Your 90 day book marketing plan, simple and repeatable
You do not need a massive team to sell more books. You need a calendar you can follow and assets that make each outreach faster. This 90-day book marketing plan stacks speaking, media, and Amazon Ads so momentum grows every week. It is realistic for a busy expert, and it is flexible enough to adapt to your niche.
The structure below includes why each step matters, how to do it, and a script or template you can adapt. By week six, you should have your first talks scheduled, your first interviews recorded, and your ads moving steady units. By week twelve, you will have a repeatable pipeline that keeps selling while you focus on your higher value offers.
Weeks 1 to 2, Assets and targets that speed everything up
Why it matters. Great execution fails without a clear list and a simple packet. You will move faster and hear yes more often when organizers and producers can see your angle at a glance.
How to apply it. Create a one sheet with your book cover, 3 talk titles, a 90 word bio, and 3 outcomes their audience will take away. Draft a 30 second intro the host can read. Build three lists. Local groups and associations. Industry conferences. Podcasts and shows in your niche.
Script, speaking pitch. Subject, Booked speakers for [Quarter], quick idea for your [Audience]. Body, Hi [Name], I love how your [Event] brings [Audience] together to solve [Problem]. I would like to serve your attendees with a practical session titled, “[Talk Title],” based on my book, “[Book Title].” Attendees walk away with [Outcome 1], [Outcome 2], [Outcome 3]. Happy to waive my fee if we can arrange a bulk book purchase for attendees. Can we look at [Month] dates.
Outcome. You now have a repeatable pitch and a growing list. By the end of week two, you should have sent at least 20 speaking pitches and 20 podcast pitches, and prepared your ad keywords and comparable titles for Amazon.
Weeks 3 to 6, Outreach rhythm and first wins
Why it matters. Book sales come from volume and follow up. Most wins arrive on the second or third touch, so set a rhythm you can keep.
How to apply it. Block two 45 minute sessions twice per week for outreach. On day one, send new pitches. On day two, follow up on previous ones. For each yes, offer a bulk buy or back of room plan. Launch Amazon Ads with three starter campaigns.
- Exact and phrase keywords. 10 to 20 core phrases that match your topic.
- Product targeting. 20 comparable books and authors.
- Category targeting. 2 or 3 relevant categories for low cost visibility.
Script, podcast pitch. Subject, Timely idea for your audience. Body, Hi [Host], your recent episode on [Topic] was excellent. I would love to contribute an interview on “[Angle],” drawn from my book, “[Book Title].” Listeners get a specific framework for [Outcome]. I will share a bonus checklist with your audience to make it easy to apply. Interested in a quick yes or no.
Outcome. Expect your first bookings to land here. Your ads begin gathering data, which you will use to prune and expand. Keep a simple tracking sheet with columns for pitch date, follow up date, status, and notes.
Weeks 7 to 10, Deliver talks, record interviews, and optimize ads
Why it matters. This is where units move and proof accumulates. You will see same day sales from talks and short term spikes from interviews. Ads now have enough history to improve targeting.
How to apply it. For each talk, build in a book moment. Ask the organizer to place books on every chair for pre-purchased events, or announce a back of room signing. For podcasts, point listeners to one clear next step. Your free chapter, a bonus toolkit, or your free plus shipping page. In Amazon Ads, add converting ASINs from your search term reports and pause keywords that spend without sales.
Back of room flow. Keep pricing simple. 20 dollars each, 2 for 30 dollars, 10 for 120 dollars. Use a QR code for card payments, have change for cash, and sign every copy. Ask buyers if they want the bonus checklist by email so you capture leads.
Outcome. You should now have testimonials, photos, and audio clips that improve your future pitches. Ads that were break even may now lean profitable as you trim waste and shift budget to winners.
Weeks 11 to 12, Scale what is working
Why it matters. Consistency beats intensity. Doubling down on what already works is the fastest way to sell more books without burning out.
How to apply it. For events, negotiate bulk buys instead of fees. For media, pitch bigger shows using clips and social proof. For ads, increase daily budgets on campaigns with strong ACOS and add new product targets from your also-boughts.
Simple review checklist. Which outreach angle won the most yeses. Which audience bought the most copies. Which ad targets drove the most attributed and organic sales. Keep the winners and park the rest for now.
Outcome. You exit the 90 days with a pipeline you can sustain. Bookings on the calendar, interviews in production, and ads that keep your title visible. Most important, your time remains free to serve clients who came in through the book.
Packaging your offer so the book sells itself
Give organizers and hosts a reason to feature the book. Offer a bundle. Every attendee gets a copy. The first 50 listeners get the bonus toolkit. For corporate or association talks, propose a learning package that includes books, a live session, and a follow up Q and A. The more tangible the outcome, the easier the yes.
Measurement that actually guides action
- Units moved per appearance. Track back of room counts and same day Amazon spikes.
- Lead capture rate. Aim for 30 percent of buyers to opt in for bonuses.
- Booking velocity. New talks and interviews confirmed per week.
- Ad efficiency. ACOS trend plus organic rank movement.
Turn book buyers into long term clients
Your job does not end at the sale. Welcome readers with a short email sequence. Deliver the bonus. Invite them to a value packed webinar or strategy call. Mention Bestseller Status once at the right moment and offer next steps that match their goals. The book opened the door. Your follow up invites them to walk through it. These are Major Key points to the 90-day book marketing plan.
Keep momentum with a two hour weekly routine
- 45 minutes for new outreach.
- 30 minutes for follow ups.
- 15 minutes for ad pruning and adds.
- 30 minutes to repurpose clips into posts and pitch assets.
Where to learn more
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