Do you want to earn free book publicity? Start book readers’ groups nationally in places where book readers, book buyers, and book sellers gather. Let the local chapters appoint a leader and send them copies of your books that you pre-sell to the group members and/or leaders. Teachers can promote your book by ordering it for class projects and topics. The goal is to use social intelligence to let people know what's in your latest book, story, or article. You also may want to check out the book, Social Smarts Strategies That Earn Free Book Publicity: Don't Pay to Market Your Writing.
You get to know teachers by making use of those rentals of teacher's lounges after school for meetings, of volunteering to be poet in residence or speaking to classes on the topic of your book, especially if you write books of interest to the students. The same technique applies to speaking in corporations to executives and trainers. And writing for those non-profit services' publications opens doors by connecting people through your topic, information, and the methods of your research.
You could start your own virtual (online) publicity service
If you enjoy being online, you could start a publicity service or become a virtual publicist, delivering free email alerts daily from journalists and media companies on a deadline to other people in the media or other businesses who want other people's stories to write about in various types of media. You could focus on publicizing other writer's materials, businesses, strange news, or professional's expertise and new research.
How it would work is that writers or businesses using your publicity service would submit unlimited pitches to top journalists from local, regional and national media outlets. Your first step might be to partner with journalists from top news agencies online. These news agencies would subscribe to your publicity service. Each subscriber would have the chance to connect with reporters on a deadline. Your publicity business online would have a goal to find lots of subscribers.
The publicity alerts sent to subscribers would be free to those who wanted them. If mainstream media reporters pick up your news or your client's news, it could increase the popularity of that person's (or your) business. Like a virtual assistant, a virtual publicist's work is about taking a news story so new that the mainstream media hasn't yet covered it and giving other people in the media the chance to cover your story, research, or business. You may wish to check out a site, a publicity business called Haro. See the site, "Reach 30,000 Influential Famous Journalists - Free."
Haro is a publicity genie. The company delivers to subscribers 3 free email alerts daily, straight from journalists and media companies on a deadline who want your story and expertise. For example, with Haro, you can submit unlimited pitches to top journalists from local, regional and national media outlets.
You might look into publicity techniques that connect people on a larger scale as well as locally. Think of how social intelligence is made up of empathy, charisma, and observation. Empathy and social smarts help you earn free book publicity by connecting you with key people, media, schools, and the publications of nonprofit agencies. As a writer, you can promote your own book and earn free book publicity by connecting key people, media, and nonprofits’ newsletters with schools.
Connect with people on a larger scale and locally
Social intelligence used in book promotion is like a three-ring circus. Use empathy, that is people smarts, as a catalyst to bring together schools, nonprofit agencies, and authors. Observe, simplify, and offer commitment as charisma.
Query editors of nonprofit publications. These nonprofit agencies often publish high-circulation newsletters and sometimes also publish sizable, glossy magazines. Some produce videos or documentaries. To connect with the nonprofit agencies’ editors, use your social intelligence skills to make connections in the nonprofit agencies’ public relations and communications departments.
Join public relations societies, national associations, and help out the nonprofit agencies or organizations of your choice focusing on what gets published in their magazines or newsletters. If you want to earn free publicity for your book, supply these editors with facts, findings, and trends.
Bring the nonprofits in contact with schools: Social intelligence
When you talk to school assemblies or classrooms, relate your book topic to any specific work or project done by a nonprofit association for whom you could write an article for that association’s newsletter or glossy magazine. Use social intelligence to connect to people. What you need to earn free publicity is self-awareness and an understanding of how the main topic of your book influences your own behavior and how others perceive your behavior.
In short—do you immediately connect with others when you speak about your writing? Can you become charismatic for the 45-minutes you spend speaking to a school auditorium? Or are you unable to speak in public at all or travel to promote your book?
Back in 1995 Daniel Goleman wrote a book titled, Emotional Intelligence: Why It Can Matter More than IQ. Then in 2006 Karl Albrecht wrote a book titled, Social Intelligence: The New Science of Success. How do others experience what Goleman calls your social radar? Many writers are too introverted to promote their own books with social smarts if they are asked to speak in public.
For those without this ability to connect face to face and stand up to deliver a 45-minute presentation, what else can you do to earn free book publicity? You can write articles for the magazines and newsletters of nonprofit agencies.
You can visit schools and show a topic-related video
Then answer questions and mention your book without having to give a formal speech. Ask the students to discuss the video with one another. Then have a table ‘captain’ or lead person from among each group of students stand up and discuss feedback from their group about the video. Relate the video to your book.
Ask the school to pre-order your book for each student. Hand out flyers and comments about the content in your book and how it relates to the similar topic of the video. If you score low on emotional intelligence due to genetic anxiety or lack of energy, health issues, or disabilities, don’t fret. Keep videos handy to speak for you as you hand out your book and information you’ve prepared about what’s inside.
What if you can increase your social intelligence with practice, at least to the limits of what your genes dealt you versus to what sensitivities the environment conditioned you? That’s where writing for the newsletters and magazines of the nonprofits can help you get your word across.
Without emotional intelligence applied to book public relations, alternatives that you have include your free book publicity with Google Search (engine) on the Internet and your own Web site. You also have your own flyers and brochures sent to librarians and coordinators of authors in the schools programs.
Don’t fret if you are unable to speak in public. You can always write to the distributors and reviewers or review books yourself for various online or in print publications working with other authors. Ask an author to review your book in exchange for you reviewing his or her book if that author also writes book reviews.
Also check out Freelance Success. And see the site, Book Promotion 101 (Workshops and Consulting for Authors.) There are numerous books on how to write press releases, how to persuade the media to read, publish or re-write your media release, and how to plan, pitch, and present your book.
The goal is how to get as much free book publicity or project publicity as possible. You can even write a grant proposal to get funding for your project. Include a budget for publishing, promotion, or marketing. How do you get non-profit agencies to give you free book publicity in their newsletters and other publications, seminars, or conferences?
Working with Nonprofits’ Newsletters
Allow excerpts from your book or project to be published in nonprofit associations and organizations’ newsletters when there is a good link to your books. The publications of nonprofits may be able to increase your sales in the long run.
Choose an organization with a purpose related to the information in your book or project. Free book publicity also can be extended to free documentary video or audio project publicity. Make sure the nonprofit’s newsletter is widely distributed. Call the newsletter editor as your primary contact.
Since your article or book excerpt would be offered free, most of the editors would be glad to have informative content with good resources, and you would in turn not be charged for advertising. The publicity for your book, documentary, or other project would be free. These newsletters value credible, informative writing that would help readers form decisions and make choices based on researchable, checkable facts, trends, and news. The details need to be so current or hidden that the mainstream media may not have seen it. Such facts could include findings of studies or trends.
How to Write a Media Release for the Editor of a Non-Profit Association Seeking Good Resources
Nonprofit agencies look foremost for excellent resources--credible and current. Send a media release to the editor. Content would run a page and a half. Choose topics related most closely to the current projects or themes of the particular month. The newsletter may have guidelines as to what topics are chosen each month.
Follow that calendar when you choose what topics to cover in the content you send to the newsletter with your press release. Work your book into the press release by covering the topic of the month for that newsletter.
For example, if the newsletter of the nonprofit agency is circulated to persons with mobility-related disabilities, and your book is about travel, emphasize what new technology is provided to make travel accessible, available, and affordable to those with mobility-related disabilities, such as rough terrain wheel chairs, accessibility to transportation, or tours and hotel rooms equipped for use by persons with mobility-related disabilities.
Emphasize tours for those who walk slow, use walkers or wheelchairs or related topics. Use the same theme to write for mainstream magazines. Most information from your press releases can turn into query letters destined for mainstream magazines.
How to Begin
When you’re writing an article for a nonprofit’s newsletter, the content would be different than when merely sending a press release about your book. An article has more of a chance to be published than a press release. Customize the article to run about a page and a half, which is the same size in length as a media release. Here’s where the difference kicks in. Your short article has a title that gives specific information. One example would be Ten Tips on Avoiding Elderly Abuse.
When this author wrote a paperback book in 2002 on the topic of preventing elderly abuse, a section in the book mentioning 60 points to become aware of related to preventing elderly abuse easily could be condensed into ten tips on avoiding elderly abuse that would fit the tight space requirements of a brief nonprofit newsletter. You may wish to see the book, How To Stop Elderly Abuse: A Prevention Guidebook.
It is important to include a tagline in the article before sending your content to a nonprofit association’s newsletter editor
The tagline should include information on your book and two sentences showing your expertise. Offer tips, and inform the editors that they can publish your tips on how to do something that’s in your book—as long as they include the entire tagline mentioning your book.
Nonprofit newsletter editors prefer articles giving 10 tips on how to do or prevent something important that they are emphasizing that month in their newsletter. It works most of the time also with magazine editors.
House organs are employee newsletters and/or glossy magazines published by a company for its staff
Not all nonprofit agencies publish only one type of publication. In addition to a newsletter, there may be glossy magazines, employee newsletters (called house organs), and other publications. The glossy magazines published quarterly or even monthly by some of these nonprofits usually pay for content. Additionally, some newsletters also pay for press releases, unlike newspapers. After your articles are published, ask if you can become their regular columnist if you’re looking for freelance writing that helps your book publicity as well.
Prepare a dozen columns to fit the length of the glossy magazine published by some nonprofits and send it out to the editors. Do the same for the newsletters, restricting the length to what’s usually published in those brief newsletters. Send a cover letter with the columns and tagline about your book at the end of each article, media release, column, or other content material you send. Never send anything too long for the publication. Count the words in the newsletter’s monthly columns, articles, or press releases.
Connect To People
What can you expect when you try to connect to people with empathy in mind? Give useful, current, or hidden facts that help people make more informed choices. Ask how you can serve your audience by solving problems and getting results through your research and writing in future books, interviews, or articles.
Focus on how you can help other authors or publishers sell more books by visiting schools to talk about writing, age-appropriate topics, current events, history, health, or storytelling. It’s the empathy and social smarts that makes you charismatic as a writer and speaker who does research that easily can be fact-checked by readers. The thoroughness of your research earns you credibility points. And credibility is publicity.
Emphasize positive points. Charisma is about connecting to people in a positive atmosphere
The more that you understand what people want from a book or article about your specific topic, the better you can connect. Do feasibility studies and market research before you decide what kind of book, article, or media release to make public.
Talk to editors and publishers at national associations’ meetings or conferences. Ask why editors choose to publish or reject similar, equally qualified books on specific trendy subjects in a particular year.
Ask them what book and/or article topics are ‘in’ or ‘out’ this season and why. Examples include memoirs books, angel books, or ethnic books being in or out of fashion for a specific season.
Are their choices based on sales potential? Who does their feasibility and market research and what questions are asked to predict future sales?
How often are they accurate? Who chooses or predicts ‘hot’ topic books that are ‘in’ for the next year? Interview those people.
Write an article about how they arrive at their predictions. What sources and trends do they research?
Show how their conclusions are based on improving sales figures of books pointing to products with high sales and popular culture trends or high-demand needs and requests. What types of marketing surveys are used?
Offer the article to writing-related publications. Connect new writers with trade journals related to the business end of publishing.
Empathy is about walking in the other person’s shoes. Practice social smarts by connecting people in one business to people in another business for current, practical, and transferable reasons.
Physicians and physicists may not have the time to communicate enough, but both could be interested in your new book researching what 25 diverse, credible scientists say about why spontaneous healing occurs. Empathy is about walking in the other person’s shoes.
Practice social smarts by connecting people in one business to people in another business for current, practical, and transferable reasons
Physicians and physicists may not have the time to communicate enough, but both could be interested in your new book researching what 25 diverse, credible scientists say about why spontaneous healing occurs.
To sell books, develop relationships. You have to make people want to buy your books by inspiring and motivating them with concrete facts, details, and new trends or resources.
Your books must inspire commitment in readers. The only thing that will sell in books is to inspire people to be more committed to what they do or what they enjoy. To sell your books, sell commitment and simplicity.
Simplicity sells, but isn't simplistic
People want facts and instruction that are easy to understand and at the same time makes them want to be more committed to what they enjoy doing either in their work or in their relationships or in fixing, decorating, and cleaning up their homes, meals, or environments. The same formula applies to making workplaces better through commitment and making the complex easier to understand—making life simpler.
That’s how you sell your book—even if your book is about how to build dog houses. To sell your book, develop vision. Become a visionary at selling your book using social radar. As a writer, it’s better to have social smarts. Tell readers where to get expert information in depth on the subjects you cover.
Writers seeking free book publicity need to start by developing better relationships with the people who can buy and sell their books. Include the associations that move those books. Develop relationships with some of the small publishers’ associations and nonprofit agencies emphasizing the subject matter in your books. Review the books of other authors. Ask authors to include a comment or quote from your book in their books and not only in their bibliographies.
Free book publicity is upward mobility
It’s like a promotion, and it only comes about when you develop a strong relationship with editors and publishers of topic-related newsletters and magazines, including online audio and video content. To get free publicity, you need to develop working relationships even though you may be a freelancer/independent contractor. Teach or train others online or be of service as a virtual publicist, organizer, or virtual assistant.
Start columns for print distribution. If your article or column appears in print, you can get permission to put it online if you ask for your copyright or publishing rights. But if your article or column first appears online at your Web site, it could be rejected by print publications as having appeared as distributed content. Then its status is reprint only, and you might not get paid.
Skills and high IQ in writers often lose out to high social smarts, which consists of the working relationships you have with editors and publishers and also with your audience of readers, which includes school librarians, coordinators, and teachers who order the books 45 at a time for students when you speak at school assemblies.
What is the best move a writer can make to sell a book and get free publicity? Get the tools of your trade. Imitate a great politician. Build relationships with those who buy or promote your books. Street smarts or social intelligence is one tool among many. If you are unable to travel or speak in public, you have many other tools available that include the written word disseminated to audiences interested in your specific topics and corporate, family, newcomer, travel, or institutional gift baskets. If you’re selling a book on fad diets and gum disease, you might wish to inform manufacturers of health food products or holistic dental aids to package your book with orders of certain products.
To earn free book publicity, you can’t stand still. You have to move your book forward just as you did in its plot. And you move the plot forward by actions of the characters. In the same way, you move the sales of your book forward by the actions of people with the power to promote or buy your work.
How you accomplish moving your work forward is to measure the range of change in attitudes toward your book by those you contact. If you are empathetic enough towards your readers, you’ll come up with a book that answers their questions, fulfills their needs, solves problems, and offers results. Before you write a book, ask potential readers what they want to see in a book and what information and resources the topic should include.
People know what they want if you ask them. They want instructions on how to solve specific problems, step-by-step guides to follow, and results to measure. Put empathy first before you write your book and before you write your articles, columns, or press releases about your work.
Put yourself in the reader’s shoes before you write anything. People want empathy, commitment, and simplicity in a book that solves problems and gets measurable results. People want information they can check, use, and apply to make better choices. All these answers need to appear in your book publicity, your book, and any columns you write for nonprofits or when you present or show a video while visiting schools, clubs, community centers, senior centers, children’s camps, parent organizations, houses of worship, creative writing boot camps, libraries and bookstores.
Understand and be empathetic with your readers and editors. You can learn to understand them by walking a mile in their roles. Look at the world from their eyes before you write the first query letter.
What do they want most in their busy day? Some editors often are so busy that they tell writers not to write to them more than once a year because it clogs their email box. They get this way from hundreds of writers emailing in stories each week. Your job is to find out how to make yourself more than a total stranger without clogging their email box. Your best bet might be a press conference where you invite the editors to brunch. You can do this by teleconferencing as well as in person.
Editors at events seated at the same table as you may have time to talk, but ask first
When an editor is not busy, you can talk. This is accomplished at clubs where the editor sits at the same table as writers as in professional associations conferences and meetings.
Social radar in the world of publishing is about targeting those with the power to publish, promote, or sell your book. Often other writers will not help you if their own books are not selling. Instead, they will use a disguise of sending you email telling you what you did wrong in your book or on your Web site to cause you a lack of sales.
They think they are helping you. They do not buy your books or promote your books. They wouldn’t have emailed you in the first place if you hadn’t told them your books weren’t selling. They look for a weak spot and open the wound of negativity further by showing you what you are doing wrong. This is not empathy, and they are not committed to a working relationship with you.
If they did, they would buy your book. The real culprit is too much information overload, and they will email you that you have done something wrong. They will inform you that you need to change your whole Web site architecture. This will only lead you astray. The real issue they will avoid because the real issue is that the topic of your book is of no interest to those persons. What you need at this point is praise, prayer, and promotion. What other writers will give you is a laundry list of what you are doing that’s wrong.
Then you will remember them as not the warm, fuzzy mothering and comforting creatures that you eagerly need, but only as the critical colleagues who do not buy your books. Is it jealousy hidden under the cloak of wanting to improve you? Are you their competition? Some writers will help and mentor other authors. Find out whether your mentor is competing with you.
Emotional intelligence in print
There are various levels of social smarts, also called emotional intelligence, social radar, or social intelligence. As a journalist or writer, you are good at observing people. Then observe how others treat one another at meetings and when competing at work. Why do writers act the way they do with one another?
Why do editors and publishers treat staff and freelance writers differently, or treat writers in general in the ways that they do? Observe how editors and publishers treat writers and switch roles with an editor for three months—either for real as in a game show or in your imagination. Write down what the editor sees each day from writers, including you.
You can make a documentary video about switching roles—writer and editor or publisher. Keep track of the information that comes in and write about it. Use it in your book promotion. Process the information. Build your relationship with the editor you switched roles with for a short time.
Writers make their livings explaining the complex to people looking for simple answers. You are going to write for people much smarter than yourself, and you will write for those with lower IQs. To communicate, to share meaning is about making a commitment to empathy, observing, and sharing. You’re worried that others won’t value your information. As a writer you have to work with people, and commitment is the beginning.
To develop your social skills in writing so that those smarter than you and those not as informed will value your information, begin to promote your book by writing columns that help people observe others, solve problems, and get measurable results. Check to see how simple you have made your information so others can follow your writing step-by-step without confusion. Write to share meaning.
You might begin by writing a column made up of brief excerpts your book or documentary project
Send out the excerpts to a variety of publications. Inform the editor that the article may be run free in free in exchange for a credit mentioning the book. Anything you offer free in exchange for mention of your book in a national publication is excellent exposure and free publicity for your projects.
Choose a nonprofit newsletter, magazine, or tabloid that is mailed out to more than 45,000 members of a national or international club. Ask the editor whether you can lay out the publication. Or talk to the person who does lay out the newsletter or magazine.
Which Quarterly Club Tabloids Should You Target?
One example might be the Sierra Club that may use excerpts of environmental books with permission from the authors. As a freelancer, you can pitch the editor if you do work for any similar group with similar goals. For example, if you do volunteer work for any type of environmental group, you still can pitch a different environmental organization because all the environmental groups have in common the goal of working to make the environment healthier.
The Sierra Club, for example, has editors in various regions. So instead of contacting one editor in one region, you can pitch to another editor in a different region. Research how many other organizations have local chapters with their own newsletters for different regions. To look at a variety of association, your local or university library has Thomson’s Encyclopedia of Associations. Information on these reference books is found in books that list updated names and addresses of associations.
Speaking to School and Library Audiences and Storytelling
Free book publicity is about storytelling to library and school audiences, giving interviews to the media, speaking about what’s in your book, and reading in public and on CDs or DVDs, broadcasting on Web sites, and doing book store appearances, and book tours, if you are able to travel. Virtual book tours are helpful if the stress of travel is too much. You can publicize your book in food court malls and shopping centers or in libraries, university auditoriums, or even teacher’s lounges and at national and local associations, clubs, or houses of worship.
If you are writing children’s books, purchase your state’s public school directory. Contact schools and school librarians. Charge a fee from $400 to $1,000 to visit schools. Select the appropriate age group to speak to assemblies about your book(s) if they are suitable for that age group. Talk to the coordinator or librarian to set up your speaking engagement to talk about your children’s book. The books will be pre-ordered for each student by the school.
Also look at parochial and Montessori schools. Visit some of their Web sites. Contact your state’s School Library Association. Look for Career Days at schools and Authors’ Day at schools to make your appearance with information about your book and some copies of your book.
After you have spoken, ask for a letter of recommendation from each school. Use these letters to obtain assignments to speak to another school. You also can apply for the poet-in-the-schools or poet-in-residence scholarships to appear for a semester or year in various elementary, middle, or high schools.
When you speak at a school, ask to be paid. You can also volunteer without pay at a school, but generally, authors are paid expenses, usually around $400 or more for each day you appear in the school and speak to children, usually at assemblies. If you stay overnight, your hotel and food expenses would be covered if you ask for payment to cover these expenses.
The pay could be for one day $400 or $500 if you are not staying overnight. Some speakers ask for $1,000 and do get it if their books are well known by teachers or librarians. For a beginner, $400 or $500 per day is appropriate.
Before you contact any school you’ll need to make an information and contact sheet. Here’s the template for such a sheet. This would be one page in length. Fill in your personal information.
Contact Sheet for School Coordinators and Librarians:
Contact by: Phone, Fax, or Email
Age, grade, or level of school audience:
Type of Presentation:
Length: (usually 45 minutes for elementary, middle, and high school, less for kindergarten)
Display for Illustrations:
Storytelling for each age group:
Overlays and color, stamps, graphics
Question and Answer time
Honorarium: $ per day, $ with overnight
Number of Presentations: (How many presentations per day—one, two, three four?)
Usually four presentations per school day are appropriate.
Size of audience desired: Are classes to be combined? Will you go into classrooms or work with assemblies in an auditorium?
Equipment: (Microphone, video equipment, table, or other presentation machinery).
Books: (Name your published books and have the book covers printed on your contact sheet. Include a small photo of yourself.)
Enclose the Second Page with Your Contact Sheet:
List your books by title. Show book covers on this sheet. Include a one-paragraph summary of your book’s story or plot. At the bottom of this second page include a student order form and a presentation date that can be filled in by those who hire you to speak in public and private schools.
Have an order form at the bottom that teachers, librarians, parents, or students can fill out and return to the teacher. Include sales tax. Sign the books that are pre-ordered for the class. Include an inscription if requested. Make checks payable to you. If you have published your book print-on-demand, you can buy them at a discount from your publisher after the books are pre-sold or pre-ordered by the school.
Usually print on demand books will be sent within ten days of orders received. Teachers and librarians or students can order the book directly from your publisher. Or you can purchase the books and sell them directly to the school. At the bottom of your order sheet, include a space for the student’s name, teacher’s name, the total amount being paid for the books, and your address or your publisher’s mailing address, Web site, email address, and telephone number.
Author in the Schools Presentation Check List
Before you appear at any school to speak to an assembly or do storytelling in classrooms, create a presentation check list. It should look like this template:
Date Sent Date Received
(Include all check numbers
Date of Presentation
Lesson Plan for Day of Presentation
Letters of Recommendation
Query Letters to each school
Telephone numbers, addresses of each contact
Thank you follow-up letter to contacts and students
How to Use Social Intelligence to Earn Free Book Publicity
How many copies of your book will sell is often tied to social intelligence. To sell your book, your first tool is a social radar detector. Your book needs to understand what it will do to readers and also what it will do to attract readers. What type of reputation of credibility and excellence does your book have before anyone will read it or even be told the title?
How many other areas are influenced by emotional or social intelligence? You have a variety of high IQ societies for those passing a test of intelligence. But how many associations do you have for those who score high on emotional intelligence, regardless of IQ? Who would join, and what would their purpose be?
Could your book use social intelligence, emotional intelligence, or behavioral intelligence to improve its promotional and marketing ratings and sales figures? Can social intelligence aimed at booksellers, review publications, or consumers increase your book publicity and sales?
Let’s compare free book publicity in the media to self-awareness. If social awareness is all about how people start and keep relationships, then emotional intelligence when applied to book publicity is about showing people how to be more self-aware. When pitching your book, you need to help others understand how their feelings influence their behavior (including book buying behavior). Most of all, to sell your book, your high social intelligence score will underscore interpersonal relationships. And most community colleges offer classes on interpersonal relationships in the public speaking and in the psychology departments. Perhaps it’s time you offered a course for book authors, publishers, or editors on interpersonal relationships.
What if your book has nothing to do with this subject? For example, if your book is a how-to build some project, your own interpersonal relationships with the media and editors of newsletters, magazines, and newspapers is important.
You need to get on the right side of the media by using emotional or social intelligence skills. Just be polite. You learn this in preschool. Work on external relationships to publicize your book at no cost to you.
What’s social intelligence all about without psycho-jargon? It’s simply connecting to people
If you can connect to people, your book will sell more copies. If you don’t connect to editors and consumers, you will remain hidden. It’s all about getting charisma from your book publicity.
If people describe you as charismatic, and your book also is charismatic, you get free publicity. What gets you free book publicity is working with small groups of people who work together for a common goal that also includes your book in that common goal as a main tool of information and resources.
You can’t sell your book if you remain in a vacuum. The only way to sell your book is to connect to people who will most likely buy what you have to say. The same goes for any article you write, a video, audio, or documentary. Empathy is the one behavioral tool that connects you with those who would promote or buy your book.