What is the best way to promote your eBook and increase sales?

You might imagine that writing and editing your eBook was the hard part; but now, it’s time to share with the world what you’ve written and why. What’s the best way to build an audience for your publication?


  • become a subject matter expert
  • create an approved topics list
  • develop content
  • identify publishing conduits
  • manage content


  • discard content
  • annoy media contacts
  • be inconsistent
  • take too much
  • be sloppy


Do become a subject matter expert

As the author of a non-fiction book, presumably you have sufficient education, experience or research and reporting capability to be considered a “subject matter expert”. If that’s the case, then establishing your credibility as one, requires you to put yourself before the media to discuss, write and teach about your book topic(s).

Do create an approved topics list

What are the primary categories that your area of expertise covers? Whether it is five or fifty, then make sure you are aware of the many different ways that there are to talk about what you know, and why your audience needs to understand it. Is there a sequence or chronology? Can it be divided into 12 sections or even 52?

Do develop content

For every approved topic you have there will be ten different ways you can present your information. Your products: ebook, audiobook, printed versions, curriculum of course. But, you can also produce website copy, marketing collateral, white papers, expert commentary the media too.

Do identify publishing conduits

You could be featured as an expert on radio, television, featured in magazine articles by third parties, and you can write newsletters and ezine articles of your own. Try to get a gig writing a monthly column to establish visibility and continuity with your target audience too. Reporters, editors, producers and publishers often look for experts to validate their work, and there are at least 15 different sites in the English speaking world you can use. Many are free!

Do manage content

Keep track of all the places you’ve submitted your content to, and whether it was accepted, and try to keep track of what you’ve published and where, to use as links in newsletters or as links in your profiles or from your website.


Do not discard content

While you are developing all of this content for every piece you publish, there are likely to be large chunks of it that were edited out. Don’t throw that away, save the edited portions for future use.

Do not annoy media contacts

If you submit your topic to a media professional — make sure it’s on their topic, don’t annoy them by contacting them too much or making unreasonable demands. Be on time, and try to make your topic flexible, interesting and entertaining by adapting to their story ideas.

Do not be inconsistent

The best way to get your message out is to be consistent, and to try to steadily bring your message to the media. A good goal is once a week to begin with, but with the right kind of reach, mix of approved topics, and your sparkling personality you could get media attention, somewhere around the world, every day.

Do not take too much

Remember that working with the media is give and take. Approach it with what you have to offer them more than what you have to gain from them. Obviously, you benefit, but if you are too opportunistic no one will want to deal with you, and you’ll lose out on repeat opportunities to work with stations or publications.

Do not be sloppy

Take the time to read your work out loud, look for errors, and correct the grammar before submitting it to various media outlets. If you feel more comfortable with an editor/assistant helping you, then have them check your work. Part of being a professional means that you take the time to do your work carefully and that you make sure you are responding to the actual questions being asked; not what you wish they had asked!


Developing your content and the related conduits to distribute it as an Author is a carefully staged and executed activity. Planning the topics, and managing your content development will make the process much more efficient. Finding new ways to share your expertise is a fun and rewarding process. You should plan to spend as much as 70% of your time on this portion of your work. Especially when you add in actually responding to the successful submissions to reporters and making live or recorded appearances.

A modern millennial guy with a cute little family. Located in Southern California. I like writing about fun topics that are interesting to learn about.

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