-building.
The key is consistency. Testing and adjusting over time helps you find the right rhythm for your goals.
Yes! Reader Reach Ads are full-service Facebook and Amazon ad campaigns managed by the Written Word Media team. You choose your goals and budget; we handle the targeting, testing, and optimization.
To build an ongoing relationship with readers:
Paid marketing gets you visibility—your email list helps you keep it.