When to Start Talking About Your Book

So here's something I learned the hard way: waiting until your book is published to tell people about it is actually kind of mean.

I know that sounds weird, but hear me out.

When I published my first book, I was terrified. I had struggled with imposter syndrome through the entire writing process. And when it finally went live on Amazon? I went to bed. Didn't tell a soul.

But here's what I didn't expect. When I finally did properly launch my book, a few people I know were actually upset with me. Not because of the book, but because I hadn't told them I was working on it. They felt hurt and left out. Like I didn't value their opinion enough to share something this important.

Fear had literally tied me up and gagged me. (I actually did a whole podcast episode on this topic - "Shushing the Fear Monster") So if you're doing that exact same thing right now with your book, please know you're not alone.

The Problem with Secret Book Projects

When we keep our book projects completely under wraps, we miss out on something really important. We miss the chance to build momentum. To get feedback. To let our network know what we're working on so they can actually support us when launch day comes.

Plus, and this is the part nobody talks about, when you suddenly announce "Hey, I published a book!" after months of silence, it can feel jarring to your network. Like, where did this come from?

But Wait - Don't Announce Too Early Either

Okay, so before you run off and post "I'M WRITING A BOOK LAUNCHING APRIL 1ST 2026!" (unless you're going for that April Fools effect - kidding), let me give you some good advice.

You also don't want to announce too early.

Why? Because life happens. Business priorities shift. You might realize halfway through that this book doesn't actually serve your audience the way you thought it would. Or maybe a different book project becomes more urgent and relevant for where your business is headed.

And if you've already made this big public announcement about THAT book with THAT launch date carved in stone? Now you're stuck feeling like you failed. Like people are judging you. Like you have to explain yourself.

Here's what I want you to hear: it's YOUR book. YOUR business. YOUR life. Projects evolve. Focus changes. And that's completely okay.

So my recommendation? Wait until you've at least got a rough draft done before you start really talking about it. At that point, you know this thing has legs. You know it's real. You're committed enough that you've actually written the darn thing.

Keep Your Timeline Vague

And when you do start mentioning your book? Be strategic about dates.

Instead of "Launching April 1st, 2026," try "coming out in the spring" or "late summer" or "early fall."

These are vague and specific all at the same time. They give people a timeframe to look forward to, but they also give you some breathing room. If you need an extra month for edits? Your spring launch can slide into early summer without anyone feeling like you missed a deadline.

This takes so much pressure off. Trust me on this one.

A Note from Me

Speaking of timing and flexibility... I will be launching my 6th book shortly. And full transparency? I haven't followed all my own advice perfectly on this one. 🙄

Probably because this book wasn't even supposed to exist. I was working on Book 2 of my Easy Peasy Book Series about self-publishing. But on discovery call after discovery call, the same thing kept popping up... so many prospective authors are paralyzed by overthinking which book to write first.

So I did a bit of a pivot. I wrote the book they needed right now instead of the book I had planned.

And that's exactly what I mean about staying flexible. The book you think you're writing today might not be the book your audience actually needs right now.

This new book of mine is a baby book (less than 100 pages) that I wasn't even planning to write. But I saw how many people needed it, so I decided to focus all my energies on bringing it to market.

Start Small, Start Now (When You're Ready)

Once you've got that rough draft and you're confident this book is happening? That's when you can start gently letting people know.

The good news? You don't have to make some big announcement. You don't need a press release or a LinkedIn Live event declaring your book writing project to the world.

You can start small. Really small.

Update Your LinkedIn Banner

This is one of my favorite subtle moves. Add a graphic to your LinkedIn banner with a mockup of your book cover and the words "Coming Soon" or "Launching Spring 2026."

Don't have your cover figured out yet? Get creative! You can make your book cover look gift-wrapped. Or drape cloth over it like a magician hiding their big reveal. It creates intrigue without you having to commit to a final design.

Every time someone visits your profile, they'll see it. No announcement needed. It's just there, quietly building anticipation

🥳 Here are some other subtle ways to let people know:

In the Comments Section

When someone in your network publishes a book or talks about their writing journey, jump in the comments and support them. And you can naturally mention, "I'm working on a book myself about [insert your book topic here] this really resonates."

That's it. No big deal. Just a side mention while being genuinely supportive of someone else.

On Guest Appearances

If you're doing a LinkedIn Live, a podcast interview, or any kind of speaking gig, mention your book project. "I'm actually working on a book about this right now." It feels natural in that context because you're already talking about your expertise.

Working With Your Book Team

One of my favorite ways to start spreading the word? Post about the people helping you. Did you just have a Zoom call with your book coach, editor, or co-author? Share it. "Great strategy session today mapping out Chapter 5 with [add their name here]."

Got feedback from your test readers? Thank them publicly. Your cover designer sent over mockups? Show your excitement.

These posts do double duty. They let people know you're working on a book, AND they showcase all the smart people you're working with. (Don't forget to tag them in your post) It positions you as someone who takes this seriously enough to invest in getting it right.

Bonus points if you can add in a screenshot from the Zoom meeting.

Ask Your Network for Help

This one's actually easier than you think. Need a recommendation for an editor? Post asking for one. Looking for beta readers for a specific chapter? Ask.

People genuinely want to help. And when you ask for help, you're inviting them into your process without it feeling like bragging.

Try Polls and Surveys

Testing book titles? Deciding between cover options? Your LinkedIn network is a built-in focus group.

"I'm narrowing down titles for my upcoming book about [fill in your topic here]. Which resonates more with you?"

Again, you're getting valuable feedback AND subtly letting people know a book is coming.

The Author Proof Unboxing

When you get your first proof copy? That's content gold. Take a photo or make a video. Share your honest reaction. Talk about what changes you're still making.

This shows the real, messy, authentic process of creating a book. And it gives people a specific thing to look forward to.

Do a Cover Reveal

Speaking of covers, how about creating a little event out of your cover reveal?

Create a post with your book shrouded in mystery. My favorite? Wrap it in a paper bag with just a tiny bit showing. Or use that draped cloth effect again.

Then a day later or a week later? Unwrap that puppy and show it to the world. 🥳

This turns what could be a simple "here's my cover" post into a two-part story. People love the anticipation. They'll comment on the first post guessing what it might be, and then they'll come back for the reveal.

Plus, it's fun. And book marketing should be fun, not stressful.

Get Creative with Your In-Process Promos

Speaking of fun - think outside the box with your in-process promotional content, especially videos.

You don't need fancy equipment or professional editing. A simple video showing the real, messy, human side of book creation can be gold.

Here's a real world example: I just had my author proof delivered and discovered that on the very last page, on the last line, I had spelled my own name wrong! 😳

If I wanted to, I could have made a short video flipping through all the pages, doing a close-up on that very last page, and then cutting away to a Psycho movie-like scream.

Or, since I didn't have time to do that for this article... just a quick snapshot of the typo was fine.

Or if you're working on an audiobook? Share photos or video of yourself wearing headphones and recording. Especially if you end up having to make a crazy makeshift recording studio in your bedroom closet or something. Those behind-the-scenes moments are fascinating to people.

Those authentic moments? That's what people connect with. It shows you're human. It makes your book journey relatable. And honestly, it's way more engaging than a perfectly polished "buy my book" post.

Show your book-in-progress stacked on your desk. Film yourself at a coffee shop working on edits. Share the oops moments. Create content that shows your personality.

The key is authenticity. When you make book marketing fun and real, people actually want to engage with it.

What About the Fear?

Look, I get it. Even with these subtle approaches, you might feel that sick-to-your-stomach feeling. That voice saying "Who do you think you are?"

I love what Elizabeth Gilbert says in "Big Magic" about fear. She basically writes a letter to fear saying, "You can come along for the ride, but you're sitting in the backseat. You don't get to drive. You don't even get to touch the radio."

Fear's going to show up. It always does when we're doing something that matters.

Your Book Deserves a Warm Welcome

Here's what I realized after keeping my first book secret: your book isn't going to get the warm welcome it deserves if nobody knows it's coming.

And more than that? Your network wants to celebrate with you. They want to be part of your journey. When you keep them in the dark until the very end, you're actually denying them that opportunity.

So start now. Start small. Pick one of these approaches and think about trying it this week.

Just make sure you've got that rough draft done first. Make sure this book still serves you and your business. And keep your timeline flexible.

Your book is important. The work you're doing matters. And the people in your network? They want to support you.

Don't let your upcoming book be the best kept secret on LinkedIn. Instead, create a bit of a buzz, and share the honey.

What subtle ways have you started talking about your current book project? Drop them in the comments... I'd love to hear what other ideas authors have.

📖 About the Newsletter Author

Gillian Whitney is a Business Book Coach and Author Visibility Strategist who helps professionals turn their expertise into clear, compelling business books. A five-time author, she is also the host of the Easy Peasy Books Podcast, where she talks with authors about writing, publishing, and getting their books into the right hands.