You Can’t Sell a Secret: 7 Ways to Market Your Book Before It’s Finished

You Can’t Sell a Secret

(Why Marketing Starts Before You Even Have a Book)

Sure, you can sell a secret—if you’re in espionage, blackmail, or the mafia’s Etsy shop.
But in publishing? Silence isn’t strategy. It’s self-sabotage.

Too many authors wait until their book is done (or worse, published) to start talking about it. They tell themselves they’ll “focus on marketing later,” as if that magical day will arrive gift-wrapped and stress-free. Spoiler: it won’t.

Marketing starts on Day 0—the moment you decide to write a book. That’s when you start building the world your readers will eventually step into. Here’s how to do it before the manuscript’s even finished.

1. Start Talking About Your Idea (Even If It’s Messy)

You don’t need a polished pitch—just a story worth sharing. Post a line that inspired the book. Talk about why you’re writing it. Invite readers into the “why,” not the word count.

2. Document the Journey

Writers think they need to finish to be interesting. Wrong. Readers love process. Share the ugly drafts, the coffee-fueled nights, the “this is terrible but maybe brilliant?” moments. That’s what builds connection.

3. Build Your Author Identity

Your book isn’t your brand—you are. What themes do you care about? What tone do you bring to your stories? Start showing up as you before your cover reveal tries to do it for you.

4. Find Your People Early

Readers aren’t discovered at launch—they’re cultivated while you write. Hang out where they already are: Facebook groups, subreddits, book clubs, classrooms, wherever your ideal reader lives online or off.

5. Collect Emails Like It’s Your Side Hustle

Start your list early. Offer a sneak peek, a behind-the-scenes newsletter, or a simple “follow my writing journey” signup. Future-you (the one planning your launch) will thank you.

6. Share Your Expertise

Nonfiction author? Start teaching what you’ll cover in your book. Fiction author? Share world-building nuggets, character inspo, or the real-life truths behind your themes. People buy into voices before they buy books.

7. Tease, Don’t Hide

Stop waiting for the “big reveal.” Share glimpses of your title, snippets of your story, or concept art. Curiosity is free marketing—use it.

Marketing doesn’t start when your book is done. It starts when you stop being afraid to talk about it.

Because you can’t sell a secret—and your story deserves to be heard long before it’s bound in paper.