Written by: Vickie Sullivan | July 07, 2022
Promoting a New Project? You Must Be Intriguing
Many authors are in full-throttle promo mode after spending the pandemic writing. Now they’re all promoting their newly published works. So, how do you stand out when the marketplace is flooded with books all about the same topic?
Bestselling author Michael Lewis teaches us some lessons about how to do it during his recent interview with CBS. Pay attention to how he positions himself and the book for intrigue. Here are two tactics you can copy when promoting a project:
• The bigger conversation. Instead of focusing on the pandemic (the topic of his book), Lewis broadens the conversation. By using his subject as a symptom of a bigger problem, he gets out of the “just another pandemic analysis” box. This is a fantastic way to differentiate when you write about a popular topic.
• Make unique connections. Lewis also expands the books appeal with a deeper dive on unrelated connections. Look, for example, at how he ties expertise to inequality. Again, gets his book out of the “one of many” box and causes the audience lean in to learn.
Listen: 2 Places to Find Interesting Connections
Authors promote their books to create interest in them. In a sea of similar topics, though, that’s not enough. They must also generate curiosity, so readers consider their books to be must-reads—not just because of the subject but for the broader insights they provide.
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