by Penny Sansevieri

As we start to look towards the new year, we may be ready to change things up—out with the old, as they say. And when it comes to book marketing, the road to success isn’t always linear. In fact, some of the most memorable authors are the ones who dared to disrupt the conventional approach. By thinking outside the box and taking calculated risks, authors can amplify their reach, connect more deeply with their audience, and stand out in an increasingly crowded marketplace. Here are five ways authors can shake up their marketing process—positively and productively.

1. Embrace Bold, Authentic Branding

The world of book marketing can be formulaic—find your niche, develop a brand, and stick to it. While consistency is important, the authors who disrupt this space aren’t afraid to let their true selves shine through in their branding. Bold, authentic branding goes beyond just a logo or a catchy tagline. It’s about your voice, your message, and how you connect with your audience on a human level.

To disrupt your marketing, consider diving into unconventional or overlooked aspects of your personal story or creative process. Be vulnerable in your messaging. Talk about the failures, the challenges, and the lessons that have shaped you as a writer. Readers are more likely to engage with an author who feels like a real person, not just a name behind a book. Your unique perspective and authenticity can become your most powerful marketing tool.

2. Leverage Unconventional Social Media Plan

When most authors think of social media, they think of posts about their book, or a snippet of an author event perhaps. And often times authors run this program until it feels stale. If you’re wondering why your social media hasn’t gained traction, maybe it’s the post type?

But what if you shook up your social media with some personalized videos directed at your reader, or sharing small pieces of your process. There are so many easy tools out there for video editing, all you really need is a 30-second clip and a platform like Capcut or Zoomerang can really help you create something unique.

TikTok really exploded the video trend, but as we enter a new year, video will become an even bigger part of the kind of content that users consume.

Experiment with different pieces of content, sprinkle in some video – you can even turn an author meme into a short video. Try it, because you never know what will kick your social media into high gear.

3. Create Exclusive, Limited-Edition Content

Authors often release books, but how about shaking up your marketing by offering exclusive, limited-edition content to your most loyal followers? This could take the form of special editions, unique covers, behind-the-scenes content, or access to private events.

By offering something exclusive, you tap into a reader’s fear of missing out (FOMO). Limited editions or exclusive access can make readers feel special and deepen their connection with you as an author. This tactic works particularly well when you tie the content to your book release or a special milestone. You could host an exclusive virtual event, offer a limited-time bundle of your books, or send out signed copies of your book with personalized notes.

This approach makes your readers feel like insiders, creating a buzz around your work and encouraging them to share the experience with others.

4. Collaborate with Unexpected Partners

Part of the magic of disruptive marketing is connecting with people and brands in unexpected ways. While collaborating with fellow authors or influencers in your genre is effective, why not think outside of your immediate literary circle? Partnering with influencers, bloggers, or brands outside of your genre (but still tethered to the message) can introduce your book to a whole new audience.

For example, an author writing historical fiction could collaborate with a popular travel blogger to discuss locations and settings in their books. A romance author could partner with a wedding planning company to create themed content around love, romance, and proposals. These types of cross-industry collaborations break the mold and can create new opportunities for visibility and growth.

In the past, I’ve done author events in unexpected places like wineries, Hallmark stores and even a Blockbuster video (I really dated myself with that one).

Think about what’s unique about your book and where it intersects with other interests or industries. You may find a surprising partnership that opens up doors you hadn’t considered before.

5. Host Interactive, Community-Driven Events

If your marketing efforts feel stale or disconnected, consider hosting interactive events that engage your readers and create a sense of community. Instead of traditional book launches or readings, try hosting a “Book Club-style” virtual event where your readers can ask questions, discuss your writing process, and share their thoughts on your book.

Additionally, you can create opportunities for your audience to contribute to your work. Invite readers to vote on future storylines, help you pick cover designs, or submit questions for interviews. By involving your audience in the process, you’re not just promoting a book—you’re building a loyal fanbase who feels invested in your journey. These events don’t just promote your book—they foster a lasting relationship with your readers.

You can also create exclusive Facebook or Discord groups where readers can interact with you and each other. This creates a sense of belonging and community, which is priceless in today’s social media landscape.

Disrupting your book marketing process doesn’t mean throwing everything out the window. It’s about taking risks, being bold, and finding ways to stand out from the crowd. By embracing authenticity, exploring new platforms, offering exclusive content, collaborating with unexpected partners, and hosting interactive events, you can take your book marketing efforts to the next level and leave a lasting impression on your readers.

Are you ready to disrupt your book marketing? Try one of these strategies today and watch as your efforts lead to greater visibility, deeper connections, and, ultimately, book sales.

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About Penny

Penny C. Sansevieri, Founder and CEO of Author Marketing Experts, Inc., is a bestselling author and internationally recognized book marketing and media relations expert. She is an Adjunct Professor teaching Self-Publishing for NYU. She was named one of the top influencers of 2019 by New York Metropolitan Magazine.

Her company is one of the leaders in the publishing industry and has developed some of the most innovative Amazon visibility campaigns as well offering national media pitching, online book marketing, author events, and other strategies designed to build the author/book visibility.

She is the author of 18 books, including How to Sell Your Books by the Truckload on Amazon, Revise and Re-Release Your Book, 5-Minute Book Marketing for Authors, and From Book to Bestseller. She also hosts the top ranking podcast Book Marketing Tips and Author Success.

AME has had dozens of books on top bestseller lists, including those of the New York Times, USA Today, and Wall Street Journal.

To learn more about Penny’s books or her promotional services, visit www.amarketingexpert.com. 

Top image by Deleyna via Canva.