Writers are understandably concerned about appearing heartless, callous, or tone-deaf about the real struggles faced by an overwhelmingly large swath of the population. Nobody wants to be lumped in with the selfish profiteers who bought up all the hand sanitizer for resale. Or those hoarding enough toilet paper to supply a Martian colony for a year.

I think it’s commendable that writers are aware of, and concerned by, the plight of their readers. However, when it comes to promoting your books, I’d like to suggest the following:

1. A lot of people are tired of binge-watching their devices. Book-reading is an outlet many are turning to. E-books in particular are a great resource in a season where distributors (Amazon, for example) are limiting their deliveries to essential items (and rightly so).
2. You don’t need to apologize or feel guilty that you get paid for your work. You aren’t price-gouging or hoarding TP.
3. A possible option: Provide your e-books at a reduced price. Have a sale on some of your older titles (if applicable). People want to read—make it easy for them.
4. Connect with your readers via social media, newsletters, etc. to share honestly about your own disrupted routines.
5. *Important: Don’t utilize the phrase “COVID-19” as part of your marketing strategy, hoping to grab new readers’ attention. That would be cold-hearted and tone-deaf. If your book is a post-apocalyptic story about a world-altering pandemic . . . okay, that might be the exception. Still, I’d be cautious about the optics of referring specifically to COVID-19. For the rest of us: reject that marketing ploy.

We’re all trying to carve out an oasis of “normal” in the midst of chaotic days. Well-crafted stories can provide comfort, an escape, and a stress-reducing mental excursion.

There’s no reason not to promote your latest works. Do it tastefully, of course, but don’t hold back.