December 25, 2024
Nonfiction book marketing isn’t that different from marketing for a fiction book. You still need a marketing plan, and you must know your target buyer. When it comes to specifics, however, there are some approaches you must be aware of with nonfiction book marketing.
Expertise: For a fiction book, the author’s background and experience don’t matter. All that matters is whether they can tell a good story. For a nonfiction book, expertise and authority are critical.
Information: A nonfiction book is about bringing information to the reader they didn’t have before. A fiction book may do that as part of the plot, but the plot is more important. In a nonfiction book, information is everything.
Impact: Good nonfiction has an immediate, tangible impact on the reader that can change their thinking—or their life. Good fiction may move a person deeply, but it doesn’t have that same impact.
Before you start nonfiction book marketing, you must know its chief message. If it’s a self-help or how-to book, you should show:
If your book is a biography, ask yourself:
Is your book about a social development or trend? You must know:
Knowing your book’s chief message is key to nonfiction book marketing. In every nonfiction book, you are offering either current information or a new twist on the current knowledge. You must make it clear that this latest information changes everything—in a field of study or in the reader’s life.
If you scroll the titles of current nonfiction books, you’ll see that there are dozens of titles on the same subjects. In some categories, you’ll find hundreds of titles. How does one nonfiction book stand out from the pack?
They do it by focusing nonfiction book marketing on what is new in the book. That might be new information from studies and data, or it might mean a new interpretation of what we already know.
Maybe your book allows people to use long-accepted principles of counseling to improve their family relationships, or how to use medieval herb recipes as part of your everyday health routine. If your book is a history, social issue book, or biography, explain what is new about your take on the subject.
There’s an overpowering reason you felt you had to write a book. What is it? You have seen something in your life, work, experience, or studies that made you sit up and take notice. Now, you want to share that discovery with others in your nonfiction book marketing.
What was your “Eureka” moment? If you can convey that meaning in a simple, straightforward way, you can explain why your book matters. It doesn’t have to be a life-altering change. Maybe it’s just a way of solving a small, nagging problem a lot of people have. Maybe it’s a way of looking at a historical event or person that most people haven’t considered.
It doesn’t have to be something massive. If you came across something that you know other people need to know about, and you felt strongly enough about it to author a book, you know where to focus your nonfiction book marketing.
Every buyer of a nonfiction book wants to know a simple thing: What makes you the expert? It may not seem fair, but your background and expertise matter in nonfiction book marketing.
It makes sense. Imagine a book written by a practicing yogi who achieved success through daily meditation. You might not trust a book that person wrote about investing or architecture—but you would certainly trust their book on developing your mindfulness.
Your credentials matter, but they’re not everything. Many writers have published successful books on nonfiction topics that they weren’t subject matter experts in. These authors approached their books like journalists, doing research, analyzing data, and interviewing subjects. They have proven themselves as nonfiction writers who can handle almost any subject.
Whether you rely on your credentials, experience, or ability to do solid research, you must show the reader that you know what you’re talking about. You’re a reliable source.
Sometimes, we get lost in our own narrow area of expertise and lose track of what else is happening around us. Don’t let that happen to you.
As an expert, you must stay aware of the trends, fads, and issues that affect your industry or your area of knowledge. Accept your role as an expert, even if it makes you uncomfortable at first. Your ability will make your book stand out, and it is key to successful book marketing.
Positive reviews are crucial in nonfiction book marketing. Fiction buyers might try an unknown author if a plot sounds interesting, but nonfiction book buyers want to know if the book is useful and informative before they shell out money for it.
Reviews are the best way to convince them that your book is worthwhile. Start your plan for getting reviews early. It’s best to start six months before your book’s official release. Send out free copies of the book to any potential reviewers, especially those who have some standing in the industry. Those early reviews convince wary buyers that they will gain useful knowledge from your book.
If you use social media, you probably know that YouTube, Rumble, and TikTok are known for offering how-to videos on every conceivable subject. While we don’t recommend TikTok for nonfiction book marketing, the others, and similar video sites, can be great ways to show your authority and reach potential readers.
If your book is a self-help or how-to, use a short video to give an overview of your plan. You don’t want to give away all your secrets, but just present enough information to intrigue people watching it. You’ll find out who’s interested in the subject and can direct them to your book.
This technique works if you have a history, biography, business book, or any nonfiction title. Find a way to describe your book’s main message in a short video, and invite viewers to get your book for the full picture.
One of the best ways to market your book is by building your email list. There are several ways to do this. One is by using a lead magnet, which means giving away a free item in exchange for an email signup. You can also use a subscription service like Substack to create a newsletter that goes out free to subscribers. By consistently delivering news, insights, and information to your readers, you’ll grow a list you can rely on to market your books.
Nonfiction marketing differs from fiction book marketing in a few important ways. If you know your reader, can explain what’s new about your book, and know how to position yourself as an expert, you have the makings of a successful book marketing plan. If you need help with any part of the book printing process, contact Publishing Xpress.
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