Tag: #booktok

Optimizing Your Platform for Book Buzz: Tip 1

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A successful book launch is a marathon, not a sprint. As a veteran nonfiction acquisition editor, I’ve seen countless authors pour their hearts and souls into their manuscripts, only to fall short when it comes to getting the word out. In the coming months, I’ll share three common mistakes and tips to overcome them.

Tip 1: Do not rely on a single, one-time announcement. The most effective strategy I’ve seen is building a sustained campaign using an email series or a sequence of social media posts to rally your community.

A strategic series allows you to engage your audience on multiple levels, building momentum and anticipation.

  • Your first post can be a high-level introduction, announcing the book’s title and purpose, clearly defining the problem it solves and who it’s for. This is your chance to capture attention and spark initial interest.
  • The second post should dive deeper, offering tangible value. Share a few compelling examples or key takeaways directly from the book that demonstrate how it addresses the specific issues your followers care about. This shows, rather than just tells, the book’s impact.
  • The third post can be the call to action, detailing how readers can use the book to achieve their goals. Explain the structure, highlight special features, and so on. This final push makes the book an essential tool for their success.

Always share a link to preorder the book.

Good luck!

Understanding why Your 500k Followers Might Not Make You a Bestseller

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You’ve built a loyal following. Congrats—that’s no small feat! But here’s the truth: followers alone won’t move your book off the shelves. Some may cheer you on, but others are simply there for the bite-sized insights or free advice. That’s not a flaw in your brand—it’s reality.

If you’re counting on your social media audience to convert into buyers, think again. Your book deserves more than hope; it needs strategy.

Start by looking beyond the DMs and likes. Ask yourself, “Do you have partnerships that could amplify your message—podcast hosts, newsletter swaps, industry allies? Could paid speaking gigs or workshops create buzz and open up new markets?” A robust sales plan taps into multiple channels, not just your own.

Your book should be the centerpiece of a larger offering—an extension of your expertise, not a stand-alone product.

So before you send that proposal or post another pre-order link, ask yourself: what have I built besides my follower count? Because a platform is more than an audience—it’s an ecosystem.

And ecosystems? They sell books.

Crafting a Cover Design that Works for More than the Author

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As an editor who’s seen countless books go from manuscript to marketplace, I can tell you that a book’s cover is so much more than just a pretty face. While a nonfiction author’s vision is undeniably paramount – it’s their story, their message, and name on the cover – a successful cover design is a delicate dance involving many key players, each with their own crucial needs.

Consider the diverse audience for your book and their investment in its cover:

  • Online buyers: They see your book at thumbnail size first, and often it’s your shot at capturing their attention. It needs to be clear, impactful, and instantly convey genre and tone.
  • In-store book buyers: The tactile experience, the spine, the back cover copy – it all contributes to their decision.

But beyond the end consumer, think about some key gatekeepers:

  • Retailers, both indie bookstores and giants like Barnes & Noble, are assessing whether your book will sell off their shelves.
  • Global licensing partners are looking for international appeal and marketability.
  • For nonfiction authors, your cover needs to resonate with your specific audience, whether it’s attendees at an adult wellness retreat, corporate groups, or high school and college students on campus.

Here’s a critical point often overlooked: a provocative cover that might perfectly suit a niche audience could be a significant deterrent for others. The goal shouldn’t be to get your captured audience to purchase your book but, as a colleague often shares, the true goal is to get folks who don’t know you to buy your book. To achieve that, you have to consider the cover designs of the popular-selling books in the category.

In the case of the sultry cover, it’s not just about what might “put off” younger readers; it’s about the person hiring you to speak or teach. A campus administrator might pass on buying a book with a suggestive cover from an otherwise brilliant speaker if the cover design sends a message they think doesn’t align with their institution’s values.

Ultimately, a compelling cover is a strategic tool. It’s about blending artistic vision with market realities, ensuring everyone from author to book sellers sees something that makes them say, “Yes, this is the one.”

Saying Goodbye to Outdated Author Beliefs

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As we turn the page to 2025, it’s a great time to reflect on our approaches to publishing. For first-time authors, especially, the following three common misconceptions can hinder success.

The Myth of the Follower-Fueled Bestseller: Having a substantial online following is undoubtedly valuable. It provides a built-in audience and a platform for promotion. However, it’s crucial to understand that followers don’t automatically translate into book sales. A like on a post is a far cry from a pre-order or purchase. Some followers are showing up for the free content—a comedy skit to past the time during lunch break or a lifestyle hack to make planning easier. The smart author directs those followers to their newsletter, private community, and paid services to get a true sense of their audience.

The Illusion of the Self-Selling Book: Many authors mistakenly believe that once their book is published, it will magically find its audience. News flash: it will not! This is a competitive business, and book buyers are selective about where they spend their dollars. The smart author actively promotes their book and bakes it into their work.

The Trap of Passion Alone: While passion is undoubtedly a driving force behind writing a book, it’s not enough to guarantee sales. (And neither is a celebrity endorsement or feature in top media, but that is a separate post.) Enthusiasm for your topic doesn’t automatically translate into reader interest or effective marketing. The smart author has a strategy to reach their readers; this author understands the audience’s pain points and communicates how their book alleviates them.

This year, let’s embrace a more realistic and strategic approach to nonfiction publishing. Happy writing, and happy new year!