Nonfiction vs. Fiction Book Marketing
All book marketing is not created equal — nor should it be, particularly when it comes to nonfiction books written to serve your business. (Note I’m talking specifically about business and personal development books in this post, not creative nonfiction and memoirs. There is more overlap with fiction in those genres.) I’ve had clients tell me they tried a book marketing technique they read about but did not have success with it, and often the reason is that the tip was a general marketing technique, versus something targeted to business owners writing a book to serve their business. Let’s look at three key differences.
Need vs. Want
Fiction writers are telling a story. They are essentially providing entertainment (hopefully!) for readers. You, on the other hand, are filling a need by solving the reader’s problem. Your readers have sought out your book to fill a need in their life. A novel, on the other hand, is not a necessary purchase but rather a want.
Targeted vs. General
The old adage remains true: Your book is not for everyone. Blanketing Facebook or Amazon with ads to get as many eyes on a book as possible is not a good strategy for you. You have identified (aka targeted) a specific audience for your book. That’s who your marketing plan and any advertising you do should target. Fiction authors, on the other hand, typically market to a more general audience — readers of historical fiction, for example. Sure, there are sub-genres within, but they are looking at a larger audience pool.
Long-Term vs. Short-Term
Nonfiction book marketing, particularly for business owners, is a long-term effort. Ideally, marketing begins months before your book launches, and it lasts long after the book is released. Book marketing is not a cart open/cart close situation like you might have with other offers. Fiction book marketing tends to operate in the short-term. There is buildup before a book launches but typically authors move on to the next book sooner rather than later (that’s how fiction writers build a dedicated audience, looking for their work specifically).
Looking for more book marketing advice? Check out these posts:
Don't Make These 5 Book Marketing Mistakes
3 Tips for Successful Book Marketing