What are the best ways to market self-published books?

Disclaimer – I am a business book author and a book coach. I teach people to write nonfiction business, how-to, or self-help style books. 

If you’re in my tribe, you’re an entrepreneur, a coach, consultant, expert, mentor, therapist, etc., and you want to write and market a nonfiction business book for that, I can help you.

However, if the book you want to write is a work of fiction, an autobiography, memoir, book of poetry, or a children’s book, I’m afraid I can’t help you with marketing your book as I don’t have any experience in this field.

Therefore, I can only answer the question – What are the best ways to market self-published books? – for people who are writing nonfiction books designed for lead generation and marketing of their business. 

These types of books are all about using them as a clever sales and marketing tool.

It’s not about getting your book out to as many people as possible, it’s about getting your book in front of the right people. 

It’s better to have just 100 or maybe 1000 people read your book who are your target audience, than millions of people who are not your target audience. 

The point of these books is to build your authority, so people will want to do business with you, which is why I emphasize getting it in front of the right people.

Let me give you some examples of past clients of mine:


  1. A life coach who wrote a book with me would run Google PPC ads before she became an author.

Whenever somebody went into Google and typed in ‘life coach,’ and the area that she lives in, her name would come up.

After becoming an author, instead of these adverts linking to her homepage, they went to a simple landing page on her website where she offered a book for free (you just needed to pay for postage and packaging).

By changing the adverts slightly from, “Hey, I’m a great life coach, go to my website and find more details” … to, “Go and get this book that lifts the lid on life coaching and the things you need to look out for when you want to hire your next life coach” …

Her conversions went through the roof!

About five times more people clicked on her ad and ended up on her landing page. 

Even better, more people converted after reading a book into becoming clients.

That’s one way of marketing a self-published book.


  1. Another client of mine ran Facebook ads for a free course he’d put together.

After becoming an author, he switched from offering the free course to his book. His conversions increased by three times. 

But the real magic happened later. Three times more people become paying clients after reading his book compared to those who took up his free course offer.


  1. Another client of mine liked referrals getting leads via referrals. He even had a referral system, so if one of his current clients referred a new person to him, that client would get commission.

After I helped him with this book, he decided to change things entirely because his referral system wasn’t doing all that well.

His clients didn’t like being salesy. They didn’t like having to ‘sell’ my client’s services for him, despite the handsome commission. Most of us aren’t natural salespeople.

After he became an author, instead of giving out commissions, he gave all of his clients personalized, signed books. And then he gave them five or six extra books with his signature in them.

He found that all of his clients readily gave out their books to their friends and family.

That’s the power of books.

When you’re trying to get someone to take a service, it feels salesy. But giving someone a book feels like you’re giving them a gift. It feels really nice.

When you tell someone, ‘I know a published author, and I’ve got his book for you,’ most people happily accept the book.

He found that using his book as a referral tool was a much better way to get referrals than a referral system, and it worked out much cheaper too as he no longer had to pay out commission!


YOUR best way to market your book

Lead Generation is the lifeblood of all businesses, no matter what kind of business you have.

Without lead generation, you wouldn’t have a business.

Think about what kind of lead generation you do for your business. The wonderful thing about a book is that whatever you’re doing, a book will ignite it. 

It’s almost like pouring petrol or gasoline on your current lead-generating efforts!

Next Step

If you’re interested in writing a business book that will generate leads and sales for your business, get a copy of The Freedom Master Plan that will explain everything you need to know about writing and marketing business books.

You can also download a sample chapter here