Business of Writing: How to Market your Book & Build your Brand

Jamaica National Bank UK: In Conversation with Monique Campbell
by Monique Campbell
How to market your book and build your brand
In the evolving world of writing, producing a book is only part of the journey. The true impact, whether as an author-entrepreneur, startup leader, or enterprise professional, comes from mastering the art of marketing and personal branding. An area I have struggled with while simultaneously recognising its significant importance. This is because I was a writer first, sales visionary second. Writing intuitively, cultivating stories from my experiences and imagination, before writing strategically, cultivating stories from enterprise sales books and my human connections.
Writer vs sales professional first doesn’t matter in a world where regardless of where you’re from, your race, creed, gender, or class, everyone wants to belong. In Start With Why, Simon Sinek makes a compelling case for humans biological disposition to connect to fulfil the desire to belong.
“Our need to belong is not rational, but is a constant that exists across all people in all cultures. It is a feeling we get when those around us share our values and beliefs. When we feel like we belong we feel connected and we feel safe. As humans we crave the feeling and we seek it out.”
Simon Sinek, Start With Why
Two-decades in from when I first penned the characters to my debut novel, Once Bad Intentions, my professional career in enterprise sales, and thinking about writing material for a non-fiction book, I realise its value. Writing a book is a powerful way to establish credibility, but its reach and influence depend on your ability to connect with your audience. Here’s how I’ve learnt you can do it effectively.
1. Define Your Brand Identity
Your brand is more than your name or logo—it’s the essence of who you are and what you stand for. This is authenticity at its core. Your core values. The things that make you, you. “Your brand is what people say about you when you’re not in the room,” a saying I believe was attributed to Amazon founder, Jeff Bezos. Begin by asking yourself:
- What values or expertise do you have, and want to be associated with?
- What core message do I want my book to convey?
- Who is my ideal reader or audience?
Whether your book delves into leadership strategies, startup culture, or a personal development journey that showcases your grit, resilience, and unstoppable perseverance to succeed, your brand should combine your values with your broader professional goals. For example, if you’re an enterprise leader writing on digital transformation, your brand should position you as a thought leader in that space.
2. Leverage Your Online Presence
This for me is outside of my comfort zone, however a zone I must enter and embrace. A strong digital footprint is essential. Start with a professional, engaging website that reflects your brand. On moniquecampbell.com, for example, I focus on presenting my novel, Once Bad Intentions, with my growth-mindset approach to life, entrepreneurship, and enterprise sales. I’m connecting with readers and businesses interested in storytelling, AI & Automation, and enterprise sales.
Utilise social media platforms strategically:
- LinkedIn: Share insights from your book and engage with industry professionals.
- Instagram: Create visually appealing posts about your writing process or quotes from your book.
- Twitter/X: Join conversations about your book’s niche or target audience.
Your online presence should mirror your expertise and build trust with your audience.
3. Content Marketing: Share to Connect
Content marketing is a powerful tool for writers. Create value for your audience by sharing:
- Blog posts: Insights related to your book’s themes.
- Videos: Short clips discussing lessons or anecdotes from your book.
- Free Resources: Templates, checklists, or excerpts that provide immediate value.
By sharing valuable content, you position yourself as an authority while enticing readers to explore your book.
Read more about Content Marketing in this blog post here. Or better yet, learn more on content marketing for authors via the Creative Penn platform by author and content marketing extraordinaire, Joanna Penn (see link in the source).
4. Engage Through Storytelling
Your book is your story, but your brand is the ongoing narrative. Share behind-the-scenes moments—why you wrote your book, challenges you faced, or how it has influenced your career. Personal stories make your brand relatable and memorable. Authenticity and storytelling is what Gary Vaynerchuck drives home in his talks, blogs and books like Crush It.
5. Collaborate and Network
Partnering with influencers, businesses, or other writers in your field can significantly expand your reach. Appear on podcasts, contribute guest blog posts, or host webinars where your book is part of the discussion. Collaborations can introduce your work to entirely new audiences. You can ind some of my collaborations in News & Media.
6. Measure Success and Adapt
Building a brand is an ongoing process. Monitor your website traffic, social media engagement, and book sales. Use analytics tools to understand what resonates with your audience and adjust your strategy accordingly.
Final Thoughts
Building a brand as a writer is about more than selling books; it’s about positioning yourself as a thought leader, connecting with your audience, and creating a lasting impact. Remember, your book is your platform, but your brand is your voice.
Take the first step by defining your brand’s mission, and everything else—from marketing strategies to audience engagement—will follow. Writing is the foundation, but your brand is what carries your work into the world.
I hope this helps.
To find out more about the business of writing, check out 5 Key Areas to the Business of Writing.
Reference Source:
Simon Sinek, Start With Why. Published by Penguin Random House 2009
Gary Vaynerchuk, Crush It, Published by Harper Business 2013
Joanne Penn, The Creative Penn. Blogs, Podcast and Creative tools
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About the Author
Monique Campbell is the author of Once Bad Intentions, and spent the best part of two decades in enterprise sales. Her sales career transcends media, digital and technology sectors, driving revenue growth alongside transformation efforts that have transformed businesses.
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