How to “Pre-Sell” Your Book With Your Podcast
Publishing a book is a great way to elevate your thought leadership and visibility. If you are a business owner with a podcast (and dreams of your own book!), you’ve got a golden opportunity to “pre-sell” your book even in its earliest stages through your show. Read on to learn more:
Test Your Book Content with Bonus Segments
We are working on this right now with a client in our Growth Accelerator Program. She has the vision and general outline of her future book, but has not started the writing process yet. She does have a podcast, and her listeners are also readers, making book promotion an exciting future initiative.
Our first recommendation, while she finalizes the book’s content, is to start dropping in bonus content into her podcast.
If you want to do something like this as well, you have a few options:
- A special, short segment in the episodes being recorded & released now on specific content/topics
- Creating a specific opt in that is aligned with the future book’s content and promoting it on the podcast
- Recording full episodes on topics/focus areas that might be included in the book
The important part is to be keeping tabs on the performance of that content, meaning:
- Are you getting positive feedback from your audience on the new mini-segments?
- Are you getting opt-ins to that particular resource from your audience?
- Are you seeing an increase or decrease in downloads on the episodes that are aligned with the future book content?
Maximizing the Book-Related Opt In:
This can work in several ways, depending on where you are at in the book’s process.
If you are still in the early stages, and the book isn’t live yet, use the suggestion in the previous section (ie. create an opt in that is aligned with the future book content, promote it on the podcast and gauge what the response is).
If the book is written, and now you are generating buzz for the launch as well as a list of buyers, you can offer free resources directly tied to the book on your podcast. Things like:
- The first chapter of the book for free for opting in
- Invitation to be part of the book’s launch team, and a free bonus for joining
- Opt in for exclusive interviews, resources or even chapters that didn’t make it into the final version of the book as a “behind-the-scenes” bonus
- Opt in to get an “early bird” link to purchase the book
- Opt in for a special, virtual live event celebrating the book launch
Are your wheels turning now? There are countless ways to get creative with promoting your book during the pre-launch phase!
Be a Guest on Other Podcasts that Readers Listen To
Being a guest on other podcasts is always a good idea, regardless of what you are promoting or what’s on the marketing calendar. However, doing so while working on a book is an even more powerful list-building (and general audience building) strategy!
We gave you a list above of various resources related to the book. To put it in content of PR and guest podcasting….
If you are still writing the book / deciding on which content will go into your book, you could:
- Come up with a few angles, all aligned with the future book content, and start pitching to shows that your ideal reader listens to. Which angle is getting the book bookings? Make note of that for when you are finalizing content in the book as well as angles you will use to promote it in the future
- Create that opt in that is your “tester” as noted above and go on podcasts, offering that resource as a way for those listeners to get more closely connected to you
Above all else, you want to be guesting on other shows to boost your visibility and start getting in front of more people who could be future buyers of your book.
If you are in the pre-launch phase of your book, and it is already written:
- Guest on podcasts that are for readers, speaking directly about the book and inviting them to get on a preorder list or join in on any of the “book’s already written” opt-ins listed above
- Guest on podcasts about a specific topic, and then mention the book as the next step for those who enjoyed the interview and want to learn more
Use the Social Proof to Increase Your Book ROI
Whether you are planning on approaching a publisher or simply want to drive more sales of your self-published book, all of the strategies above build up your social proof for your book.
Social proof is a timeless element that encourages others to join the party – by buying your book, downloading a free chapter, listening to a sample of the audiobook, etc.
The list-building and guest podcasting we mentioned above also give you a pipeline for future sales. Of course there is a lot of focus and emphasis on the initial launch – it’s the exciting part! – but we want you to be able to make sales ongoing for the book.
If you have opt ins from your pre-promotion who didn’t buy the book in the initial launch, you can continue to build and nurture that list and funnel them back to the book.
In conclusion, if you are a business owner with a podcast and a dream of publishing a book, your podcast is a powerful tool to help facilitate the writing and promotion process. Use these tips to get started on your book today!
Produce Your Podcast is a premier podcast consulting, production & marketing agency. Our team of experts provides comprehensive, full service high quality solutions for B2B and B2C clients to incorporate podcasting into their overall marketing strategy. If you’re looking for a reliable partner to help launch or grow your business branded podcast and boost your sales and marketing goals, we’re here to help.
Click here to schedule a conversation with our team today. Let’s work together to create a high quality podcast that takes your business to new heights!
