All Events

AG Events

Authors Guild Launchpad: Marketing and Promoting Self-Published Books

Tuesday, July 30, 2024


1:00 pm Eastern


Marketing and Promoting Self-Published Books

Finding potential readers and converting sales may seem like a daunting task, but promoting self-published books gets easier once you’ve found the right strategy. Indie authors have options ranging from ads and paid placements to more complicated tactics like swag and giveaways, but you’ll want to determine the ideal strategy for you and your books. Michael La Ronn and Matty Dalrymple from the Alliance of Independent Authors join us for a talk with Jane Friedman about options for indie book marketing and how to get started in each, such as:

  • Paid ads on Amazon, Google, and social media
  • Free ebooks and featured deals
  • Influencer outreach and ARCs
  • Swag, merchandise, and promotional book boxes

A Q&A will follow the presentation; you can pre-submit a question when registering for the event. A recording will be made available for those who cannot attend live.

The event will take place via Zoom with automatic closed captioning. To request any other accessibility features, please email and we will make every effort to accommodate.


Matty Dalrymple is the author of the Lizzy Ballard Thrillers, beginning with Rock Paper Scissors; the Ann Kinnear Suspense Novels, beginning with The Sense of Death; and the Ann Kinnear Suspense Shorts, including Close These Eyes. She is a member of International Thriller Writers and Sisters in Crime. Matty also podcasts, writes, speaks, and consults on the writing craft and the publishing voyage as The Indy Author. She has written books on the business of short fiction and podcasting for authors, and her articles have appeared in Writer’s Digest magazine. She serves as the campaigns manager for the Alliance of Independent Authors.

Michael La Ronn is the outreach manager at the Alliance of Independent Authors. He has published many science fiction & fantasy books and self-help books for writers. He built a writing career publishing 10–12 books per year while raising a family, working a full-time job, and even attending law school classes in the evenings. Visit his fiction website at and his resources for writers at

Jane Friedman, moderator, has 25 years of experience in the publishing industry, with expertise in business strategy for authors and publishers. She writes and publishes The Hot Sheet, an industry newsletter for authors, which was named 2020 Media Outlet of the Year by Digital Book World.