How to Increase Sales of Your Self-Published Book

By Sean Davis

Whether you’ve just finished writing your book or you’re about to hit “print,” publishing is only half the battle. The real difference-maker is a smart marketing and distribution strategy — and that’s where Print Bind Ship steps in. With our print-on-demand, fulfillment and integration services, you can get your book not just made, but sold.

1. Define Your Ideal Reader

Before you spend time or money on ads or content, get crystal-clear on who your book is for. Identify their demographics, interests, pain points, favourite apps, and purchase behaviour. That clarity will drive everything from your cover design to your social posts and TikTok Shop listings.

2. Build a Dedicated Author-/Book Website

Create a hub where readers can discover your story, preview chapters, read testimonials, and purchase directly. Having a site gives you full control of pricing, bundling (for example: book + workbook), promotional offers and audience data. Use link-in-bio tools so your TikTok, Instagram and YouTube content all funnel to this destination.

3. Leverage Social Media with Paid & Organic Content — With TikTok Shop Front-and-Centre

Social media isn’t optional. But today’s focus is shifting fast to short-form video and social commerce (especially TikTok).

• Create dynamic video content: Behind-the-scenes of writing, fun cover reveals, reader reaction clips, unboxings, TikTok live launches.
• Set up your TikTok Shop: list your physical book (we’ll handle the printing, storage, fulfillment and shipping) so viewers can buy right in the app.
• Use Instagram Reels, YouTube Shorts, Facebook/Meta Reels and Pinterest Idea Pins as cross-platform support, but treat TikTok as a primary funnel.
• Partner with niche micro-influencers (especially on TikTok / Instagram) whose audiences match your reader persona. Let them show your book in real-life value context, tag your Shop and link to your site.

4. Build & Leverage Your Email List

Use your website to invite readers to join your list—offer a free chapter, workbook, or printable guide in exchange for emails. Then:

• Send launch announcements, limited editions, discount offers, exclusive behind-the-scenes updates.
• Notify when you add new binding or format versions (for example, a spiral bound workbook edition or special bundle version).
• Use your list to drive peaks in sale activity (launch windows, TikTok live drops, influencer collabs).

5. Run Smart Paid Campaigns

Combine organic engagement with targeted ad spend. Here’s how:

• On TikTok: Use in-feed ads that lead to your TikTok Shop or website purchase page. Use video creatives showcasing the book’s USP.
• On Meta (Facebook + Instagram): Use look-alike audiences based on your email list or website visitors; promote your website or TikTok Shop.
• On Google / YouTube: Target search keywords and interest groups around your book’s topic, author name, genre.
• On Amazon / BookBub (if you list there): Use keyword-rich descriptions + optimized listings to be found organically.
  Track conversion metrics so you can refine creatives, channels and spend.

6. Get Reviews & Social Proof

Reviews matter. Here’s how to build them:

• Ask readers (especially early purchasers) for Amazon, Goodreads or your site reviews.
• Use TikTok or Instagram Reels featuring “first-reads” by readers and tag them in your content.
• Highlight testimonials in your ads and posts — especially short video clips from influencers.
  Social commerce shoppers on TikTok give extra weight to peer validation (“Saw this book on #BookTok and had to buy”).

7. Optimize Retail & Platform Presence

If you list on multiple platforms (Amazon, your store, TikTok Shop, your website):

• Use strong keywords in your title/subtitle and book description so you appear in internal searches.
• Make sure your format, cover and price appeal to mobile shoppers (especially on TikTok).
• Use bundles or special editions (e.g., signed paperback + workbook edition, spiral bound workbook version) to differentiate.

8. Use Events, Live Streams & Direct Engagement

Engagement drives sales. Try:

• Host TikTok or Instagram Live sessions: Q&A, book reading, behind-the-scenes, writing journey.
• Appear on niche podcasts, YouTube shows, or live BookTok events.
• Offer limited-time bundles or drops via TikTok Shop during live event streams.
• Attend or host local author events, book fairs and signing sessions — then create social content from those events to amplify reach.

9. Leverage the Print Bind Ship Advantage

• Use our print-on-demand service so you don’t hold stock, avoid risk, and can scale.
• Offer multiple binding and format options (paperback, hardcover, spiral bound, perfect bound) to appeal to different segments (novel readers, workbook buyers, gift editions).
• Integrate your e-commerce store and TikTok Shop with our fulfillment: when someone purchases from TikTok Shop, we print and ship — you focus on marketing.
• Use our data and fulfillment insights to retarget buyers and increase lifetime value (book 2, companion product, themed merchandise).

10. Track Performance & Adjust

• Use analytics from TikTok Shop (views, clicks, conversions), your website (traffic, bounce, conversion rate), email open/click rates, and paid ad dashboards.
• Identify which platforms, creatives and bundles are resonating. Double-down on those and drop under-performers.
• Experiment with price points, bundle types, “drop” dates (e.g., TikTok Live launch).
• Monitor stock, binding options or special editions that out-perform and repeat the format for book 2, book 3, etc.

Why This Strategy Works

By prioritizing short-form video, social commerce (especially TikTok Shop), integrated fulfillment via Print Bind Ship and data-driven marketing, you’re aligning with how modern readers discover and buy books — not just how authors sold books 10 years ago. With the right plan, you’ll turn your book from a product into a social discovery experience.

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