{"id":341327,"date":"2025-12-13T02:32:42","date_gmt":"2025-12-13T02:32:42","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/stop-selling-your-book-and-start-building-connections\/"},"modified":"2025-12-13T02:32:42","modified_gmt":"2025-12-13T02:32:42","slug":"stop-selling-your-book-and-start-building-connections","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=341327","title":{"rendered":"Stop Selling Your Book and Start Building Connections"},"content":{"rendered":"


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Advertising and Marketing<\/p>\n<\/p><\/div>\n

The advice to use social media to sell more books is common, but what is often missing is the advice on how to do it. Simply opening accounts, making posts, and hoping the algorithm blesses us rarely results in sales. Instead, it often leads to even more posting with little to show for it, and engagement still remains flat. It can feel like shouting into the void while everyone else seems to be succeeding with ease. The truth is, there may not be anything wrong with your books. You might simply be talking about them the wrong way.<\/em><\/p>\n

In today\u2019s blog, Ginger offers some of that missing guidance by showing how to stop pushing your book at readers and instead pull them toward you by speaking to what they value. When you understand your ideal reader and aim to give them what they want, you spark curiosity rather than beg for attention. So if you are tired of posts that go nowhere and social media feels overwhelming or unrewarding, this article can help you start building real connections that lead to real sales.<\/em><\/p>\n\n

As a self-published author, you\u2019ve probably been told about the importance of leveraging social media thousands of times, but that\u2019s normally as far as the advice goes. We start Twitter accounts (oh, wait, it\u2019s called X now), and Facebook pages, and make TikToks and Reels, but getting likes and followers is difficult enough, let alone selling copies of our books.<\/p>\n

There\u2019s this huge amount of pressure to have a presence on social media, but very little guidance about what we should be doing there. For a lot of us, this results in shouldering a huge amount of added creative workload without seeing much return for it, and that can be pretty disheartening. But perhaps the problem isn\u2019t your books, but how you\u2019re talking about them.<\/p>\n

Without any other guidance, most self-published authors (myself included) approach marketing on social media with the same mindset: \u201cI need to tell people about my book.\u201d\u00a0<\/p>\n

But I think this creates a fundamental disconnect. As authors, we\u2019re focused so much on what we<\/em> want (to sell copies of our books, of course) that we forget readers are asking themselves an entirely different question: \u201cWhat\u2019s in this for me?\u201d<\/p>\n

It\u2019s one of the first things we get taught in the advertising business, but most self-published authors don\u2019t have the benefit of a background in advertising. That\u2019s why, this week, I wanted to focus on how the solution to selling books isn\u2019t just to \u201cwork harder\u201d (thank God!) It\u2019s to totally flip your approach to talking about your books.<\/p>\n

The Elevator Pitch Problem<\/strong><\/h2>\n

I\u2019ve written about the so-called \u201celevator pitch\u201d numerous times before. It\u2019s a little pre-prepared speech you\u2019ve memorized just in case you wind up sharing an elevator with a famous publisher or movie producer. In an ideal scenario, that perfectly crafted 30-second summary of your book is enough to convince them to hand you a publishing contract, or offer you a movie deal.\u00a0<\/p>\n

But here\u2019s the truth: most elevator pitches fail. This isn\u2019t just because we don\u2019t get the opportunity to share an elevator with famous movie producers all that often. It\u2019s also because we have a tendency to describe what our book is about from our perspective, instead of talking about what somebody will get from reading it.<\/p>\n

Consider one of the most iconic book-to-movie adaptations of recent times: Eat Pray Love<\/span>.\u00a0<\/p>\n

A 2006 memoir by Elizabeth Gilbert, the full title of the book is: \u201cEat Pray Love: One Woman\u2019s Search for Everything Across Italy, India and Indonesia<\/a>.\u201d It\u2019s the tale of a woman who abandoned her pedestrian suburban life and marriage to spend a year traveling the world, and everything she learned about herself while doing so. They made it into a movie in 2010 starring Julia Roberts.<\/p>\n

At first glance, that book title sounds poetic. It might even be accurate. But what does it actually tell a potential reader? What problem does it solve for them<\/em>? What experience will they<\/em> have? The language is focused entirely on the author\u2019s journey, not the reader\u2019s needs.<\/p>\n

Now, obviously the book sold well enough to warrant a movie adaptation\u2014but when Hollywood came calling, they brought with them a red editing pen. The first thing to go was that tagline. The movie replaced it with: \u201cLet Yourself Go.\u201d<\/p>\n

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It was a genius move. Suddenly, we\u2019re not talking about a book (or a movie) anymore. We\u2019re talking about a feeling, an experience that countless people have faced. Anyone who has felt trapped by routine, stifled by others\u2019 expectations, or hungry for something more will immediately connect with the idea of \u201cletting go\u201d and finding freedom from all the boring, suburban bunk that stifles them.<\/p>\n

It\u2019s an incredibly powerful shift in the conversation, and one of the reasons why the movie went on to become Julia Robert\u2019s biggest box office success for a decade, and held its own despite releasing at the same time as The Expendables<\/em> (which ironically starred Julia\u2019s brother, Eric.)<\/p>\n

The movie made over $200 million at the box office, and demonstrated how powerful it can be when you stop talking about yourself, and start talking about your audience.<\/p>\n

Understanding Your Reader Avatar<\/strong><\/h2>\n

So, you got the first step, talking about your audience instead of talking about yourself. But before you can do that, you actually need to know who your audience is!\u00a0<\/p>\n

A lot of self-published authors fool themselves by claiming their book is for \u201ceverybody\u201d but we all know that\u2019s not true. Books, perhaps more than any other product, succeed when they speak to a very specific niche of readers. The good news is that you don\u2019t need to do a huge amount of market research or analysis before you determine who that audience is. Once again, follow the protocols established by successful advertising firms and agencies. Don\u2019t try to speak to demographics. Instead, identify real people with real struggles and speak directly to them.<\/p>\n

What does that mean exactly? Well, ask yourself who you\u2019re writing your book for\u2014and if you say \u201cI\u2019m writing it for myself\u201d then that\u2019s an entirely valid answer. You\u2019re a person, too!<\/p>\n

Create a detailed picture of your ideal reader, a single individual. Give them a name. Imagine their life circumstances. What keeps them up at night? What are they searching for? What would make them stop scrolling and pay attention?\u00a0<\/p>\n

Imagine sitting down opposite them and reading them your book. How would they react? What might you change about the way you\u2019ve written things to make more of an impact with that specific person? When I write my romance novels, for example, I think of the real readers who\u2019ve emailed me with feedback about my books. I imagine telling them the story over a cup of coffee (or a beer) and tailoring my storytelling toward them.<\/p>\n

For example, instead of thinking \u201cwomen aged 35-55,\u201d imagine Nancy, a woman in her late 40s who\u2019s been through motherhood, maybe divorced once or twice, and is now searching for purpose since her identity isn\u2019t solely defined by her role as a wife and mother any longer. She\u2019s asking herself, \u201cIs this all there is?\u201d I\u2019m trying to tell her a story that reveals: \u201cNo, there\u2019s still a whole world of adventure and romance out there for you to experience.\u201d<\/p>\n

So when you post on social media, write posts targeted directly to Nancy (or whoever your own real or imagined ideal reader is.) Don\u2019t write for \u201creaders\u201d or \u201cbook lovers\u201d or \u201cfans of the genre.\u201d Write for that one specific person whose life your book will impact.<\/p>\n

In advertising and marketing, these people are called \u201cavatars.\u201d Profiles of them are created by marketing professionals and then shared with copywriters and graphic designers so that they can understand \u201cwho\u201d they\u2019re talking to. Use the same technique with your own social media posts and you\u2019ll start to make real connections.<\/p>\n

The Four Reasons People Buy Books<\/strong><\/h2>\n

I\u2019ve written before about why people actually purchase books<\/a>. Embracing this understanding will transform your social media strategy. Instead of just posting things for the sake of it, make sure you filter your content by reminding yourself that people only buy books for one (or more) of four primary motivations:<\/p>\n

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  1. A compelling hook<\/strong> \u2013 Something about the premise grabs them immediately<\/li>\n
  2. Problem-solving<\/strong> \u2013 The book addresses a specific need or question they have<\/li>\n
  3. Social proof<\/strong> \u2013 Everyone\u2019s reading it, it won the Pulitzer, or Oprah recommended it<\/li>\n
  4. Relationship with the author<\/strong> \u2013 This is the most powerful reason!<\/em><\/li>\n<\/ol>\n

    Think about Stephen King. The author of 65 novels and novellas and over 200 short stories, he\u2019s become such a household name that he could release a book with a blank cover showing only his name, and millions of readers (myself included) would still buy it. Why? Because we already have a relationship with him. We trust King to deliver a certain reading experience and he\u2019s very rarely let us down.<\/p>\n

    As a self-published author, building that kind of relationship with potential readers is your most valuable asset. Once someone feels connected to you as a person, they\u2019re exponentially more likely to buy your book, and your next book, and the one after that.<\/p>\n

    For many self-published authors, this can seem kind of intimidating\u2014or downright impossible. I write under a female penname, for example, so it\u2019s difficult for readers to make a connection with an author who \u201cdoesn\u2019t exist.\u201d Yet, fans of my books have still built a relationship with me through my writing, and the more books I publish, the more of them they buy. So, you have to understand that everything you put out there serves to build your presence online as an author.<\/p>\n

    But if you write and publish under your own name, the impact of this is amplified. Look at wildly successful author Jack Carr, for example. He posts constantly and his followers on Instagram absolutely adore him for it. Whenever he publishes a new book, it flies off the bookshelves.<\/p>\n

    And obviously part of that is because people want to read the next adventure story he writes, but there\u2019s more to it than that. Many of us buy his books because we want to support Jack, support who he is and what he does, and \u201cbuy into\u201d what he represents.<\/p>\n

    You should focus your social media efforts similarly, so that buying your book becomes less about the book, and more about supporting you as an author. It\u2019s why I often sign off my YouTube videos with: \u201cIf you like what I do and want to buy me a pint, consider buying one of my books instead.\u201d<\/p>\n

    Marketing Without Selling<\/strong><\/h2>\n

    This approach can change everything. It can make it so the most effective marketing you do doesn\u2019t even feel like marketing at all. The next step from that is to connect with potential readers on shared interests and passions. That way, instead of constantly pushing your book, you can share and connect with readers over the elements that make up your book\u2019s world.<\/p>\n

    Are you writing about real locations? Make short videos about those places. Share the history, the atmosphere, why you chose them. People who have connections to those locations will engage. People who find them interesting will engage. And suddenly, you\u2019ve created a thread that leads back to your work.<\/p>\n

    One of my favorite paranormal romance authors is Morgan Brice<\/a>, for example, and while I might not be the target demographic for her books, I\u2019ve come to love them because many of them feature real life locations and events that I\u2019m interested in. I live in New Jersey and love ghost stories, so of course I\u2019m going to be fascinated by a story of hers set in the mythical Christian Admiral hotel that once stood on the shores of Cape May.<\/p>\n

    Likewise, I love cowboys, intrigue, and the Old West. That\u2019s why her Sharps & Springfield<\/em> series captured my imagination. On social media, she frequently talks about being inspired by shows like Supernatural<\/em> and The Wild, Wild West<\/em> and because I love those shows too, it means I know I\u2019m going to \u201cget\u201d her stories.<\/p>\n

    So follow her example and embrace your inspiration! Do your books explore specific themes or include historical nuggets? Talk about those. Share what you learned during your research. Discuss the questions your characters grapple with. Present the dilemmas they face without spoiling how they resolve them.<\/p>\n

    The key is to stop thinking \u201cI need to post about my book\u201d and start thinking \u201cI need to share the ideas, places, questions, and experiences that my book explores.\u201d<\/p>\n

    The key to all this is providing value to your readers without expecting anything in return. That way, buying your book becomes something readers can do to reward you for the experience of simply being you<\/em>.<\/p>\n

    Leverage Your Natural Creativity<\/strong><\/h2>\n

    One of the biggest traps authors fall into is creating elaborate marketing plans that drain their energy and executive function. You\u2019ve been told you need to post on TikTok five times daily, create YouTube videos weekly, maintain Instagram aesthetics, run Facebook ads, write blog posts, send newsletters, and more. That sounds like a hell of a lot of work!<\/em><\/p>\n

    More than that, it\u2019s unsustainable, especially for ADHD authors who have limited executive function points to spend each day (cough, cough, I speak from personal experience.)<\/p>\n

    Stop beating yourself up about it! Instead, focus on what you already do naturally. If you like posting photos with captions, head to Instagram. If you like short, pithy comments, hang out on X. If you love making quick, quirky videos, focus on TikTok. Focus on what you\u2019d do even if you weren\u2019t being pressured to do it. That stops making it feel like work<\/em>.<\/p>\n

    And what you can do to amplify what you do naturally is to take that same content and repurpose it across platforms. Your TikTok videos, for example, can also go up as YouTube Shorts, Instagram Reels, and on Facebook. One piece of content can be leveraged across multiple platforms with minimal additional effort. Just a little bit of process and organization can amplify your social media presence exponentially.<\/p>\n

    Likewise, if you love writing, pour your energy into Substack or your newsletter. If you\u2019re a researcher who gets excited about deep dives, share that research. If you\u2019re naturally chatty and love conversations, start a podcast or do more guest appearances.<\/p>\n

    The point is to create from your natural strengths, not to force yourself into marketing molds that feel exhausting or inauthentic. Stop trying to do what you don\u2019t want to do and leverage that time, energy, and focus into creating what you love.<\/p>\n

    The Power of Imperfection<\/strong><\/h2>\n

    Here\u2019s something counterintuitive I learned the hard way: Your struggles and failures are more valuable for marketing than your successes.<\/p>\n

    It\u2019s something I learned while talking to my 87-year-old father about his life. He wanted to talk about his successes and achievements, of which there were plenty.<\/p>\n

    But the stories of his that resonated the most were his failures. The time he failed his exams and spent a year driving to Pakistan instead of starting a job in London. The time he quit his ambition to move to New Zealand and married my mother in Africa instead. His detours and \u201cfailures\u201d were more valuable to me as stories because it made me realize that my own screwups and missteps didn\u2019t invalidate my efforts or successes.<\/p>\n

    Readers don\u2019t connect with perfect people who have all the answers. They connect with real people who\u2019ve been through difficult times, made mistakes, learned from them, and came out the other side with wisdom to share.<\/p>\n

    If everything in your life had gone according to plan, you wouldn\u2019t have the experiences that make your story worth telling! Again I speak from experience. One of the most incredible experiences of my life was going to India, and that would have never happened if everything in my life had gone according to plan. Your messy journey\u2014the wrong turns, the failures, the times you had to rebuild\u2014that\u2019s what makes you relatable and trustworthy.<\/p>\n

    So, don\u2019t hide your imperfections. Share them. Talk about the lessons you learned the hard way. Discuss the resources that helped you through difficult times. Be the messed-up friend who\u2019s doing really well now. That way, when people read your posts, it\u2019s like having coffee with someone who reassures them they\u2019re not alone.<\/p>\n

    Building Routine Around Executive Function<\/strong><\/h2>\n

    We often joke about authors behind ADHD, but like most jokes, it\u2019s based in reality. I\u2019m not qualified to diagnose you, and I\u2019m not saying you\u2019re<\/em> ADHD\u2014but if you\u2019re reading this article with 24 other browser tabs open, it\u2019s a possibility.\u00a0<\/p>\n

    And this is important to recognize. I\u2019ve often argued that ADHD isn\u2019t a dysfunction, it\u2019s just a different way your brain is programmed. If you can recognize and account for the way your brain works, you can leverage a \u201cweakness\u201d into a superpower.<\/p>\n

    For example, for many authors, especially those with ADHD, the challenge isn\u2019t creativity\u2014it\u2019s consistency. Every morning we wake up with a certain number of \u201cexecutive function points\u201d to spend and we have to manage these to be effective. This is where routine becomes essential, not restrictive.<\/p>\n

    Look at Steve Jobs, for example, who always wore the same outfit. When he woke up in the morning, he didn\u2019t have to waste executive function points on deciding what to wear for the day. Instead, he preserved them for thinking of ways to solve problems and grow his business. You need to do the same!\u00a0<\/p>\n

    Establishing routines is key. When you get up, what you eat, what you wear\u2026 everything. Think of routine as a way to preserve your executive function points for the work that matters most. When you have established systems for the repetitive tasks, you don\u2019t have to spend mental energy figuring them out each time.<\/p>\n

    Likewise, create a list of your core marketing messages: the themes, questions, and ideas central to your work. Your \u201celevator pitch\u201d is a great example. Rehearse it by repeating your pitch until it becomes second nature. This way, you don\u2019t need to \u201cthink\u201d about how to explain what your book is about every time anybody asks you. This doesn\u2019t mean being robotic; it means having a foundation you can build from without starting from scratch every time.<\/p>\n

    It\u2019s like my whole philosophy toward helping self-published authors. I have an \u201celevator pitch\u201d for the value I offer. I believe that anybody has the potential to be a successful self-published author. They just need to learn the craft of writing and follow the process for successful self-publishing.\u00a0<\/strong><\/p>\n

    But that doesn\u2019t mean routine has to become restrictive. Follow guidelines instead of rules. When you make a video or write a post, for example, work from bullet points rather than scripts. This preserves the natural, authentic feel of creation while still giving you structure to prevent freezing up or rambling.<\/p>\n

    I\u2019ve written before about how any successful enterprise requires process, leverage, and distribution. This is the process part. Embrace it!<\/p>\n

    Listen to Your Intuition<\/strong><\/h2>\n

    Here\u2019s another secret to managing ADHD that many self-published authors are grateful to learn about: It shouldn\u2019t feel like work!<\/em><\/p>\n

    Pay attention to what feels good versus what feels like drudgery. If a marketing tactic makes you think, \u201cUgh, I have to type all this into my phone,\u201d that\u2019s your intuition telling you it\u2019s not the right approach for you.<\/p>\n

    Find solutions that make you think, \u201cYes, that works. I can do that.\u201d If it\u2019s not a \u201chell yes,\u201d it\u2019s probably not worth your limited energy.<\/p>\n

    The universe\u2014or your subconscious, or your intuition, whatever framework works for you\u2014often sends signals about what\u2019s right. When everything feels blocked and difficult, maybe you\u2019re forcing the wrong approach. When things flow smoothly, pay attention to what\u2019s working.<\/p>\n

    Your Glorious Purpose<\/strong><\/h2>\n

    By the countless blog posts I\u2019ve written referencing them, you should know that I\u2019m a big fan of Marvel movies and I recently quoted The Avengers<\/em> to a talented self-published author I was working with.\u00a0<\/p>\n

    When Loki arrives to take over the Earth, he warns Nick Fury that he is \u201cburdened with glorious purpose.\u201d As an author, you are burdened with exactly the same thing.<\/p>\n

    (I mean purpose, not taking over the planet.)<\/p>\n

    You didn\u2019t write your book just to have written a book. You wrote it because you have something to share like lessons learned, experiences that shaped you, or insights that could help others.<\/p>\n

    Your marketing should reflect that deeper purpose. Instead of \u201cbuy my book,\u201d think \u201clet me share what I\u2019ve learned with people who need to hear it.\u201d Your book is simply one vehicle for that sharing.<\/p>\n

    So stop trying to just<\/em> sell your book on social media and start building authentic connections with the people whose lives your work will impact. Share your stories, ask meaningful questions, create content that provides value independent of whether someone buys your book or not.<\/p>\n

    When you do this consistently and authentically, something remarkable happens. People start to know you, trust you, and feel connected to you. And when that connection exists, they\u2019ll want to support you by reading your work.<\/p>\n

    As I mentioned above, my most effective marketing tagline is: \u201cIf you like what I do and want to buy me a pint, buy a copy of one of my books instead.\u201d<\/p>\n

    That\u2019s not marketing. That\u2019s building community around shared experiences and values. And that\u2019s something worth doing, whether you sell one book or one million.<\/p>\n

    Share this blog<\/h3>\n
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    Ginger is also known as Roland Hulme – a digital Don Draper with a Hemingway complex. Under a penname, he’s sold 65,000+ copies of his romance novels, and reached more than 320,000 readers through Kindle Unlimited – using his background in marketing, advertising, and social media to reach an ever-expanding audience.\u00a0<\/p>\n<\/p><\/div>\n<\/p><\/div>\n

    \t\t\t\t\t<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

    Advertising and Marketing The advice to use social media to sell more books is common, but what is often missing is the advice on how to do it. Simply opening accounts, making posts, and hoping the algorithm blesses us rarely results in sales. 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