During the month of December, I started promoting my Christmas-themed books on my Substack. The problem, though, is that some of my subscribers have been subscribed for quite some time, so the same promotional efforts I used in the past won’t cut it again. The solution? I had to find another way to promote the books.

You can never promote a book too often, and that’s especially true if it’s a seasonal book. Here are six ways to change up how you promote a book that you have already promoted to the same audience in the past.

1. Share your story-behind-the-story (the backstory)

When I first promoted my Christmas extreme horror novelette, Home for the Holidays, I shared what inspired me to write the story. Readers commented on how the book’s theme (family drama during the holidays) was one they could relate to. Sometimes, readers are curious about how authors got an idea for a story so these snippets can attract potential buyers of your book.

2. Share deleted chapters or scenes

These types of materials can attract readers because most are eager to read something excised from a book, or a chapter that was deleted. This is similar to an “extended version” of a movie that includes bonus reels or spoofs. These types of “missing content” from a book will give readers an edge over other readers who may not know about them. It can also attract interest from new readers!

3. Offer a bonus chapter or story

A story never ends, especially if it’s one that readers LOVED, and want more of. Why not give them what they’re asking for? Writers can explore so many different kinds of creative options as they write a bonus chapter or story for readers. Readers love to see their favorite characters go on new adventures, or learn something about a character in the book that was not explored. These types of promo materials can pair well with your call-to-action to buy your book. You can also post these on your website where you are promoting your other books.

4. Ask readers to share what they loved

If you’re lucky, you have many glowing reviews about your book. If you’re really lucky, some of these reviews came from friends and family. Reach out to them, and ask if they’ll provide you with a recording of them saying what they loved about your book, or why they couldn’t stop reading it. Ask them to hold up your book in the recording, either before or during their monologue. Alternatively, you can get quotes from them or ask them for permission to repost their review for promotional purposes.

5. Share a book trailer

Book trailers don’t tell the whole story; they’re only meant to catch someone’s interest. Share your book trailer online, and offer insights about your book in your description. A good book trailer will grab a potential reader’s interest, and leave them wanting to know more.

6. Offer an excerpt from your book

This suggestion is last on my list because I offer excerpts of books I’m promoting in almost every issue of my Substack. Unfortunately, these book excerpts have not resulted in sales. However, used strategically, book excerpts can be a great way to draw in new readers for your books. You never know who is going to catch your excerpt when, so keeping it out there is a great way to share some of the writing readers can expect to see in your book, and if it’s right for them. (BookLocker.com features excerpts for all of their books on their website.)

When readers come across promotional material for a book, they’ll want to know what it’s about and if it looks interesting. What you use to promote your book, and how you continue to promote it, will meet those needs, and make your book stand out.

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Dawn Colclasure is a deaf writer living in Eugene, Oregon, USA. She’s a freelance writer, book reviewer, and columnist. She is the author and co-author of over five dozen books. Her poetry, articles, essays and short stories have appeared in magazines, newspapers, websites, and anthologies. She publishes the SPARREW Newsletter online each month. Her websites are  https://dawnsbooks.com and https://www.dmcwriter.com/. She’s on Facebook, Bluesky @dmcwriter.bsky.social, TikTok at https://www.tiktok.com/@dawncolclasurewilson  and Instagram @dawn10325.