It takes much time and effort to write a paper – but how much time and effort do authors put in to finding readers? In this case study, I explain why I decided to devote an equivalent amount of time and effort into finding and then engaging with my audience. Drawing on available data for three papers I published in 2017, 2018, and 2019, I describe how I promoted them, what happened, and what I learned. You will learn about the Conversion Funnel and how tools like Kudos and Altmetric can help drive and track your audience through its four layers: awareness, interest, desire, and action (downloading and reading). You will learn the difference between owned and earned media and why finding influencers and riding waves can be so important. I also identify areas inside the funnel where an author is dependent on others, lacks control, or where data is missing, each of which makes influencing the click‐through rate more difficult. The case study ends with a set of 10 lessons learned.