One of the biggest frustrations authors face when marketing their books is the feeling that they’re talking into the same room over and over again.
You post on social media.
You email your newsletter.
You share in your reader group.
And the same people see it every time.
While those tools are valuable, they serve a very specific purpose: they nurture the audience you already have. However, they do very little for discovery.
If you want to reach brand-new readers, you need to step outside your own platforms and show up where other readers gather.
In other words, you need to get in front of other people’s audience (OPA).
This is called outreach marketing, and it’s one of the most effective and often overlooked strategies authors can use to grow their readership.
The Discovery Problem in Author Marketing
Attend writer conferences or read posts in author social media groups, and you usually come across advice to build:
- Social media
- Email newsletters
- Reader groups
- Personal blogs
- Websites
This advice isn’t wrong. You should build your platform. But the adage of “If you build, they will come,” doesn’t work. Just having an email list doesn’t put subscribers on it. Having a website doesn’t automatically mean visitors. And most social media is terrible for discovery. Facebook barely shows your “friends” what you post. It’s not going to put you in front of new people.
Building these platforms and expecting followers is like building a house and expecting dinner guests to simply show up. It doesn’t work like that. You need to go out into the world to meet people, and then invite them over.
So yes, you should build your author platform, but then you need to invite readers to visit. To do that, you need to get in front of other people’s audiences.
What Is Outreach Marketing?
Outreach marketing simply means putting your book in front of someone else’s audience. Instead of waiting for readers to find you, you intentionally place your work in spaces where readers already exist.
This might include:
- Guest blog posts
- Podcast interviews
- Newsletter swaps
- Anthologies
- Online events
- Reader community features
- Book clubs
- Influencers and reviewers
- Ads
Here are a few low-cost ways to get your book in front of new readers.
Outreach Strategy #1: Guest Posts on Blogs and Newsletters
One of the easiest ways to reach new readers is to write guest articles. Many blogs, Substacks, and author newsletters are actively looking for content. (Tender & Tempting Tales would love to see articles about romance books. Check out the guidelines here.)
Remember, you’re looking for new readers for your romance novel, so focus on blogs and newsletters that target romance readers, not writers.
Examples of topics you might pitch:
- A trope discussion (Why readers love enemies to lovers)
- Setting inspiration (The real town behind your romance)
- Romance recommendations
When readers enjoy your article, they naturally become curious about your books.
Tips for success:
- Pitch topics that help or entertain readers
- Avoid making the entire article a sales pitch
- Include a short bio and link to your book
Outreach Strategy #2: Podcast Interviews
Podcast audiences are incredibly loyal. When listeners trust a host, they’re often willing to check out the books their guests write. Podcast interviews also create long-lasting content. An episode can continue introducing readers to your work months or even years later.
Similar to a guest blog post, target podcasts that appeal to romance readers. Most podcasts have a theme or topic for each episode, so pitch an idea that fits your book. For example, if you wrote a dark romance, you might pitch a discussion about how readers of dark romance love morally gray men.
Outreach Strategy #3: Newsletter Swaps & Giveaways
Newsletter swaps are a great way to reach new readers and potentially build your email list. Readers are far more likely to try a book that comes recommended by an author they already trust.
A newsletter swap simply means two authors recommend each other’s books to their subscribers.
Another option is to participate in group giveaways. In this scenario, authors offer their books (usually their reader magnet) for free as part of a group giveaway. Each author shares the giveaway with their readers. Readers visit and select all the books they want…including yours. If 10 authors, each with 1,000 subscribers, participate, that’s 9,000 readers (minus your 1,000) who will potentially see and download your book. If you tie your download to your email list, you end up with more subscribers.
To make this effective:
- Swap or join giveaways with authors in similar genres. Don’t swap your sweet romance with a dark romance author.
- Write a compelling recommendation rather than a generic blurb
Find swap and giveaway opportunities in Facebook Swap groups, Bookclicker, and BookFunnel.
Outreach Strategy #4: Anthologies and Multi-Author Projects
Anthologies are one of the fastest ways to reach multiple audiences at once. When several authors contribute stories to a shared project, each author brings their readers with them, similar to swaps and giveaways.
For writers, anthologies offer:
- Exposure to new audiences
- Marketing momentum
- Networking opportunities with other authors
Shameless plug for Tender & Tempting Tales again. Check out current and upcoming calls for romance story submissions.
Outreach Strategy #5: Reader Communities and Online Events
Readers gather in many places online that offer authors opportunities to engage with them. Examples include:
- Facebook reader groups
- Discord book communities
- Reddit book forums
- Book clubs
- Virtual events
- Online conventions
Some groups allow author takeovers or Q&A sessions where readers can interact directly with authors. These events work especially well because readers get to see your personality, not just your book cover. And readers love connecting with authors.
Check out the Write with Harte Events page for upcoming reader events.
Outreach Strategy #6: Influencers and Book Reviewers
Many of today’s most well-known authors, such as Colleen Hoover, Elle Kennedy, and Ana Huang, became known not for any marketing they did but because readers talked about their books on social media. Book reviewers and influencers already have the one thing authors want: reader attention. When they talk about a book, their audience listens.
The good news is that you don’t need to chase huge influencers. In fact, smaller reviewers often have more engaged audiences.
Places to connect with reviewers include:
- Bookstagram
- BookTok
- Book blogs
- Goodreads reviewers
- Newsletter curators
Focus on building genuine relationships rather than sending mass requests. A personal approach goes much further than a generic pitch.
Outreach Strategy #7: Collaboration With Other Authors
Some of the most effective discovery strategies happen when authors work together. Examples include:
- Multi-author promotions
- Shared reader magnets
- Group giveaways
- Cross-promoted series
- Joint events
Readers who enjoy one author in a group are often willing to try the others. This is one reason romance communities thrive on collaboration.
Outreach Is About Relationships
One important thing to remember about outreach marketing is that it’s not just about exposure. Mass sending a PR packet will often get ignored. Instead, outreach is about relationships with:
- other authors
- bloggers
- podcast hosts
- reviewers
- reader communities
When you focus on providing value and building connections, outreach opportunities start to multiply. Over time, these relationships can become a significant way to grow your readership.
How to Choose the Right Outreach Opportunities
Not every outreach opportunity will help you reach the right readers. The goal isn’t simply to appear in as many places as possible. The goal is to appear in places where your ideal readers already spend time. Before agreeing to a guest post, podcast, event, or newsletter swap, ask yourself a few questions.
1. Does the audience match your genre?
This is the most important question. If you write romance, appearing on a blog about military thrillers probably won’t convert many readers. If you write steamy paranormal romance, a community focused on sweet inspirational romance might not be the right fit either.
Look for audiences that already enjoy:
- Your genre
- Your tropes
- Your heat level
- Your themes
Readers who already love your type of story are far more likely to try a new author.
Tip: Ask your existing readers where else they go to learn about or engage with the romance reading community.
2. Is the audience actually engaged?
A massive audience isn’t always the best choice. A podcast with 500 highly engaged listeners may produce better results than one with 10,000 passive subscribers. Look for signs of engagement such as:
- active comments
- reader questions
- community discussion
- regular content updates
3. Does the opportunity provide value to readers?
The best outreach isn’t just promotion. How many emails do you NOT read because it’s only pushing a promotion? Whatever resource you use, make sure it allows you to provide something interesting or useful. Readers are far more receptive when the content includes:
- entertainment
- useful information
- behind-the-scenes insights
- recommendations
4. Is the brand or community a good fit for you?
Finally, make sure the space feels comfortable and aligned with your values and author brand. If the tone, audience, or content style doesn’t feel right, it’s okay to decline. The goal is to build authentic connections, not just accumulate appearances.
How to Reach Out to Blogs, Podcasts, and Communities
Once you’ve identified potential outreach opportunities, the next step is reaching out. Here are some simple guidelines.
Research First
Before sending a message, spend a few minutes learning about the platform and the owner. Look at:
- recent blog posts or podcast episodes
- the types of topics they cover
- their audience focus
- whether they have guest contributors
Mentioning something specific shows that your request isn’t a generic copy-and-paste message.
Offer Something Valuable
Instead of simply asking someone to promote your book, think about what you can offer their audience. Examples include:
- an interesting article topic
- a discussion about writing or publishing
- behind-the-scenes inspiration for your book
- recommendations of similar romance reads
- a fun reader-focused topic
Frame your pitch around what their audience will enjoy, not just your book.
Keep Your Pitch Short and Friendly
Long, complicated pitches often go unread. A simple, friendly message works best.
Example:
Hello [Name],
I’m a romance author who writes small-town second-chance love stories, and I really enjoyed your recent post about favorite romance tropes. [Add something more specific that shows you consumed the content, such as, “Like you, I’m not a huge fan of secret child tropes.]
If you ever accept guest contributors, I’d love to write an article for your readers about why second-chance romance remains one of the most beloved tropes in the genre. [If you have something to offer, share it here, such as “I’d be happy to donate 3 copies of my book to your readers,” or “I have a trope bingo game I can share with your readers.”]
Thanks for considering it, and I appreciate all the great content you share with romance readers.
Best,
[Your Name]
[links to your website, social, etc]
Make It Easy to Say Yes
If someone is interested, help them move forward quickly. Provide things like:
- a short author bio
- a professional author photo
- your website link
- your book cover
- suggested article topics
Creating content is a challenge. When someone emails with a topic and suggestions within the creator’s wheelhouse, they’re more likely to say yes.
Be Gracious and Professional
Not every pitch will result in an opportunity, and that’s okay. Sometimes hosts are fully booked or not accepting guests at the moment. A polite response and professional attitude help build long-term relationships, and opportunities often arise later.
A Simple Outreach Plan for Authors
If you’re new to outreach marketing, start small. Try this simple monthly plan:
Month 1 Write one guest blog post.
Month 2 Schedule one podcast interview or online event.
Month 3 Arrange one newsletter swap.
Month 4 Participate in a multi-author promotion (e.g. a giveaway)
Each step introduces your work to new readers who may never have encountered your books otherwise.
