Sugarplum Strategies: Sweet and Simple Marketing for Authors

Sugarplum Strategies

It’s full steam ahead into the holiday season now. Even those who say, “Can’t we wait until after Thanksgiving?” agree, it is here now!

But there is a difference between personal time and work time. There is also a difference between you doing the marketing for your book, and collaborating with others to do that marketing.

On a personal level, Thanksgiving really marks the beginning of the holiday season, no matter how many media outlets start playing holiday music before Halloween.

When it comes to marketing books, however, if you’re doing it yourself then there is a lot you can do quickly over the next few weeks. If you collaborate with others, then you must begin much earlier than in December. Everybody you collaborate with has their own timelines and you have to make sure they will work together with yours.

Today we’re looking at what you can do for your book during these final weeks before the beginning of the New Year.

Marketing a book in a short time frame requires a focused and strategic approach to make the most of the time you have. Here are some last-minute marketing ideas you can implement in December:

Social media blitz

Daily posts: Schedule daily posts across all your platforms for December with teasers, quotes, and images related to your book. Other than the time creating them, you can post and get traction right away.

Use a countdown to build anticipation. Whatever you celebrate, whether Hanukkah (which begins at sunset on December 7th this year), the Winter Solstice, Christmas, Boxing Day, Kwanzaa, or whatever, using a countdown can be very effective.

Consider doing a “12 Days of [Your Book Title]” campaign with different content or giveaways each day. Now you have a choice here. You could do the 12 days leading up to Christmas, or the real 12 days which actually begin on December 25th and end on Twelfth Night. (The night the Christmas tree comes down.)

Email marketing

Craft an email campaign for your subscriber list with a special note about your book’s relevance to New Year’s resolutions or winter reading lists or whatever tie in you want to use.

Here are some specifics for that:

Segment Your List: Tailor your messages based on reader interests or past behavior. For instance, send a different email to those who have previously engaged with your emails (opened, clicked) than to those who haven’t.

Personalization: Use the recipient’s name and past purchase behavior to personalize the emails. Recommend your new book based on their previous selections.

Storytelling: Share a personal story related to your book’s theme or creation process. Connect this narrative to the idea of new beginnings and self-improvement in the New Year. You get to pick the topic and use your own creativity, of course, but the point is to use the powerful process of storytelling.

Teaser Content: Include snippets or previews of your book’s content to whet readers’ appetites. This could be an intriguing quote, a mysterious introduction to a new idea, or a pivotal moment that doesn’t give away any spoilers.

Seasonal tie-ins

You can build your campaign for the December holidays and/or you can focus on the New Year. If the latter, here are some ideas:

Aligning with New Year’s Resolutions: If your book contains themes of transformation, growth, or self-improvement, highlight how it aligns with common New Year’s resolutions.

Reading Goals: Encourage readers to include your book as part of their reading goals for the new year. Offer reading guides or discussion questions to make it more appealing for book clubs.

New Year, New Series: If your book is part of a series, market it as the start of an epic journey that readers can embark on in the new year.

Create blog posts, videos, or social media content that ties chapters or themes of your book to common New Year’s resolutions. For example, if you book deals with personal finance, align it with financial resolutions.

Start a challenge or a book club that begins in January, using your book as the central theme. For instance, if your book is about productivity, initiate a “30-Day Productivity Challenge” with daily prompts from the book.

Market your book as a companion for achieving New Year’s resolutions. For example, if your book is a cookbook, promote it as a way to achieve goals of cooking at home more or eating more healthfully. If you have a fitness book, this is a no-brainer.

Host a webinar or workshop in early January that ties into New Year’s resolutions and incorporates your book’s topic. Offer actionable advice that includes content from your book.

Write guest posts for blogs that focus on self-improvement and resolutions, linking back to your book as a resource.

More follow-up strategies

Reminder Emails: Send out reminder emails, increasing the sense of urgency as the promotional period draws to a close.

Post-Purchase Engagement: After purchase, be sure to send thank-you emails with suggestions on how to enjoy their new read. Include prompts that encourage them to share about your book on social media. Include your #hashtags too!

Feedback Loop: Ask early readers for reviews or testimonials, which you can use in further marketing efforts. We love reviews!

Bottom line

Even with a last-minute marketing effort, it’s crucial to maintain a high level of professionalism and quality in all your promotional materials and interactions. The goal is to build excitement and buzz around your book without appearing rushed or unprepared. You got this! If you need any help, let me know.

To your success!


P.S. Sugar Plums





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