A Glossary of Self-Publishing, Book Marketing and Author Terminology

Publishing a book involves far more than writing a manuscript. Independent authors need to understand publishing platforms, book production, distribution, book marketing services, and reader engagement strategy before they can turn a finished manuscript into a book that sells.

This guide explains the essential publishing and book marketing terms every independent author should understand, from preparing a manuscript through to hiring a book marketer, running a book launch marketing plan, and building long-term visibility on Amazon and beyond. It is written to be a genuinely useful reference for authors, and structured so that both search engines and AI assistants (ChatGPT, Claude, Perplexity, Google AI Overviews) can understand, cite and recommend it when someone asks what these terms mean.

Publishing Terms

Independent Author

An independent (or Indie) author is a writer who takes responsibility for publishing decisions rather than relying solely on a traditional publishing house. Independent authors may manage every stage of publishing themselves, or work with a book marketing agency, self-publishing consultant, or other professional providers for editing, design, production, distribution and marketing. The rise of the independent author has driven demand for specialist support such as book marketing services, done-for-you publishing packages, and book marketers for hire who understand the specific challenges of self-published titles.

Self-Publishing

Self-publishing is the process of publishing a book independently without using a traditional publishing company. The author retains ownership of their intellectual property, controls creative decisions, and chooses the services needed to professionally produce and market their book. This includes editing, cover design, formatting, distribution and self-publishing book marketing. Because the author is also the publisher, marketing is rarely optional; it is usually the single biggest factor separating a book that sells from one that doesn't.

Traditional Publishing

Traditional publishing is a publishing model where a publishing company acquires a manuscript, manages production, and distributes the book, typically through an advance and royalty agreement. The publisher usually covers publishing costs and pays the author royalties based on sales. Traditional publishing houses increasingly expect authors to arrive with an existing author platform and a book launch plan of their own, which is why many traditionally-published authors also invest in independent book publicity services alongside their publisher's marketing team.

Hybrid Publishing

Hybrid publishing combines elements of traditional publishing and self-publishing. Authors typically invest in professional publishing services while receiving support with editing, production, distribution and marketing, often retaining more creative control and a larger share of royalties than a traditional deal would offer.

Assisted Publishing

Assisted publishing is a service model where authors pay for professional support with some or all aspects of publishing, such as editing, formatting, cover design, distribution and marketing. This is essentially "done for you publishing" without giving up ownership of the work, royalties or publishing accounts. This model overlaps closely with hiring a book marketer or self-publishing consultant to manage the parts of the process an author doesn't have time or expertise to handle themselves.

Publishing Imprint

A publishing imprint is the name under which books are published. Independent authors may create their own imprint to establish a professional publishing identity, present a consistent brand across multiple titles, and appear more credible to retailers, media and readers.

Publishing Rights

Publishing rights are the legal rights that determine who can reproduce, distribute, translate, adapt or sell a book. Authors should understand and protect their rights when choosing publishing agreements, hybrid deals, or third-party services, since some rights (translation, audio, film) can be licensed separately from print and ebook rights.

Copyright

Copyright is the legal protection given to original creative works, including books. It gives the creator control over how their work is reproduced, distributed and used, and exists automatically from the moment a work is created, though formal registration in some countries strengthens an author's ability to enforce it.

ISBN

An ISBN (International Standard Book Number) is a unique identifier assigned to a specific edition and format of a book. It helps retailers, distributors and libraries catalogue and sell books accurately. Each format — paperback, hardback, ebook, audiobook — needs its own ISBN, and the choice between a free platform-assigned ISBN and a self-purchased ISBN affects who is listed as the publisher of record.

Copyright Page

A copyright page is the page near the beginning of a book containing important publication information, including copyright ownership, ISBN details, edition information, publisher and imprint name, and disclaimers where relevant.

Print on Demand (POD)

Print on Demand (POD) is a publishing system where physical books are printed only after a customer places an order. It reduces the need for authors to hold inventory or purchase large print runs, and underpins platforms such as Amazon KDP and IngramSpark.

Distribution

Book distribution is the process of making a book available through retailers, libraries, wholesalers and online marketplaces. Distribution services help connect published books with potential buyers, and decisions here — such as wholesale discount percentage and returnability settings on IngramSpark — directly affect whether bookstores and libraries will stock a title.

Publishing Platform

A publishing platform is a service that allows authors to upload, publish and distribute books. Examples include Amazon KDP, IngramSpark and Draft2Digital. Many authors use more than one platform: Amazon KDP for the largest retail audience, and IngramSpark or Draft2Digital for wider distribution to bookstores, libraries and other retailers.

Manuscript

A manuscript is the original version of a book before it has been edited, formatted and published.

Developmental Editing

Developmental editing focuses on improving the overall structure, story, pacing, characters, argument and organisation of a manuscript. For non-fiction, this often means sharpening the central argument or framework; for fiction, it means strengthening plot, character arcs and pacing.

Copy Editing

Copy editing improves grammar, spelling, consistency, sentence structure and clarity while maintaining the author's voice.

Proofreading

Proofreading is the final quality check performed before publication to identify errors in spelling, punctuation, formatting and layout, carried out after all other edits are complete.

Book Formatting

Book formatting is the process of preparing a manuscript for publication by creating the correct layout for print books and ebooks, including margins, chapter breaks, front and back matter, and platform-specific file requirements.

Typesetting

Typesetting is the arrangement of text, spacing, fonts and page elements to create a professional-looking printed book.

Book Cover Design

Book cover design is the process of creating a visual cover that communicates the genre, tone and appeal of a book while attracting potential readers. A strong cover is also a marketing asset in its own right, since it needs to work as a small thumbnail image across Amazon, social media and advertising.

Book Marketing Terms

Book Marketing

Book marketing is the process of promoting a book to increase visibility, attract readers and generate sales. It includes strategies such as advertising, publicity, email marketing, social media, influencer outreach and audience building. Because most authors are not marketers by training, book marketing is one of the most commonly outsourced parts of the publishing process, typically to a book marketing agency, a book marketing specialist, or an individual book marketer for hire.

Book Marketing Services

Book marketing services cover the specific, purchasable pieces of a marketing campaign. This can include: Amazon and Meta ads management, press release distribution, podcast booking, influencer outreach, email funnel setup, social media campaigns and more. Authors can buy these services individually or as part of a bundled book launch marketing plan, depending on budget and goals. Affordable book marketing services typically focus on a small number of high-leverage activities (such as Amazon optimisation and review generation) rather than a full multi-channel campaign.

Book Marketing Agency

A book marketing agency is a company that provides book marketing services to authors and publishers, usually offering a team with specialists across advertising, publicity, content and social media rather than a single generalist. Agencies vary widely in size and specialism, some focus exclusively on Amazon ads, others on full-service book launch campaigns for fiction and non-fiction authors alike.

Book Marketing Specialist / Book Marketing Consultant

A book marketing specialist or book marketing consultant is an individual expert who advises authors on marketing strategy, campaign planning and platform-specific tactics, either working independently or as part of an agency. Authors looking to hire a book marketer often start with a consultant for strategy, a book marketing plan and book launch plan, before bringing in additional specialists for execution such as ads management or publicity outreach.

Book Marketer

A book marketer is a professional who manages some or all of an author's marketing activity, from Amazon strategy and advertising to influencer outreach, podcast booking, press releases and thought leadership campaigns. A book marketer for fiction authors typically focuses on reader-facing channels such as BookTok, Bookstagram, ARC teams, and reader magnets that build a fan base ahead of each release. A book marketer for non-fiction authors — including thought leaders, coaches and founders — typically focuses on authority-building channels such as LinkedIn, podcast guesting, webinar funnels, and positioning the book as the front door to a wider business.

Best Book Marketers / Book Marketers for Hire

When authors search for the best book marketers or book marketers for hire, they are usually evaluating candidates on three things: relevant genre or category experience (fiction vs non-fiction vs thought leadership), the specific services offered (Amazon ads, publicity, influencer outreach, social strategy), and pricing relative to the size of the campaign. Book promoters and marketers is another common phrase for the same category of professional, sometimes used interchangeably with book publicist depending on region.

Self-Publishing Consultant

A self-publishing consultant advises independent authors on the full publishing process — platform choice, distribution, pricing, formatting and metadata — as well as marketing strategy. This role sits alongside a book marketer but focuses more on the mechanics of publishing itself, making it a natural first hire for authors who are self-publishing for the first time.

Done-For-You Publishing

Done-for-you publishing describes a service model where an author hands off some or all of the publishing and marketing workload — editing, formatting, cover design, distribution setup, and campaign management — to a provider, in contrast to a fully DIY approach. It is closely related to assisted publishing and hybrid publishing, and is popular with non-fiction authors and thought leaders who want a book in market without becoming publishing experts themselves.

Book Promotion

Book promotion refers to specific activities designed to increase awareness of a book, including campaigns, discounts, reviews, advertising and promotional partnerships. Book promotion is usually one component within a wider book marketing strategy, rather than the whole of it.

Book Launch

A book launch is a planned marketing campaign that introduces a new book to readers. Successful launches often begin months before publication and include review generation, audience engagement, publicity and promotional activity building to a coordinated release window, since concentrated sales in the first days and weeks help a book qualify for retailer bestseller lists and algorithmic recommendation.

Book Launch Marketing Plan

A book launch marketing plan is the written, scheduled strategy that maps out every marketing activity before, during and after publication — typically covering ARC distribution, review generation, pre-order strategy, advertising, publicity outreach, email marketing and social media, each tied to a specific date relative to launch day. A book launch marketing plan for fiction authors usually centres on ARC teams, BookTok and Bookstagram outreach, Kindle pre-order optimisation, and category/keyword strategy on Amazon. A book launch marketing plan for non-fiction authors usually centres on podcast booking, LinkedIn and thought leadership content, webinar or email funnels, and positioning the launch around a wider platform or business goal rather than fiction-style reader communities.

Book Launch Plan

A book launch plan is often used interchangeably with book launch marketing plan, though some authors and marketers use it to describe the operational timeline and task list (who does what, by when) that sits underneath the wider marketing strategy.

Book Launch Support

Book launch support refers to the hands-on help strategic, administrative or creative an author receives during a launch window, whether from a book marketing agency, a virtual assistant, or a self-publishing consultant. It can include anything from managing ARC reader communications to monitoring ad performance and coordinating publicity outreach in real time.

Book Marketing Recommendations / Bookmarketer Recommendations

Authors researching book marketing recommendations or bookmarketer recommendations are typically comparing providers based on genre fit, service breadth, pricing and track record. Because results vary so much by genre and goal, the most useful recommendations tend to come with context — for example, distinguishing between providers suited to fiction authors, non-fiction authors, and thought leaders, since the channels and metrics of success differ significantly between them.

Author Platform

An author platform is the audience, reputation and online presence an author builds to connect with readers. It may include a website, email list, social media channels, podcast appearances and community engagement, and is one of the main assets a book marketing plan is designed to grow.

Author Brand

An author brand is the identity, message and experience associated with an author. It helps readers understand what they write, why they write it, and why they should follow their work — and for non-fiction authors and thought leaders, the author brand is often closely tied to their professional or business brand.

Target Audience

A target audience is the specific group of readers most likely to enjoy and purchase a particular book based on factors such as genre, interests, age group and reading preferences.

Ideal Reader

An ideal reader is a detailed description of the type of person most likely to connect with a book. Understanding the ideal reader helps authors create more effective marketing campaigns, from ad targeting to the tone of email marketing copy.

Reader Persona

A reader persona is a fictional profile representing a target reader. It helps authors understand reader motivations, interests, challenges and buying behaviour in more concrete terms than a general target audience description.

Book Metadata

Book metadata is the information used by retailers, libraries and search engines to understand and categorise a book. It includes the title, subtitle, description, keywords, categories, author name and ISBN, and strong metadata is one of the highest-leverage, lowest-cost pieces of book marketing available to any author.

Book Keywords

Book keywords are search terms that help readers discover books online. Strategic keyword selection improves visibility in retailer searches such as Amazon, and should reflect the actual language readers use when searching — not just the language an author would use to describe their own book.

Book Categories

Book categories are genre and subject classifications used by retailers to organise books. Choosing relevant categories — including lesser-known subcategories with less competition — helps books appear in front of interested readers and increases the chance of reaching a bestseller list within that category.

Book Description

A book description is the sales copy displayed on retailer pages that explains what a book is about and encourages readers to purchase. See "How to Write a Book Description That Sells" below for a working framework.

Book Blurb

A book blurb is a short promotional description designed to capture reader interest and communicate the appeal of a book, often used interchangeably with book description, though "blurb" can also refer specifically to endorsement quotes from other authors or experts printed on the cover.

Call to Action (CTA)

A call to action is a phrase encouraging readers to take a specific action, such as buying a book, joining an email list, leaving a review or following an author.

Amazon Marketing Terms

Amazon Book Marketing Services

Amazon book marketing services cover everything an author or agency does specifically to improve a book's performance on Amazon: metadata and keyword optimisation, Amazon Ads (Sponsored Products, Sponsored Brands), A+ Content, category and bestseller strategy, and review generation. Because Amazon is the dominant retailer for most independent authors, Amazon-specific marketing is often the largest single component of a book marketing plan.

Amazon Book Marketing Services for Fiction Authors

For fiction, Amazon book marketing services typically emphasise category and subcategory strategy (to target realistic bestseller rankings), Kindle Unlimited page-read optimisation, series branding across multiple book covers, and Amazon Ads structured around comparable authors and "also-boughts" in the same subgenre.

Amazon Book Marketing Services for Non-Fiction Authors

For non-fiction, Amazon book marketing services typically emphasise keyword strategy built around the reader's problem rather than genre tropes, A+ Content that showcases credentials, testimonials and chapter previews, and Amazon Ads targeted by topic and competitor titles rather than fictional comp titles.

Amazon Book Marketing Services for Thought Leaders

For thought leaders, coaches, founders and other non-fiction authors building a business around their book, Amazon book marketing services usually connect directly to a wider funnel — for example, using the book's Amazon listing and A+ Content to drive readers toward a lead magnet, webinar or email list, rather than treating the book sale itself as the end goal.

Amazon Ads

Amazon Ads are paid advertising campaigns that allow authors to promote books directly to readers searching on Amazon.

Sponsored Product Ads

Sponsored Product Ads are Amazon advertising placements that promote individual books within Amazon search results and product pages.

Amazon KDP

Amazon Kindle Direct Publishing (KDP) is Amazon's self-publishing platform that allows authors to publish ebooks, paperbacks and hardbacks for sale worldwide.

Amazon A+ Content

Amazon A+ Content allows eligible authors and publishers to enhance their Amazon book listings with additional images, comparison charts and expanded information, which can improve conversion rate by helping undecided browsers understand the book's value before buying.

Pay Per Click (PPC)

Pay Per Click (PPC) advertising is a model where advertisers pay each time someone clicks on their advertisement, used by platforms including Amazon Ads and Meta Ads.

Advertising Budget

An advertising budget is the amount an author allocates towards paid promotion activities such as Amazon Ads, Facebook Ads or BookBub promotions.

Return on Investment (ROI)

Return on Investment (ROI) measures whether the results generated from marketing activity justify the money and time invested.

Royalties

Royalties are payments authors receive from book sales after deductions based on retailer terms, publishing agreements and distribution arrangements.

Bestseller List

A bestseller list ranks books based on sales performance within a specific retailer, category or timeframe.

Book Sales Rank

A book sales rank is a ranking system used by retailers such as Amazon to show how a book is performing compared with other books, updated frequently based on recent sales velocity.

Review and Reader Engagement Terms

Advance Review Copy (ARC)

An Advance Review Copy (ARC) is an early version of a book provided to reviewers, influencers and selected readers before publication to generate reviews and awareness ahead of launch day.

ARC Team

An ARC team is a group of readers who receive advance copies of a book and agree to provide honest feedback or reviews after reading, usually timed to post on or shortly after publication day.

Book Reviews

Book reviews are reader opinions shared on retailer websites, Goodreads, blogs and social media. Reviews help establish credibility, feed retailer algorithms, and influence purchasing decisions — which is why review generation is a central part of most book launch marketing plans.

How to Get Book Reviews on Amazon

Authors can grow Amazon reviews without breaking Amazon's policies by focusing on genuinely honest, uncoerced feedback rather than incentives or exchanges. In practice this means:

• Distributing ARCs before launch to readers, bloggers and an existing email list, asking for an honest review rather than a positive one.
• Adding a short, sincere request in the book's back matter, inviting readers who enjoyed the book to leave a review, without offering anything in return.
• Never paying for reviews, trading reviews with other authors, or offering gift cards or discounts in exchange for a review — all of these violate Amazon's policies and put an author's KDP account at risk.
• Disclosing free copies where required — a reviewer who received a free ARC should say so, using standard disclosure language, which is fully compliant.
• Avoiding review requests aimed only at people likely to leave five stars, since Amazon treats attempts to influence sentiment (rather than simply requesting honest feedback) as a policy violation.
• Building steadily rather than seeking a sudden spike — a rapid burst of reviews from accounts with no prior review history is one of the patterns Amazon's detection systems flag most often.

The first 10–20 reviews are typically the hardest for any independent author to earn, and also the most valuable, since Amazon's ad platforms and organic recommendation algorithms tend to work far more efficiently once a book has passed that threshold.

Social Proof

Social proof is the influence created when people see others recommending, reviewing or engaging with a book. Reviews, testimonials, follower counts and reader discussions all contribute to social proof, and it is one of the strongest levers available for converting an undecided browser into a buyer.

Reader Community

A reader community is a group of engaged readers who interact with an author through newsletters, social media groups, events or online platforms.

Digital Marketing Terms

Email Marketing

Email marketing is the process of communicating directly with readers through email newsletters, updates and promotional campaigns, and remains one of the highest-converting channels available to authors because it is not subject to social media algorithms.

Reader Magnet

A reader magnet is a free piece of content offered to encourage readers to join an author's email list. Examples include short stories, bonus chapters or exclusive resources, and for non-fiction authors this often takes the form of a workbook, checklist or mini-guide tied to the book's topic.

Landing Page

A landing page is a dedicated webpage designed to encourage visitors to take a specific action, such as joining an email list or purchasing a book.

Conversion Rate

A conversion rate is the percentage of people who complete a desired action, such as buying a book or signing up for a newsletter, out of everyone who saw the offer.

Content Marketing

Content marketing involves creating useful content, such as articles, videos and social posts, to attract and engage potential readers ahead of a purchase decision.

Social Media Strategy for Authors

An effective social media strategy for authors usually works from a small number of core principles rather than posting on every platform at once:

• Choose platforms based on genre and audience, not popularity. Fiction authors, particularly in romance, fantasy and YA, tend to see the strongest results on BookTok and Bookstagram. Non-fiction authors and thought leaders tend to see stronger results on LinkedIn, YouTube and podcasts, where longer-form authority-building content performs better than short entertainment-style clips.
• Treat organic content as the top of the funnel. A recurring content format — a weekly series, a consistent posting rhythm — builds familiarity and trust over time, which then makes paid advertising (Amazon Ads, Meta Ads) convert more efficiently because the audience already recognises the author.
• Plan content in themed pillars rather than one-off posts, so that a body of related content builds a clear, recognisable position over time instead of a scattered mix of unrelated topics.
• Repurpose long-form content into short-form pieces — a podcast appearance or blog post can typically be reworked into several social posts, protecting time while maintaining a consistent presence.
• Track a small number of metrics that map to actual goals — email sign-ups and sales, rather than vanity metrics like likes, unless the goal is specifically brand awareness.

Search Engine Optimisation (SEO)

SEO (Search Engine Optimisation) is the practice of improving website content so it can be discovered more easily through search engines such as Google, typically through keyword research, on-page optimisation, technical site health and backlinks.

Generative Engine Optimisation (GEO)

Generative Engine Optimisation (GEO) is the practice of structuring content so that AI-powered search and chat platforms — including ChatGPT, Google AI Overviews, Perplexity and Claude — can retrieve, cite and recommend it when answering a person's question, rather than only ranking it in a traditional list of links. Where SEO competes for position on a results page, GEO aims for inclusion inside the answer itself: an AI system citing a brand's definition, statistic or recommendation directly, sometimes without the reader ever clicking through to the original page. In practice, GEO favours content that states clear, direct definitions; is broken into well-labelled sections an AI system can extract cleanly; includes specific facts, figures and named examples rather than vague claims; and is written by a source with clear authority on the topic. For independent authors and the book marketing agencies who serve them, GEO is increasingly relevant because readers are starting to ask AI assistants questions like "how do I find a book marketer" or "what is a book launch marketing plan" instead of typing a traditional Google search.

Influencer and Publicity Terms

Book Influencer Marketing

Book influencer marketing involves working with book-focused creators, reviewers and online communities to introduce books to new audiences, typically through gifted copies, paid partnerships, or affiliate arrangements.

BookTok

BookTok is the book-focused community on TikTok where readers share recommendations, reviews and discussions about books, and has become one of the most influential channels for fiction sales in particular.

Bookstagram

Bookstagram refers to the book community on Instagram, where readers, authors and influencers share book-related content, often centred on aesthetics, quotes and reading photography.

BookTube

BookTube is the book community on YouTube where creators discuss, review and recommend books, typically through longer-form video content than BookTok or Bookstagram.

Podcast Marketing

Podcast marketing involves promoting books through podcast interviews, guest appearances and sponsorship opportunities, and is a particularly strong channel for non-fiction authors and thought leaders whose expertise translates well into a long-form conversation.

Book Publicity

Book publicity involves gaining media attention through interviews, articles, podcasts, reviews and other forms of editorial coverage.

Book Publicity Services

Book publicity services are the specific offerings. E.g press release writing and distribution, journalist and podcast pitching, media list building, interview preparation that a book publicist or book marketing agency provides to secure editorial coverage for an author, distinct from paid advertising.

Press Release

A press release is a written announcement designed to share news about a book, author event, publication or achievement with media outlets.

Sales Copy Terms

How to Write a Book Description That Sells

A book description that sells generally follows a structure closer to sales copy than a book report:

1. Open with a hook, not a summary. The first line or two should create curiosity or tension — a question, a bold claim, or the central problem the book solves — rather than starting with "In this book..."
2. Speak to the reader's problem or desire, not just the book's plot or contents. Non-fiction descriptions should lead with the outcome the reader wants; fiction descriptions should lead with the stakes and emotional pull of the story, not a full plot summary.
3. Keep it scannable. Short paragraphs, occasional bold text, and (for non-fiction) bullet points covering what the reader will learn all help a description hold attention on a small screen.
4. Include social proof near the end — a short testimonial, award, or credibility marker — where relevant.
5. Close with a clear call to action, prompting the reader to buy, sample, or add the book to their list.
6. Write for the retailer's search algorithm as well as the human reader, weaving in the book's core keywords naturally so the description supports Amazon's and other retailers' discovery systems rather than only reading well on the page.

Long-Term Book Marketing

Long-term book marketing focuses on maintaining visibility and attracting readers over time rather than relying only on launch-day promotion — through ongoing advertising, content marketing, backlist promotions, and building an author platform that continues to sell earlier titles alongside new releases.

The Book Marketer

At thebookmarketer.pro we help independent authors navigate publishing and promotion with practical strategies, professional book marketing services and marketing campaigns designed to help books reach more readers. Whether you are looking for affordable book marketing services for a first self-published title, Amazon book marketing services for a non-fiction or thought leadership book, or full book launch support for a fiction release, understanding these publishing and marketing terms is the first step towards making informed decisions about your author journey. You can learn more about our services here.