19 Ways to Promote A Book (By A 4x NY Times Bestseller)

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  • February 23, 2024
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  • 9 min read


Writing a book is only the beginning of the journey; getting it into the hands of readers requires strategic book promotion. As a four-time New York Times bestselling author, I’ve navigated the complex world of book marketing and discovered numerous effective strategies. In this article, I’ll share 19 actionable ways to promote a book, ensuring it reaches its audience and garners the attention it deserves.

1. Make a Cover That Grabs Attention

Authors often struggle with putting themselves in the shoes of their readers when it comes to their books. Writing a book takes a lot of time and money. Naturally, authors want their investment to be worthwhile.

But here’s the thing: readers don’t think about that.

When you last bought a book, did you do it to support the author or because you wanted something from it?

Chances are, you bought it for what you expected to gain from reading it. That’s where a good cover comes in. It tells the reader what they can expect from the book.

Quick Tip:

If your current cover design and typesetting aren’t doing the job, it’s never too late to change it.

2. Write an Engaging Description

The description of your book is your chance to convince potential readers why they should pick it up. Oddly enough, the purpose of the description isn’t just to describe the book. It’s to show readers what they’ll gain from reading it.

3. Take a Great Author’s Photo

While your cover and description focus on positioning your book, your author photo is about branding yourself as the right person to address the reader’s needs or questions. If you’re unsure how to do this effectively, a book marketing agency can help you take good author pictures.

4. Get Reviews for Your Book

Book blurbs are short quotes from people your target readers already trust, about you or your book. This is super important. Your book is probably aimed at a specific group of people. So, the blurbs you collect should be from folks who are respected by that audience.

5. Set Up Your Author Website

Once you’ve sorted out your book cover, description, and author photo, it’s time to create your author website. Your author website design should match your book’s genre. Your website should be like everything else in promoting your book: it needs to show why people should read it and why you’re the right person to help them.

6. Create an Author Central Page

Get this done as soon as your book is on Amazon. An Author Central Page lets you manage your Amazon book listing, author photo, bio, and more. Plus, it lets readers follow you on Amazon.

7. Set Up a Goodreads Author Page

Whether your book is already on Amazon or not, you can create a Goodreads Author page.

While it’s unnecessary for every author, having one gives you access to cool tools. For instance, using a widget, you can embed your book’s Goodreads reviews directly onto your website.

Plus, it’s a great way for readers to share your book, which means free word-of-mouth promotion. Goodreads Author pages also offer paid advertising options and giveaways.

8. Add Your Book to Your Email Signature

One of the simplest yet most effective book marketing ideas is to add your book to your email signature.

Think about it: the average person sends loads of emails every day. Over time, that adds up to thousands of impressions from people who already know you and might be interested in your book. I suggest doing this around your book launch, as initial sales are crucial.

9. Reach Out to Media, Bloggers & Influencers

Want to get the word out about your book journey? Get the right people talking about it. They don’t have to be big celebrities, just folks known to your target audience.

10. Write Guest Posts and Articles

Another way to get noticed by media influencers and bloggers is by offering to write articles or guest posts for their websites. Unlike traditional print publishing, online platforms have endless space for sharing valuable content. If your article interests their readers, they will likely be interested in featuring you.

11. Appear on Podcasts

Unlike newspapers or TV, podcasts tend to focus on timeless content rather than the latest news. While morning TV shows care about what’s happening, podcasts are more interested in evergreen topics that remain relevant to their audience. That’s why podcast hosts often seek authors – they have insights that resonate beyond the current news cycle, offering valuable information to listeners.

12. Get Book Reviews on Amazon

Reviews on Amazon serve two key purposes:

  • They reassure potential readers that your book is worth their time and money.
  • They tell Amazon’s algorithm that your book is popular and worth recommending.

Even if your book has a polished cover and compelling description on Amazon, having no reviews can make some readers hesitant to purchase.

One effective strategy is offering your book at a discount on its launch day and contacting your contacts to request reviews. Aim for around 20 reviews within the first week of publication to boost your book’s visibility and Author brand.

For more insights on optimizing Amazon’s algorithm, check out Ghost Writing Founders’ proven marketing plan for book launches.

13. Utilize Your Email List

Your email list is essential for gathering Amazon reviews and serves as a powerful promotional tool on its own.

Sharing news about your book with everyone you know isn’t about boasting but solving a problem. Remember, you wrote your book to help people overcome challenges, so informing them about it provides a valuable resource.

This concept is fundamental to successful marketing strategies worldwide. It’s perfectly acceptable to communicate how your book can benefit others.

Promoting your book isn’t about self-promotion; it’s about connecting with potential readers and highlighting how your book can meet their needs.

14. Leverage Your Social Media Presence

While not every author maintains a social media presence, it can be a valuable asset if you already have one. Ensure your book is prominently featured across all your social media profiles. Incorporate it into your Facebook page and share updates about it on Twitter.

15. Write LinkedIn Articles

If you’re active on LinkedIn, you likely have a substantial network. Make sure to inform all your connections about your book. Start by adding your book to your LinkedIn profile as a publication. Then, utilize a mail merge tool to reach all your LinkedIn contacts.

16. Give It to Clients (And Potential Clients!)

One of the key insights we emphasize to Authors may seem counterintuitive at first, but it’s crucial for understanding the true value of your book. Your book is a tool for marketing yourself.

While discussing book promotion, the ultimate goal isn’t just increasing book sales or attracting new readers. It’s about growing your business and acquiring new customers or clients.

That’s why one of the initial steps you should take as soon as your book is available on KDP is to purchase 50 copies. Giving a free copy to a potential client keeps you in their thoughts, positioning you as an expert and setting you apart from the competition. And you don’t need to be a bestselling author to achieve this.

If you’ve effectively published your book, it looks professional and captivates potential clients, drawing them in and prompting them to dig into its content. Through your book, they’ll learn about who you are and why they need your services, engaging in a dialogue over several hours, even in your absence. That’s the true power of a book.

17. Start a Blog or Podcast

Whether you opt for a blog or podcast, the medium isn’t as important as consistently providing fresh, captivating content to keep your expanding audience engaged with you.

While not mandatory, creating a blog or podcast can:

  • Boost your reputation
  • Enhance your presence on LinkedIn
  • Engage your email subscribers
  • Improve your website’s ranking on Google, driving more traffic
  • Captivate your followers on Goodreads
  • Provide content for social media posts

18. Create an Audiobook

Audiobooks are rapidly gaining popularity, offering listeners the flexibility to enjoy their books while commuting, exercising, or performing other tasks.

For individuals who prefer audio formats, having an audiobook significantly increases their likelihood of consuming your content.

19. Use Book Promotion Sites

Consider leveraging book promotion sites when you’re ready to boost your book sales. We’ve extensively tested both paid and free eBook promotion platforms to identify the ones that yield the best results for books.


How long does it typically take to see results from book promotion efforts?

Results from book promotion efforts can vary depending on various factors, such as the effectiveness of the strategies employed, your audience’s size and engagement, and your book’s genre. Generally, it’s essential to maintain consistency and patience as it may take weeks or even months to see significant results. However, immediate feedback such as increased website traffic, social media engagement, or book sales can indicate early success.

Is investing money in book promotion necessary, or are there effective strategies that don’t require a financial investment?

While investing in book promotion can certainly accelerate your efforts and reach, there are also effective strategies that don’t necessarily require a financial investment. These include leveraging social media platforms, engaging with influencers and communities, participating in book clubs and online forums, and networking at book festivals and events. By being strategic and creative, authors can effectively promote their books without breaking the bank.


Book promotion requires creativity, persistence, and a strategic approach. By leveraging social media, creating compelling content, engaging with influencers, and utilizing various promotional channels, authors can effectively reach their target audience and maximize the success of their books.

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