10 things I did to market my book without annoying anyone
First, an introduction
I am a digital strategist, author and cartoonist
living the digital life since dial-up was all the rage.
In 2007, I launched a podcast called Stuttering is
Cool which is still going strong today with
listeners in over 50 countries.
In 2013, I decided to create
an illustrated self-help book
of the same name.
Since I self-published, I had to
market my book all by myself.
1. Created buzz
2. Developed useful infographics
3. Determined a hashtag strategy
4. Produced engaging photo memes
5. Found opportunities for "in the moment" content
6. Shared community stories
7. Reminded audience about my book
8. Wrote articles for third party sites
9. Spoke at events
10. Cross-posted, then cross-posted some more
So with that, I present to you:
10 things i did to market my book
My manifesto and guiding principles:
Be Social. Be Human.
Otherwise, you will only be annoying people.
Since I’ve already had a community
that I've built with my podcast
1. I created buzz with progress
I wrote blog posts and shared progress photos
to get conversations going
When my book was complete and ready to
promote, I planned things out first.
I asked myself 3 questions…
Answering these questions allowed me to
plan the content that I needed to create
that was appropriate to my audience
a) looked at the search
terms people were using to
find my website
b) assessed topics people
were talking about in
I also added information about my
book at the bottom.
I created and posted an
infographic each month on the
theme of an associated holiday
I also featured members of the community
and started creating a
Speaking of which, this
brings us to…
3. Hashtag campaigns
My goal was to encourage
others to step out of their
comfort zones, share their
stories and encouraging
others in the process.
4. Photo memes
To spread brand awareness, I asked readers to share photos
of their copy of my book in their part of the world.
My friend, Brian, pointing to the
caricature of himself that I
included in my book. Have I
mentioned that I included
caricatures of my friends in the
online community in my book?
5. In the moment posts
Using a bit of humour as well
Taking my book out to dinner Taking my book on a date
6. Shared stories from the community
My book was also recommended by for
inclusion in the public library system in
Guelph, Canada and Ra’anana, Israel
My book as a conversation starter
My book being donated to a
school library and given as a gift
to a speech language pathologist
7. Reminded my audience that my
book was for sale
“Preparing my next batch of book
orders… order now and get your
copy in the bunch” followed by a
“Here’s a photo of my
‘Saturday morning post office’”
I shared incoming posts with reviews
of my book.
8. I wrote articles
for third party
More brand awareness
and good for SEO
9. I spoke at events
Such as the National Stuttering Association
conference in Washington, DC.
And PodCamp Toronto.
(Canada’s largest free
digital media conference)
Ok, speaking at events
isn’t actually content
marketing but it does help
raise your profile and you
are able to meet and
socialize with people face
to face (and they may talk
about you on their digital
10. Crosspost! Crosspost! Crosspost!
For example, an episode of my podcast related to
dating was posted on SoundCloud and…
Stuttering is Cool Facebook page Google+TwitterPinterest
This was to tap into different
audiences on different social
networks. It’s also good for
I also ensured that all my postings were visual
and easy to interact with.
by Daniele Rossi
all rights reserved