When you write a book, one of the defining factors in its success will be people's perception of its value. The appeal of its story is vital for novels and other fiction books. For nonfiction titles, it's about what can be gained by reading it. Uniqueness and value also inform how to market your book when the time comes. Therefore, you want to carefully develop your content with an eye toward your target readers' interests and needs. Part of the process is intuitive, and not every great idea pays off, but the more you have a plan that works (and stick to it), the better. Successful books aren't often written by accident.

Respecting the amount of competition in the marketplace today is paramount, and your book can't be for all people. But it does need a special appearance to the target readers you're after and has a way of being seen as more valuable than other titles in your genre. The need to stand out in a crowded market also points to the need for a well-planned marketing program – most successful books today have had some professional marketing support. When you self-publish, it's crucial to remember all the services traditional publishers provide. You must match them in editing, cover design, publicity, and more.

People who understand trendsetting understand the art of finding something just ahead of what's currently known so that your audience quickly understands the advance. If you get too far ahead of people's awareness, they can easily miss the point of what you're trying to get across. It works similarly with book topics, and you'll do best when you find the sweet spot. Benchmarking against competitors and analyzing what others have done recently may help. But part of it will often be intuition and your ability to figure out what seems new and of interest. With that knowledge, you can develop your book.

Much of promotion occurs today, but not all of it. Carefully planned and promoted in-person events still have relevance for many books and authors. Interestingly, one of the most valuable aspects of an event is the images and video you can capture. Both make excellent online content for your website and social media. You can significantly expand the reach and influence of your events when you help people attend virtually. Since the content is recorded and can be viewed at convenient times, you'll reach people who could not attend in person. All are helpful tips and tricks for promotion.