The Heart of Relational Marketing for Authors: A gentle, sustainable approach to growing your readership
If you’ve spent any time in online author spaces, you’ve seen the constant push: post more, sell more, hustle harder, promote your book every day, master the algorithm or get left behind.
But here’s the truth most authors quietly know: Marketing that feels transactional rarely builds long-term readers. And it definitely doesn’t feel good to create.
Relational marketing—the kind that feels warm, human, connection-driven—is the heartbeat of sustainable author growth. It’s not about chasing followers, virality, or sales numbers. It’s about building trust . . . one reader at a time.
Let’s talk about what that means and how you can start practicing it right now.
What Is Relational Marketing?
At its core, relational marketing is simple: It’s the practice of treating your readers like people, not purchasers.
It focuses on community, conversation, and shared experience over conversion.
Relational marketing asks: How can I serve? How can I connect? How can I invite instead of push?
When you shift from “How do I sell this book?” to “How do I build a relationship with my readers?”, everything changes: your tone, your content, your consistency, even your confidence.
Why Readers Crave Connection (and Why It Matters for You)
In a world full of noise, readers want authenticity. They want to know: Who is the person writing the story? What does the author care about? What does the author value? Do we have anything in common?
Readers don’t just buy books—they join worlds. They invest emotionally.
And that investment starts with connection.
Relational marketing builds that emotional thread in ways that paid ads, trending audios, or “buy my book!” posts can’t.
3 Core Principles of Relational Marketing for Authors
1. Lead With Story, Not Sales
You’re a storyteller—and your marketing should reflect that.
Instead of merely promoting your story(ies), share:
a moment from your writing life
an insight about your characters
a detail from your daily rhythm
a lesson you learned while drafting
something that inspired your story
This invites readers into your world, not into your sales pitch.
Start your next newsletter or post with the phrase:
“This week in my writing life . . .”
It changes everything.
2. Focus on Conversation Over Content
Relational marketing isn’t a broadcast—it’s a dialogue.
Ask questions, invite opinions, share prompts, encourage replies.
People want to feel seen, not sold to.
Instead of “Here’s my new book!”, try:
“Have you ever met a character who surprised you on the page? Mine did this week . . .”
Or:
“Do you enjoy slow-burn romances or love-at-first-sight? I’d love to hear your favorite.”
The engagement you get from genuine curiosity is far deeper—and far more sustainable—than algorithm-driven posts.
3. Create a Relatable Reader Experience
Marketing becomes easier when it feels like hospitality.
Ask yourself:
How can I make readers feel welcomed, included, and appreciated?
This could show up through:
personal notes in your newsletter
behind-the-scenes sneak peeks
polls, questions, and invitations
community-building conversations
celebrating bookish moments with your audience
When your space feels cozy and relational, readers don’t just follow you—they stay.
As a mom, I know my readers love when I share little details (even unintentionally) about mom life. One of my most interacted with Instagram stories happened because I heard a crash in the other room and said something to the camera like “I’ll be right back.”
Real life doesn't usually look picture perfect, and your readers want to see those moments.
But that brings me to my next point . . .
What Relational Marketing Is NOT
It’s not:
Manipulative conversations to increase sales
Manufactured vulnerability
Over-sharing your personal life
Posting every day to “stay relevant”
Relational marketing doesn’t demand more from you—it asks you to show up more you. Joyfully. Consistently. Authentically. And that’s something you can sustain for years.
Your readers want to know that you’re a real person, not just a name behind a screen. Show up and be you. But that also means protecting your energy and your privacy. Don’t do something that makes you feel uncomfortable–nobody likes that.
The Long-Term Magic of Relational Marketing
When you market with connection at the center, you build: loyal readers, a warm, engaged community, word-of-mouth growth, repeat buyers, and most importantly, readers who become friends.
Relationships compound. And unlike trends, they don’t disappear next week.
Every meaningful connection you nurture becomes a thread in the tapestry of your author career.
A Gentle Next Step
If you’ve been feeling pressure to perform on social media, consider this your invitation to return to your heart as an author: story, connection, community.
Ask yourself: “How can I show up as a storyteller today?” Not an influencer. Not a salesperson. A storyteller.
That’s where relational marketing starts. And that’s where your sustainable author platform begins to grow.
If you’d like to learn more about how to get started, I’ve created a free quiz to help you identify your Author Profile. In just 3-5 minutes, you’ll have a starting place to begin your sustainable marketing journey.
