For non-fiction authors—coaches, consultants, CEOs, and historians—a book is often more than a product; it is a business card. It is a tool to establish authority and attract clients. Therefore, book promotion for non-fiction looks very different from fiction. It is less about "entertaining" and more about "solving problems" and "thought leadership."

The Problem-Solution Pitch

Non-fiction book promotion must pivot around the utility of the book. Nobody cares about the book itself; they care about what the book does for them. Does it help them lose weight? Make money? Understand the Civil War?

Strategy: When pitching media, don't pitch the book. Pitch the solution. "5 Ways to Beat Inflation" is a segment a TV producer wants. "My new book about finance" is not. Once you are on the show delivering the 5 tips, the anchor will hold up your book. That is how the promotion happens.

Leveraging LinkedIn

For business and self-help authors, LinkedIn is the gold standard for book promotion.

Articles: Publish excerpts of your book as LinkedIn articles.
Networking: Connect with influencers in your niche and offer them a physical copy.
Live Events: Host LinkedIn Live sessions where you do a Q&A on the topics covered in your book. The audience on LinkedIn is already in a "growth" mindset, making them prime candidates for non-fiction purchases.

Speaking Engagements

One of the most lucrative forms of book promotion for non-fiction authors is public speaking. The book gives you the credibility to charge speaking fees. Conversely, every speech is an opportunity to sell books at the back of the room.

Back-of-Room Sales: It is not uncommon for a speaker to sell hundreds of copies after a keynote.
Bulk Buys: Corporate authors can negotiate with companies to buy a copy for every attendee as part of the speaking contract. This moves thousands of units and can single-handedly push a book onto bestseller lists.

By-lined Articles

Instead of just waiting for people to review your book, write articles based on your book for major publications like Forbes, Harvard Business Review, or Psychology Today. These are called "by-lined articles." The byline at the bottom—"Jane Doe is the author of [Book Title]"—is powerful, credible book promotion. It positions you as a contributor to the national conversation.

The Podcast Tour

Podcasts are particularly effective for non-fiction because they allow for deep dives. A 45-minute interview allows you to demonstrate your expertise in a way a 30-second ad cannot. Listeners who spend an hour with you are highly likely to trust you enough to buy your book. A targeted podcast tour is often the cornerstone of a modern non-fiction book promotion campaign.