If you Google “book marketing”, you’ll find a whole host of sources all giving you the same advice: optimize your book’s Amazon page, build a mailing list, send ARCs to readers and reviewers, and so on and so forth.
Indeed, these strategies are important to a book’s success. But you may be wondering: what else can you do to stand out from the crowd? Here are five unusual book marketing ideas to try once you’ve mastered the basics.
1. Donate your book to “smaller shelves”
Your local bookstore or library might stock your title, but there are a lot of other books on their shelves — and not all readers are willing to spend money (or checkout slots) on an unknown title when there’s so much other choice.
You can solve this problem by printing some author copies of your book and donating them to places with less spacious bookshelves, such as thrift stores, Little Free Libraries, and hotels or hostels. Faced with a limited selection, readers who might not typically pick up your title are more likely to do so. You may even earn some loyal fans!
Donating your books will expose you to more readers, but if you really want to stick in their minds, consider leaving a personal, handwritten note in each paperback. You may wish to share why you left your book at this particular location, thank the reader for giving your story a chance, and tell them how much it would mean to you if they left a review.
But don’t stop there! Take your campaign one step further by gifting copies to doctors’ surgeries, hospitals, dental practices, etc. Unless it’s a really bad day in the emergency room, people won’t be able to finish your book in the waiting room — but if they enjoy the first part, they might buy their own copy.
2. Hide copies of your book in public spaces
If you’re not afraid to get stuck into a creative project, you can take book donations to the next level with a citywide, countywide, or even statewide scavenger hunt.
This marketing strategy is a bit more hands-on, but has the potential to generate considerable hype. Print some copies of your book, hide them around your chosen area, and post clues to their location on your social media accounts, in local Facebook groups, or even in regional newspapers (if you’re feeling old-school).
Leave a note with each book congratulating the lucky reader and encouraging them to tag you in a picture on social media. (Make sure the note has enough context that someone who has found it by accident will know what’s going on.) Like a bowl of candy on Halloween, you can leave a polite request for the reader to only collect a single copy so that other people can enjoy a free book as well.
As for where to hide the books, you’re limited only by your imagination. If your book is set in the real world, you could hide them at locations similar to those in the story. If not, try hiding them under rocks, in tree hollows, or inside shopping centers, bus stations, etc. with the staff’s permission (steer clear of bookshops). Just make sure that you weatherproof any books you leave outside — ziplock bags are your friend here.
One cool idea for the clues is to take a really close-up photograph of something nearby. Alternatively, you could create riddles or even reference personal memories that readers will have to find on your blog or in interviews. If nobody has found a particular book after a certain length of time, you can give another clue.
You may want to check back on your books somewhat regularly and keep your followers updated on which ones are left. Or you could even hide one at a time to make it easier to track. This will also keep you in people’s social media feeds longer — but beware of dragging the hunt out for too long. You don’t want your scavenger hunters getting bored!
3. Organize a flash mob
FLASH!
Did that get your attention? You can create a similar (hopefully more effective) reaction by carrying out a flash mob (or several). You might act out a dramatic scene from your novel, or simply get 20+ people to all pull out your book at the same time and start reading. Bonus marketing opportunity: you could then donate or hide those copies!
Consider hiring actors, or just rally your friends and family. Pick a location that suits you: an amateur flash mob will look better in a smaller location such as a library, bookstore, or supermarket. (Why not repeat the flash mob in multiple places?) Then afterwards, hand out flyers or business cards with a QR code that takes people to your author website or book page.
Whatever you decide to do, make sure you get advance permission from the building owner or the relevant local authority. Don’t believe the old adage: in this instance, controversy does not create cash.
4. Post live readings with a twist
To create a stir that’s not restricted to a single geographical area, try posting videos of you reading from your book to your social accounts — but with some kind of unique or gimmicky backdrop. The more unusual or extreme the reading, the higher the chances of people watching to the end and sharing your content, increasing your online visibility.
Here are some ideas for gimmicks to lean into:
Adventure sports: read from your book while skydiving, zip lining, hoverboarding, etc. You want to convince people on the internet that what you’re doing is brave — but don’t put yourself in any actual danger.
Embarrassing “dares”: randomly start reading out loud on the bus or on prank calls and document strangers’ reactions. TikToker Sophie Jones has amassed 350,000 followers by putting herself into socially awkward situations like these.
Silly positions: do the entire reading while standing on your head, with marshmallows in your mouth, etc.
The important thing is to stick to a theme so that it becomes your “thing”, and people follow you to see what you post next.
5. Submit your book to a subscription box
Or if playful social media videos aren’t for you, here’s a more sophisticated idea: apply to be featured in a book subscription box.
For example, Your Paper Quest is a monthly subscription box that exclusively features self-published authors. All submissions must be fiction, written in English, and no more than 350 pages long. If chosen, you’ll be paid, featured on their website, and possibly even asked to attend a Q&A with readers.
There’s no guarantee you’ll be accepted to a subscription box, but if you are, you’ll reach a highly engaged audience full of people likely to leave book reviews!
Although these four out-of-the-box and one “in-the-box” strategies have the power to get you noticed, they’re most effective when combined with tried-and-true book marketing techniques. Whenever you attract new fans, be sure to direct them to your mailing list, offer them exclusive discounts, and continue to engage meaningfully in the months and years to come. Remember: promoting your book takes patience as well as creativity!
(c) Loretta Bushell
Loretta Bushell writes for Reedsy, a marketplace that connects authors with resources and professionals to help them publish their dream book. Loretta is also a part-time translator and spends her spare time reading books of all genres (except horror!) and playing board games.
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