Sean Kachmarski's Blog - Posts Tagged "self-publishing"

Publishing a book is only half the journey. The other half—getting it noticed—is often even harder. As an indie author, I learned this the hard way. With my first book, I wasted money on scammy promotion sites, shouted into the echo chamber, and discovered that link dumping does little to reach real readers.

That experience is exactly why I created a new Goodreads group called Book Launch Lab: Promotional Exchange. This group is for first-time and indie authors who want to share honest experiences about book promotion. It is not about endless self-promotion, but about pooling knowledge. What works, what doesn’t, which sites or podcasts are worth it, and where to avoid wasting your energy.

Even if you are not an author, your perspective as a reader, reviewer, or supporter is incredibly valuable. The more insights we share, the stronger the group will become. If you are interested in learning, sharing, and helping others navigate the challenges of book promotion, I would love for you to join us.

Together, we can turn the noise of self-promotion into something useful, practical, and encouraging.

When I started running, I never imagined it would lead me here. At first, I was just a middle-aged dad trying to get off the couch and reclaim a little fitness. But step by step, mile by mile, my life began to change. Running gave me more than health, it gave me stories. Stories about fear, resilience, and finding out what you are capable of when you stop saying “I could never” and start asking “What if I tried?”

Those stories became my first book, Just Finish, a memoir that followed my journey from couch to marathon to ultra. Writing it was a way to look back and make sense of everything I had learned.

Now my second book, Unlikely Finisher, is about to launch. This one is different. I wrote it in real time, capturing the highs and lows as I chased the biggest challenge of my life: an Ironman. Unlike my first book, I had no idea how this one would end. It is raw, funny, sometimes painful, and always honest. It is about what happens when you fail, when you try again, and when you discover that medals matter less than resilience.

Self publishing has never been easy. With my first book I fell for scams, shouted into the echo chamber, and learned the hard way what does not work. But I also found an audience, and the encouragement of readers showed me that my words mattered. This time around I am doing things differently, using Amazon Ads, running a Goodreads Giveaway, and returning to podcasts that gave me a platform before. Most importantly, I am leaning into community, because books are meant to be shared, not shouted into the void.

Unlikely Finisher is not just the end of a project, it is the close of a chapter in my life. Two books feel like my limit, but together they tell the story I needed to tell. From couch to ultra to Ironman, from self doubt to stubborn determination, from “I could never” to “I did.”

Thank you to everyone who has supported me along the way. I hope this new book inspires you to take on your own “impossible” challenge, whatever it looks like.Unlikely Finisher; Continuing the JUST FINISH JourneyUnlikely Finisher; Continuing the JUST FINISH Journey

With my new book being my final one, I want to give it the best chance to reach readers who will connect with its story. I plan to update my Goodreads Profile Blog regularly and invite people to join my new Goodreads group, Book Launch Lab: Promotional Exchange. My hope is to create more than just promotion—I want to build connections, share experiences, and learn from others. By leaning into the writing community, I can turn this journey into something truly positive and inspiring, not only for myself but for anyone chasing their own publishing dreams.

I am also looking for places to promote my group so that more authors and supporters can join, share their insights, and help make it a valuable resource for everyone.

I know it sounds like a cliché to say “if I inspire one person it will all be worth it,” but for me it is true. When I wrote my books, it was never about money. It was about sharing a journey that might help someone else believe in themselves.

If just one person reads my story and feels that spark of courage to sign up for a race, go for a run, or simply believe they are capable of more, then every late night of writing and every ounce of energy has been worth it.

I know what it feels like to doubt yourself, to feel like you are too old, too far behind, or not good enough. Hearing that my story gave someone the push they needed means more than any royalty statement ever could.

So yes, I hope my book reaches more people. But even if it only touches a few lives, that still feels like a victory. Sometimes clichés exist because they are true, and this one is my truth. If my journey shows anything, it is that ordinary people can do extraordinary things—and maybe that next person is you.

As a self-published author, I’ve thrown myself into the challenge of promoting my book with as much energy as I poured into writing it. This time around, I promised myself I wouldn’t just hit “publish” and hope for the best. Instead, I’ve been proactive, consistent, and maybe even a little relentless in trying to give my story the audience it deserves.

Here’s what I’ve done so far:

Beefed up my Goodreads profile with quotes, updates, and even daily blogs.

Created a dedicated Goodreads group where authors can support each other with promotion ideas.

Launched a Goodreads Giveaway to get advance copies into readers’ hands.

Set up Amazon Ads to target both UK and US audiences.

Built a social media presence with countdown posts, quotes, and updates on Instagram, Bluesky, and beyond.

Submitted to BookSirens and similar ARC platforms to generate early reviews.

Uploaded an ARC copy to Kindle so readers can access a professional digital version.

Engaged in online discussions and debates (yes, even on Reddit!) about the realities of self-publishing.

Connected with author communities on LibraryThing and other sites where readers gather.

Planned a documentary that chronicles the last six months of my Ironman journey—designed to complement my book launch.

Committed to blogging on Medium to keep the conversation going after the book’s release.

It’s been a huge learning curve, and I’ve worked hard to avoid the “echo chambers” and quick-fix marketing traps that promise the world but deliver nothing but spam. I’ve learned from the mistakes of my first book, where I leaned too heavily on sites that only existed to take an author’s money.

This time, my aim is simple: not to become rich, but to reach the people who might genuinely be inspired by my story. If one reader finds motivation in my words, then it’s a win.

And yet—I still find myself asking the same question:

What more can I do?

For those of you who are further along in this journey, or for readers who’ve seen books succeed through grassroots methods, what worked for you? What creative or unexpected strategies might help a self-published author break through the noise and reach the people who need to read their story?

Because at the end of the day, writing the book was just the first finish line. Getting it read is the real race.