21 Book Marketing Tactics You Need to Know

Marketing a book is harder than writing one. The world doesn’t need another book—it needs a reason to care about yours. And if you’re relying on traditional book promotion methods, you’re probably setting yourself up for disappointment.

I’ve seen authors waste thousands on tactics that barely move the needle. Meanwhile, the most successful ones keep it simple: they double down on high-ROI strategies, ignore the fluff, and make sure their books reach the right audience at the right time.

So what works, and what doesn’t? In a new business book ROI study, 21 book marketing tactics were assessed and ranked. Let’s break it down.

What Actually Works – High-ROI Book Marketing Strategies

Email Campaigns to Your Existing Audience

If you have an email list, you’re already ahead of most authors. It’s the single most effective way to sell books.

• People on your list already know you.
• They’re more likely to buy from you than random strangers.
• You don’t have to fight an algorithm to reach them.

Example: An author with a 5,000-person email list can expect a 2-5% conversion rate. That’s 100-250 book sales right out of the gate.

If you don’t have a list, start building one now. Offer a free chapter, a guide related to your book, or exclusive content to attract subscribers. Then, nurture them with valuable emails before you pitch your book.

Encouraging Amazon Reviews

Amazon reviews are gold. More reviews = more credibility = more sales. But most authors don’t ask for them, or they do it the wrong way.

Best practices:

• Ask readers directly in your book (a simple “If you enjoyed this, please leave a review” at the end).
• Email your audience and provide a direct link to the review page.
• Reach out personally to people who loved your book and ask for their feedback.

What not to do:

• Don’t pay for reviews. Amazon will catch you.
• Don’t offer incentives (gift cards, free books) in exchange for positive reviews. It violates Amazon’s policies.

Contributed Articles in Media Sites

Instead of waiting for media coverage, write the articles yourself. Getting featured on industry blogs, news sites, or even LinkedIn can put your book in front of the right audience.

Example: If your book is about leadership, contribute an article to Fast Company or Harvard Business Review. If it’s about personal finance, pitch Business Insider or Forbes.

Actionable steps:

1. Make a list of 10-15 websites that reach your ideal readers.
2. Read their content to understand what they publish.
3. Pitch them an article idea that aligns with your book’s theme.

Public Speaking & Podcast Outreach

If you want to build trust fast, nothing beats talking directly to your audience.

• Podcasts are an underrated goldmine. The audience is engaged, and you can dive deep into your expertise.
• Speaking at events—even virtual ones—establishes authority and lets you connect with potential readers on a personal level.

How to get started:

• Make a list of podcasts in your niche.
• Send a simple pitch: who you are, what your book is about, and why their audience will care.
• Prepare key talking points so you can naturally mention your book without sounding salesy.

Soliciting Back-Cover Blurbs

Endorsements from credible people give your book instant social proof. But most authors go about it wrong.

Instead of cold-pitching famous authors or influencers, start with your network. Ask people who genuinely know your work to vouch for it. The more specific the blurb, the better.

Good blurb: “This book changed the way I think about leadership. The chapter on decision-making is a must-read for any manager.”

Bad blurb: “A great book by a great author. Highly recommend!”

Book Marketing Strategies That Underperform (and Why to Avoid Them)

Requesting Media Book Reviews

Traditional PR sounds great—until you realize how slow and unreliable it is. Most media outlets are flooded with book review requests. Even if you land a feature, it rarely leads to significant sales.

Alternative: Instead of relying on traditional media, focus on podcast interviews and contributed articles (both of which let you control the narrative and get in front of a relevant audience).

Selling Directly from Your Website

This works if you have a strong personal brand or a large audience. Otherwise, people are more likely to trust platforms like Amazon or Barnes & Noble over an unknown website.

When selling direct makes sense:

• You offer a high-ticket package (book + course, coaching, or workshop).
• You have an engaged audience that prefers buying from you directly.
• You bundle books with exclusive bonuses (signed copies, behind-the-scenes content).

Otherwise, focus on platforms where people already buy books.

Working with Publishers’ Publicity Teams

If you think a publisher will do all the marketing for you, think again. Unless you’re a celebrity author, the burden of promotion still falls on you.

Reality check:

• Publishers prioritize books they believe will sell the most.
• Even if they help with PR, it’s often short-lived (a few weeks post-launch).
• You’ll still need to drive most of your book’s long-term success.

Take control of your marketing from day one.

Paid Advertising (Amazon, Airport Bookstores, Other Paid Placements)

Paid ads can work, but only if you know what you’re doing.

Why most authors fail with ads:

• They throw money at Amazon ads without testing different creatives or audiences.
• They spend on airport bookstore placements (which look cool but rarely drive meaningful sales).
• They rely on generic ads instead of targeting specific buyer intent.

Better approach: Run a small test budget on Amazon or Facebook, track conversions, and double down on what works.

Building a Sustainable, Long-Term Book Marketing Plan

Focus on Owned and Earned Media First

• Owned media: Your email list, website, social media.
• Earned media: Guest articles, podcasts, partnerships.

These have the highest ROI and keep working long after your launch.

Leverage Thought Leadership Beyond Book Sales

Your book is more than just a product—it’s a credibility builder. Use it to:

• Land consulting or speaking gigs.
• Attract high-value clients.
• Strengthen your personal brand.

Create a Book Marketing Timeline

• 3-6 months before launch: Build an email list, pitch podcasts and articles.
• Launch month: Focus on email promotions, reviews, and speaking opportunities.
• Post-launch: Keep momentum going with ongoing content, events, and partnerships.

Final Thoughts on Book Marketing

Book marketing isn’t about throwing money at ads or hoping for a viral moment. It’s about strategy, consistency, and getting your book in front of the right people.

Start with what works—email, reviews, thought leadership, and speaking. Avoid the fluff. And most importantly, keep promoting long after launch day. That’s how books sell.

Work With Us

At Column, we help authors turn their expertise into authority. If your book is more than just a product—if it’s a way to build your brand, attract clients, or grow your business—we make sure it gets seen by the right people.

Here’s how we help:

• LinkedIn Thought Leadership: We create high-value content that positions you as an expert in your field. Your book isn’t just something you sell—it’s the foundation for conversations that attract opportunities. Here’s how to use LinkedIn for PR.
• Content Strategy & Ghostwriting: We craft compelling LinkedIn posts, articles, and case studies based on your book’s core ideas. This drives engagement and positions you as a go-to expert.
• Podcast & Media Outreach: We help you land interviews and guest articles in places your ideal readers hang out, so your book reaches the right audience.
• Thought Leader Ads: We amplify your best content through targeted LinkedIn campaigns, getting your book in front of decision-makers who matter.

If you’re an author who wants more than just book sales—if you want impact, authority, and long-term visibility—we’ve got you covered. Get in touch for a live demo of how we can help you get your book seen.