If You Can’t Market Bigger, Market Deeper
What an old Italian proverb can teach you about modern book marketing
“If you can't live longer, live deeper.”
— Italian Proverb
If you’re a nonfiction author, this saying holds more power than most marketing books.
We live in a marketplace hooked on bigger—bigger followings, bigger launch numbers, bigger media hits. And while everyone else is chasing the spotlight, you’re left watching the scroll of other people’s “overnight” wins… wondering if you somehow missed the secret handshake.
Maybe not.
Maybe you’re chasing longer when you should be going deeper.
Why Depth > Breadth in Book Marketing
Most nonfiction books don’t need millions of eyeballs. They need the right hundred. Or sometimes, the right ten—the people who can buy in bulk, book you for a keynote, or introduce you to the exact audience you wrote for.
When you stop chasing “more” and start focusing on “meaningful,” your marketing shifts from spraying and praying… to precision targeting with a purpose.
So, how do you go from hoping someone notices to making the right people care?
That’s where the paid section begins.
Subscribers will get:
Four deep marketing strategies most authors overlook
Real-world examples of authors who sold more by marketing smaller
Specific, repeatable steps you can apply this week to make your book unforgettable to the right audience
👉 Unlock the full article and start marketing deeper today.
🔒 Paid Version — How to Market Deeper (and Sell More)
Going deeper isn’t about doing less marketing.
It’s about doing smarter marketing—where every move is intentional, targeted, and designed to make the right people say yes faster.
Here are four deep marketing strategies most authors skip (and why skipping them costs sales).
1. Narrow Your Audience. Then Narrow Again.
Most authors stop at “My book is for…” and name a huge group.
Leaders. Parents. Entrepreneurs.
That’s not deep marketing, rather it’s a lazy approach.
Deep marketing drills down until the audience is so specific you can picture them sitting in front of you.
Example:
Not “entrepreneurs” → “women over 40 launching second-act consulting businesses”
Not “parents” → “parents navigating special-needs education in underfunded school districts”
When someone speaks directly to you, it cuts through the noise. It feels clear, personal, and impossible to ignore. It’s like a laser aimed at exactly what you need instead of a fog that leaves you guessing.
2. Build Relationship Capital
Stop thinking of outreach as “pitching.” Think of it as investing in influence.
Deep marketing means:
Making a list of 20 gatekeepers in your space (podcast hosts, organization leaders, event planners)
Studying what they care about
Sending personalized, value-first messages that make it impossible to ignore you
Example: Instead of “I’d love to be on your podcast,” try:
“I noticed you did an episode on avoiding burnout in nonprofit leadership. My book shows how small teams can triple their impact without adding hours. I have a 5-step framework your audience can use tomorrow.”
That’s targeted. That’s relevant. That’s how you get booked.
3. Stop Selling the Book. Sell the Transformation.
Nobody wakes up thinking, I need to buy a book today.
They wake up thinking about a problem they want solved or a goal they want achieved.
Your book is the tool, not the headline.
Frame your pitch like this:
“I help [audience] solve [specific problem] so they can [specific outcome].”
Example:
“I help new managers navigate team conflict without losing authority.”
That’s a problem worth solving. And your book becomes the obvious next step.
4. Create Shareable “Sticky” Moments
The truth? People don’t talk about books. Rather, they talk about what books make them feel.
That’s why you should identify 5–7 lines, stories, or frameworks from your book that:
Spark emotion
Challenge assumptions
Offer a memorable visual or metaphor
Then, repurpose them everywhere. On podcast pitches, social posts, LinkedIn articles, or conference proposals.
If a line from your book makes someone say, “I’ve never thought about it like that before,” you’ve created a sticky moment. And sticky moments sell books.
Real-World Example
One of my nonfiction clients had a book on navigating change in corporate environments.
She stopped trying to reach all leaders and focused on healthcare administrators. This group was already drowning in constant policy shifts and burnout.
We built:
A short talk tailored to healthcare conferences
A targeted podcast pitch list in that industry
A one-page handout showing how her framework reduced turnover
She sold 300 copies in a single bulk order to a hospital system, as well as booking two speaking gigs.
No viral post. No massive ad spend.
Just deep, targeted marketing to the right people.
Your Turn
If you’ve been chasing more platforms, more followers, and more “visibility,” ask yourself:
Ask ChatGPT
“What would happen if I spent the next 90 days going deeper instead of wider?”
Here’s your action plan:
Define your micro-niche
Identify 20 key connectors in that space
Create three sticky moments from your book you can use in outreach
Make one personal connection every weekday for the next month
Do that, and you won’t just sell books. You’ll create relationships and opportunities that keep paying off long after launch week.
I love hearing from my readers. Please share your comments and/or suggestions.
Download your copy of 4 Deep Book Marketing Strategies together with Susan’s special gift.