Many authors are all too familiar with a cruel irony: After writing the tens of thousands of words and surviving round after round of editing, one of the hardest challenges can be finding the right words to talk about and promote their book.

It's okay! Writing a book and promoting a book are distinct skills. Naturally, any given person has a unique mix of those skills, but many gifted authors feel anxious (or worse) when it comes time to sell their book.

There are many perfectly understandable reasons that an author might not want to talk about their own book: It can feel boastful or self-aggrandizing. They may have lingering insecurities about the final product. They could want the book to succeed or fail on its own merit. Or, they might simply want to avoid drawing attention to themselves, preferring to remain out of the spotlight.

It's not uncommon to take some time to adjust to the idea that once you have published a book that you are, in fact, a public figure. If you know that you need to get more comfortable with sharing your book with people but are struggling, consider these strategies to make progress:

Pick Your Spots

The people who are best at promoting their books aren't the ones shouting about them from the rooftops every fifteen minutes. It's much more about recognizing and seizing the opportunities to bring it up in conversation. You can start small by identifying a short list of trigger words or subjects that you cover in the book, that might indicate an interest in the book in the natural flow of communication. Once someone stumbles upon a trigger, you can chime in with your perspective, referencing the point, chapter, or section of your book in which it is covered.

Practice Your Elevator Pitch

Once you have subtly let it be known in conversation that you have written a book, many people will express surprise, admiration, and curiosity. They are likely to ask you about it, so be prepared to concisely introduce your work. Craft a sentence or two that provides an overview of your book, and invites further questions from an interested audience.

Focus On Your Target Audience

Remember who you wrote the book for in the first place. The vast majority of authors write a book to help people solve a problem or learn more about a subject. The people who might read your book want to hear about it! Starting with people who are already primed for your message will help you practice and grow more comfortable branching out.

Humblebrag

Merriam-Webster defines "humblebrag" as follows: to make a seemingly modest, self-critical, or casual statement or reference that is meant to draw attention to one's admirable or impressive qualities or achievements. Every author has at least one major achievement, opening up a host of opportunities to drop the fact that they have written a book into virtually any situation. Is someone venting in a conversation about how difficult their week was? "Try writing a book!"

Note: there is some evidence that employing this tactic can backfire, so use it judiciously!

Let Others Do It For You

Seed books with readers, reviewers, and peers and encourage them to share their thoughts on their blog or social media. You can then re-share these posts with a gracious thank-you, allowing their kind words to act as promotion. This same approach also works for media coverage, guest blog posts, or any content you’ve shared elsewhere online. This tactic keeps your social channels looking fresh and current.

Stay True to Yourself

Regardless of the obvious benefits for you championing your own work, there will always be situations where you might not feel comfortable bringing it up. That is just fine! Intuition can be a powerful tool, keeping you out of awkward situations.

These tips won't magically transform you into P.T. Barnum, but practicing them regularly will let you support your book more confidently, and push it closer to its potential. Use these tips to find a scenario that feels comfortable for you to try, and experiment. You might just surprise yourself and be a great self-promoter after all.