11/09/2025
Marketing should never be an afterthought—here’s one smart, real-world strategy from a best-selling author that truly worked for her.
For 40 years, I’ve been producing, promoting, and marketing books. One of the biggest lessons I’ve learned is that marketing should never be an afterthought. Successful authors think about their audience early, strategically, and consistently.
Years ago, I wrote two books on this very topic—
The Economical Guide to Self-Publishing and
Linda F. Radke’s Promote Like a Pro: Small Budget, Big Show.
In Promote Like a Pro, I included insights and strategies from experts across the publishing and marketing fields, because the truth is simple: Effective marketing is built on shared wisdom—on what real authors and real professionals have tried, tested, and proven.
Recently, I asked authors to share the one marketing strategy that worked best for them. I’m beginning to share some of the responses I received, and today I’d like to highlight one that truly stood out.
What I love most about Jan Cullinane’s advice is that she’s simply sharing what genuinely worked for her.
Below is her guidance, in her own words—a smart, targeted approach that delivered real results:
Marketing Insight from Jan Cullinane, Best-Selling Author
Jan Cullinane is the author of several best-selling retirement books, including:
• The New Retirement: The Ultimate Guide to the Rest of Your Life (three editions, Wiley)
• The Single Woman’s Guide to Retirement (AARP)
• Retire Happy (Hallmark Gift Books)
In addition to promoting her books through library and bookstore signings, writing articles that showcased her expertise in holistic retirement, and speaking for groups where her books were purchased for attendees, Jan shared one approach that worked exceptionally well:
Because her books targeted Boomers, she researched Boomer-focused radio shows and podcasts with a talk component. She contacted the hosts, offered herself as a guest, provided helpful information during the interviews—and the hosts, in turn, mentioned her books. She reports this strategy worked extremely well.
— Shared with permission from Jan Cullinane, Author
If you have a marketing or promotional strategy that has worked well for you, I would love to hear it. Please send your suggestions to: [email protected]
Together, we can help more authors find their audiences—and their success.
AARP