Books aren’t “news” on their own anymore—and repeating “buy my book” is one of the fastest ways to burn out (and lose your audience’s attention).

In this episode, we break down a smarter, more sustainable approach: borrowed buzz—anchoring your marketing to moments people are already paying attention to. Think holidays, awareness months, seasonal shifts, and even quirky observances that give you a natural, timely reason to talk about your book again and again—without sounding repetitive or pushy.

We unpack why this works, including the psychology behind seasonal buying behavior and emotional relevance, and how aligning your message with what’s already on your audience’s radar can dramatically improve engagement and conversion.

Then we get tactical:

• How far in advance to plan for major holidays vs. quick-hit promotions
• When to pitch podcasts, media, and local outlets for maximum traction
• How to build simple, repeatable campaigns around awareness months and niche observances
• Real examples you can adapt immediately—from big cultural moments to offbeat hooks like Maple Syrup Saturday

We also focus on execution—where most authors fall short. You’ll learn how to align your social content, email marketing, and pitch angles around a single theme, where to incorporate seasonal messaging on your Amazon page (and where not to), and how to use AI to brainstorm ideas without losing strategy or control.

Finally, we cover the biggest mistakes—like forcing irrelevant tie-ins or starting too late—and how to avoid them.

If you want your marketing to feel more strategic, more consistent, and a lot less exhausting, this is the playbook.

If you want your marketing to feel more fun, more strategic, and a lot less exhausting, hit play. Subscribe, share this with an author friend, and leave a review wherever you listen to the show.

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