Why Marketing Kills the Joy of Writing for Indie Authors — And How to Take It Back

PubliWrite

08 Sep 2025 — 7 min read

For most writers, there’s a special joy and pride in the writing process — the very reason they started writing in the first place. The long nights of drafting, the spark of an idea growing into a story, the satisfaction of finally typing “The End.” But for many indie authors today, that joy is short-lived. The moment the book is finished, all their energy shifts to marketing.

It’s a bitter irony. Authors pour their energy into creating something meaningful, only to find themselves drowning in sales tasks and social media demands. The art of storytelling gets replaced by the grind of promotion. Instead of celebrating their creativity, many writers end up burned out, questioning whether publishing was worth it at all.

Yet, books don’t sell themselves. Bowker ISBN data shows a steady rise in self-publishing, with more than 2.6 million titles released in 2023 alone. With AI tools lowering barriers even further, that number is expected to climb sharply in the coming years. We live in a world where writing the book lights the spark - but without marketing, the fire quickly dies out as the book drowns in the immense pool of self-published pieces.

Here’s the hard truth: marketing may never be the fun part of publishing. But with the right mindset and practical strategies, authors can make it less overwhelming — and more effective.

In this article, we’ll explore why marketing feels so draining, the mistakes that make it worse, and what authors can do to make it manageable enough to succeed.

Why Marketing Kills the Joy

If there’s one theme that comes up again and again in indie author communities, it’s this: marketing - the joy-killer of self-publishing.

As one Redditor put it:

“Marketing is by far the hardest part of self-publishing that I did not expect.”

For many authors, the problem isn’t that they are not connecting with readers — it’s that marketing feels like an entirely different profession. Another writer admitted bluntly:

“Whatever joy you derive in writing … is lost when you engage in marketing.”

It’s not hard to see why. Authors spend months or even years immersed in the creative side of writing, only to emerge into a marketplace where millions of other books are published every year. Standing out requires not just talent, but also relentless self-promotion and the ability to master new platforms and technologies. One frustrated author summarised it like this:

“Without YOU driving your own traffic to your book, your book will be INVISIBLE.”

Writing vs. Selling: Two Professions, One Author

One reason marketing feels so heavy is that writing and selling are, at their core, two entirely different professions. Writing is about passion — imagination, storytelling, emotion. Marketing is about business — positioning, discoverability, sales - in one word: numbers.

In traditional publishing, these roles are divided. Authors write, and publishers handle promotion, sales channels, and distribution. But for self-published & indie authors, there’s no separation. You have to be both the artist and the marketer. You have to nurture your creativity while also learning keywords, metadata, and ad dashboards. And it's not like there's one platform where you can do all.

And the list doesn’t end there. TikTok, Meta, Reddit, X, newsletters, SEO, websites — each demands time and consistency. By the time you figure out one platform, the audience has already shifted to the next shiny thing. Add a few million competitors into the mix, and the joy of writing can quickly feel drowned out by the grind of promotion.

The Common Mistakes Authors Make

Based on what many authors are sharing, there are a few familiar patterns in self-publishing marketing that almost guarantee frustration. Let’s take them one by one, starting with the very first trap that appears once a book is published.

1. Believing “If I publish, readers will come”

Many writers think finishing the book is the finish line. In reality, it’s the starting line. Without a visibility plan, even the best stories risk being lost in obscurity. Picture it: millions of new titles released every year. What makes a reader pick your book from the pile?

2. Marketing only at launch

Authors often push hard around release day, then let their marketing efforts fizzle out until they eventually stop. You know what they say: Rome wasn't built in a day. The same way discoverability isn’t built in a week — it’s the result of consistent, long-term effort.

3. Spreading too thin across every platform

At first, it’s hard to know where to start — and trying to do everything at once is just as bad as doing nothing. From TikTok to newsletters to X to websites, many authors try to juggle it all. But real impact comes from focusing on one or two channels that truly align with their audience. Which brings me to my next point:

4. Forgetting the reader

One of the most critical aspects of marketing is knowing who your book is for. Too many authors market to “everyone,” which usually means reaching no one. It’s tempting to shout into the void: “Buy my book!” But marketing isn’t about you — it’s about readers. Who are they? And where do they spend their time? And what kind of story are they searching for?

These mistakes are common because they’re easy to fall into — but they all point to the same truth: marketing isn’t optional. It may feel like a chore, but it’s the unavoidable price of turning a finished manuscript into a book that actually finds readers.

Marketing as a Necessary Pain

By now, it’s clear why so many indie authors say marketing kills the joy of writing. It’s time-consuming, it demands skills that are not particularly linked to writing, and it often feels like shouting into the void. But here’s the reality: marketing isn’t optional. It’s the price every indie author has to pay if they want their book to be read.

This doesn’t mean authors have to love marketing. They don’t. They need to plan, prepare and get it done because marketing is how stories reach readers nowadays.

Practical Ways to Make Marketing Less Overwhelming

Marketing doesn’t have to begin the day your book is finished. In fact, it’s far easier if you start earlier. While you’re still editing drafts, you can learn about your audience, join online communities, and share snippets or plot ideas. Ask for feedback and pay attention to what sparks the most engagement. That way, by the time your book is ready, you’ve already built interest and relationships — and marketing feels less like a chore and more like a continuation of the conversation. This approach is often called “building in public” — and it proved to work quite well for indie authors.

1. Start Early, Build in Public

Treat your writing journey as part of your marketing. Share behind-the-scenes moments, polls about cover options, or short excerpts. This not only builds curiosity but also helps readers feel invested in your book before it’s even published. And be patient — building an audience takes time.

2. Focus on a few channels to start with

Don’t try to master TikTok, Instagram, Meta, and ads all at once. Select one or two locations where your target audience congregates and focus your efforts there. It’s better to show up consistently in one space than to burn out trying to be everywhere.

3. Leverage “Silent Marketing”

Metadata, keywords, categories, cover design, and book descriptions are also marketing tools. They work in the background to help readers discover your book. Getting these right is one of the simplest ways to stand out in a crowded marketplace. You can work on these before book is ready as well.

4. Use Reviews as Amplifiers

ARC readers, beta readers, or even friends can provide early reviews that act as social proof. Reviews are one of the strongest signals for new readers deciding whether to trust an unknown author.

5. Automate the Busywork

Scheduling posts, using AI to polish blurbs, or relying on simple design tools for graphics can cut your workload in half. AI isn’t the enemy here — it’s a tool to help you stay productive.

Marketing may never feel effortless, but it doesn’t have to be exhausting either. By starting early, focusing on fewer channels, and using tools that lighten the workload, authors can turn a daunting process into something manageable. The key isn’t to fall in love with marketing — it’s to make it sustainable enough that it fuels your book’s success without draining the joy of writing.

PubliWrite’s Perspective

At PubliWrite, we know marketing can feel like the part of publishing that drains the joy out of writing. That’s why we’ve built tools and programs designed to lighten the load and help authors focus more on their craft while still reaching readers.

Creator Studio with beta reader access → Invite trusted readers into your process early. Get feedback and build buzz.
Cover Creator → Design a professional-quality cover in minutes, without needing to hire a designer or struggle with complicated tools.
Social media promotion → Every time a new book is published on PubliWrite, we amplify it by posting to our channels, giving you instant visibility beyond your own reach.
Author promotion program → For those publishing with us, we offer a promotion program to put your work in front of more readers, so you’re not left marketing alone.
Metadata & industry standards built in → We automatically generate and attach ONIX and BISAC codes when you publish a book, and we build all the required metadata around it. This ensures your book is correctly registered in ISBN databases and available for bookstores and libraries to order — without you having to touch a single technical detail.

Our goal isn’t to eliminate marketing — because no platform can do that. It’s to make it easier and boost your work. With the proper support, marketing doesn’t have to kill the joy of writing — it can simply become another step toward connecting your story with the audience it deserves.

👉 What about you? Do you find marketing harder than writing? Which part drains you the most — discoverability, social media, or simply getting started? Share your thoughts in the comments — We’d love to hear from you. If you'd be interested in joining the PubliWrite get in touch today or create your free account on https://publiwrite.com

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