Engage and Sell: Marketing Tactics for Fiction and Nonfiction Authors

It's no secret that marketing drives sales. Whether you are writing fiction or nonfiction, a self-published or traditionally published author, there is no way around it. However, when it comes to marketing tactics, fiction writers and nonfiction writers use them differently.

Here is how.

A. Targeting Your Audience

Finding your ideal readers is essential. It's not just about saving time and energy; it's about making sure your book lands in the hands of people who'll actually enjoy it. When you're in the right place, talking to the right people, your marketing efforts will pack a much bigger punch.

If you're trying to figure out how to promote fiction books, you won't set up shop at a business conference. And if you're learning how to promote nonfiction books, you probably won't find your target audience at a fantasy cosplay event.

Where should fiction authors find their audience?

Well, it depends on your genre, but here are some hot spots:

1. BookTok

BookTok has become a powerhouse for book promotion, with videos under this hashtag amassing billions of views. Trending challenges like #BookTokMadeMeReadIt or #OneMinuteBookReview can skyrocket a book's popularity overnight.

2. Instagram

On #Bookstagram, aesthetics reign supreme. Create a cohesive feed using a consistent color palette that matches your book cover. Don't forget to use popular hashtags like #BookwormLife (571K+ posts) or #Bibliophile (17M+ posts) to increase your reach.

3. Goodreads

Goodreads is a treasure trove for authors learning how to promote fiction books. Participate in Ask the Author sessions to directly engage with your readers.

Join groups like New Adult Book Club (20K+ members) to connect with potential fans. Here are Goodreads' fiction groups to get you started.

Create lists like "If you loved [your book], you'll also enjoy..." to subtly promote your work alongside similar titles.

4. Book clubs

Book clubs, online or offline, have exploded in popularity, with celebrity-led clubs like Reese's Book Club or Oprah's Book Club often catapulting selections to bestseller status.

Look for genre-specific clubs on platforms like Facebook or Discord. For instance, The Reddit Fantasy Book Club has over 18K members always eager for new fantasy recommendations.

5. Genre-specific conventions

These events are goldmines for networking and promotion. For romance authors, the Romance Writers of America (RWA) annual conference is a must-attend. Science fiction writers should mark their calendars for WorldCon, while mystery authors shouldn't miss Bouchercon.

These events often feature author signings, panel discussions, and pitch sessions with agents and publishers.

How about nonfiction authors?

Your audience might be hanging out in slightly different places:

1. LinkedIn

If you're writing business or professional development books, this is your playground.

LinkedIn is the place for nonfiction authors, especially those in business, self-help, or professional development. Use LinkedIn Articles to share insights from your book, aiming for at least one post per week.

Join industry-specific groups like Business Owners, Entrepreneurs & StartUps (79K+ members) or author-focused groups like TWO BITS / Writing Advice to Writers from Writers (14K+ members) or Nonfiction Writers Association (4K+ members) to engage with potential readers or fellow writers.

2. Industry-specific forums and websites

If you're writing about a specific niche, make sure you follow the right forums. For instance, if your nonfiction book is about sustainable gardening, join forums like GardenWeb or Reddit's r/gardening (7.2M+ members).

Contribute genuinely helpful advice, and include a subtle mention of your book in your forum signature.

Websites like Quora or Stack Exchange are also great for showcasing your expertise by answering questions related to your book's topic.

3. Podcasts

Become a guest on shows related to your book's topic.

Podcasts are booming, and they're perfect for nonfiction authors. Use resources like PodcastGuests.com to find shows in your niche.

Prepare engaging talking points that provide value to listeners while subtly promoting your book. Direct listeners to a custom landing page to learn more about your book.

4. Professional conferences

Nothing beats face-to-face networking with people interested in your subject matter.

Conferences are fantastic for nonfiction authors. If you've written a tech book, aim to speak at events like Web Summit or TechCrunch Disrupt. For business authors, conferences like SXSW or World Business Forum are great targets.

Offer to give a talk or participate in a panel discussion related to your book's topic. Have copies of your book available for sale or giveaway, and consider creating a conference-specific discount code.

5. Medium

Medium is perfect for sharing articles related to your book's content and attracting knowledge-hungry readers. It is a content powerhouse for nonfiction authors.

Join or create a publication related to your book's topic. For instance, if your book is about productivity, you might contribute to Better Humans or Start It Up. Consider serializing parts of your book as Medium articles to hook potential readers.

💡Remember, whether you're figuring out how to promote fiction books or how to promote nonfiction books, it's all about finding your tribe. Once you do, don't just pitch your book – engage, contribute, and become a valued member of the community. That way, when you do mention your book, people will be all ears (or eyes, in this case).

B. Book Identity

Your book's identity package is its first impression on potential readers. It's the visual and textual elements that capture attention and persuade someone to take a closer look.

1. Book cover

Your book cover design is your most powerful visual marketing tool.

• For fiction, it should evoke the mood and genre of your story, using imagery, colors, and typography that resonate with your target audience.
• For nonfiction, the cover should clearly communicate the book's subject and the problem it solves in bold typography and relevant imagery.

Regardless of genre, ensure your cover looks professional and stands out in thumbnail size for online marketplaces.

2. Book blurb

In fiction, when writing your blurb, start with a gripping opening line that sets the tone. Introduce your main character and their central conflict without giving away the plot. Use vivid, evocative language that mirrors your book's style. Tease the stakes and potential consequences. End with a cliffhanger or a question that leaves readers craving more.

For nonfiction blurb writing, lead with the problem your book solves or the key benefit readers will gain. Use bullet points to highlight specific takeaways or topics covered. Incorporate power words that resonate with your target audience. Include a brief author bio that establishes your credibility on the subject. Close with a strong call-to-action that motivates readers to buy or learn more.

3. Book description

As part of your book's metadata, the book description plays a vital role in your book's discoverability and marketing.

For fiction, your description should pique the reader's curiosity. Make them wonder, What would happen in this scenario? or How will this story unfold? Focus on your book's hook – the unique aspect that sets it apart. Hint at the plot, themes, and key characters without giving too much away. Highlight the central conflict that drives your story. If appropriate, mention comparable titles in your genre to give readers a frame of reference.

For nonfiction, clearly communicate the value proposition of your book. Address questions like: Who is this book for? What problem does it solve? What makes your approach unique or more effective than others in your niche? Highlight any new information or previously overlooked perspectives you bring to the topic. Don't forget to mention your credentials – what unique expertise do you bring to the table as an author?

When crafting your book description, consider these key points:

• Length: Aim for 150-200 words, but research your specific genre for norms.
• Keywords: Include words or phrases your ideal readers might search for to improve discoverability.
• Language: Use simple, easy-to-understand language. Aim for a Flesch Readability Score between 70-80.
• Formatting: Keep it clean and simple. Use limited HTML tags and consider bullet points for clarity.
• Opening lines: Make your first few sentences count, as they're often all that's initially displayed on retailer sites.
• Ending hook: Conclude with a compelling reason for readers to buy your book, like a cliffhanger or a strong call to action.

4. Author Bio

Your author bio is your opportunity to establish credibility and connect with readers.

For fiction authors, share your writing journey, mention any awards or recognition, and give a glimpse of your personality.

For nonfiction authors, focus on your expertise in the subject matter, including relevant qualifications, experience, and any media appearances. Keep it concise, engaging, and tailored to your target audience. Consider including a professional author photo to put a face to your name and further personalize your brand.

C. Content Creation

Your book deserves a solid book marketing plan to get it to its intended audience. This plan should be comprehensive, tailored to your specific genre and target readership, and executed consistently over time.

A well-crafted marketing strategy increases visibility, builds anticipation, grows your author brand, and creates a connection with potential readers before they even open your book.

For fiction

When you're thinking about how to promote fiction books, the focus is always on igniting the reader's imagination and stirring their emotions. This taps into the very essence of what makes fiction so captivating – its ability to transport readers to new worlds and connect them with compelling characters.

1. Character sketches or backstories

This is a powerful way to give your audience a deeper connection to your book before they even open its pages. By offering these glimpses into your characters' lives, you're inviting readers to form emotional bonds and pique their curiosity about the full story.

2. Mood boards or playlists inspired by your book

This multi-sensory approach allows you to convey the atmosphere and emotional landscape of your story without giving away plot details. By curating visual and auditory experiences that align with your book, you're offering your readers a taste of the immersive experience that awaits them, enticing them to dive deeper into your fictional universe.

3. Short stories set in your book's world

Another excellent way to showcase your storytelling skills is by giving readers a free sample of your writing style and the universe you've created. These bite-sized narratives provide an opportunity to explore aspects of your fictional world that might not fit into the main narrative, adding depth and richness to your literary landscape.

For nonfiction

Your strategy centers on demonstrating your expertise and the practical value your book offers. Nonfiction readers are often seeking solutions, insights, or new knowledge, so your promotional efforts should highlight how your book delivers on these fronts.

1. Write blog posts that expand on topics from your book

This approach allows you to showcase the depth of your knowledge while providing tangible value to potential readers. These posts can serve as teasers, giving readers a taste of the insights they'll gain from your book while establishing you as a credible authority in your field.

2. Create infographics that summarize your key points

Infographics are an effective way to distill complex information into easily digestible, shareable content. In our visual-oriented digital environment, these eye-catching graphics can quickly convey the essence of your book's message. Infographics can also demonstrate your ability to communicate complex ideas clearly and concisely.

3. Offer free worksheets related to your book

These resources provide immediate, practical value to your audience, giving them a tangible taste of how your book can improve their lives or work. By requiring an email address in exchange for these free resources, you're also building a mailing list of interested readers.

D. Engaging with Readers

Your relationship with your readers should focus on building a community around your work.

When it comes to engaging readers and building a community, both fiction and nonfiction authors share some common ground.

• Consistency is key, regardless of your genre. Regular interaction keeps your community active and growing, fostering a sense of connection and anticipation among your readers.
• Creating exclusive spaces, such as private Facebook groups or Discord servers, offers a more intimate setting for your most dedicated fans. These spaces provide opportunities for direct interaction and the sharing of exclusive content, making readers feel valued and special.

For fiction

• Organize fan art or fan fiction competitions with prizes like signed books or character naming rights.
• Create polls about character choices or plot twists, and host rapid-fire character Q&As.
• Set up virtual escape rooms based on your book's world or arrange live readings with Q&A sessions.
• Create events like a 30-day fan art challenge or a quote-a-day from your book.

For nonfiction

• Host monthly sessions on Instagram Live or Reddit AMAs, addressing specific questions related to your book's topic.
• Post real-world case studies in newsletters or blogs, and create a hashtag challenge related to your book's theme.
• Run contests with one-on-one consultations as prizes.

E. Maximizing Reviews

Powerful book reviews go beyond simple praise or criticism; they speak about the meaning of your book for the reader, about their connection to your writing.

For fiction

When it comes to fiction books, tapping into emotional resonance matters. Highlight reviews that vividly describe the emotional journey readers experienced while immersed in your story. These could range from heart-pounding excitement during action scenes to tears shed over a character's loss.

Share these emotional testimonials across your social media platforms, website, and in newsletter features.

Create visually appealing quote graphics featuring readers' thoughts on their favorite characters or scenes, paired with relevant imagery from your book cover or themed illustrations.

This approach showcases the impact of your writing and helps potential readers envision themselves in the story.

Encourage readers to share their personal connections to the story through themed hashtag campaigns or dedicated blog posts. For instance, if your book deals with overcoming adversity, invite readers to share how the protagonist's journey resonated with their own life experiences.

For nonfiction

With nonfiction books, you should emphasize practical benefits and tangible results. Feature reviews that detail specific, actionable insights readers gained from your book. For example, if you've written a book on productivity, highlight a review that mentions how the reader implemented your three-step morning routine and saw their efficiency increase by 30%.

Create a dedicated section on your author website or social media for before-and-after stories from readers who applied your advice. These could be in the form of short video testimonials, infographics showing measurable improvements, or in-depth case studies. For instance, if your book is about personal finance, showcase a reader who followed your investment strategy and grew their portfolio by a significant percentage over a year.

Highlight endorsements from respected experts in your field, explaining why they find your approach valuable or innovative. Consider creating a "seal of approval" graphic featuring quotes from these endorsements that can be used on your book cover, website, and marketing materials.

Get Selling

Whether you're figuring out how to promote fiction books or how to promote nonfiction books, the key is to understand your audience and tailor your approach accordingly. The rest is easy: publish-wide and start selling.