For Authors Who Speak To Sell Books

Authors, if opportunistic, lucky, and qualified, will get many opportunities to speak about their book to groups of potential consumers and readers. From bookstores, libraries, and schools to business, seminars, writer conferences, industry trade shows, non-profits, and houses of worship, there are rich opportunities that abound for writers. So, how will you make a good impression on them?  

When you know you are scheduled to speak somewhere, get some background information, such as: 

• How many people might attend?
• What type of people will show up?
• Can you share information with attendees in advance?
• How long will you speak?
• Is there a lectern, table, or chair that you will use? 
• Can you show slides or videos?
• Will you provide a handout at the event? 

Next, you will prepare what you want to say at the event. Perhaps you’ll have a topic or theme that was assigned to you or there’s one that you pushed to use in order to secure the speaking engagement. If it’s a general talk about your book, consider discussing: 

• What it’s about
• Why you wrote it
• Challenges to writing it
• Why the book is unique, desired, new, needed
• What benefits one will get from reading it 
• Description of who you are 
• Mention third-party validation (reviews, awards)
• Read a book excerpt  

Whatever you discuss - and for whatever the duration - take ownership of your talk. This is your chance to directly connect with people and have an interaction beyond online exchanges. You can poll your audience on things. You can make special sales offers. Feel free to mention your website or how to follow you on social media. Be personable. Go beyond what they may expect or assume from seeing you --surprise, challenge, reward them. 

Ok, so what are some of the good habits practiced by speakers who impact us, you ask? Here you go:

• Tell stories with brevity 
• Conjure up images in the minds of listeners
• Greet them with enthusiasm and energy
• Make strong declarations, be concise, and don’t waiver
• Utilize an economy of words 
• Don’t keep repeating the same words -- show a depth of vocabulary
• Seek to trigger positive memories of your audience’s past 
• Challenge them to think and to question what you say 
• Make sure they have three clear take-aways  

Your goal is to tease your audience, to seduce them, to get them to take an action step. They should not feel that your talk was so complete that they have nothing else to learn or do. The talk is a first date, with the goal being that you want a second date. You are not putting out on the first date. 

Remember, to be seen as different than other authors and speakers; you will need to be different, better, or first at something. Ditch your forgettable phrases, monotone speeches, and overused cliches. Speak with confidence, passion, knowledge, and an insatiable desire to secure the needs of your listeners.  

In Speak Memorably: The Art of Captivating An Audience, by Bill McGowan and Juliana Silva, they strongly suggest that speakers do these things:

 

• “Speak in short, choppy sentences
• “Slow down over your most important points
• “For dramatic emphasis, lower your volume
• “Embrace the power of pausing” 

Last, but not least, remember to be different. “Conformity makes you forgettable,” says McGowan. 

 

Do You Need Book Marketing Help?

Brian Feinblum, the founder of this award-winning blog, with over four million page views, can be reached at brianfeinblum@gmail.com  He is available to help authors like you to promote your story, sell your book, and grow your brand. He has over 30 years of experience in successfully helping thousands of authors in all genres. Let him be your advocate, teacher, and motivator!

 

About Brian Feinblum

This award-winning blog has generated over 4.7 million pageviews. With 5,400+ posts over the past 14 years, it was named one of the best book marketing blogs  by BookBaby  http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.”  Copyright 2025.

 

For the past three decades, Brian Feinblum has helped thousands of authors. He formed his own book publicity firm in 2020. Prior to that, for 21 years as the head of marketing for the nation’s largest book publicity firm, and as the director of publicity at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler.

 

His writings are often featured in The Writer and IBPA’s The Independent (https://pubspot.ibpa-online.org/article/whats-needed-to-promote-a-book-successfully). He was recently interviewed by the IBPA: https://www.youtube.com/watch?v=F0BhO9m8jbs

 

He hosted a panel on book publicity for Book Expo America several years ago, and has spoken at ASJA, BookCAMP, Independent Book Publishers Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, Morgan James Publishing, and Connecticut Authors and Publishers Association. He served as a judge for the 2024 IBPA Book Awards.

 

His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. His first published book was The Florida Homeowner, Condo, & Co-Op Association Handbook.  It was featured in The Sun Sentinel and Miami Herald.

 

Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog.

 

You can connect with him at: https://www.linkedin.com/in/brianfeinblum/