I love helping authors to promote their books…even when they hate it, and – not to generalise – but non-fiction authors hate it more than novelists. For non-fiction authors, you don’t just need to write a great book, you need to share your insights, research and ideas and the idea of doing that on video makes most people cringe.
But like it or not, marketing is crucial to reaching your target audience and ensuring your book makes the impact it deserves. So, here are some strategies to help you to promote your non-fiction work with (hopefully) no cringe:
1. Build Your Author Platform
- Create a Website: A professional website is a great way to showcase your work, share your expertise, and connect with your audience.
- Social Media: You don’t have to rely on videos – or even photos of yourself to make use of platforms like LinkedIn and Instagram to engage with readers, share book updates, and promote relevant content. LinkedIn can be a great place for non-fiction writers to make connections and share their knowledge.
- Email Newsletter: Lead gens are great for non-fiction authors as your readers will always be looking for new things to read and learn about your topic. This offers a fabulous opportunity for you to build an email list to directly communicate with your audience.
2. Leverage Pre-Launch Strategies
- Create a Pre-Order Campaign: Again, non-fiction books tend to perform very well in terms of pre-orders. You can generate buzz and early sales by offering pre-order incentives like exclusive content, signed copies, or early access to the book.
- Build an Anticipation Campaign: You can use social media, email marketing, and blog posts to tease your upcoming book, sharing sneak peeks, author interviews, and behind-the-scenes glimpses. It’s a lot of work, but the rewards will definitely be worth it.
3. Post-Launch Marketing Tactics
- Book Reviews and Interviews: Reach out to book reviewers, bloggers, and podcasters to secure reviews and interviews that can increase visibility.
- Public Relations: Consider hiring a PR professional to pitch your book to media outlets, such as newspapers, magazines, and TV shows.
- Book Tours and Speaking Engagements: Organise virtual or in-person book tours, speaking engagements, and workshops to connect with your audience and promote your book. Target audiences directly related to your ideal readers – for instance, if it’s a parenting book, look at local libraries, parenting podcasts and bloggers.
- Paid Advertising: If you have the budget, make use of targeted advertising on social media and other platforms to reach a wider audience.
- Book Marketing Services: If it’s all too much and you hate the sound of everything I’ve just mentioned, then it’s worth considering hiring a book marketing expert to handle various aspects of your book promotion, including social media, email marketing, and PR.
Good luck! Let me know how you get on, and remember, I’ll happily promote books on my social media and blog.
Thanks!
