Marketing A Book Has to Appeal to the Audience, not the Author

You’re the author of the book and the book contains your experiences, insights, and ideas. The book is about you, right?

Shouldn’t marketing your book be about you as the author and what you want readers to take away from the book?

The short answer, no, it shouldn’t.

Book Marketing Fundamentals

Something to remember, your book is an extension of your brand.

It may have your name on it, possibly even an author photo on the back cover or the inside book jacket.

You put in the work and now you want to share your accomplishments with the world. The book is published, you’ve got speaking engagements lined up, and the time has come to showcase your prowess as a business leader.

Wait, hold up.

As a business leader, you know that marketing your product or services is about getting your target market to respond to what you’re offering. You don’t sell a product or service by talking about how successful it is. You sell it by showing your market why they need it or could benefit from it.

People don’t buy a product or use a service because it’s backed by great accomplishments. They buy in when it makes them feel something about themselves.

So, if your business book represents your brand and is another marketing tool, then it should reflect a similar marketing approach as any product or service.

Marketing your book comes down to getting your audience to resonate with you as an author and with the content you’ve provided. That only happens when you meet them on their level and give them something to connect with.

Book marketing is as much about your target audience as marketing a product or service.

Why Do People Buy Books?

Here’s an important question every author must ask: why do people buy books?

The answer varies.

Fiction readers are looking for entertainment or escapism.

Self-help book readers want direction, guidance, and validation.

Business book readers want connection. They want to feel a personal connection with the brand and the face of the brand. They want to learn from the experiences and insights of leaders in their field.

Tapping into the reader’s motivation helps you better understand what marketing path to take with your book.

When it comes to business books, the marketing power is how you use it to reach a wider audience and grow your revenue through increased business and/or additional revenue streams.

And while readers are looking for that connection, a marketing plan based on sales isn’t going to inspire readers to buy your book. Nonfiction books don’t thrive on sales, but you can still get the book into people’s hands.

Market Your Book the Way it is Meant to Be

Book sales aren’t your driving factor with a business book, but you can make it part of your marketing program.

For example, for every speaking engagement or conference you attend, have a table with your books for sale. You could even carve out time for a book signing for anyone who wants to purchase one at the event. This is a great way to interact one on one with your audience and solidify that personal connection.

If you turn your book content into courses or workshops, you can include the book in the cost of the program and provide it as part of the package material. This is another opportunity to offer signed copies – maybe for an elevated fee – to anyone passionate about your content and material.

This is a great way to get your book into more hands and to determine a network of those most dedicated to your insights and innovations.

When you talk to prospective clients or customers, get used to casually mentioning your book. As the conversation gets going, don’t be afraid to say something like, “In my book, I talk about…” Businesspeople are excellent conversationalist, so working it in can be natural and fluid. This opens the door for questions about your book and an opportunity for you to let them know where they can purchase a copy.

You could even offer discount codes to anyone you make that conversational connection with.

A great business book can go unnoticed if you try to market it based on sales or by emphasizing your accomplishments as the author.

So, shed off the idea that your book (and it’s marketing) is about you. Your book is part of your business and brand. You are a brand as an author. The book marketing needs to reflect that.

If you’re looking for more ideas on making money with your book and where you should focus your book marketing efforts, don’t forget to download a copy of my Free eBook: How to Make Money with your Business Book.