Hello Authors,
In our last issue, we talked about selling your books without feeling salesy.
One of the easiest ways to do that is to stop making every promotional post a sales post.
Your readers don’t need to hear:
“Buy my book.”
over and over again.
They need different reasons to become interested in your book.
That’s where the 5-Touch Promotion Cycle comes in.
Instead of asking for the sale every time you post, you create five different conversations around the same book:
Tease → Educate → Story → Proof → Invitation
Let’s break them down.
Touch #1: TEASE — Create Curiosity
Don’t tell readers everything.
Give them just enough to make them curious.
For fiction, you might tease:
- A character
- A dilemma
- A trope
- A quote
- A “What would you do?” scenario
For nonfiction, tease the problem your book solves.
For example:
“What if the reason your book isn’t selling isn’t the book—but how you’re talking about it?”
You aren’t selling yet.
You’re opening the conversation.
Why it matters: Curiosity gives readers a reason to stop scrolling and pay attention.
Touch #2: EDUCATE — Give Them Something Useful
Teach something connected to your book.
Nonfiction authors can share a tip, lesson, statistic, misconception, or quick win.
Fiction authors can educate readers too.
Talk about:
- Your research
- Your setting
- A historical detail
- A cultural tradition
- The inspiration behind your world
- A trope or theme in your story
Then connect it back to your book.
Why it matters: Education gives your audience value before you ask for anything.
Touch #3: STORY — Create Connection
People remember stories.
Tell readers:
- Why you wrote the book
- Where the idea came from
- What inspired a character
- A struggle you experienced while writing it
- What the book means to you
Your story gives readers another reason to care about the book.
Why it matters: Readers don’t only connect with books. They connect with the people and emotions behind them.
Touch #4: PROOF — Let Someone Else Talk About Your Book
You don’t always have to be the person saying your book is good.
Let your readers help.
Share:
- Reviews
- Testimonials
- Reader messages
- Awards
- Book club reactions
- Photos from readers
- Quotes from interviews
Even a simple comment like:
“I couldn’t put this book down.”
can become promotional content.
Why it matters: Proof reduces uncertainty. Readers see that someone else took a chance on your book and enjoyed the experience.
Touch #5: INVITATION — Ask for the Sale
Now you invite them.
You’ve created curiosity.
You’ve provided value.
You’ve shared the story.
You’ve shown proof.
Now say:
“If this sounds like your kind of book, I’d love for you to read it.”
Then give them the link.
That’s selling.
No apology necessary.
Why it matters: Sometimes readers are interested but need you to tell them exactly what to do next.
Repeat the Cycle
Here’s the beauty of this system:
You can use it again.
And again.
And again.
Every quarter, revisit one of your books and create a fresh five-touch cycle.
Change the hooks.
Choose another character.
Share another review.
Tell another story.
Highlight another theme.
Same book. New conversations.
Your book doesn’t need one giant promotional campaign.
It needs consistent opportunities to be discovered.
How This Supports Your Readership
- Tease creates curiosity.
- Educate provides value.
- Story creates connection.
- Proof builds trust.
- Invitation creates an opportunity to buy.
Promotion isn’t one conversation.
It’s a series of conversations that help readers move from:
“What’s that?”
to
“That sounds interesting.”
to
“I want to read it.”
Action Steps
1. Choose One Book
Don’t try to do this with your entire backlist.
Choose one book you’ll focus on for your next promotion cycle.
2. Create Your Five Touches
Write one idea for each:
Tease → Educate → Story → Proof → Invitation
You now have five different ways to promote the same book.
3. Put Your Next Cycle on the Calendar
Schedule your five touches, then make a note to revisit the book next quarter with five new angles.
Don’t wait until you “remember” to promote it.
Build promotion into your system.
BYR Featured Author Challenge
Let’s put this strategy into action.
Complete your 5-Touch Promotion Cycle for one book.
Then come back and tell me:
- Which book did you choose?
- What five touches did you create?
- Which touch received the best response?
- What did you learn?
You don’t have to make 100 sales.
You don’t have to go viral.
The goal is implementation.
I’ll select one participant to be featured in an upcoming BYR Featured Author Spotlight, where we’ll celebrate you, your book, and the progress you’re making toward building your readership.
Will you be our next Featured Author?
See you on the net,
LaShaunda Hoffman
