You are currently viewing Book Summary: How to Market a Book, by Ricardo Fayet

Book Summary: How to Market a Book, by Ricardo Fayet

Article reading time: 6 min

Book reading time: 5 hours and 54 min

This book tells you everything about marketing and self-publishing your book.

A bit long though.


Marketplace: Amazon Kindle, Google Book, Kobo, Apple Book, Nook (Barnes and Noble), Gumroad,

Authors don’t find readers. Readers find books.

Think about 5-10 ways readers would discover your book.

Book marketing fundamentals:
1. Know your market: you should know who is going to buy this book BEFORE you write it as it will guide every one of your decisions.
2. Get the right product for your audience: content, style, tone, cover etc
3. Learn the secrets of Amazon: can’t ignore Amazon
4. Establish your presence on the web: build an author website; an email list;

Sales channel: find one or two that work – and don’t focus on more than that. Fb ads, Amazon ads, BookBub ads, price promotions, email marketing, group promos, newsletters, amazon SEO, Goodreads promos, guest posting, etc

Focus on the silent majority, the people that will not write a review but will tell their friends about your book. In order to get them to promote your book, you need to write a great book.

What indi authors have in common:
– They have found their place in the market (profitable niche)
– They know the nice well enough to write and build an important catalog (they know how to write and publish fast)
– They build bridges between books

When you promote your book to your newsletter, split the newsletter so as to not create a spike which Amazon will interpret as an anomaly.

Write what you know: good if writing a book is a challenge.
Write to market: good to make money.

How to find a niche:
– Go on Amazon, look at the categories and number of books there are. It will tell you a lot about the niche.

Once you have found your niche, research your niche. You need to write a book the readers will read.

Read the best-selling books in your market. The goal is to identify the material and see the features the authors used to make the book successful.

Practice rapid-releasing: the art of writing several books of the same serie and releasing them once every 30 days more or less. The most successful indie authors release 4 books a year so they are not forgotten.

Once you have published a few books in a niche…stay in that niche.

When you write a series, you only have to do the marketing once (for the first book), so series are better, more efficient, and will make you more money.

Don’t design your book cover yourself. Authors are often too close to their stories to be able to design the book by themselves. Hire a professional designer off Fiverr that can propose several designs and test them with Fb ads. The cover is the number 1 most important element for marketing.

The blurb (descriptions, or copy) is the second most important thing.

Blurb mistakes:
– Too many story elements
– Review in disguise
– No stakes
– Description is too generic

How to write a good book blurb:
– Readers need to instantly know what the book is about. What is the most important feature your readers need to know? Start with it.
– Sum up the main message of your book.
– Use the right keywords in your description. Don’t stuff them.

Make sure that each book you write gathers at least 20 reviews after a day.

The best way to get reviews is to get a street team, a team of ultra-fans of your writing. Give them the book for free and let the reviews pour in. They are extremely important.

The best way to sell a book is to get someone with an established audience to talk about it.

How to get other people to quote your book:
1. Create a list of prospects: people on your level that would be likely to comment on the book. They can be authors, politicians, celebrities, blogs, professional reviewers, podcasts, YouTubers, IG influencers, FB pages,
2. Build a relationship: engage with their work on social media, follow their Twitter/Fb account, answer their newsletter emails. Go to their conference and meet them in person.

The best way to be selected by the Amazon algorithm to sell books is to…sell a lot of books. The more books are sold, the better it is.

How to find Amazon keywords: go to the Amazon search bar in incognito mode, and look for autocomplete suggestions Amazon is giving you.

Don’t optimize your Amazon page for keywords that have nothing to do with your book.

Make sure you only list your book in the categories it fits 100 percent in.

If you want to get reviews from friends and family without Amazon knowing so, it is important you send them a “clean” link since Amazon adds timestamps in links that enable its AI to know if the review of people accessing the book will be fake or not.

In order to share a link leading to the Amazon’s store of your recipient, paste a clean link in the website Books2read or Booklinker.

In order to know in which categories your book fits, search on Amazon similar books and look at their categories.

In order to know whether you should go Kindle Unlimited, look at whether the top books in your category are…in kindle unlimited.

Other marketplaces: Barnes and Noble, Kobo, Apple book, Google Play book, Nook.

These marketplaces don’t use algorithms to curate content on marketplaces. As such, you want to build relationships with these people at book and authors conferences, for example.

What matters most for ranking in the Apple Book store is keywords.

The first tip to boost sales on stores is to understand how readers search for and buy books.

Google Play gives visibility to deals (free, cheap, discounted) books.

A way to skyrocket your ranking on google play is to run promotions through the partner center.

If you want to rank high on Google Play, use keywords in the blurb.

Kobo is not only a book marketplace. It is a book distributor, enabling you to have your book potentially being sold in Fnac, Mondadori, Walmart, etc.

The number one thing you can do to sell your book on Kobo is to attract the attention of the merchandising team. The best way to do that is by selling a lot of books. Finally, you should apply to promotions.

Kobo algorithm shows the books having exact matches of keywords written by readers in the search engine.

Build an email list. Give people a free VALUABLE pdf/ebook when they sign up, and another one when they open the welcome email so that they feel you are generous.

Segment your list. People signing up to your newsletter from Fb ads will be different than people signing up from your website.

The more you can make your readers feel special, the more likely they will open your newsletter. + provide value + make them feel like you’re talking to them (be ultra vulnerable).

Clean your mailing list: getting people on your list that do not open the email costs money. After x emails they didn’t open, send them an email telling them that unless they take action, they will be unsubscribed from your list. Best way to do so is to send them an email with the subject “are you ok?”

Practice newsletter swaps to get more customers.

Price promotion is one of the best ways to get your book to sell.

How to get data from Amazon as an author? Amazon doesn’t tell you anything when you are selling your book on the platform. So, here’s what you do. You set up an Amazon Affiliate account and generate links for your books. Use these links everywhere. While this is authorized, Amazon forbids using affiliate links in ads. If you get caught, your Amazon Affiliate account will be terminated, but nothing worse than that.

Running ads: you can use Amazon, Facebook and Bookbub.

– you only pay when people click on your ad.
– Amazon will display the ad to people that actually want to buy the type of book you are selling
– Easy to achieve positive ROI
Con: difficult to scale.

– Versatile ad tool
– Complex to use
– Expensive
– People on Fb are not especially there to buy books

If you write a serie, you should publish a box set.

Expensive but efficient method: release your ebook, paper book, and audiobook on the same day on Amazon and other retailers at the same time.

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Photo by John Michael Thomson on Unsplash

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