This week’s post comes from the wonderful Andrew Dare, our business operations manager. In this piece, he shares the top tools for new authors to grow their brand and business.

Selling books isn’t just about listing your book online and hoping readers show up. It’s about connection, understanding your audience, and—let’s be honest—a little bit of persistence. If you’ve ever felt stuck trying to move more copies of your book, these five sales strategies (inspired by SPIN Selling and Unreasonable Hospitality) will help you shift your mindset and grow your readership.

1. There’s Always Another Person to Sell To

It’s easy to get attached to potential buyers—whether it’s a bookstore that expressed interest, a journalist who said they’d review your book, or a reader who promised to grab a copy. But here’s the hard truth: not everyone follows through.

Think about the last time the sales assistant at the mall asked if you needed help. Maybe you said, “I’ll come back later,” knowing full well you wouldn’t. People do the same thing with books. Instead of fixating on every lost opportunity, keep your momentum by continuously finding new people to pitch. Follow up (because sometimes they really do forget), but don’t get stuck in the waiting game. Stay focused on your next lead, the next bookstore, the next reader. Remember: there’s always someone new to connect with who is ready to engage with your book.

2. Talk to the Pain Your Book Heals—Not About Your Book

One of the biggest mistakes authors make is focusing too much on what’s inside their book rather than how it benefits the reader. In sales, they say, “Don’t talk about features—talk about benefits.”

Readers don’t buy books just for the content; they buy them to solve a problem or fulfill a need. Whether it’s escapism, personal growth, or professional knowledge, your book does something for the reader. Instead of saying, “My book is about productivity hacks,” try, “If you’re feeling overwhelmed and constantly behind, this book will help you regain control of your time.” Ask questions to uncover what your audience struggles with and position your book as the solution.

3. Make Every Reader Feel Special

If there’s one thing Unreasonable Hospitality byWill Guidara has taught me, it’s that small, thoughtful gestures create loyal customers. You can apply the same idea to selling your book.

Think about how you can elevate a reader’s experience. Maybe it’s a personalized thank-you note in a signed copy, or a special Q&A for your email subscribers. The more valued your readers feel, the more likely they are to recommend your book, become lifelong fans, and potentially invest more with you in the future, be it a second book or a paid community that you create.

4. Follow Up and Stay Engaged

Selling doesn’t end after the first conversation. One of the most powerful sales strategies—whether you’re pitching bookstores, securing media coverage, or connecting with readers—is following up.

A bookstore says they’ll consider stocking your book? Check in a few weeks later. A reader expresses interest? Invite them to join your email list. A journalist doesn’t respond? Try again with a fresh angle. But here’s the key—while follow-ups are important, don’t let them be your only focus. Keep moving forward and bringing in new opportunities too. Following up with the right people will keep you top of mind, but never stop looking for your next yes.

5. Have Fun with It

Here’s the thing—if you’re not excited about your book, why should anyone else be? Selling books isn’t just about strategy; it’s about energy. People pick up on enthusiasm, and the more fun you have talking about your book, the more others will want to be part of it.

Sure, not everyone will say yes. Bookstores might pass, media outlets might ghost you, and some readers just won’t be interested. But that’s okay! Selling your book doesn’t have to feel like a grind. Lean into the joy of sharing your work. Celebrate the yeses, laugh off the noes, and enjoy the process. Because when you’re having fun, selling books stops feeling like selling—and starts feeling like sharing something you love.

The Close

Selling more books doesn’t mean being pushy or aggressive—it means being strategic. By continuously finding new leads, focusing on benefits over features, creating memorable experiences, and staying engaged, you’ll build a strong foundation for long-term book sales.

Which of these strategies are you going to try first? Let me know in the comments!