What it Takes To Sell Your Book via The Creative Shift

I follow a fantastic Substack for authors called The Creative Shift by Dan Blank. Please subscribe!

Recently, Dan covered the controversy surrounding Mel Robbins’s bestselling book, The Let Them Theory, which involves questions about the concept’s originality and the author’s lack of appropriate attribution. The blog is a super fun read. I highly recommend it.

But the heart of the article is not about the controversy itself. Rather, it’s about how we writers can extract valuable lessons from Mel Robbins’s success. 

In short: Mel Robbins is a genius at marketing. 

According to Dan Blank, here are the lessons we can learn from her author journey.

• Craft a compelling origin story – Mel tells the story of discovering her concept with consistency and emotion, so that listeners feel they're experiencing her "aha moment" alongside her. Your readers want to feel your journey, not just understand your ideas.
  
• Focus on transformation – Rather than apologizing for simple concepts, Mel celebrates them by emphasizing their life-changing potential. On podcasts, she confidently states, "This is the single most important thing I've ever discovered." What transformation does your writing offer readers?
  
• Share genuine social proof – Don't diminish your impact! If your work has helped others, find authentic ways to share those stories. Your readers need to see how your work changes lives.
  
• Nurture human connection – Mel creates a connection with readers and fellow influencers. reminding us that writing is ultimately about relationships. How are you connecting with your readers beyond the page?
  
• Promote, promote, promote – Long after launch day, Mel continues talking about her work. Book promotion isn't a sprint but a marathon that can span years as you introduce your work to new audiences.

I’m like a broken record when I tell people: “Writing your book is only half the work. The other half is promoting it.”

And not even a big fat deal from one of the Big 5 New York publishing houses will get you much help in this stage of the journey. It’s really up to you to sell!

Aloha,

MeiMei

Tip of the Week: Consider your Promotion Strategy

Here are a few ways I see authors successfully selling their books:

1. Social media: Post relentlessly about yourself, your author journey, and your book. Especially valuable these days: #BookTok. If you can catch fire here, you’re in luck! A lot of business people also gain traction on LinkedIn. 
2. Traditional PR or “earned press:” Hire someone or DIY by reaching out to newspapers, magazines, bloggers, YouTubers, podcast hosts and see if they’ll have you as a guest, talking about your story.
3. Digital marketing: Run paid ads on Google, YouTube, Facebook, Instagram or wherever you think you’re audience hangs out the most.
4. Speaking: If you’re already a speaker, you’re in luck! If not, having a book can help you get speaking engagements, and “back of room” sales at those speaking engagements are the best place to sell your book!
5. Newsletter, podcast or Substack: Consider starting an email list or Substack or hosting your own podcast, if you haven’t already, to regularly share your writing and thoughts. 

What’s most important, in my view, is that you mix and match a few of these strategies, choosing only the ones that most resonate with you. If you can’t stand social media, don’t do it. If you hate podcasts, don’t start one. 

You do you!

Quote of the Week

Most self-help, motivational gurus are just very clever, savvy business people who are good at marketing.

Anonymous comment on YouTube, via Dan Blank