At Scribe Media, we have you covered when it comes to marketing your book. But building a social media presence or designing a website is only part of the marketing equation. 

There’s one key way to get as many eyes on your book as possible: write a book that readers will recommend to their friends.

Think of the last three books you finished (and actually enjoyed). Why did you select them? Was it because of the author’s LinkedIn post or an Amazon ad? Or did a friend or acquaintance suggest you give the book a try? 

When people like a book, they tell others. In this article, I’ll share how to create a book that gains traction simply because it’s a good book that readers love.

Let Your Readers Work for You

Authors ask me about marketing every day. Every day, I tell authors the same thing: I don’t sell books. I write books people sell to each other. 

Only 10 percent of a book campaign is dedicated specifically to marketing. The remaining 90 percent is based on how the book is written and positioned. Think of it as launching a paper airplane. The launch is marketing, or the action that gets the airplane moving. But momentum is really sustained with a well-crafted airplane. Marketing may get the finished product moving, but the finished product—the well-written book—is what drives sales.

Questions to Change Your Game

So how do you write a book that people talk about? What makes the great “airplanes” so great?

Here are the questions you should ask yourself while writing your book.

Will readers want to finish this book? 

Whether readers are motivated to finish your book will make or break it. It’s something that many authors rarely consider when they start the creation process. If readers fail to finish your book, they will not recommend it. It’s that simple. 

Shorten it. Tighten it. Simplify it. Accelerate it. In fact, leave your readers wanting more. Make them wish the book were longer. Inspire them to read your next book and half of your marketing is already done the next time you publish.

Is this book unique, excellent, or both unique and excellent?

There are only two (good) ways for your book to stand out: it should be unique or be uniquely great. 

Atomic Habits by James Clear is an excellent book. It’s so good that among the hundreds of books about healthy habits, Atomic Habits stands out above the rest. Atomic Habits stands out for its practical, scientifically-backed strategies that make habit formation simple and effective. Clear’s emphasis on small, consistent improvements and identity-based change provides readers with actionable insights for lasting transformation.

Tucker Max writes unique books. From I Hope They Serve Beer in Hell to Mate, Tucker’s books feature a unique voice with unique jokes that capture the attention of his readers in unique ways. 

Both James and Tucker have sold millions of copies of their books, and word of mouth has been a primary driver. If you want people to talk about your book, write something remarkable. Compel them to talk. We’re programmed to remember and share things we find new and surprising. If your book is unique or excellent, people will recommend it. 

Is your book memorable?

Beyond being read and enjoyed, books must be remembered to be recommended. After all, reading your book serves a purpose, whether that’s to be entertained or informed. If you succeed in fulfilling this purpose, readers will want to recommend your book. If you don’t, they won’t. 

Create a book that people remember when your topic comes up at meetings or barbecues. When someone starts a sentence with “I’m trying to learn…” or “I wish I could fix…” your book should be the single title that comes to mind. 

Writing books that are useful and specific helps make them memorable. How could anyone forget The Subtle Art of Not Giving a F*ck or How to Win Friends & Influence People? Both books solve specific problems, whether it’s learning how to live the life you want or build trusting relationships. These are issues that people have always encountered and will always encounter. 

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Write books that your readers want to read. Find your unique angle for the topic, and make an impact with your writing. Know your purpose in writing, and make your book memorable. 

I know—this is easier said than done. But it can be done, and you can do it. Just remember that your reader recommendations are your greatest asset.