Why Book Marketing Isn’t Self-Promotion

“I’m not good at marketing…”

“I don’t like self-promotion…”

“I’m not comfortable promoting myself…”

Let me break something down for you right now…

Marketing your book is not about you.

Did you hear that? 

Is your first instinct to argue against me? 

“But Lisa, I created this book, it’s my name on the spine, how is marketing my book not about me?!?”

Because, my super creative, amazing writer, it’s not. I know you just poured your heart onto the page and you feel a deep emotional attachment to your work—that process was about you but the final product is not.

Change your relationship with the concept of marketing

Once you launch your book out into the world, marketing the book is all about connecting with the readers.

It’s about creating messages that resonate with them, not with you. The “about you” part is done.

Marketing is never about the person selling, it is always, always, always about the person buying. 

So, no, marketing isn’t about self-promotion, get that icky feeling and everything that comes with it out of your head this instant. Marketing is about giving the reader more on a topic that they already enjoy.

Create what your readers want and you should have no issues directing them to more content on what they’ve already indicated they like.

Follow the Related Posts model

Think about all news outlets’ website designs…there is always a Related Posts at the bottom of every article directing people to more content on that same topic.

Do you think that’s icky? No, you find it helpful, don’t you?

That’s the same idea you should take with your passive book marketing. 

Write a blog on a topic that is related to your book and at the end of it, include a call to action and a  link where they can buy your book.

“If you enjoyed this article, then you’ll enjoy this book that dives even deeper into this topic. Buy it here.”

Easy peasy, right?

Listen to your readers and deliver what they want

I noticed that my readers really enjoyed my blog posts and would comment on emotional, heartfelt content. They would share funny videos like wildfire, and they ignored my inspirational quote/images.

Guess what I started doing more of? Emotional blog posts intermixed with funny videos. It’s a good thing I like creating both because that’s what my audience was telling me they wanted.

Put out a variety of content and see what sticks. What do your readers like?

The answer will be different for everyone, which is why you can’t copy someone’s campaign and think it’ll work with your readers. (More on that another time, though.)

The more you focus on what your readers want, the more you’ll feel comfortable promoting that content. It’s not about you, it’s about them and what’s wrong with letting people know when content they would enjoy is available?

Nothing. Nothing at all.

Want this blog in video format instead? I deliver more #truthbombs in the video below.

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Did I convince you that book marketing isn’t self-promotion? Sound off in the comments

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