How to Leverage Media Exposure to Boost Book Sales

For authors, landing an interview or a guest post on a blog can feel like striking gold. But here’s the reality: while those are fantastic for gaining access to a broader audience, it doesn’t always translate directly into book sales. If you’ve successfully pitched your book for media exposure, the next step is learning how to leverage it effectively.

By creatively promoting your appearance—before, during, and after—and strategically engaging with your audience, you can maximize exposure and turn an interview into a valuable asset for your author brand. Here are six actionable ways to make every interview count.

1. Before the interview: Plan ahead

Understanding how to leverage media exposure before the interview ensures you’re setting yourself up for greater success after. Before you are on TV, featured in a blog, or interviewed on a podcast, it is crucial to define your call-to-action (the step you want readers/watchers/listeners to take). This could include:

• Signing up for your author newsletter
• Pre-ordering your book
• Following you on social media, which could eventually funnel into your newsletter and, ultimately, buying your book.

While it might seem natural to ask listeners to buy your book, sometimes it’s more effective to start with smaller steps. After all, buying a book is a bigger commitment than signing up for a newsletter. Think like a consumer: instead of just asking, offer something valuable. For instance, mention your lead magnet—perhaps a free novella, study guide, or a fun activity sheet for parents. Or offer a special discount, like 20% off, for interview listeners/viewers. Special discounts for the audience not only helps incentivize them to take action, it helps you track where sales are coming from.

Just don’t forget to mention your call to action during the interview, and always link your author website (or wherever readers can connect with you) in your bio.

2. Share It on Social Media–In Multiple Ways

Maximizing the impact of your media appearance on social media can further leverage your media exposure to keep your audience engaged. Don’t stop just one post (but also avoid bombarding your audience with them), and mix up your content over time to keep your audience engaged.

• Previews: Before your interview goes live, share a clip, soundbite, or quote from the interview along with a brief description of what you discussed to draw in your followers. Point to the upcoming interview by saying something like, “Watch the full interview for my top three tips on [topic] tonight on Channel 8.”
• Highlights: You can use the same format to share a different clip or quote after the interview, thanking the interviewer for having you on their show or featuring you on their blog.

Pro tip: Canva and other design tools make it easy to create shareable graphics that highlight your best insights.

•  Live Q&A: Use Facebook or Instagram live to answer questions followers have about your interview topics. Ask readers to submit questions in advance so you can prepare, as well as taking questions live. Share behind the scenes facts and expand on things you didn’t get to in the interview.

By creating varied content, you can keep the interview fresh in your followers’ minds, inviting engagement and potentially sparking new interest in your book.

3. Send a Thank You Note with Ideas for Future Engagements

After the interview, follow up with the interviewer or show host to thank them. This simple gesture goes a long way toward building professional relationships.

• Suggest New Topics: If you have ideas for future conversations or angles that align with their content, suggest them. This increases the chance of being invited back for another interview.
• Stay Relevant: If a newsworthy event or trend aligns with your expertise in the future, reach out and offer your perspective. Let them know you’re available to speak on similar topics with a unique angle. These follow-ups can keep you top-of-mind when they’re seeking relevant guest speakers.

Building a relationship with media outlets and hosts is a valuable way to stay visible and credible in your field, leading to more opportunities to leverage media exposure in the future.

4. Leverage Your Media Exposure for Credibility

Every interview you do is a trust-building opportunity. Leverage your past media exposure by showcasing them in your media kit, on your website, and in your advertising.

• “As Seen On” Section: On your website, create an “As Seen On” section with logos from the shows, networks, or websites where you’ve been featured. This boosts credibility for new readers and media professionals viewing your profile.
• Media Kit Highlights: Incorporate the interview details, any high-profile quotes, and the logo into your media kit. This will make a great impression when pitching to other media outlets for interviews or feature stories.
• Advertising: Mention “as seen on” in your advertising graphics or copy, or use relevant quotes from the interview or article.

Adding these details elevates your professional image and adds social proof to your brand.

5. Feature the media exposure in Your Newsletter

Use your author newsletter to recap the interview for readers who may have missed it, and take the opportunity to reinforce key messages.

• Share Key Takeaways: Summarize the most impactful moments, interesting insights, or tips you shared.
• Include a Link: If the interview or article is available online, link to it in your newsletter, driving traffic to the platform that hosted you. This can also increase the likelihood that they’ll feature you again.
• Special Offer: To make the newsletter even more compelling, consider offering subscribers a discount code or running a giveaway in honor of the interview. It’s a simple way to thank your followers for their support.

A newsletter recap allows you to continue the conversation and gives subscribers a reason to stay engaged with your content.

6. Run a Giveaway to Boost Engagement

An interview is the perfect time to run a special promotion or giveaway. You could give away a signed copy of your book or a special bundle of related items.

• Create a Giveaway Plan: Ask the interviewer if you can share the giveaway on their platform as well, helping you reach a larger audience.
• Newsletter or Social Media: Set up the giveaway so that entrants must sign up for your newsletter or follow you on social media. This way, you can increase your follower base or build your email list.

Giveaways are a fantastic way to capitalize on the excitement of an interview and generate new followers who may become future readers.

By following these strategies, you can turn any interview into a multi-faceted promotional tool that builds your author brand, expands your readership, and strengthens your connection with fans. Don’t let your interviews fade into the background after they air—leverage them as a springboard for ongoing engagement and book sales!