Using Podcasts to Market Your Book

Using Podcasts to Market Your Book

Author Amber hated public speaking. She’d written a great nonfiction book that was ready to launch her coaching business to the next level, and she wanted to get out there to support the book launch. But the idea of standing in front of a crowd left her feeling panicked.

Speaking can be terrifying. Especially in front of live audiences.

But there is one way to speak to a big crowd – the biggest you can imagine, in fact – without breaking a sweat: podcasts.

Why should authors seek out podcasts? 

  • You don’t have to stand up there with a few hundred (or thousand!) eyes on you. You can just sit in the comfort of your own home and record a podcast interview. Not one person needs to be staring at you while you try and keep the message on your book.
  • Many podcasts are audio only – so you truly can do this with ZERO EYES ON YOU.
  • Podcasts are edited before they are broadcast. You get the chance to take your time. Even to mess up a little. Of course, you’ll need to talk to the host about how much they edit, but you have the chance to clean up any major gaffes during podcasts in a way you can’t in a live interview.
  • Your podcast is recorded. Sure, that sounds obvious, but this means that you not only are speaking to the audience of TODAY, but you’re speaking to all the people who are going to discover that podcast down the road. It’s time invested in your book not just for today, but for the months – and years! – to come. 
  • One podcast that is targeted to the right audience has the possibility to reach so many more people than any one talk or conference appearance would. 

Podcasts are just simply great ways to reach a big, targeted audience without the stress of public speaking. 

If learning how to get on podcasts sounds like the marketing opportunity for your book that you need, (and it's such a great tool because it costs you nothing to be on 90% of podcasts!) check out our ON DEMAND premium workshop with Kim Eley and Nakita Rowell-Stevens, hosts of the Sociable Scribes podcast. We’re going to dig into how to use podcasts to get results for your book.  

Purchase Podcast Pitching for Authors here.

Tips for Using Podcasts to Market Your Book

As for what to say, we’ll dig into it at the workshop, but here’s some quick tips if you just can’t wait to get started! 

  • LISTEN TO THE PODCAST FIRST! I am putting that in all-caps because it sounds obvious…but you’d be surprised how many people forget to do it! Listening to a few episodes, minimum, gives you a sense of the rhythm of the show and lets you understand the way the host interviews. And as you listen, make a note of what a successful guest on this particular podcast does. Are jokes a hit? Do they speak formally or casually? Knowing all of this ahead of time will make you more comfortable and more successful.
  • Come up with book-focused stories ahead of time. You’re there to promote your book. Decide on a few really tight anecdotes you can pull out that relate to your book, your writing process, or that otherwise directly target your ideal reader. You want to be interesting, sure, but you want to be interesting about your book. The goal is book marketing! It can be easy to get sidetracked once you’re talking, but don’t be afraid of prepping notes and even writing small reminders to yourself to stay on topic! 
  • Have a call to action. In the same vein as keeping the focus on your book, be sure you have an ask for listeners. Since many podcasts have a long timeline before they’ll air, be sure you’re also thinking ahead about what your ask could be at air time! You can (and should) record before your book has been released, as well as keep pursuing other podcast opportunities after your launch. The best, easiest call to action is to buy your book. Let them know when it’s out and where they can buy it. Say the title clearly and slowly so listeners catch it, and don’t be afraid to repeat it! 

Amber’s experience appearing on podcasts was a huge success – she spoke to new members of her target audience, and it helped her push her book, and her career, to the next level! And I want this for you and your book, too!

In our premium podcast workshop we'll cover how to:

  • Research the right podcasts & audience 
  • Craft a pitch that stands out
  • Create a media sheet that makes you shine (using the template Kim & Nakita give you!)
  • How to be a standout guest so people share (and you get invited on more podcasts!)
  • Secrets to leveraging the podcasts to sell more books!

We’ll take questions at the end, and you’ll get a recording sent your way after the event, so you can rewatch it for more tips. 

PLUS, you’ll get two great bonuses with this workshop…

  • My Pitching Podcasts course, a $47 value, to supplement and add to everything you learned at the workshop
  • A template to create your own media sheet that will help you stand out from the pitch pile from Kim and Nakia, a $25 value

Don’t miss it – grab your on demand workshop here

Using Amazon and Facebook Ads as an Author

Using Amazon and Facebook Ads as an Author

Royalties. It’s part of every author’s dream. 

But times have changed since the times of F. Scott Fitzgerald and his wife living in the Ritz on an author’s salary. Millions of books are added to the marketplace each year. But I think we can all agree that it’s good to dream about what can happen.

And, even with the publishing industry changes, let me assure you that there are plenty of authors making big dollars in royalties each month.

How do you make money as an author?

But selling books is HARD WORK. I don’t want to be a Negative Nelly – but I look at stats every day. And I can tell you this: social media can help you grow your audience, but if you’re relying on your social media to get it done for you in terms of book sales, it’s a road that takes time and lots of energy to build. Social media is one tool in the toolbox, but it can’t be your only tool. 

That’s where ads come in. (Register now for our upcoming Ads for Authors workshop – it’s on Monday July 12th!)

I wrote my first book in 2013. I know I often say that earning money as an indie author is a marathon not a sprint, but most authors would be forgiven for not expecting a book published nearly 10 years ago to still be bringing in much money every month. 

But a few years ago, after learning more about Amazon ads, I decided to make this long-languishing, but deeply personal book my guinea pig for testing my new knowledge. I tweaked and adjusted, and over time I built a pretty decent Amazon ad. It was so good that I’ve kept running it for 4 years. I’ve not promoted or marketed this book in any other way since this ad started running. 

And because this book is getting in front of not just readers but the RIGHT readers in the place where they’re already ready to make a purchase (Amazon), it’s selling. Consistently. 

Every month, I get a check from Amazon for about $250 for this book alone. WITH NO OTHER MARKETING. I’m not blogging, Instagramming, podcasting, or promoting this book in any other way except Amazon ads.

And even when I deduct my ad expenses, I’m clearing about $150 a month from one book that I don’t do a single other thing to promote. That may not sound like a lot, but it’s $1800 a year that I didn’t have to work for.

(And, more importantly, this book about coping with child and infant loss is reaching the grieving families who need it. Making a lot of money was never my goal, to be clear, but I do want it to show up in the search results when someone needs it.)

No, it won’t pay my mortgage or for braces. But it goes towards family vacations and dinners out and creating memorable times together. Having that income helps me create something special in my life that wouldn’t be possible without it. 

Ads for Authors: A Live Workshop

If you are ready to do the same for your book – whether it’s a book you’re still writing, or a book you launched a while ago – join me and bestselling indie author Kirsten Oliphant for my brand new premium workshop on Ads for Authors on July 12 at 12:30 pm EDT. (Click here to register.) 

We’ll spend 90 minutes talking about…

  • How to run ads on Facebook and Amazon
  • Whether ads on either platform are right for your book (or not)
  • The timing and strategy for running effective ads that get results

I’ll tell you up front that Kirsten is not from a marketing company – she’s an indie author who is literally supporting her family with 5 figures in Amazon royalties every month. And that’s just her Amazon revenue. 

And she did it by building smart Amazon and Facebook ads. 

Kirsten has grown her career by writing great books and pairing them with great ads. If you’re ready to do the same, I recommend you join us. (The workshop will be recorded to make sure it’s accessible to everyone who’s ready to take this step!) 

Ads for authors workshop

As a special bonus, everyone who registers will get a recording of the fantastic webinar Kirsten did about writing to market. If you want to take your author earning to the next level, writing books that speak to what the audience is seeking is vital!

Seats are limited, so grab yours now – click here to register!