Some writers are wonderful in front of a room. Some thrive in intimate conversations. Some enjoy interviewing other people. Some write extraordinary essays. Some are natural teachers. Some create beautiful visual worlds. Some want to be deeply engaged with readers, while others are much more private.

A book may be something we sell, but it is also something we create. When authors begin treating books as works of art rather than simply products to promote, marketing becomes less about pushing a sale and more about inviting readers into the world of the work.

Authors are often told they need thousands of followers before they can successfully market a book. But followers and readers aren't the same thing. The better question is how to find the people who will genuinely connect with what you've written.

Before deciding where to post or which marketing strategy to follow, there is a more important question for an author to answer: Who are you? The most sustainable author marketing begins with understanding why you write, what matters to you, and how you naturally connect with other people.

Authors put enormous pressure on a book's first few weeks in the world. But publication is a beginning, not an expiration date. A thoughtful, sustainable approach can help a book continue finding new readers long after launch day.