Promoting your book can feel awkward—like you’re shouting into the void or, worse, coming off as Bragger McBraggerson. But here’s the truth: you can share your message, attract the right readers, and build your personal brand without sounding like a pushy used car salesperson. Let’s dive into five proven, authentic ways to do just that.
1. Share Value-Driven Insights from Your Book
Instead of always posting “Buy my book!” content, share nuggets of wisdom from your chapters. Think bite-sized tips, frameworks, or key takeaways that help your audience solve a problem or spark an aha moment. Not only does this position you as an expert, but it also lets people experience the value of your book before they even buy it.
Pro Tip: End each post with a soft call to action like, “Curious to dive deeper? Check out Chapter 4 of [Your Book Title].”
2. Tell Stories of Transformation
People connect with stories, not pitches. Showcase the impact your book has had on readers, clients, or even yourself. There’s no better pudding then when proof is the main ingredient! Share case studies, testimonials, or personal reflections that highlight real results. This approach builds trust and demonstrates the outcomes — the transformation — your book delivers, without ever asking for a sale.
Pro Tip: Use phrases like, “One reader shared that after applying [concept from your book], they were able to [result].” Keep it authentic and relatable.
3. Offer Free, High-Value Resources
One of the most effective ways to promote your book (and build your email list!) is by creating companion resources. Think downloadable workbooks, templates, or checklists that complement your book’s core message. These resources add immediate value and position you as a generous expert rather than a salesperson.
I did this within my chapter on cross-promotion within the collaborative book How to Build Empowered Partners® that Skyrocket Your Visibility and Income: A Networking Handbook for Creatives. I created not only a checklist within the chapter but also made available a downloadable checklist for people who were ready to take action. This means they’re able to not just read my chapter (and the book as a whole) but also take action on the topic while also building my email list beyond the pages. Pretty cool.
Pro Tip: Offer these resources in exchange for an email signup, nurturing your relationship with your audience over time.
4. Show Up as a Thought Leader
Write blog posts, guest articles, or LinkedIn posts that tie back to the themes of your book. When you share your expertise generously, without an overt sales pitch, you build authority and trust. Readers who resonate with your perspective are far more likely to check out your book organically.
Pro Tip: Think “teaching moments” rather than “selling moments.” Use your book as a springboard to start conversations around the topics you’re passionate about.
I know what you might be thinking with this…”Karlyn, how do I share on social media and beyond without giving all my expertise away for free?”
To this I say, friend, social media is meant to be where you’re discovered for the first time, so you need to lead with your best stuff. To ensure you’re not giving away the whole kit-and-caboodle (gosh, I love that phrase!), you have to lean on positioning!
How you position your “stuff” is everything. Find the differentiators, find the angle that, in a way, throws stones at the “free noise” that can be contradicting, make your audience question, and can honestly leave many confused. Layout that you have the answer and why you have it (toot your credentials horn here!). This not only builds trust but helps your audience, who may be a bit cold, to be able to understand your authority in your industry. Tell your story of how you got here and why you leaned into your thing (perhaps you were also confused by all the information out there, too!). Be honest, be authentic, and share why they should listen to you!
5. Host (or Guest On) Podcasts and Webinars
Podcasts and webinars are powerful platforms for promoting your book in a non-salesy way. By sharing insights, stories, and behind-the-scenes experiences, you position yourself as a relatable expert. Plus, your book naturally becomes a resource for listeners who want to dive deeper.
Pro Tip: When pitching yourself as a guest, focus on the unique value you can bring to their audience—rather than simply plugging your book.
Though when I did my “podcast tour” I didn’t have a book out yet, I used it as a way to finesse my messaging for my business, services, and thought leadership. It not only grew my leads, and cemented my expertise in different markets that I wouldn’t otherwise be exposed to, it also landed my clients and paid speaking gigs.
It’s Not a Hard (Sell)
Remember, promotion doesn’t have to feel like a hard sell. By leading with value, stories, and generosity, you’ll naturally attract readers who are genuinely excited to learn from you. The best part? You’ll stay true to your heart-centered mission while growing your impact—and that’s a win-win. *nods head*
Want help turning your book into a client-attracting content machine? Let’s build your visibility and impact together. Learn more about the Expert Excellence Engine here!