Episode 319 - How and Why to Market Nonfiction Before You Write with Karen Williams
Are you getting value from the podcast? Consider supporting me on Patreon or through Buy Me a Coffee!
Amazon Music | Apple Podcasts | Spotify | Overcast | Castbox | Pocket Casts | Podbean | Player FM | TuneIn | YouTube
Let me know your thoughts by leaving a comment on YouTube!
Karen Williams discusses HOW AND WHY TO MARKET NONFICTION BEFORE YOU WRITE, including how nonfiction book marketing can start before a single word is written, why early audience research and conversation-based marketing strengthen book positioning, and how authors can use podcasts, surveys, content repurposing, and community building to create demand in advance. They also discuss treating a nonfiction book as part of a larger business and thought-leadership strategy rather than a standalone product.
Karen Williams is The Book Mentor at Librotas. She helps business owners, experts, and thought leaders write and publish authority-building books that elevate their credibility and grow both their business and brand. The author of 10 books, including Your Book is the Hook and Book Marketing Made Simple, Karen takes her clients from messy first idea to final manuscript and successful launch – with a focus on strategy, structure, and making sure their book truly works for them. She’s a TEDx speaker and host of the Business Book Bites podcast.
Episode Links
https://www.facebook.com/librotas
https://www.linkedin.com/in/karenwilliamslibrotas/
https://www.instagram.com/karenwilliamslibrotas/
https://www.youtube.com/@librotas
Mentioned in episode:
https://librotas.com/indyauthor
Summary
In this episode of The Indy Author Podcast, Matty Dalrymple talks with Karen Williams about marketing nonfiction books in ways that support the writing process, build authority, and integrate naturally into a broader business ecosystem. Their conversation challenges the idea that marketing starts at launch and instead frames book marketing as something that can—and should—begin long before a manuscript is finished.
WHY NONFICTION MARKETING STARTS EARLY
Karen explains that her path into nonfiction began when writing her first book changed her business trajectory, even before she fully understood publishing or marketing. That experience shaped her belief that authors can begin “marketing” simply by talking about what they are working on. She argues that authors can market a nonfiction book before writing it by having conversations, testing ideas, and building interest early. These conversations help confirm that there is a real audience and a real need for the book. As she notes, many authors write large portions of a manuscript before checking whether there is a market for it, missing an opportunity to validate the idea early.
Matty emphasizes that this approach benefits not only marketing but also content creation. By discussing ideas with potential readers, authors can clarify their focus, identify gaps, and shape the book around real questions and challenges. Both agree that whether the author is writing fiction or nonfiction, “the earlier the better” when it comes to sharing the journey and engaging readers.
USING CONVERSATIONS AS CONTENT AND MARKET RESEARCH
Karen outlines practical ways authors can gather insights while developing a book. These include asking questions on social media, surveying mailing lists, hosting informal conversations, or conducting interviews. These activities do not need to be formal; they can happen anywhere people naturally talk. The goal is to learn what readers want to know, what problems they are facing, and what outcomes they are seeking.
Matty describes how podcasts, interviews, or recorded conversations can serve multiple purposes. They can become marketing content, research material, and even source material for the book itself. Karen shares that her own podcast series is intentionally designed to generate conversations that feed into her next book. With permission, insights and quotes from those conversations can be reused, credited, and integrated into the manuscript.
Both stress the importance of being clear with contributors. Authors should explain upfront how material may be used and avoid implying coauthorship unless that is genuinely the case. When handled transparently, these conversations can strengthen relationships, provide accountability, and move a project forward.
THE HIDDEN BENEFITS OF SAYING “I’M WRITING A BOOK”
Karen notes that simply telling people you are writing a book can elevate how others perceive you professionally. Even before publication, the act of articulating ideas and positioning yourself around a topic can increase credibility and focus. Writing a book often deepens an author’s expertise because it requires research, synthesis, and clarity. As Karen puts it, authors often “go deeper into something you didn’t know because you are articulating it.”
Matty adds that early marketing can also help authors discover that a book may not be the right final format. Through conversations and early feedback, an author may realize that the content works better as a course, presentation, or program. Framing the early stage as “exploring a topic” rather than “writing a book” can leave room for flexibility while still building momentum.
CREATING CLARITY WITH A SYNOPSIS AND IDEAL READER
A recurring theme is the importance of clarity. Karen strongly recommends creating a synopsis and pitch before writing. This includes defining the big idea, the ideal reader, the problem the book solves, and the outcome it promises. She cautions against claiming a book is “for everybody,” noting that such positioning usually means it resonates with no one.
This early clarity makes writing easier and prevents authors from producing unfocused manuscripts. Karen describes receiving 50,000-word drafts with “no direction and no shape,” which could have been avoided with clearer planning. Matty agrees, especially for coauthored nonfiction, where misalignment on audience or purpose can create problems later. Writing marketing copy early can function as both a compass and a motivator.
MARKETING AS THE LAUNCH APPROACHES
As publication nears, the focus shifts toward more traditional launch activities. Karen discusses options such as Amazon bestseller campaigns, street teams, and coordinated promotion. While reaching bestseller status is not the goal for everyone, she explains that it requires planning, support, and clear expectations.
Beyond online retail, both discuss expanding thinking to include podcasts, PR, speaking, and organizational sales. Marketing to organizations—such as selling books in bulk to companies or associations—often becomes more relevant after launch. Karen suggests creative tactics like “lumpy mail,” where a physical package containing the book stands out more than email outreach.
PRICING, PERCEIVED VALUE, AND POSITIONING
Pricing is framed as a marketing decision rather than a purely financial one. Karen shares examples that illustrate how price communicates value. She recounts a client who sold a high-quality, full-color book for a premium price and still became a bestseller because the book matched the expectations and commitment of her audience.
Both emphasize that authors should consider where their book “lives” in the marketplace. Pricing too low can undermine perceived value, just as pricing too high can create friction if it does not align with audience expectations. Ebook pricing, print costs, and alternative editions (such as special color versions for events) can all play roles in a broader strategy.
BUILDING MOMENTUM AFTER LAUNCH
A key challenge discussed is maintaining momentum once the book is published. Karen notes that many authors feel relief after launch and move on to the next project, but sustained marketing is essential. She describes authors who continue encouraging reviews, sharing reader photos, and engaging their communities to keep the book visible.
Matty highlights the value of intentional “signature” marketing ideas, such as inviting readers to share photos of the book in different locations around the world. Rather than trying many tactics superficially, both advocate choosing a few approaches and doing them well.
FOCUS, REPURPOSING, AND PLATFORM CHOICE
Both stress the importance of focus in marketing. Karen recalls advice she received early in her career: choose three ways to market and do them well. She encourages authors to lean into platforms and formats they enjoy, such as podcasts or LinkedIn, rather than forcing themselves into channels they dislike.
Repurposing content is presented as a way to extend reach without multiplying effort. Podcast episodes can become blog posts, social media content, newsletter material, or book chapters. Existing blog archives can also feed new books. Presentations created during the writing process can help refine structure and reveal which ideas resonate most with audiences.
THE BOOK AS PART OF A BUSINESS ECOSYSTEM
The conversation concludes by returning to the idea of the book as part of a larger ecosystem. Karen emphasizes that nonfiction books should not be viewed in isolation but as integrated tools that support coaching, courses, speaking, and other services. Seeing the book this way can make writing feel less burdensome and more strategic.
Matty reflects that marketing, when framed as connection-building rather than selling, becomes less intimidating. By integrating marketing with research, content creation, and community engagement, authors can produce stronger books while building relationships that last beyond launch.