How to Change Your Beliefs to Sell More Books as an Indie Author

Selling books can feel impossible some days. You hit publish, share your heart, and the silence hurts. You start thinking: “Maybe my story isn’t good enough,” “No one wants cozy fantasy,” or “I’m terrible at marketing.”

I’ve felt every one of those thoughts. That voice telling you to quit is loud and convincing. But here’s what I’ve learned after launching two books: most of the time, the real block isn’t your cover, your blurb, or your ads.

It’s your beliefs.

Here are five belief shifts that have helped me (and other indies) sell more without feeling fake or burning out.

1. Believe selling is sharing, not begging

When you post about your book, you’re not asking for charity—you’re inviting someone into a world you love.

New belief: “This story brought me joy. Maybe it can bring someone else joy too.”

When selling feels like sharing, posting stops feeling sleazy and starts feeling generous.

2. Believe your reader already exists

It’s easy to think “no one wants a story about a 12-year-old orphan discovering she’s fey.”

But your ideal reader is out there right now—scrolling, wishing for exactly that kind of wonder.

New belief: “There’s someone who needs this book. My job is just to help them find it.”

When you believe they’re real, you stop trying to please everyone and start speaking directly to that one person.

3. Believe the outcome isn’t all on you

You can’t control how many copies sell, how many reviews come in, or if it goes viral.

You can control showing up honestly, consistently, and kindly.

New belief: “I put something beautiful into the world. The rest isn’t mine to carry.”

Letting go of “I need big sales now” actually opens the door for more sales over time.

4. Believe every connection counts

A new follower, a kind comment, a reader adding your book to their TBR, someone saying “this made my day”—those are real wins.

New belief: “Every person who finds my book is success, even if they don’t buy today.”

Track those moments. Let them remind you the work is landing, even when numbers are small.

5. Believe consistency beats perfection

You don’t need a viral post today. You need to show up tomorrow, and the day after, and the day after that.

One share, one reader, one kind word at a time. Over months, it builds.

New belief: “I’m not chasing a launch. I’m building a home for my stories.”

Changing your beliefs doesn’t happen overnight. It’s small, quiet shifts you practice every day. When you start believing your book matters and your readers are out there, selling stops feeling like a battle and starts feeling like an invitation.

You’re not alone in this. We’re all rewriting those old stories in our heads, one post at a time.

What’s one belief you’re working to change about selling your books? Share it below—I’d love to cheer you on.