To promote a book written by a ghostwriter, focus on deeply understanding its content as your own. Build a strong author platform, including a website and email list. Leverage pre-orders, gather Advanced Reader Copy (ARC) reviews, and utilize Amazon Ads and social media campaigns for launch. Sustain momentum through content repurposing, public speaking, and continuous engagement to establish yourself as the book’s authentic voice.
Marketing Tips for Authors of Ghostwritten Books
So, you’ve got a fantastic book written by a ghostwriter, and your name is proudly on the cover. That’s a huge achievement! Now, the next crucial step is to get it into the hands of readers. Promoting a ghostwritten book isn’t fundamentally different from promoting any other book, but it does emphasize your expertise and connection to the content. It’s about confidently owning the message and sharing your vision with the world.
This article will guide you through the essential steps to promote your book effectively, ensuring your hard work and vision reach the widest possible audience.
Phase 1: Building Your Pre-Launch Foundation
Long before your book hits the virtual shelves, you need to lay the groundwork. This early preparation is key for a strong launch.
Master Your Message and Expertise
Even though someone else crafted the words, the ideas, stories, and expertise in the book are yours. Spend time thoroughly re-familiarizing yourself with every aspect of the ghostwritten content. You need to be able to speak confidently and authentically about every chapter, argument, and anecdote. Internalize the book’s core message and key takeaways so you can discuss it naturally and passionately.
Strengthen Your Author Platform
Your author platform is your central hub for connecting with readers. If you don’t have one, build it now. This includes a professional author website that serves as a central place for your book, your biography, contact information, and a media kit. Also, establish an active presence on relevant social media platforms where your target audience spends time. Most importantly, start building an email list; it’s your most direct and valuable marketing asset.
Define Your Book’s Unique Selling Proposition
What makes your book stand out in its genre? Work to clearly define your book’s Unique Selling Proposition (USP). Is it a fresh perspective, a unique solution to a common problem, or a compelling personal story? Knowing this will help you craft powerful marketing messages that grab attention.
Generate Buzz and Pre-Orders
Building anticipation before launch day can significantly boost your book’s initial sales rank. Share teasers and sneak peeks of your book on your website and social media. Engage your email list with exclusive content related to the book’s themes. Crucially, set up pre-orders on sales platforms; all sales generated during this period count towards your launch day rank, which can dramatically help you hit bestseller lists. Also, assemble an Advanced Reader Copy (ARC) team by offering early copies to loyal followers or reviewers in exchange for honest reviews to be posted on launch day.
Phase 2: The Launch Period Push
Launch day is your opportunity to make a big splash. This requires a coordinated and energetic effort.
Leverage Your Network
On launch day, activate your existing network. Send an email blast to your entire list with direct purchase links. Coordinate a social media blitz with posts, stories, and perhaps even live sessions across all your platforms. Don’t forget to personally inform friends, family, colleagues, and professional contacts. Importantly, encourage your ARC team to post their reviews immediately, providing crucial social proof.
Engage with Media and Outreach
Expand your reach by engaging with media relevant to your book’s topic. Craft a compelling press release or a comprehensive media kit to share with journalists and producers. Pitch yourself for interviews on relevant podcasts, online publications, radio shows, or even local TV. Also, actively seek out guest blogging opportunities on popular websites within your niche to introduce yourself and your book to new audiences.
Invest in Paid Advertising
For many authors, targeted advertising is essential for driving significant sales.
- Amazon Ads (AMS Ads): These are highly effective for reaching readers directly on Amazon who are already searching for books in your category.
- Social Media Ads: Campaigns on platforms like Facebook, Instagram, or LinkedIn allow for highly targeted advertising to specific demographics and interests that align with your book’s audience.
- Consider exploring other platform-specific ads, like BookBub Ads, if they are relevant to your genre and budget.
Plan Launch Promotions and Deals
To encourage initial sales, consider running a temporary launch price reduction. You can also submit your book to various book promotion sites (many offer paid features) that highlight deals to their subscribers. These tactics can create a surge of interest during your launch window.
Phase 3: Sustained and Evergreen Promotion
Reaching a bestseller list is a fantastic achievement, but maintaining sales and relevance requires ongoing, consistent effort long after launch day.
Repurpose Your Content
Don’t let the value of your book stay confined within its covers. Turn chapters or key sections into new blog posts, articles, or LinkedIn long-form content. You can also create engaging infographics, short videos, or a series of social media posts based on your book’s core themes. Consider developing companion materials like workbooks, online courses, or webinars that complement your book.
Ongoing Engagement and Community Building
Maintain a consistent presence on your author platform and social media channels. Actively engage with readers in online groups and forums relevant to your book’s topic. Respond to comments and reviews to build a loyal community around your work and expertise.
Continuously Collect Reviews
Reviews are the lifeblood of book sales and discovery. Consistently encourage readers to leave honest reviews on retail sites like Amazon and Goodreads. Feature positive reviews prominently on your website and in your promotional materials. Reviews are critical for long-term sales and algorithmic visibility.
Seek Public Speaking Opportunities
As the expert behind the book, public speaking is a powerful promotional tool. Actively seek opportunities for speaking engagements, workshops, or webinars related to your book’s subject matter. You might also host virtual or in-person book signings. These direct interactions allow you to connect personally with readers and showcase your expertise.
Explore Additional Formats and Future Books
To maximize reach, consider converting your book into an audiobook (platforms like ACX make this accessible) or even offering hardcover editions. For long-term success, start planning for future books. Building a backlist of titles in a series or related topics allows you to cross-promote your entire catalog, significantly increasing your overall visibility and income over time.
Key Considerations for Ghostwritten Books in Promotion
While you didn’t write every word, the ideas and expertise in the book are fundamentally yours. This is what you should emphasize in all your promotion. Focus on the value the book provides to the reader, not the specific writing process. You must master the material inside out so you can confidently answer questions and discuss it as if you penned every line.
If you are directly asked about the writing process (which is rare but can happen), have a simple, honest answer ready, such as, “I worked with a professional writer to bring my ideas and stories to life.” Your unique experience and knowledge are the true selling points; the ghostwriter was simply the skilled hand that helped articulate them.
Conclusion: Your Book, Your Success
Promoting a book written by a ghostwriter is a strategic endeavor that empowers you to share your valuable message with the world. It combines your expertise and vision with a structured marketing approach. By actively engaging with your audience, leveraging various promotional channels, and consistently showcasing the value of your book, you can achieve remarkable success and truly solidify your status as a published author.
