In the competitive world of publishing, getting your book noticed—and making money from it—can feel like a monumental task. Susan Friedmann, a publishing and marketing authority, has helped countless nonfiction authors position themselves as experts and leverage their books for real financial success. With more than 17 books to her name, including Meeting & Event Planning for Dummies and Riches in Niches, Susan knows what it takes to stand out.

The Myth of “Everyone is My Audience”

One of the biggest mistakes authors make is thinking their book is for “everyone.” Susan emphasizes that even though a book may have a universal message, marketing it to everyone is nearly impossible. Instead, authors should pinpoint a specific audience—a niche—where they can establish themselves as an expert.

Susan herself sold 500,000 copies of her first book to a single client by identifying an industry that needed her expertise. The more specific you can be in defining your audience, the easier it becomes to market and sell your book.

Debunking the “Publish and Get Rich” Myth

Many new authors believe that simply publishing a book will lead to instant fame and wealth. Susan is quick to challenge this misconception. Success requires strategic positioning, not just putting a book out into the world.

Positioning means:

• Understanding your audience’s wants and needs
• Creating a book that serves a clear purpose
• Establishing yourself as an authority in your field

When done right, a nonfiction book can open doors to speaking engagements, consulting opportunities, and bulk sales to organizations.

Amazon is a Tool, Not a Marketing Plan

Another false belief Susan dispels is that listing a book on Amazon guarantees sales. Amazon is a marketplace, not a marketing strategy. Simply uploading your book and waiting for buyers to find it will not work.Instead, she recommends authors take an active approach by using:

• A strong website – A professional website builds credibility and attracts readers
• Email marketing – This helps you stay in touch with potential buyers
• Content marketing – Blog posts, podcasts, and social media do drive engagement
• Giveaways – Free book samples, guides, or resources attract an audience

Authors who treat their books as part of a larger business strategy—rather than the end goal—are the ones who see the most success.

The Key to Author Success: Expertise and Strategy

Susan’s Author to Authority program helps unknown authors become recognized experts. By pinpointing their audience, positioning their book well, and implementing a real marketing strategy, nonfiction authors can turn their book into a powerful business tool.

For those feeling overwhelmed by marketing, Susan offers a final piece of advice: You don’t have to do everything. Focus on the strategies that make the most sense for your audience and your book.

Make sure you check out Susan’s podcast, Book Marketing Mentors for more tips on how to maximize your “book marketing mojo!”

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