Why You Should Podcast to Promote Your Book

Writing a book is hard work – you need to do research, outline, map out everything, then write, edit, write more, and have it reviewed. That doesn’t even include graphics, auxiliary content, or promoting the book. In fact, if you’re anything like me, you’re so burnt out by the end of the process that promoting is the last thing on your mind. But it must be done, and podcasting is a great way to do it. Here’s why.

I remember the days where I would walk into a book store and mindlessly browse the shelves looking for something that caught my eye. And pre-pandemic, I would still do that pretty regularly…though a lot of my book purchasing still happens on Amazon¹.

Competition is Stiff

Competition is stiff in the book world. You’re not just competing with other titles anymore. You’re competing with blog content, memberships, and video courses. If you’re in fiction, you’re competing with YouTube, podcasts, and the golden age of TV.

You’re also likely seeing less foot traffic in bookstores, especially now. So fewer people will “stumble upon” your book. To get people to buy it, you need to rely on word of mouth, good reviews, and recommendations. It can be hard.

You need a way to differentiate yourself, and podcasting is it.

People Want to Know You’re Qualified

Admittedly, it might seem like I’m talking to non-fiction writers like myself here. And that is what I know best. In fact, I’d say I know nothing about being a fiction author.

But if you’ve written a book designed to teach, explain, or help the reader, that’s the kind of stuff that fits perfectly with a podcast. A podcast helps you establish authority in a particular field. So if you have a book about flipping houses, a podcast where you talk about home repairs helps you establish your expertise. You’re showing people you know enough about home repairs to flip houses, while also giving them discrete, helpful advice.

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If you have a book on breaking bad habits, a show where people can submit questions and you offer help allows you to connect with listeners who will then want to learn more.

In both cases (as with your show), you provide helpful advice, establish yourself as an expert, and then make your call to action a way to build your mailing list and promote your book.

But that’s not the only reason.

Behind the Scenes Content is Always Popular

People love getting a peek behind the curtain, especially when it’s a process like writing a book. In theory, “anyone” can write a book…but you and I know that’s not really the case. A lot of work goes into writing a book.

Aside from establishing yourself as an expert on the specific subject you cover in your book, you can also flex your authorship bona-fides. Get into things like your writing process, how you came up with the idea, and how you started. Starting is always the hardest part for me!

You can get into if you self-published or found a publisher, and how you did it! Lots of people want to write books. Should them how you managed to do it.

You Don’t Need to Constantly Promote Your Book

Here’s the other thing about your podcast — you don’t need to constantly promote your book. Definitely mention it, have a link in the show notes, etc. But the hard sell isn’t necessary. I would recommend you use your Call to Action to build your mailing list.

This will allow you to more permanently capture listeners (especially if you don’t sell your book directly), tell them about the book, and provide even more value to them. Think of the sale as a short-term solution and the list as a long-term one.

Bonus: Going on Podcasts

As an added bonus, going on other people’s podcast is a great way to promote your book, and podcasters love hosting other podcasters. Those who know what they’re doing, are comfortable behind a mic, and can keep a conversation going makes the host’s job easier.

If you have your own podcast, you might have an easier time getting on other podcasts.

So what do you think? Are you going to start a podcast? Do you already have one? Let me know in the comments!

1. And small book stores when we come across them. My wife and I have a deal that if the book store price is reasonable (with $10 of the Amazon price) we buy it there.