The Biggest Book Marketing Problem Might Not Be Your Marketing
What you tell yourself before you act matters more than your marketing plan
Recently, I read Don’t Believe Everything You Think by Joseph Nguyen.
It’s a short, simple book.
Yet I found myself highlighting page after page because I kept seeing my authors in it.
Actually, I saw myself in it too.
The central premise is straightforward:
Much of our suffering comes not from what happens, but from what we think about what happens.
As I read, I couldn’t help wondering:
What if many of the struggles authors face with book marketing have less to do with marketing and more to do with the stories they’re telling themselves?
I’ve worked with hundreds of nonfiction authors over the years. Most aren’t struggling because they lack intelligence, expertise, or a good book. They’re struggling because of what happens between their ears.
The Thought That Stops Everything
An author tells me she wants to pitch podcast hosts. Great idea.
Then a thought arrives: Nobody will want me as a guest.
She never sends the pitch.
Another author wants to approach an association about bulk book purchases. Then: They’re already working with someone else. No email goes out.
Another wants to post on LinkedIn. Then: I don’t have anything interesting to say. The post never gets written.
Notice what happened in each of these situations.
Nothing actually happened.
There wasn’t a rejection, some form of criticism, or even failure.
Just a thought. And that thought stopped them from taking the action they wanted.
Thoughts Are Not Facts
Nguyen’s core message is simple: a thought isn’t true simply because we think it.
Obvious, right? Until you look at your own behavior.
Authors treat thoughts like facts all the time:
Nobody wants to hear from me.
My market is too crowded.
I don’t have enough followers.
My book isn’t good enough.
I’m terrible at marketing.
What if none of these are facts? What if they’re thoughts you’ve repeated so many times, they feel true?
The Story Hurts More Than Reality
Say you pitch a podcast and the host passes on the request.
The fact: they said no.
The story: I’m not credible. My book has no value. I’ll never get traction.
The rejection stings for a day. Yet, the story hurts for months.
One is an event. The other is an interpretation. Those are very different things.
What Happened When I Tested Reality
Years ago, I walked up to a company at a trade show and suggested they use my book as a promotional incentive for their prospects.
I could have talked myself out of it. They don’t know me. They won’t go for this. They have their own marketing.
Instead, I started the conversation.
One conversation turned into a contract. The contract turned into 500,000 books sold and translations into five languages. I never saw any of it coming.
If I’d believed my thoughts instead of testing reality, none of it would have happened.
Most opportunities don’t die from rejection. They die because they never leave our imagination.
What If You Acted Before You Felt Ready?
Authors tell me all the time: “I need more confidence before I put myself out there.”
I get it.
But confidence doesn’t show up first. Action comes first. Confidence follows.
Behind every podcast interview, every speaking gig, every bulk sale you've admired, someone felt the fear and made the move anyway.
One Question Worth Sitting With
Since reading Nguyen’s book, I keep coming back to this:
What would I do today if I didn’t believe every fearful thought crossing my mind?
For you, it might look like:
Pitching one podcast. Reaching out to one organization. Asking for one testimonial. Posting one idea. Starting one conversation.
Nothing dramatic. Just a simple action.
Your Action Step This Week
Grab a piece of paper and write down three thoughts you’ve been believing about your book marketing. Things like:
I’m too late. Nobody knows who I am. I don’t know enough.
Then ask one question: is this a fact, or is this a thought?
The answer might surprise you. Because the biggest obstacle between you and more book sales often isn’t your strategy. It’s the story you’re telling yourself before you take action.
And you have the power to change your story.
Let me know how that goes.
Paid subscribers: In tomorrow’s post, I'm sharing the seven most common book marketing lies authors tell themselves, along with practical ways to challenge them and move forward. You'll also get my downloadable workbook, The Author Belief Check, to help you uncover the hidden beliefs that may be keeping you stuck.
If your book isn’t selling, it’s not the book. It’s the marketing.
Let’s fix that.
If you’re done playing small, click here to brainstorm some simple and practical bookmarketing ideas.
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