Why Your Book Isn't Selling (And How to Fix It)

If you've published a nonfiction book and are wondering why it's not selling as well as you hoped, you're not alone. As an author myself, the number one question I get from writers: "Why isn't my book selling?"

After working with numerous nonfiction authors, I've identified the top three reasons why books fail to gain traction in the market—and how to address each issue.

Reason #1: You Stopped Promoting It

This seems like an obvious point, but it's the most common reason for lackluster book sales. Authors often put tremendous effort into their book launch, resulting in an initial spike of sales. The book release is a culmination of years of work, so it's understandable to go all-out with publicity during this window.

However, many authors then make the mistake of letting their promotional efforts fizzle out after this initial push. They assume the book will just keep selling itself through Amazon's algorithms or word-of-mouth. This passive approach is a surefire way to watch your sales numbers plummet.

The solution? Keep the promotion going with a consistent cadence! Set a schedule for regularly sharing content related to your book across your active channels—excerpts, reviews, blurbs, behind-the-scenes stories from the writing process, quotes or key ideas for readers to engage with.

If LinkedIn is your primary platform, like many of my clients, dedicate a specific day each week (e.g. Tuesdays) to book promotion. Keeping your book top-of-mind for your audience and consistently reminding them of your value is crucial for maintaining sales momentum.

Reason #2: You Don't Have an Established Audience

Here's a harsh truth: A book release alone is not an effective audience builder; it's an audience accelerator. If you don't have an existing audience of some kind before launching your book, sales will likely struggle.

Building an audience of loyal followers takes consistent effort over time. It requires providing reliable value that inspires people to connect with you, your ideas, and your personality as an author and thought leader. Done well, you'll build an engaged audience of readers who want to buy whatever you put out.

This is often a huge challenge for nonfiction authors, as developing this level of audience engagement can require significant time and expertise. That's why many authors hire companies like mine to handle the audience-building process.

However, there are also plenty of online resources available if you're willing to put in the consistent work yourself. The key is choosing the platforms where your target readers are active, and developing a content strategy to foster engagement and growth.

This could involve:

• Posting valuable longform content regularly on a blog or newsletter

• Engaging daily on a specific social media platform

• Consistently sharing insights and starting discussions in niche online communities

The options are endless, but the crucial factor is showing up consistently with high-quality content tailored to what solves problems for your audience.

Reason #3: You're Relying on Amazon to Sell It For You 

Let's make one thing clear: Amazon is not going to automatically sell your book for you. Their algorithm may help a bit with discoverability, but the key factor is driving potential readers directly to your book's page and giving them a reason to purchase it right then and there.

One highly effective strategy is to build a simple marketing funnel on your website that guides visitors toward buying your book on Amazon. It is crucial to remove as much friction as possible from the purchase process.

For example, your funnel could look like this:

1. Visitors land on a blog post, video, or lead magnet addressing a pain point your book solves

2. You provide useful value upfront through this content

3. You present your book as the next logical step, with clear links to purchase on Amazon

4. Visitors become invested customers

Getting people to Amazon's page is only half the battle—you need to create urgency and eliminate doubts. If you'd like me to explain precisely how to set up a funnel like this for your book, just follow along, or even reach out! 

By addressing these three key areas—consistent promotion, audience building, and strategically driving Amazon sales through an automated funnel—you can absolutely revive stagnant book sales over the next few months. It's low-hanging fruit, but it requires dedicated effort to see meaningful results.

There's no "magic bullet" for book marketing, despite what some gurus might claim. But if you're willing to put in the work on these fundamental areas outlined above, you'll be miles ahead of authors taking a passive approach. Consistent action and showing up for your audience day after day is what separates authors with bestsellers from those whose books gather dust on virtual shelves.

So if your book sales have dropped off, go back to these basics:

1. Set a promotional schedule to keep the book top-of-mind

2. Double down on providing value to build an engaged audience

3. Drive that audience directly toward purchasing with automated funnels

Do this, and you'll have the key ingredients for steady book sales and compounding growth. It's not easy, but it is simple—and absolutely worth the effort as an author!