Self-Publishing Buzz: TikTok Triumphs, Fresh Insights & Summer Strategies

Your monthly dose of writing tips, industry news, and must-have tools for indie authors.

This month's issue is packed with a heartwarming success story, a look at new tools and tactics, plus practical tips to boost your writing and book marketing.

Whether you're crafting your next bestseller or planning a launch, grab a cup of coffee and let's dive in!

From Lonely Signing to TikTok Triumph 🚀

Imagine sitting at a bookstore table with a stack of your self-published books, and hardly anyone stops by. That was reality for author Jonathan Stanley at a Barnes & Noble in Pennsylvania until a random act of kindness changed everything.

A passerby, Taylor Dinelli, felt for the author sitting all alone and posted a short TikTok video about him. The result? Over 77 million views and 10 million likes virtually overnight, catapulting Stanley’s book Purposeful Performance to #1 in its category on Amazon. In a flash, this once-unknown writer became a bestseller, all thanks to a single viral moment of compassion.

What sparked this viral book buzz was authenticity and human connection. Dinelli’s young daughter struck up a conversation with Stanley, and he told her “the biggest gift you could ever give somebody is being yourself”. That genuine message resonated. Dinelli shared the video hoping a few people might go talk to authors at book signings, she never imagined it would blow up as it did. The TikTok community rallied behind Stanley, buying his book and sharing the story. Stanley, in turn, posted a humble thank-you video, calling Dinelli “a hero for putting yourself out there and spreading good”.

The takeaway? Readers love real, relatable moments. Being vulnerable and putting yourself out there can spark a movement (literally!).

Read the full story here.

Key Takeaways for Writers from Stanley’s Story:

• Put yourself out there. Attend local signings, events, and talks because even if the crowd is small, you never know who might help spread the word.

• Be authentic and kind. Stanley’s sincere advice to a young reader (“be yourself”) created a genuine connection. Readers crave authenticity; let your personality shine through in your interactions.

• Leverage social media (organically). One candid video did more marketing than a dozen ads. Encourage happy readers to share their experiences. A single post or review can make a world of difference.

• Keep the faith and persevere. Before viral fame, Stanley had only a handful of people stop by his table. Success can be sudden, so keep writing and showing up – your breakout moment might be just around the corner!

Speaking of human connection, many savvy authors are doubling down on direct engagement with their audience. Industry experts like Joanna Penn note that more writers are selling books directly to readers and focusing on live events to “double down on being human”. It’s a great reminder that even in the digital age, personal touches – from signed copies to heartfelt thank-you messages – go a long way in building a loyal readership.

Read Joanna’s thoughts here.

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Ever dream of walking into your local shop and seeing your book on the shelf?

It’s not just a dream – here’s how you can get your book onto bookstore shelves with a bit of expert help and know-how.

👉🏻 The bookshop pitch service.

(Imagine that feeling of seeing your name in the aisles!)

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Fresh Tools & Tactics for Indie Authors 🔧

Beyond viral videos, what new tools or strategies can help indie authors in 2025?

Here are a couple of exciting developments and tips making the rounds:

• Direct-to-Reader Sales: As mentioned, selling ebooks or signed paperbacks directly through your own website or platforms like Gumroad or Shopify lets you keep more royalties and connect with fans. You could offer exclusive goodies for example, a bonus short story or a behind-the-scenes chapter as a thank-you for buying direct. This not only boosts your income but also gives readers a special experience.

• Email Newsletters & Communities: More authors are launching newsletters (hey, just like this one!) to share updates, writing snippets, or personal stories. A newsletter lets you nurture a community of readers who are truly interested in your work. You can also create a reader group on platforms like Facebook or Discord for mutual support and instant feedback. Engaged fans often become your best marketing team, sharing your books with their friends.

• Seasonal Promo Timing: With summer around the corner, consider timing a promotion or release to the season. Summer reading lists are popular, and readers are looking for their “vacation book.” If you have a book ready (or an older title), a well-timed discount or a sunny new ad campaign can tap into that summer-reading vibe. Plan something fun, maybe a “Beach Read Giveaway” or a special edition release to generate buzz during the summer months.

Each of these tactics is about one thing: connecting your work with the readers who’ll love it. Whether it’s using cutting-edge tools or old-fashioned personal charm, find what works for you and run with it.

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If you’re eager to get your book out into the world sooner rather than later, we should talk. 🙂

Writing a book is hard work, but publishing it doesn’t have to take forever. In fact, we’ve helped authors go from manuscript to published in as little as 12 weeks.

Curious about how to publish your book in 12 weeks? Let’s chat about making it happen! We’re here to help you hit that ambitious timeline without sacrificing quality.

👉🏻 Get your book published in less than 12 weeks.

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Looking Ahead: Summer Writing & Publishing Game Plan ☀️

As we stride into summer, it’s a perfect time to revisit your writing and publishing goals. The mid-year point can be a moment of reflection and recalibration. What do you want to achieve by year’s end, and what can you do this summer to get there?

Here are a few ideas to inspire you:

1. Recommit to a Writing Routine: Longer days and sunshine can be energising. Try writing for 30 minutes in the morning before the day’s distractions, or carry a notebook on your park walks. Consistency is key even a few paragraphs a day will pile up into pages before you know it.

2. Refresh Your Book Marketing: Take a cue from Stanley’s viral success. How can you invite readers into your journey? Maybe film a short, candid video about what your book means to you, or share a behind-the-scenes look at your writing process. Authentic content can resonate more than a polished ad. Also, summer is a great time to run a seasonal sale or do a limited-time bundle (e.g. “Summer Reading Bundle” if you have multiple titles).

3. Plan for Bookstore Presence: With people out and about, consider doing in-person events: library talks, local book fairs, or indie bookstore signings. Even if you don’t draw a huge crowd at first, it’s about building relationships one reader at a time. And who knows – you might meet someone who helps your book find a bigger audience (just like Stanley did!).

4. Learn Something New: Use the slower vibes of summer to pick up a new skill that helps your author business. Maybe you’ve been meaning to learn Amazon Ads, or improve your cover design skills, or experiment with that email newsletter you haven’t started yet. Now’s the time to dive in. Every new skill is an investment in your writing career.

Finally, remember that every author’s journey is different. There’s no one-size-fits-all plan for success. The “overnight” TikTok triumph we saw was years in the making – Stanley had to write the book, face setbacks, and put himself out there consistently. Your breakthrough might not involve viral videos, but with persistent effort, it will come. Keep writing, keep learning, and keep connecting with your readers.

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If you found this newsletter helpful or inspiring, feel free to share it with a fellow writer friend. Spread the word, encourage one another, and let’s continue building this supportive writing community together. Happy writing and see you next time!

— Patrick