Episode 516: Author-Owned Marketing: What Your Publisher Will Never Do for Your Book (And What You Must)

Every writer has imagined it: the book deal comes through, and suddenly a publishing house swoops in with a marketing team, a book tour, and a private jet waiting on the tarmac. (Okay, maybe not the jet.) But when the launch date arrives and the phone doesn't ring, a lot of authors are left wondering what went wrong.

In this episode of Writing at the Red House, Kathi Lipp tackles one of the hardest — and most freeing — truths in publishing: your publisher is not your marketing department. Kathi talks with author and publisher Susy Flory, who now sits on both sides of the table, about what a publisher actually does, what belongs to the author, and why understanding the difference is the key to a launch that doesn't leave you crushed.

Why This Conversation Matters for Writers

If you've ever felt abandoned after your launch week, confused about why your book isn't on a featured table at the bookstore, or overwhelmed by the idea that marketing is now your job on top of everything else in your life — this episode is for you. Kathi and Susy talk honestly about disappointment, unrealistic expectations, and the very real ways authors can connect with readers without a five-figure marketing budget.

In This Episode, Listeners Will Learn:

• The actual job description of a publisher — produce the book, make it available, distribute it — and where that job ends

• The difference between publicity (free, pitched, story-driven) and marketing (paid, transactional) — and why confusing the two sets writers up for disappointment

• Why publishers and agents are so focused on the size of your audience, and what that means for writers building a platform from scratch

• What "author-owned marketing" looks like in real life, and how to start it long before your book releases

• Why public speaking and teaching may still be the most effective connection tool an introverted writer has

• How to identify your unique advantages — the readers you can reach that your publisher never could

• What can go wrong even with a great publisher, and how to hold your expectations with open hands

• The question to ask before pitching yourself to another creator's audience (hint: it's not "here's what I want to talk about")

• Why setting aside your own marketing money matters — and what to ask your publisher before you sign the contract

The Heart of It

As Kathi puts it, this isn't about being cynical — it's about being protected. There's a world of difference between being perpetually disappointed and being genuinely empowered. Your publisher loves your book. They chose it. But they don't know your people. You do.

Susy reminds listeners that readers don't buy books from HarperCollins. They buy from you — the writer they know, trust, and want to hear from. And that relationship isn't a burden to dread. It's the whole point.

Listen to this episode for a clear-eyed, encouraging look at what's actually yours to carry as an author — and how to carry it well.