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Topic starter
27/11/2025 4:56 pm
For consultants, CEOs, and industry experts, a book is rarely just a book. It is a high-stakes business card, a lead generation magnet, and a credibility builder. The goal of non-fiction book promotion is rarely just to sell copies for royalties; the goal is to sell the author as the definitive expert in their field.
When promoting non-fiction, you aren't selling a story; you are selling a solution to a problem. Whether that problem is "how to lose weight" or "how to scale a startup," your book promotion strategy must focus on value, authority, and visibility.
1. The "Problem/Solution" Pitch
Fiction promotion focuses on "what happens." Non-fiction promotion focuses on "what you get."
· The Hook: Stop talking about the book's chapters. Talk about the reader's pain. "Are you tired of employee turnover?" is a better hook than "My book discusses HR management."
· Media Strategy: When pitching podcasts or news shows, pitch the problem. "Why 50% of startups fail in Year 1" is a segment producers want. Your book is simply the tool that fixes it.
2. Newsjacking (The Expert Commentary)
This is the most powerful tool in the non-fiction arsenal.
· The Definition:Newsjacking involves monitoring the news cycle and inserting yourself into the story.
· Example: If you wrote a book on cybersecurity, and a major data breach hits the news, your book promotion service should immediately pitch you to TV and radio stations as an expert commentator.
· The Result: You appear on screen as the authority. The chyron under your name reads "Author of [Book Title]." This is instant, high-value promotion that costs nothing but speed.
3. Bylined Articles and Op-Eds
Don't wait to be interviewed. Write the article yourself.
· Strategy: Extract key concepts from your book and turn them into 800-word articles. Pitch these to industry publications (e.g., Harvard Business Review, Inc., Psychology Today).
· SEO Benefit: These articles almost always include a bio link back to your book's website. This builds "Domain Authority," helping you rank for keywords related to your expertise.
4. Speaking Engagements as Promotion
For business authors, the stage is the ultimate storefront.
· The Tactic: Use the book to get the gig, then use the gig to move books. Negotiate "Back of Room" sales (selling books after your talk) or, better yet, a "Bulk Buy" where the organizer buys a copy for every attendee as part of your speaking fee. Moving 500 books in one hour is the efficiency of B2B promotion.
5. LinkedIn is Your Hub
For business books, forget TikTok. LinkedIn is your home.
· Content: Post excerpts, infographics of your frameworks, and case studies from the book.
· Newsletter: Start a LinkedIn Newsletter. It notifies all your connections every time you publish, ensuring your book's concepts stay top-of-mind with your professional network.
6. The "Podcast Tour" for Experts
Podcast listeners are learners. They are the ideal demographic for non-fiction.
· Targeting: Don't just aim for "The Tim Ferriss Show." Find the niche podcasts in your specific industry. A podcast about "Supply Chain Management" might only have 2,000 listeners, but if you wrote a book on logistics, every single one of them is a potential buyer.
Effective non-fiction book promotion positions the book as a mandatory tool for success. By focusing on thought leadership—through newsjacking, speaking, and articles—you ensure that your book doesn't just sit on a shelf, but becomes an integral part of the industry conversation.