The Silent Bestseller: How Some Self-Published Books Thrive Without Viral Marketing

Today’s post is by author Janee’ Butterfield.

We all hear stories about the books that take off overnight, becoming instant bestsellers thanks to a viral TikTok trend or an influencer’s endorsement. But what about the books that don’t explode right away—those that quietly gain traction, slowly building an audience over time?

That’s the path I’ve experienced firsthand. As the indie author of three suspense-thriller novels—Caught in Cryptic, Falling Cryptic, and Nighty Night, Dear—I’ve come to appreciate the long game. Some books don’t need a viral moment; they just need the right readers to find them. And sometimes, that takes patience.

The power of a second (or third) book

When I released Caught in Cryptic, I poured everything into marketing it, hoping for an immediate surge in sales. I ran Amazon ads, posted across social media, and told every friend and family member about my debut. Sales came in, but not at the level I had dreamed of.

At first, I felt frustrated. Had I done something wrong? Was my book just lost in the sea of self-published novels? Then, I published Falling Cryptic, and something unexpected happened—readers who discovered my second book went back and bought my first. By the time Nighty Night, Dear was out, I had an actual readership—people waiting for my next book.

One book is an introduction, but multiple books create momentum. Even if your first release doesn’t gain traction immediately, don’t give up. Keep writing. Each new book is another opportunity for someone to discover your work.

Why placement matters more than you think

When I first listed Caught in Cryptic on Amazon, I categorized it under “Thrillers & Suspense.” That seemed like the logical choice—after all, my book is a thriller. But I quickly realized that broad categories meant fierce competition. My book was buried under thousands of others, struggling to get noticed.

For my second book, I took a different approach. I placed Falling Cryptic in “Psychological Thrillers”, a more focused niche where it had a better chance of ranking. Almost immediately, I saw a difference. The book appeared in Amazon’s “Also Bought” recommendations alongside similar thrillers, and sales gradually picked up.

A book’s success isn’t just about how well it’s written. It’s also about where it lives online. The right category can make a world of difference, and making small adjustments to metadata, keywords, and book descriptions can help your book reach its ideal audience.

Amazon’s free promotions: a game changer

One of the most underrated marketing tools for self-published authors is Amazon’s free promotion days for Kindle books. I was hesitant at first. Why would I give away my book for free when I had worked so hard on it? But after hearing from other indie authors about the impact, I decided to try it.

When I ran a free promo for Caught in Cryptic, something unexpected happened—a friend of mine decided to host a book club discussion about it. She invited a mix of avid thriller readers and casual book lovers. That one small event sparked conversations, led to new reviews, and even brought in sales for my other books.

Giving away books for free might seem counterproductive, but it’s one of the best ways to get readers invested. Once they finish one book, they’re more likely to purchase another. More importantly, it helps trigger Amazon’s algorithms, increasing a book’s visibility long after the free period ends.

Engaging readers beyond the pages

At first, I thought marketing meant constantly running ads or posting daily on social media. But the most effective strategy I’ve found is much more personal: engaging with readers beyond the book itself.

Before finalizing Falling Cryptic, I emailed my newsletter subscribers, asking for help brainstorming book club discussion questions. I wasn’t sure how many responses I’d get, but I was amazed at the level of engagement. Readers shared thoughtful insights, and some even pointed out details I hadn’t fully considered myself. That back-and-forth made them feel personally invested in my book—and when it launched, they were excited to share it with others.

This experience made me realize something important: readers don’t just want to consume stories—they want to be part of the experience. Whether it’s helping pick a character’s name, voting on cover designs, or joining an exclusive reader group, small interactions create a loyal fanbase that keeps coming back.

The importance of early reviews

Reviews are one of the biggest challenges for indie authors. Even readers who love your book don’t always remember to leave one. But without reviews, books struggle to gain traction.

To fix this, I started using BookSprout, a platform where authors can offer free review copies in exchange for honest feedback. This helped me build momentum early on, ensuring my books had reviews on launch day rather than waiting months for them to trickle in. Other strategies that worked for me:

• Sending ARCs (advance reader copies) to my newsletter subscribers
• Connecting with book bloggers who focus on indie authors
• Engaging with Goodreads communities that love my genre

These efforts made a real difference. Reviews not only help with credibility, but they also increase your chances of being featured in Amazon’s recommendation engine, leading to more organic sales.

Patience: the hardest but most important part

If I could go back and give my past self advice, it would be this: don’t obsess over overnight success.

I spent months wondering why my first book wasn’t taking off as fast as I wanted. What I didn’t realize was that some books take time.

I remember the moment that changed my mindset—I got a message from a reader who had picked up Caught in Cryptic months after its release. She told me she couldn’t stop thinking about it and immediately bought Falling Cryptic. That’s when it hit me. Even though my book didn’t explode on launch day, it was still reaching the right people.

And sometimes, that’s all that matters.

The indie publishing long game

The best advice I can give to self-published authors? Keep writing, keep engaging, and don’t give up.

The books that succeed aren’t always the ones with the biggest ad budgets or the flashiest marketing campaigns. They’re the ones that connect with readers on a deeper level. They’re the books people recommend to their friends, bring to book clubs, and think about long after they’ve finished reading.

Your book doesn’t have to be an overnight sensation. It just has to find its audience—and sometimes, that takes time.