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In this episode of the On Creative Writing podcast, debut novelist Emma Marnes joins host Sheelagh Caygill for an detailed discussion about book publicity and self-promotion on a minimal budget.
Emma’s novel, The Walk, began as a spark of inspiration while she was studying in Dublin, and she takes listeners through the experience of that initial idea to seeing her book in print. She shares the process of finding a publisher, the importance of having an author website, and how she navigated the sometimes-daunting world of social media to connect with readers and fellow writers.
Emma opens up about the challenges and opportunities that come with promoting a first book, especially for those who identify as introverts. She offers practical, actionable advice for authors who may feel overwhelmed by the idea of putting themselves out there. A key messages is the importance of knowing your audience—understanding who your readers are and where they spend their time, both online and offline. Emma explains how this knowledge helped her choose publicity methods that felt authentic and manageable, such as reaching out to local book clubs and securing speaking engagements with organizations like the Women’s Institute.
Emma tells Sheelagh about the importance of selfless networking—making genuine connections without making every opportunity “all about me.” Emma stresses that successful networking is about building relationships, supporting others, and being sincerely interested in what people are doing, rather than simply seeking personal gain. She shares examples of how offering help, sharing resources, and celebrating others’ successes has led to meaningful collaborations and unexpected opportunities.
Related to this is the likability factor in book promotion. Emma notes that readers and industry professionals are more likely to support authors who are approachable, positive, and authentic. She encourages writers to let their personalities shine through in their interactions, whether online or in person, and to focus on building trust and goodwill within the literary community.
Selfless networking and likability created two big wins for Emma. One was being fortunate to be able to produce an audiobook of The Walk on a tight budget. She describes how through university connections she found talented student, Erin Connolly, to narrate The Walk, resulting in a high-quality audiobook without the hefty price tag. Erin received her first professional credit by narrating the book, and will receive 50 percent of the audiobook royalties. This resourceful approach underscores Emma’s belief that creativity and community can open doors, even when resources are limited.
The second big win was securing her own radio program for one year, Wednesday Words and Music, with Phoenix FM, an Essex radio station.
Emma’s book publicity campaign for The Walk speaks to the power of perseverance, community, adaptability, and self-belief. She reminds listeners that every author’s path is unique, and so creating book publicity strategies that align with your own strengths and values are key. Finally, it's essential to support other writers and authors.
Links:
Buy The Walk, or order from your local bookstore.
