Throughout this year, the Writers of Bury and Beyond are running a series of articles to inspire you to put pen to paper – or fingers to keyboard. This month, we’re looking at publicity for your book, before and after it hits the shelves.

Your book is ready to go! It’s tempting to sit back and celebrate, but if you want to reach your readers, there are a few things you’ll need to do before the first copies are printed.

Are you on Instagram, Facebook, Threads, Bluesky or Tiktok? If you don’t have an account, pick a couple of platforms and set one up now. If you’re already signed up, think about creating a new account for your writing posts. The platforms you choose will depend on who you are trying to reach. For example, Facebook will generally reach an older audience, while Tiktok is brilliant for readers in their teens and twenties.

Don’t just post about your book! Post about books you’ve enjoyed, write reviews of books that might interest your readers, and tell people who you are – your writing habits, your publication journey, relatable episodes from your daily life, and (of course) your pets! Spend time training the algorithm: find other authors and reviewers in your genre, follow their accounts, and comment on their posts.

A website gives readers somewhere to go to find out what you’ve written, and when and where your book will be available to buy. A website doesn’t need to be complicated, and there are plenty of free and simple options for creating the site you need.

Start your publicity early. Six weeks before your launch is a great time to jump onto social media, set up your website, and start showing the algorithm which readers need to see your posts. Three weeks before launch is the perfect time for a cover reveal to show readers what your book will look like – and you can even trail this a week in advance to build up interest! Finally, make sure you post a countdown to publication during launch week, and give your readers clear instructions to help them place their order.