Let’s take this question from the 30,000-foot view for now and ask the bigger question, how does anyone sell more of anything? It comes from a conversation expressing a need and finding a solution. Whether your need is to have your battery replaced in your car or the need to buy a gallon of milk, you identify the pain point and offer the solution. Not everyone will have the same need, so not everyone will be interested in your book. The key is knowing your target audience and reaching them on an emotional level.

Let’s use the car battery as an example. There are probably dozens of mechanics in your area that can replace your car battery, just as there are probably many books available on the topic or genre that you’ve written about. Garage A has an ad that pops up online that has bullet points about them like *satisfaction guaranteed, *cheapest rates in town, and *award-winning service. None of which address your specific needs. This is salesy business-focused marketing. While they may be true, they are not making an emotional connection to your needs. You can probably get that same service at a number of garages. However, Garage B has a video ad that pops up that says when you have car trouble, they know every hour you can’t drive can mean that you can’t get to work, you can’t pick up your kids from school, and it basically has you held hostage! This is the difference between traditional book marketing like trailers and ads and relationship video marketing.

Let’s face it, no one is going to sell your book better than you, the author! Whether it’s a short TikTok or IG Reelsvideo of you popping on and sharing your thoughts, or a longer YouTube interview video, you begin to build a relationship with your followers. If you consider that 93% of communication is non-verbal, it really makes sense that people seeing your expressions and hearing your voice will make them connect with you on an emotional level. You want them to see themselves in your story. There’s no greater win than when your followers think “you feel that way, I feel that way too,” or “oh, I’m going through that, too.” You want to find common ground and meet them where they are. It’s so important to shift your thinking from being author-focused to others-focused. Why will they care? What’s that common ground we have? You’re overweight? Hey, I’m overweight too. Do you suffer from depression? Hey, I do too. Let’s sit down as friends and chat about it.

As a radio personality for 30 years, I’ve received hundreds of books from authors asking to be interviewed on my shows. They almost always send me copies of their books and randomly placed author one-sheets in the pages. Those one-sheets are always author-focused in my experience. They tell me how many books they’ve written, drop important names of people they’ve been interviewed by, and I’ve even seen how many grandchildren they have! I could never understand why they would share things like this with me, as they had none of the qualities I was looking for in order for them to gain access to my audience. I wanted to know how well they speak? Why will my audience care what they have to say and will my audience feel a connection to their book content? Video can answer all these questions and more for big stage requests like radio, TV, podcast, and speaking opportunities. You’re essentially asking to borrow their audience, and a video link embedded on your one-sheet or press kit is a great way to set yourself apart from other author requests.

That same video can be used for your “small stage” opportunities as well, to demonstrate that you can make that emotional connection. Think about using it on social media, chat rooms, your website, newsletters, email blasts, and your Amazon author page! The key to selling books really is finding common ground and meeting people on a personal level. And in my experience, nothing can do that better than video. It really is an author’s marketing secret weapon!

Suzanne Lynn Cheesman has been in radio for the last 25 years, in New Jersey, South Dakota, Minnesota, Missouri, and Florida as well as having hosted her own nationally syndicated show. She now runs a digital media company that helps authors sell more books and build their brand with video and radio interviews. She currently hosts the Triangle Spotlight radio show on WQBQ 1410-AM, a Central Florida radio station that has a coverage area of half a million people. On this show, you can hear authors from around the country and around the world share their heart behind the writing of their books.