The Worst Mistake Nonfiction Authors Make in a Tight Economy

Why cutting your marketing is the surest way to fall behind!

If you think saving money means cutting your marketing, think again. In a tight economy, silence isn’t golden. It’s invisible.

When the world shut down in 2020, many speakers, coaches, and authors panicked. Events were canceled, stages disappeared, and book tours vanished. It felt like the bottom fell out. And for some, it did because they went quiet.

But not everyone.

The ones who adapted, used Zoom, launched webinars, built email lists, and appeared on podcasts. They stayed visible, stayed active, and gained momentum.

That shift didn’t kill the market. It transformed it. Online learning exploded. Virtual stages replaced physical ones. Audiences kept searching for solutions, but only from those who stayed visible.

Fast-forward to now, and we’re in another economic squeeze. Inflation. Uncertainty. Budget cuts. Once again, the knee-jerk reaction is to retreat. Authors think, “I’ll market later. I’ll wait for things to settle.”

Here’s the truth: later might be too late.

The Temptation to Cut Back

When money feels tight, the first instinct is to pull back. Authors tell themselves it’s smart to wait. They say, “I’ll market when people start buying again” or “Now’s not the time to invest in anything extra.”

But let’s call it what it is. Fear disguised as practicality.

Yes, it’s easy to justify the cut. You think you’re being responsible. You think you’re playing it safe. But in reality, you’re choosing to disappear when your readers need you most.

Smart authors do the opposite. They invest in two key areas: marketing and personal development. Not because it’s easy, but because they know visibility and growth are long games. You don’t stop watering the plant because it hasn’t bloomed yet.

When others go quiet, your voice stands out. When the fog clears, you’re not starting from scratch. You’re already moving forward while others scramble to catch up.

Why Cutting Marketing is the Worst Possible Move

Marketing is momentum. Once you stop, it takes twice the effort to start again. And in a competitive market, falling behind is costly.

When you stop marketing, people stop hearing from you. When they stop hearing from you, they forget you. And when they forget you, they stop trusting that you have the solution they need.

Meanwhile, other nonfiction authors are stepping up. They’re pitching podcasts, posting insights, building relationships, and showing up consistently. They aren’t waiting for perfect conditions. They’re building visibility when fewer people are competing for attention.

Here’s the harsh reality: The market will recover. It always does. The question is, will anyone remember your book when it does?

This is the time to be active, not absent. Marketing isn’t about pushing your book. It’s about staying connected to the people you serve. You’re not selling pages. You’re offering leadership, clarity, and a sense of direction, especially when people are searching for answers.

Cutting marketing now is like turning off your GPS right before a fork in the road. You don’t just lose your way. You risk disappearing entirely.

What Happens When You Stay Consistent

When other authors go quiet, and you keep showing up, something powerful happens — you stand out.

You become a steady voice in the noise. Readers remember you because you didn’t vanish. You didn’t pull the plug. You stayed committed, visible, and valuable.

This is what separates hobbyists from professionals.

During the early days of COVID, the authors who adapted quickly were the ones who built long-term traction. The speakers who pivoted to virtual keynotes, the coaches who created online programs, and the authors who started going live weekly — they didn’t wait for things to go “back to normal.” They made new normal work for them.

One nonfiction author I worked with started a weekly email newsletter during the shutdown. Her list doubled in six months. Another turned canceled speaking gigs into webinars and ended up landing a corporate contract worth five figures.

Consistency didn’t just keep them afloat. It gave them a lead when the rest of the field stalled.

Momentum isn’t about big moves. It’s about staying in motion. Show up, even in small ways. Market with intention. Build relationships. Share ideas. Remind people that your message is still relevant, even more so in uncertain times.

Practical Ways to Market on a Budget

You don’t need a big budget to stay visible. What you need is commitment, consistency, and creativity.

Start by focusing on connection over perfection. It’s not about polished videos or flashy campaigns. It’s about showing up with value, speaking to your reader’s needs, and reminding them that your book and your message still matter.

Here are simple, low-cost ways to keep your marketing alive:

• Send a personal email to your list with a tip, a story, or a question that sparks engagement.
• Pitch yourself to podcasts where your message fits the audience.
• Go live on LinkedIn or Facebook with a behind-the-scenes insight or a lesson from your book
• Repurpose your content. Turn a chapter into a blog post, a blog into a quote image, or a tip into a short video.
• Host a virtual event with a partner author or expert and bring both audiences together

If money is tight, trade time for exposure. Show up in conversations. Answer questions in niche groups. Be a helpful voice, not a silent one.

Remember that your book is a tool, not a trophy. Use it to open doors, not to sit on a shelf to look pretty and gather dust.

Call to Action: Step Forward, Not Back

This isn’t the time to play small, rather, it’s the time to lead.

The nonfiction authors who keep showing up now, who continue to invest in their marketing and personal development, will be the ones positioned to succeed when the market recovers. They will have the visibility, the trust, and the relationships already in place. The rest will be trying to catch up from behind.

Ask yourself this: Do you want to wait and hope for the right moment, or do you want to be the person others turn to when they need guidance?

Start small. Post one idea from your book. Reach out to one podcast host. Send a message to your email list with a story, a question, or a quick win they can use right now.

There will always be uncertainty. But if your message matters, then your presence matters too. Your voice has to stay in the conversation.

Don’t pause. Keep showing up. Stay connected. Keep going.

Your future readers are still out there. The real question is, will they still find you?