Your Book Should Be Marketing You—Not the Other Way Around
If I don’t show up in your feed, your inbox, or your media—I may not exist.
And if you don’t show up?
Neither does your book. Neither does your brand. Neither does your business.
That’s a hard truth most authors learn too late.
But there’s a better way to do this—just ask Andrew Huberman. we'll come back to that in a moment.
Book Marketing Is Brutal—Here’s the Real Play
Selling books is one of the hardest things to do. You can’t force people to buy, read, or review your book—they have to want to.
For that to happen, your book needs to be:
Interesting – Something that grabs attention.
Problem-Solving – A book people turn to for answers.
Engaging – A book people want to recommend to others.
No one wakes up thinking, “I need to buy this book today from an obscure author.”
Books sell when they catch the right person’s eye—on social media, in a recommendation, or when they see someone else reading it.
That’s why I don’t do book marketing. Selling books isn’t my strength.
What I do instead? I help authors make sure their book is marketing THEM.
That’s where the real gold is.
I made a video breaking this down. Check it out here.
Non-Fiction Author Marketing Thumbnail
I’ve watched authors spend an entire week debating their book covers. Not nearly long enough.
I’ve seen them agonize for months over the title. They hardly shared it to get feedback.
At the end of it, every author just wants to be done.
They’re exhausted. They hit publish. They announce the book.
And then… silence.
They don’t have an audience ready and waiting for them.
They don’t have a system that keeps them visible. They don’t have an offer that extends beyond the book.
That's ok I didn't have a huge audience either, and that's exactly why this flip on how a book markets you works.
Contrast that with Andrew Huberman.
His book isn’t even out yet—it drops in September—and it’s already a #1 bestseller.
How?
Because he built a brand that markets HIM.
His book isn’t the endgame—it’s just another piece of a well-oiled machine.
How Andrew Huberman Built a Book That Sells Itself
Andrew Huberman is a neuroscientist. But that’s not why his book is a massive success.
It’s because he mastered three things:
1. He Built an Audience BEFORE Selling Anything
Huberman didn’t rush to publish a book. He spent years creating a demand for his ideas.
He launched the Huberman Lab Podcast, giving away world-class insights for free.
He built a massive email list, sending deep-dive content weekly.
He showed up on YouTube, Instagram, and Twitter—educating, engaging, and reinforcing his expertise.
By the time his book was announced, he didn’t have to convince anyone to buy it.
People were waiting for it.
2. His Website and Content Strategy Are Dialed In
Visit Huberman’s website, and you’ll see the blueprint for how an expert should position themselves.
Clear messaging on who he is and what he does.
Multiple ways to engage—podcasts, newsletter, courses.
A high-end, well-designed digital presence that screams credibility.
And across all platforms? He looks, sounds, and feels the same.
His YouTube thumbnails, podcast titles, social media posts—they all work together. Every single piece of content reinforces his expertise.
That’s how you build trust at scale.
3. His Book Is an Extension of His Brand—Not His Whole Business
Huberman’s book is not the product—his brand is.
The book reinforces his expertise, but it’s not his only offer.
He gets premium speaking engagements because people already trust him.
He’s positioned himself as the go-to expert in neuroscience and human optimization.
By the time the book drops in September, it’s not even a question if it will sell. It’s a question of how many records it will break.
That’s the playbook.
Now, Let’s Talk About You
Most authors don’t have what Huberman built.
They think:
“I’ll just write the book, and people will find it.” (They won’t.)
“I’ll post about my book a few times, and it’ll sell.” (It won’t.)
“I don’t need a personal brand. The book is enough.” (It’s not.)
If your book is your only offer, you’re leaving opportunities on the table.
If you want to charge $10K+ for speaking, if you want people to see you as a premium expert, you need to do what Huberman did.
1. Your Website Needs to Look Like a $10K Speaker’s Website
Your website isn’t just a digital business card. It’s a trust-builder.
If it looks outdated or hard to navigate, you’re losing business.
You need great photos, a compelling bio, and clear CTAs (book a call, sign up, get the book).
Before you charge premium, you need to look premium.
2. You Need a Content Strategy That Works While You Sleep
Huberman didn’t just wake up with millions of followers.
He put out valuable content every single day.
The biggest speakers, authors, and experts? They don’t just publish books—they publish ideas.
Daily LinkedIn posts that position them as thought leaders.
Videos that reinforce their expertise in a way people actually engage with.
Podcast appearances and collaborations that expand their reach.
If people don’t see you, they won’t hire you.
3. You Need to Own What Makes You Unique
The best personal brands don’t just share knowledge.
They share themselves.
If your color is yellow—make it part of your brand.
If your signature look is your hair—own it and make it a conversation piece.
If you have a funny, high-energy speaking style—show that in your content.
If you are the go-to expert in your field—it's time to own it!
People don’t just follow experts. They follow personalities.
You don’t need to be everyone’s favorite—you need to be someone’s go-to.
That’s how you build an audience that actually cares.
The Ones Who Show Up, Win
If you’re not showing up—on LinkedIn, on podcasts, in newsletters, in videos— Then someone else is.
And guess who’s getting the paid speaking gigs? Guess who’s getting booked for interviews?
Not necessarily the best author.
But the most visible one.
If you’re serious about using your book to market you, and need help. Message me.
See you next week!
Practice patience and gratitude— Hussein
