by Kellie Rendina
Do names like Marie Kondo or Jen Sincero ring any bells? It’s no secret that the self-help & wellness industry is thriving. In the US alone, the personal development industry takes in just under $10 billion annually. Keeping this astronomical number in mind, it can be a bit daunting for self-help authors as they begin to ponder the question this naturally leads us to: When you get to the marketing/promotion stage, how do you make your self-help book stand out in such a crowded space?
Here are the top 5 beginning Do’s when promoting and marketing a self-help book:
Hone in on your message and highlight what makes it (or you!) different from the rest:
- Are you Noteworthy: Do you have noteworthy credentials? What vertical markets can your concepts or strategies be applied in? What topics can you discuss that are trending right now? What new perspective can you offer on an age-old topic? The first step we take as publicists is to identify a unique or even controversial angle an author has that separates them from others.
- Be prepared to write articles: Offering byline or how-to articles to outlets that don’t provide traditional book coverage is a great way to begin establishing yourself as a go-to thought leader in your field, increase your online discoverability, and plug your book in the byline. Articles like this also serve as the perfect content for your website (more on that below!
- Develop a well-rounded digital platform: It’s crucial for self-help & wellness authors to have an established author website and active social media presence. Aside from the credibility this offers, a well-rounded digital platform is needed to support amplification of marketing and publicity results. When you get an article published or another interview under your belt, posting these on your author website and across social media showcases your credibility and increases your overall visibility online.
- Avoid these common mistakes: “As I say in my book…” While it may seem counterproductive to not mention your book whilst promoting your book, trust us. There is an important balance to strike here. During an interview or throughout an article, avoid phrases such as “as I say in my book.” This can come across too “sales-y” and can be a big turn-off for your audience. Let this happen organically or, towards the very end, throw in something like “for more information on x topic, you can check out my book.
- Being long-winded This is especially true for TV! The average on-air time for national TV/morning shows is just THREE MINUTES. Try to be as succinct and hard-hitting as possible when discussing your key points during any interview. And not to worry—producers typically sit down with you beforehand to do a “practice run” for you to see what the interview flow and timeframe will be like.