The Missing Piece In Book Marketing

Think posting your book cover is marketing? We’re flipping that script and walking through the real engine that moves copies: a sharp message, a defined reader, and a plan that builds demand before launch day. I dig into why branding must lead every publishing decision, from your title and cover to the way you show up online, and how that clarity turns strangers into readers who feel seen.

We break down a practical launch runway that mirrors film marketing: preorders, teasers, live Q&As, sample pages, and content pillars tied to your core themes. I share where to invest your energy—an email list that you own, Threads communities full of engaged black authors and readers, and TikTok pockets that love niche stories. You’ll learn how to turn engagement into momentum with simple, repeatable cadences instead of last-minute posts that vanish in the feed.

Distribution matters, but it isn’t a silver bullet. I explain the difference between global online distribution that gets you listed on Amazon, Barnes & Noble, Walmart, and library catalogs, and in-store placement that requires proven demand to keep you on shelves. We get tactical about calling stores, equipping managers with a one-sheet, and using independent bookstores to build real relationships with local readers. If you’ve ever asked, “How do I sell more books?” this conversation gives you the checklist and the mindset to stop begging for sales and start leading your audience to a message that resonates.

If this helped, subscribe, share with a fellow author, and leave a quick review telling me the one strategy you’ll implement this week. Your feedback shapes what we dive into next.

Chapters

• 0:00 Welcome Back And Announcements
• 1:10 The Missing Piece In Book Marketing
• 3:15 Branding Before You Publish
• 6:40 Who Your Book Is For
• 10:55 After Friends Buy, Then What
• 15:32 Plan Ahead With Preorders
• 19:30 Build Buzz With Content
• 22:15 Distribution Versus Bookstores
• 26:20 Staying On Shelves Requires Demand
• 27:12 Break And Return
• 27:42 Closing And Replay Info

Transcript

SPEAKER_00: 0:00

Stay tuned for Published in Black, the go-to radio show for black authors, creatives, and entrepreneurs ready to turn their stories into success. Hosted by publishing expert and brand strategist Tiffany A. Greenhood. Each show will deliver real talk, powerful strategies, and insider knowledge on self-publishing, brand building, wealth creation, and making an impact with your voice. Whether you're writing your first book, growing your business, or scaling your influence, published in Black will equip you with the tools, inspiration, and unapologetic confidence to thrive. Listen now and be informed.

SPEAKER_02: 0:36

Hello. Hey, we are back. This is Publish in Black Radio. I am your host, Tiffany A. Greenhood. And I got a treat for you all today. So happy Tuesday. Happy Tuesday. Is it if this is your first time listening? Um I am live every Tuesday from 12 noon CST time for those that are out of state. Um Central Standard, that's Chicago time. From 12 noon to 12.28 p.m. Okay, so today I want to um we're going to talk about the missing piece and book marketing. But before I do that, I just want to make sure that you have gone to the link. You have gone to publishwithtiffany.com and you have joined my email list. That is the way to keep up with all of my announcements, events, all the good things I have coming up. Okay, have you gone to publish in black magazine.com and checked out the magazine for black authors. Okay, also don't forget I have launched the publish in black chamber of commerce. That is the chamber of commerce specifically created for black self-published authors. You can um get all the information on the website at publishandblackchamber.org. Okay, so publishwithany.com has everything um about what I have going on, what I'm doing, what I'm gonna be doing, and um what you may have missed. Okay, you also can check out some of the digital products on that um link as well. You also can catch any of the replays from this show at publishingblack podcast.com. Okay, all of that you will find at publishwithany.com now. So let's get into our topic for today. The missing piece and book marketing. So last week we talked about um Black Friday and what you were launching for Black Friday and preparing how to prepare um an offer, right? You should be thinking about what you're gonna offer, you should be thinking about um what is it that your audience is looking for from you, like you should know that. Um, if you don't have an audience, then you should be working on building one, okay? That's another story for another day. But there is a method to all the madness. I am live on um TikTok. If you want to tune in there at Blackwriter Space, you can follow me across all social media networks at Blackwriter Space. That's with two S is all right. So um just seeing everybody popping in on um TikTok, it's good to see you guys. Um, so I want to tap into the missing piece and book marketing. So I chose this topic today simply because this is the season where you know most business owners who already operate online, you know, um, meaning, you know, sell you already have been selling and um promoting what you do and who you are on across social media, which is not an easy task. But um when it comes to the books, right? There are so many things that I continue to come across when it comes to um authors, specifically black authors, and promoting your book, right? So you finally get the book published, you get the book published, and then I don't know who where this comes from, but it's like you know, you just post the book over and over again and just hope somebody buy it, like that is not what we're doing, that's not what we're supposed to be doing. Where did that come from? Okay, so yeah, that's not what we're supposed to be doing. If you have not solidified who you are and what you do, right? If you have not solidified what the overall message that your book is about, not just your book, this is why I talk about branding so much. Um, yes, I'm fussing today. That's why I talk about branding so much because it's not simply about the book, it is not about us buying your book, it's about does your message resonate with us? Is it even for us? People DM me, authors DM me all the time, you know, asking me to buy their book or tagging me, get my book, purchase my book, purchase my book, and now just simply tell them no, I'm not purchasing your book for what? What you asked me to purchase your book for? You shouldn't be asking me to purchase your book. Let's start there. Marketing your book is not asking someone to purchase your book, that's like begging. We ain't out here begging. I keep telling y'all, this is 2025, we're going into 2026. We soon in a few years gonna be in 2030. We are not out here begging for no dang on book sales. That's not what we're doing, okay. And if you're doing that, you are completely lost, and you need a coach, and you need to wake up. So, yeah, I said it. I said it. Yep, I'm that coach gonna tell you what other folks ain't gonna tell you. Okay, I'm not the patch pat you on the back, coach. I'm not about to be like, oh yeah, um, you gotta get that book sale. No, you need to learn what your message is about, what your overall brand is about, and who is it for? You supposed to know that before you even publish the book. Hello, somebody. Okay, I know I'm preaching today, I'm preaching better than y'all responding. Like, so here's the deal. Okay, I done fussed. I'm gonna give y'all some solutions. So, you need to know who your book is for, and I ask that question often too, and most times most authors do not know. I'm telling you, 98.99999%. A lot of y'all listening who have probably published a book, you know, you got the prophecy at church, and because a lot of y'all come real deep. When y'all come to me, y'all come real deep. You come with oh, God gave you the prophecy, God gave you this book you want to do, you come with all this, right? But when it comes down to doing the work, it's crickets. Nobody wants to do the work for real, but you want them real results, though. You want them real results. You literally think that you're going to be an over my overnight millionaire after your book is published. Who does that? No, no, no, that's not how this goes. Okay, and so um, the thing is to establish who your book is for. You should have that in mind what when you are getting your um book cover designed, you're supposed to know who your book is for. You should have that in mind when you are creating the title. You're coming up with a title for your book, it should not always be. I'm not heard it all. I have heard it, you name it, I have heard it. Okay, and we are not doing that. Stop doing that, stop coming with these long stories about oh, God gave me this title and it came to me in a dream. And Jesus said this is supposed to be my book title, okay? Because what's happening is, and let me just keep it real. What's happening is y'all are coming up with titles, and y'all saying that God gave you these titles and all this stuff, and then and normally it's already something that's already out there, it's already the title of a popular song, it's already the title of a popular book, right? And so, what this means is you don't want to do that, stop duplicating what somebody else did. That's how I know God ain't giving this stuff to you. Now, either something wrong with him, he bipolar or something, or you getting it wrong. Okay, so you need to be creating titles that will resonate with who your book speaks to. You're supposed to know who your book speaks to. Okay, you're supposed to know that before the book is published. You should know when you hire your graphic designer because you should not be doing your book cover yourself unless you are a graphic designer, unless you know how to design a book cover professionally, you should not be doing your own book cover. Okay, so when you are um coming up with the title of your book, you should have your audience in mind, your readers. Who are you speaking to in this book? Why should they want this book? This is why you have no business asking someone to buy it. Okay, they should come. When I'm and when I'm doing vendors' events, they should come to your table and look and see. They're going to choose and grab at and question ask questions about what resonates with them. Period. This is what we do when we go in the store. We go in the mall. We are not in the in the um store that sell all the clothes for the old ladies. If we 25, 35, we're not in there for that. We in the stores that has the styles that resonate with us. It's the same thing when you are um publishing your book or preparing to publish your book. Okay, so I just had to knock a couple of heads over before we get down to the nitty-gritty, but um, book marketing. This is always the biggest question I get. How do I sell more books? How do I sell more books? That is always the question most self, especially self-published authors, want to know. And even if you are traditionally published, you still gotta publish, you got you still have to um market your book. I know y'all think if you get a book um deal that you don't have to do nothing. No, that's a lie. They lied to you. You still gotta market that book. Yep. Books don't just automatically fly off the shelves, and trust me, if they do fly off the shelves, that's because somebody had a dope marketing plan that was started almost 12, 6 to 12 months before that book released. I know what I'm talking about, okay. So I want to talk about um book marketing. Y'all been doing it all wrong, okay. You should be marketing your book after you solidify who the book is for, what the title should be, because it's not for you. Now, let me just tackle that right quick. It's not for you, the book is not for you. So, a lot of you all, especially the ones you are out here trying to do y'all covers yourself, or you hiring um graphic designers and you want the book cover to be something you like. I'm sick of hearing that too. I know what I'm talking about. Y'all be well, I really don't like that. It ain't for you. Wait a minute, hold on. We're publishing this book for the folks that you're talking to in the book that the content speaks to, or oh, you publishing this book just for you. You the only one gonna buy. Because when you say it ain't what I like, that means that you're making it what? All about you. You're not making it about the lives you're trying to save, right? If you're writing about a personal story on how you made it through, if you're writing a self-help book on how to access this information and get to this level or whatever, you're not making it about you. I mean, you're not making it about um your reader, the people who you're helping, right? You making it about you when you go to talking about what you don't like, and well, I wanted it like this, and I wanted it. This ain't got nothing to do with you. Okay, so we gotta stop doing that, okay? Stop doing that and make it all about your message and who your book speaks to. It's very simple, it's very simple, okay. And it still can be something that you like. You have to realize what you like should be what they like, what is going to grab their attention, okay? You have to think about when you are out shopping and when you are online scrolling and you on Amazon, what you looking for, what kind of books you like, or what um what genres, whether it's fiction or non-fiction, there's still a specific audience that's looking for what you are talking about. Okay, so let's move on. So, um, authors are trying to sell books before they've even clarified why they wrote it. Didn't I just say that? We gotta stop that. We gotta stop that. It's not about you, it's about who you're speaking to. Moving right along. So once the book is released, it's usually crickets. Once the book is released and you have your book signing, it's crickets. If everyone shows everyone that you know shows up to your book signing and they purchase the book, of course they are because they love you, there's they support you. But here's the deal after you, I always ask this question after you sell to everybody you know, then what? What are we doing now? After everybody you know them bought that book, now who you selling to? Cause they wasn't your audience, they was buying because they connected to you. I'm gonna leave that right there, and we're gonna take a break.

SPEAKER_01: 14:30

On the road to somewhere, for the long away and the rain and two mass. Oh, yeah. No hurt and pain. Well, sometimes my company separated from those proposals. I didn't have no guarantees, but one thing.

SPEAKER_02: 15:30

Alright. We are back. So I left you guys with a question. Um, after you sell to all the people that you know, who then what we doing? What are we doing? So this is why you have to have a plan for the book. You have to have a marketing plan way before the book is released. Okay, you can sell the book before the book is published. Before you release the book, you can be selling the book. It's called a pre-order sale. Hello, it's called a pre-order sale. So, um, and I do understand that a lot of people still do not even know that they can do that. Yet, we see the previews of the movies that are coming out, right? Six months, way before it releases, and then guess where we at on that day that it releases, whether it releases online, because now Tyler Perry he's releasing stuff on Netflix now, okay, and still making millions and blowing up, but we still there because we got the previews, okay? So you can give previews of your book, you can go live and talk about it, you can be posting content related to the topic inside your book, you can um go live and have conversations about it, okay. Building the buzz, that's what that's called. That's all in the marketing circle, okay. But we're not doing that, we are expecting for people to just jump at this book. We don't we stay silent. I have seen people stay silent for three months, four months, five months, whatever their production time was, and then on the release date, that's when they make one post on Facebook about oh, today I became an author. And I'm looking like, and so why should we care? That's that is what that's how we and so why should we care? Because you were supposed to be showing up before that and telling us why we should care about this book, why it's so important, you know what I'm saying? What is this story about? Whether it's a personal story or whether it's fiction. What okay? So, um, what I really want to get to today is um for the authors who want to um really learn how to market their book, you start with a pre-order, and everybody does not have to do a pre-order. Let me say that. Every book project does not have to include a pre-order, okay? But it is good to do it. Just kind of you have to sit down. This is what a book marketing plan is for, because you are sitting down and you're whether you're doing it on your own or with a coach or talking to Chet GPT. Let me just throw that out there since y'all are so scared of AI, right? Stop being scared, get in there and talk to Chet. Um, especially for those who have um you are working with minimal budget, you right to put this out. Talk to Chet. Chet is smarter than you. Okay, so um, you want to sit down and have a book marketing plan. Okay, so in your plan, you're looking at what are the goals for the book. That's how you determine whether or not you really want to do a pre-order or not. Um, what kind of content you want to tackle? Because now you know who the book is for, who it's targeting, who it's speaking to, where those people are. They may not be on Facebook, they may be on Instagram, they may not be on Instagram, they could be on threads, right? Y'all are y'all on threads? It's a strong, strong audience of readers and authors, black authors on threads. Threads is connected to Instagram, just in case you didn't get the memo a few years ago. Threads is jumping, okay? So um, you have to determine where are these people. They may be on TikTok, okay. It's a strong community on TikTok as well, so you have to know like where are these people at? This is called doing your research, doing your homework. We ain't just throwing books out here and begging for sales. I keep trying to tell y'all, we are not doing that, okay. I want to talk about the main thing I want to talk about today is bookstores. We have overlooked the bookstores in a sense. So here's the thing: most brand new authors want to have their book inside the bookstores. You want your book inside Barnes and Noble's, you want it on display. You think because your book is going to be inside the bookstore, that that's gonna cause you to sell more books. That's not how it works. Let me say that again. That's not how this works. First of all, understand that being inside the bookstore is a way to market your book, however, you still need to do all those things that I said prior to. Okay, and so because if your book is building buzz and people are calling the bookstore, trying to see do they have your book there, that's a great strategy on how to get your book inside the bookstore. So here's the thing: there are two different ways you can partner with um retailers, bookstores, and retailers that sell books. You have global distribution, right? That's online. Don't sleep on that. That is where you connect with the online distribution channels, which is over 40,000 retailers, schools, libraries, and all of that that your book would be available to. This means that if they want to pick your book up and make it available on their website, they can. And who normally picks up Amazon? In my experience, of um working with 60 between 60 to 70 authors and publishing their book for them. My experience, Amazon picks up Barnes and Noble's books a million. Um, sometimes Target will pick up. Now we're talking about online, not inside the store. Okay. Um, sometimes Target will pick up, they funny. Target is funny. Um, Walmart typically picks up. Um, then it's a whole line of bookstores in the UK and in different countries, Australia, and just it's crazy. Even the bookstore chain that's inside the airport. Hello, they are connected to global distribution, just in case y'all didn't know. But here's the thing: so to get online distribution is it's not difficult, right? It depends on what printer and distribution company you are with. I work with one of the largest printers and distribution companies in the world, and their global distribution online is amazing, okay. It actually positions you, in my opinion, it positions you to then be able to get your book inside the bookstores. I hope y'all are listening. Okay, go join that email list, publishwithtiffany.com. All right, and if you want to book a call with me, that link is on there as well. But you all need to get the information that you need so that when you're ready to put your book out, because some people are releasing for Black Friday, and then some of y'all are releasing in January, or you're gonna want to start working on your book in January. So this is you got plenty of time. We are still in October, so don't sleep on this information. So now, so you have global distribution online, let's talk about in-store. Everybody wants their book inside the store. Most new authors want their book inside the store. I'm not mad at you for wanting that, right? Here's the thing: if your book gets inside the store and you haven't done any type of homework or anything, and you're not marketing your book, guess what? How long you think you're gonna stay inside the store? Because in order to stay on that shelf, you still gotta be moving units. Hello. So if you are not active on social media, which is where everybody is, if you don't have an email list, some of y'all don't even know how to build an email list. Like they be looking at me like, what is that? And you need an email list for any business that you're trying to build online. Even if some if even if you have a brook and mortar, you should have an option for them to sign up. We we sign up for rewards with companies, right? You still gotta, I believe, enter your email address for that. So it's like, come on, y'all, we gotta wake up. We have got to wake up. Book marketing is not rocket science. Okay, you have to know how to show up, how to be consistent, and who you should be in front of when it comes to your particular book or your brand. If you're a coach and you don't have a book, which you should, but if you don't necessarily have a book yet, right? For your expertise, you should still be, you should still know exactly who your audience is and what you should be, where they are, and what you should be in front of them talking about. If you want them to get to know you, it's all about relationships. This is this is the big elephant in the room. You still have to build relationships to sell books, if I can put it that plain. You still have to build relationships to sell your product. Let's say you don't have a book, let's say you just got a business, a different type of business. You gotta build relationships, you gotta have conversations, right? You have to be able to convince them, not necessarily convince them, but because if you're targeting the right audience, if you know who your people are, you already know they need and they looking for what you have. That part. Okay, I know when I'm at an author event or I'm on threads on my my platform. You can follow me on threads at dear black author. Shameless plug. Um, I know that I'm on there with black authors, period. They always want to talk about book marketing, they always want to talk about how to sell more books, they always want to talk about um how to get to the bigger money, which is what I'm always talking about. They always want to be featured in the magazine, they always want to know more about the chamber, they always want to know what I'm always talking about. So, this is how you start to build that community that wants and needs and is looking for what you have. Okay, so stop overlooking the small bookstores as well. I do want to put that out there. I know you want to be inside Barnes and Nobles, but what if you have some mom and pop stores? Shout out to the book joint. There's a bookstore in Chicago, she has been around for years, she's amazing. It's called the the book joint, DA book joint. They are located off of Stony Island, I think 60 something Stony Island in Chicago. Look her up, they're amazing. See what the process is to get your book inside the store. They have customers in the smaller bookstores, whether you want to believe it or not, they actually make it easier for you to build relationships with real readers who are looking for the stories in the books that you have. All right. So you can go back, catch the replay, and I will see you guys next week!

SPEAKER_00: 27:42

Listen next week for real talk, powerful strategies, and much more. Again, we thank you for listening.