Guerilla Book Marketing

This post is part of our book marketing mastery series.

Alright, let’s dive into guerrilla book marketing. You’ve written a book — congratulations! That’s an achievement in itself. But now comes the hard part: getting people to read it. The book market is crowded, especially for self-published authors. So how do you stand out? That’s where guerrilla marketing comes in.

What Is Guerrilla Marketing?

Guerrilla marketing is all about creativity over cash. It’s the art of doing a lot with a little, using unconventional tactics to grab attention. Think outside the box. It could be handing out bookmarks at a coffee shop, creating a scavenger hunt tied to your book, or even partnering with organizations that align with your story. The key is to be memorable and authentic.

How to Market a Self-Published Book

Let’s focus specifically on self-published books. First, understand your audience. Who are they? Where do they hang out? What kind of content excites them? Once you’ve nailed that down, here are some strategies to try:

1. Partner with Organizations: If your book tackles a specific topic, look for nonprofits or community groups that align with your theme. For example, if you’ve written a children’s book about hearing loss, connect with audiologists or hearing advocacy groups. They may promote your book as a valuable resource.

2. Use Social Media Creatively: Social platforms are a free goldmine. Create engaging content — short videos, behind-the-scenes of your writing process, or quizzes related to your book’s theme. Don’t just post links to your book; build a relationship with your audience.

3. Host Events: Bookstores are great, but think bigger. Host a reading at a quirky location tied to your book — maybe a historic site if it’s historical fiction or a cozy café for a romance. Make it an experience.

4. Leverage Merch: Branded merchandise isn’t just for big corporations. Create bookmarks, drink sleeves, or tote bags with a QR code linking to your book. Hand them out at local events or include them in giveaways.

5. Collaborate with Other Authors: Cross-promote with authors in similar genres. You can bundle your books for a joint giveaway or write guest posts for each other’s blogs.

Be Where Your Readers Are

One of the best guerrilla tactics is simply showing up where your audience already spends time. Are they avid library-goers? Donate a copy of your book or host a workshop. Are they part of niche online communities? Join those forums and contribute valuable insights — not just ads for your book. The goal is to become a trusted member of the community.

Think Outside the Internet

Yes, digital marketing is powerful, but don’t underestimate offline tactics. A novelty car wrapped in your book’s artwork parked outside a local literary festival? That’s unforgettable. A scavenger hunt in your hometown with clues tied to your story? People will talk about that. These methods may take effort, but they generate buzz you can’t buy.

Don’t Be Afraid to Be Weird

Weird can work, but it has to make sense. For example, if you’ve written a satirical novel, hiring someone to create a humorous TikTok in costume might fit your book’s vibe. On the other hand, if you’ve written a serious self-help book, keep your tone professional, even in creative campaigns.

Monitor and Adjust

Here’s the truth: not every idea will work. That’s okay. Guerrilla marketing is a game of trial and error. Pay attention to what resonates with your audience. Track engagement, ask for feedback, and don’t be afraid to pivot.

Final Thoughts

Guerrilla marketing is about authenticity, connection, and creativity. It’s not about spending big — it’s about thinking big. So, put yourself out there, try new things, and don’t be afraid to fail. The right readers are out there. Your job is to help them find you.