Books That Sell: Standing Out in Crowded Market With Fleur Hull

This post is based on my recent Substack Live conversation with book marketing coach and bestselling author

Fleur Hull

, who has helped nearly 100 authors successfully launch their books.

As authors, we often think the hardest part is writing the book. But as

Fleur Hull

, a bestselling author with over 25 years of marketing experience, revealed in our live conversation, the real challenge begins after you type "The End."

Fleur's journey into book marketing started during the pandemic when she lost her marketing job and decided to write her first book with a friend. That book became an Amazon bestseller in the career category, launching her into a new career helping other authors navigate the complex world of book promotion.

The Revolutionary Approach: Marketing First, Writing Second

Here's Fleur's game-changing advice that turns conventional wisdom on its head:

"Start with the marketing first before you write even one word of your book."

This means:

• Identifying your target reader before you start writing

• Understanding what your audience expects from your genre

• Building your email list and audience throughout the writing process

• Creating your marketing plan before your manuscript

As Fleur puts it,

"Planning that upfront is the best way to make sure that you have some success when you finally launch rather than writing the book and then realizing when you're about to hit publish... you haven't built an audience."

For Time-Strapped Authors: Where to Focus Your Energy

When I asked Fleur about the biggest priority for busy authors juggling full-time jobs and family responsibilities, her answer was clear: Substack.

"I think Substack is the best place to be for an author... building your email list is so critical because they're the people that follow your journey. They're the audience that you own."

Why Substack Works for Authors

Fleur is very bullish on Substack because it allows authors to:

• Build an owned audience (not dependent on social media algorithms)

• Test their writing with excerpts and samples

• Bring readers along their author journey

• Connect authentically with potential book buyers

• Create long-form content that showcases their craft

The Power of Going Live: Why Video Changes Everything

One revelation from our conversation was the impact of video content. I shared how seeing James Patterson on Substack Live completely changed my perception of him as an author—it made me want to give his books another chance.

Fleur agreed: "Seeing an author live, I think in this day and age of AI, seeing a real human talking and showing that they've... what's inspired them to write the book, what they're interested to hear from readers about. I think that's a really human and very powerful way for authors to connect."

The takeaway: Don't hide behind your writing. Show your face, share your personality, and let readers connect with you as a person.

Growing on Substack: The Author's Blueprint

For authors just starting on Substack, Fleur recommends:

1. Find other authors and engage with them in comments and notes

2. Start early in your book-writing journey. Don't wait until publication

3. Be patient—growth is a "slow grind" with peaks and valleys

4. Share your process—readers love behind-the-scenes content about your writing journey

5. Use both long-form posts and short notes to stay connected with your audience

The Reality Check: Why Books Launch to Crickets

One of the most sobering moments in our conversation was when Fleur mentioned the constant stream of posts on Reddit's self-publishing forum from authors saying, "I launched my book last week and I haven't had any sales."

The harsh reality? 70,000 books are published on Amazon every week.

As Fleur asks: "How do you stand out?... How is your perfect reader going to be drawn to your book above the bestsellers, above the famous authors? Why are they going to take a shot at a new author that they've never heard of?"

What Actually Moves the Needle

From Fleur's experience with Amazon bestsellers, the most effective strategies include:

• Your existing network and audience (like podcast listeners for her first book)

• Strategic Amazon and Facebook advertising (though these require expertise and careful monitoring)

• BookBub promotions (competitive but powerful when secured)

• Authentic audience building rather than relying on friends and family purchases

The AI Challenge for Writers

An interesting side note: Fleur mentioned that AI has impacted her ghostwriting business, particularly for business writing. Clients now question paying for content they feel AI could produce. However, memoir ghostwriting remains AI-resistant because it requires human interviewing skills and personal connection.

Fleur's Innovative Substack Strategy

Here's a brilliant monetization strategy worth noting: Fleur offers a customized 6-10 page book marketing plan as part of her annual Substack subscription ($60 US). This creates immediate value for subscribers while generating leads for her coaching business.

Key Takeaways for Authors

1. Start marketing before you start writing

2. Build your email list early and consistently

3. Use Substack as your primary platform for audience building

4. Don't be afraid to show your face and personality

5. Understand your target reader deeply before you write

6. Be prepared for the long game as success rarely happens overnight

Final Thoughts

The most powerful insight from my conversation with Fleur was this shift in mindset: thinking of yourself as a "marketing-first author" rather than someone who reluctantly promotes their work after the fact.

As uncomfortable as it might feel to put on that "business hat," the authors who succeed are those who embrace both the creative and commercial sides of their craft.

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Want to connect with Fleur Hall? Find her on Substack at "Author Growth" or search for Fleur Hall.

What's your biggest book marketing challenge? Share in the comments below, and let's help each other succeed in this author journey.