Market Your Book Without Feeling Salesy
The Value-First Approach to Author Promotion
How to connect authentically with readers while still selling books (without cringing every time you hit "post")
As authors, we pour our hearts and souls into our books. We spend countless hours crafting characters, perfecting plot lines, and polishing our prose. But when it comes time to tell the world about our creation? Suddenly, we freeze.
"I don't want to seem pushy." "What if people think I'm only after their money?" "I'm a writer, not a salesperson!”
When the pandemic hit in March 2020, I faced this exact dilemma. As a career coach and podcaster, I was suddenly fielding desperate calls from professionals whose jobs had vanished overnight. I documented the strategies that were working for my clients, which eventually became my book, "Career after COVID-19." But when it came time to promote it, I hesitated. Was it tasteless to market a book during a crisis?
If you've ever had these thoughts about your own book, you're not alone. The fear of coming across as "too salesy" ranks among the top concerns for authors when marketing their books. And it's a legitimate worry - nobody wants to be that person flooding social media with desperate "buy my book!" pleas.
But here's the liberating truth: effective book marketing isn't about selling at all. It's about creating value and building connections.
Shift Your Mindset: You're Not Selling a Book, You're Offering a Solution
The most powerful marketing happens when you stop thinking of your book as a product and start seeing it as a solution to a problem or an answer to a desire.
Your thriller novel offers escape and entertainment
Your cookbook provides delicious solutions for busy families
Your self-help book delivers transformation and personal growth
Your fantasy series creates a portal to another world
One of my clients who'd lost her executive position told me something I'll never forget: "Fleur, if you've got solutions that can help people right now, keeping them to yourself isn't humility, it's hoarding." That comment changed everything for me.
When you focus on what your book gives rather than what you want to get, promotion becomes service rather than selling.
Passive Marketing: Let Your Book Speak for Itself
Before diving into active promotion, ensure your "always-on" marketing elements are working hard for you:
1. Your Book Cover
Think of your cover as a 24/7 salesperson. It should instantly communicate genre, mood, and quality. Invest here: professional design pays dividends. I learned this the hard way when my DIY cover for "Career after COVID-19" underperformed until I hired a professional designer.
2. Your Book Description
Focus on the reader's experience, not just plot points. What will they feel? What will they gain? How will they be different after reading? My revised book description performed much better than my original content-focused version.
3. Categories and Keywords
Research these thoroughly. The right categories and keywords help readers who are already looking for books like yours to discover it organically. Expanding from just "Career Guides" to include "Job Hunting" and "Personal Development" categories tripled my book's visibility.
4. Author Bio
Craft a bio that establishes credibility and connection, not just credentials. What makes you uniquely qualified to tell this story? Readers connect with journeys, not just qualifications.
Active Marketing: Give Before You Ask
Now for the part that makes many authors squirm: actively promoting your work. The key is to approach it as sharing, not selling:
1. The 80/20 Rule of Content
For every promotional post, share four pieces of valuable, non-promotional content. This builds trust and demonstrates that you're not just there to take. My most-shared LinkedIn post wasn't about my book - it was a template for explaining employment gaps due to COVID.
2. Behind-the-Scenes Glimpses
Share your writing process, research adventures, or character development. Readers love seeing the story behind the story. When I shared honest glimpses of writing during lockdown, including drafting in my car to escape noise, engagement skyrocketed.
3. Start Conversations, Not Sales Pitches
Ask questions. Engage with responses. Create spaces for discussion around the themes in your book rather than directly pushing the book itself. Try questions like: "What's your biggest challenge with [book topic]?"
4. Teach What You Know
Share expertise related to your book's subject matter. Fiction authors can discuss storytelling techniques or world-building. Non-fiction authors can offer snippets of their knowledge. Consider creating free resources that complement your book.
5. Reader-Focused Language
Instead of "I wrote a book about climate change," try "If you're concerned about environmental issues, you might find some hope in these solutions..." This simple shift can dramatically improve engagement.
Real-World Examples That Work
Example 1: The Cookbook Author
Rather than repeatedly posting "Buy my cookbook!" a savvy chef-author might:
Share a free recipe from the book
Post quick cooking tips that solve common kitchen problems
Create short videos demonstrating a technique
Tell the story behind a special family recipe
Ask followers about their cooking challenges
Example 2: The Thriller Novelist
Instead of constant book links, they might:
Share articles about the fascinating research behind their story
Create suspenseful micro-stories in the same style as their book
Discuss their favourite thriller authors and what makes them great
Reveal how they develop complex villains
Host discussions about plot twists that surprised readers
For my "Career after COVID-19" book, I created a free LinkedIn profile review service for the first five commenters on each post. This generated enormous goodwill and, naturally, interest in the book that contained my complete LinkedIn strategy.
When to Make the Ask
After providing genuine value, you've earned the right to occasionally make direct invitations to purchase. Some non-cringy approaches:
Share genuine reader feedback: "I was touched to receive this message from a reader who said the book helped her reconnect with her family..." I was moved when a reader emailed to say my book helped them land a job after months of searching: "If you hadn't promoted this book, I wouldn't have found it."
Tie to current events: "As we enter holiday travel season, several readers have mentioned keeping my thriller on hand for long flights..." When companies began announcing return-to-office plans, I highlighted how readers were using my book's negotiation framework for flexible arrangements.
Limited-time opportunities: "For the next week, signed copies are available..." (Scarcity, when genuine, is effective)
Link to relevant issues: "After today's news about X, several people have asked for resources. Chapter 3 of my book addresses this directly..." When tech layoffs made headlines, I mentioned how my book's transferable skills chapter was helping affected readers.
Remember: Your Book Deserves to Be Read
The final mindset shift: if you truly believe your book offers value, sharing it widely isn't selfish. It's necessary. Your stories, insights, and ideas deserve to reach the people who need them.
Marketing with this service-first approach doesn't just feel better, it works better. Readers sense authenticity, and they respond to creators who genuinely care about enriching their lives.
During the darkest days of 2020, focusing on how my book could help others rather than on sales figures wasn't just effective marketing, it gave purpose to my work. By approaching promotion as service, I connected with readers in ways I never expected.
So take a deep breath. You're not a pushy salesperson. You're an author with something valuable to share. And there are readers out there waiting to discover exactly what you've created.
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What's your biggest challenge when promoting your work? Share in the comments below, and let's tackle it together.
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Thank you so much for this wonderfully articulated piece. I found so many helpful, grounded takeaways in here. I especially appreciate the simple shift from “selling a book” to “offering a solution.” That one small mindset change makes self-promotion feel so much more natural, authentic, and helpful.
Your tips are both generous and practical, and your examples brought it all to life beautifully. I’m so grateful for this and will be revisiting it often as I move forward in my own journey. Thank you!
Very Helpful.
Thanks for sharing.