How to market a book
You’re writing a book. How do you market it so people actually read it?
There are over 32 million books listed on Amazon. That’s a lot of noise.
After working on 10+ book marketing campaigns over the last decade, I’ve learned what works and what doesn’t. Here’s the playbook.
Identify your audience
First, like any marketing campaign, you’ll need to identify your target audience. Who is your book for? Are there other audiences who may be interested in your book? For example, therapists who work with parents may be interested in a book for parents.
Build a landing page or website
You’ll need an online home for your book. You can build a landing page on your existing website. Here is an example for Eight Dates by Drs. John and Julie Gottman. You can also create a separate book website. Here is an example from Dr. Joy for Sisterhoold Heals. Whether you build a landing page or a website, you’ll want to include links to purchase the book as well as a description of the book and any reviews or endorsements to show social proof.
Ask for endorsements
Ask for endorsements from other authors or high profile people in your network. These endorsements will be featured on the front and back cover of your book, as well as in your marketing, so choose wisely.
Create promo graphics
You’ll want to build a marketing kit for your book with promo graphics to share on social media. This also makes it easy for other people to share about your book. These graphics can feature key concepts or quotes from the book.
Ask for reviews
Your publisher may do this for you, but if not, consider sending free review copies to publications in exchange for reviews. Which publications to target depends on the audience of your book. Getting a review in The Washington Post or The New York Times would be great, but don’t underestimate more niche publications, either.
Send copies to influencers
A great way for influencers to post about your book on social media is to send them a free copy. Include a personal, handwritten note. They’re more likely to post about your book if the topic is relevant to their audience.
Be a guest on podcasts
Identify podcasts that reach the same audience as your book and pitch them to be a guest. Offer to send the podcast host a free copy.
Reach out to local news
Would the topic of your book be relevant to your local news? If so, reach out and let them know you’re available for an interview.
Schedule a local event
You may not be able to go on a national book tour, but you can still schedule a local event to promote your book. Reach out to a bookstore in your area to see if they would be interested in hosting a book signing.
Offer a pre-order incentive
Pre-orders are super important for getting on the bestseller lists. A great way to get pre-orders for your book is to offer an incentive. For example, offer a free download to everyone who pre-orders the book and fills out a form on your website.
Finally, marketing a book is a long game. Yes, you’ll want to promote the launch, but you’ll also want to promote your book after it’s published, too. Don’t be discouraged if it’s not an instant bestseller.