Author Marketing Minute

Lynn McGinnis
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Every author’s path is different, and visibility starts with understanding what works for you. On Author Marketing Minute, host Lynn McGinnis, a veteran marketing generalist with a decade of publishing experience, shares quick, practical insights to help self-published authors get seen, stay consistent, and keep moving forward — without the hype or overwhelm.

  1. The Answer Every Author Needs to Hear No, You Don’t Need Social Media to Sell Books

    4D AGO

    The Answer Every Author Needs to Hear No, You Don’t Need Social Media to Sell Books

    Do you need social media to sell books? In this episode of Author Marketing Minute, Lynn McGinnis answers that question directly: no, you don’t. But you do need visibility. Social media is one way to build awareness. It’s not the only way, and for many authors, it isn’t the most sustainable way. This episode explores the difference between rented attention and owned visibility, why algorithms shouldn’t dictate your marketing decisions, and what actually matters when building long-term momentum. If social media feels draining or performative, this episode offers permission to choose differently. Visibility can be built through email, backlist strategy, reader relationships, and systems that continue working even when you’re not actively posting. Marketing isn’t about copying what feels loudest. It’s about choosing what you can sustain long enough for it to work. Learn more about Lynn and her work with authors at https://lynnmcginnis.me

    3 min
  2. You Don’t Have a Marketing Problem. You Have an Audience Problem.

    FEB 12

    You Don’t Have a Marketing Problem. You Have an Audience Problem.

    Many authors get stuck trying to decide which marketing activity to focus on next — building an email list, running ads, or posting more consistently. But before choosing what to do, there’s a more important question: who is your book actually for? In this episode of Author Marketing Minute, Lynn McGinnis explains why vague audience definitions lead to vague marketing results. If your answer to “Who is this for?” is “everyone,” you’re not ready to market — you’re still avoiding clarity. This episode walks through why audience definition comes before tactics, why emotional specificity matters more than demographics, and why no marketing activity can compensate for unclear positioning. If your messaging feels scattered or your efforts aren’t gaining traction, the issue may not be the tactic. It may be the foundation. To help with this, Lynn created the Know Your Reader GPT — a guided tool designed to help authors define their audience clearly and intentionally. You can try it here: https://lynnmcginnis.co/know-your-reader-gpt Learn more about Lynn and her work with authors at https://lynnmcginnis.me

    3 min
  3. How Do You Know If It’s the Marketing or the Book?

    FEB 5

    How Do You Know If It’s the Marketing or the Book?

    One of the most common questions self-published authors ask is whether disappointing sales mean there’s a problem with their book — or their marketing. In this episode of Author Marketing Minute, Lynn McGinnis walks through how to diagnose what’s actually happening before jumping to conclusions. Instead of guessing or self-blaming, this episode breaks down what different signals can tell you about visibility, packaging, consistency, and quality. You’ll learn how to interpret sales data more clearly, why most authors stop too early, and why diagnosis has to come before tactics. In many cases, the problem isn’t talent or effort — it’s misidentifying what needs to be fixed. This episode is for authors who feel stuck, unsure where to focus, and tired of throwing time or money at the wrong solution. Learn more about Lynn and her work with authors at https://lynnmcginnis.me

    5 min
  4. Why You Can't Get Reviews

    JAN 29

    Why You Can't Get Reviews

    Getting book reviews can feel frustrating and confusing, especially when readers tell you they loved your book — but nothing shows up publicly. In this episode of Author Marketing Minute, Lynn McGinnis explains why book reviews are statistically rare, why a lack of reviews is not proof that your book failed, and what actually influences whether readers take the time to leave one. This episode breaks down the most common reasons reviews don’t happen, including reader hesitation, lack of clarity, and unrealistic expectations around launch results. It also covers practical, ethical ways to increase reviews over time — without pressure, gimmicks, or putting your account at risk. Reviews are not a verdict on your work. They’re the result of systems, guidance, and consistent reminders — and they build momentum gradually, not overnight. If you’re trying to grow reviews in a way that feels sustainable and aligned with your work, this episode will help you reset expectations and focus on what actually works. Learn more about Lynn and her work with authors at https://lynnmcginnis.me

    4 min
  5. You're Allowed to Stop Performing

    JAN 22

    You're Allowed to Stop Performing

    Social media can quietly wear authors down. What starts as sharing meaningful work often turns into performance — showing up out of obligation rather than intention. In this episode of Author Marketing Minute, Lynn McGinnis talks about why sustainable visibility doesn’t require being everywhere. It requires being intentional. Performing for attention is exhausting, and for many authors, it pulls energy away from the work that actually matters. This episode explores how exhaustion is information, not failure — and how stepping away from digital noise can create clarity, momentum, and control again. Visibility doesn’t have to be loud to be effective. It has to fit. If you’re feeling overwhelmed by marketing expectations, this episode offers permission to slow down, choose fewer things on purpose, and focus on what genuinely connects you to your readers. Learn more about Lynn and her work with authors at https://lynnmcginnis.me

    4 min

  6. JAN 15

    When Your Book Launch Feels Like a Failure

    A quiet book launch can feel like failure — even when you didn’t expect a bestseller. In this episode of Author Marketing Minute, Lynn McGinnis reframes what disappointing launch sales actually mean. A book launch isn’t a verdict on your work or your ability as an author. It’s a stress test that reveals what already existed underneath — audience, visibility, momentum, and infrastructure. Low initial sales don’t mean your book has no future. They usually mean something in the system around the book is missing or incomplete. And that distinction matters, because it changes what you do next. Instead of asking “Why didn’t this work?” this episode offers a more useful question: “What’s missing?” Clarity, connection, and consistency matter far more than a single launch week. If you’re feeling stuck after a launch — or trying to avoid repeating the same pattern — you can book a free 30-minute Unstuck appointment here: https://lynnmcginnis.me/contact

    4 min

  7. JAN 8

    The Visibility Reset

    January has a way of making us feel behind before the year has even really started. If you’re exhausted, overwhelmed, or questioning your visibility strategy, this episode is a pause button. What feels like a marketing problem is often just a Q4 hangover — not a sign that something is broken. In this episode, I talk about why January doesn’t require a fresh start, but a Visibility Reset. A reset is a realistic check-in that helps you decide what to resume, what to adjust, and what to stop so your visibility actually fits your life. I cover why advertising has become unavoidable, why content still matters more than ever, and how recent platform changes have raised the cost of inconsistent visibility. More importantly, we talk about why chasing trends and copying other people’s strategies rarely leads to sustainable momentum. This episode is for self-published authors who are tired of playing catch-up and want a visibility approach that’s intentional, realistic, and sustainable. If you’re feeling stuck around visibility — unsure what to focus on, what to revive, or what to stop — I offer a 30-minute Unstuck appointment for self-published authors. This is not a strategy session. It’s a focused conversation designed to identify where you’re stuck, what’s contributing to it, and whether working together makes sense. If I can help, I’ll tell you. If not, you’ll leave with clarity about what’s actually holding you back. Book your 30-minute Unstuck appointment here: https://lynnmcginnis.me/contact If this episode resonated with you, consider sharing it with someone who might need a reset too. And if you’re enjoying the show, leaving a review helps more people find it. Thank you for listening.

    5 min

  8. 12/18/2025

    A Very Good and Very Hard Year: Lessons from 2025 and what I’m carrying into 2026

    For the final episode of 2025, I’m pausing the usual teaching to reflect. This year was, in equal measure, a very good year and a very hard one. In this episode, I look back on the work that mattered, the lessons that shaped my approach, and the realities of building visibility and authority as an author in a constantly changing landscape. I talk about the wins and the setbacks, what experimenting with AI, advertising, and long-term content reinforced for me, and why consistency and intention continue to outperform chasing trends. I also share a more personal reflection on loss, progress, and what it means to carry both forward. This episode isn’t a how-to. It’s a moment to take stock—and to look ahead to 2026 with clarity, steadiness, and purpose. Thank you for listening, and for being here. Merry Christmas and a very Happy New Year!

    5 min
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About

Every author’s path is different, and visibility starts with understanding what works for you. On Author Marketing Minute, host Lynn McGinnis, a veteran marketing generalist with a decade of publishing experience, shares quick, practical insights to help self-published authors get seen, stay consistent, and keep moving forward — without the hype or overwhelm.

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