Have you ever walked away from a speaker’s presentation so inspired that you immediately wanted to buy their book?
Maybe it was their compelling story, their unique insights, or just the sheer confidence they exuded on stage. Public speaking isn’t just about delivering a message—it’s one of the most powerful ways to build your brand, connect with your audience, and, yes, sell more books.
If you’re an author looking for a strategic way to boost visibility and credibility, it’s time to use public speaking to sell your business book and turn your expertise into an irresistible marketing tool. Whether you’re presenting at conferences, hosting workshops, or guest-speaking on podcasts, every opportunity to step in front of an audience is a chance to establish authority, drive book sales, and build lasting relationships with your readers.
In this article, we’ll break down exactly how you can craft compelling talks, seamlessly integrate your book into your speeches, and create an engaged audience eager to buy from you. Let’s dive in.
Why Public Speaking is a Powerful Book-Selling Tool
Public speaking and book sales go hand in hand. As a business book author, you’re not just selling a book—you’re selling your expertise, insights, and personal brand. One of the most effective ways to promote your book, increase your credibility, and generate sales is through public speaking.
But why does public speaking work so well for book sales?
✅ Builds Authority: Speaking engagements position you as a thought leader in your field.
✅ Creates Emotional Connections: People are more likely to buy from someone they trust and feel connected to.
✅ Engages a Targeted Audience: Attendees are already interested in your topic, making them prime book buyers.
Why Public Speaking Is Effective for Book Sales
Many successful business book authors don’t just rely on bookstores or Amazon—they actively promote their books through speaking engagements. Here’s why it works:
1. You Establish Authority and Expertise
When you take the stage at a conference, seminar, or even a small workshop, you position yourself as an industry expert. People respect speakers and are more likely to view their books as valuable resources.
2. You Create Emotional Connections
Books aren’t just about information—they’re about storytelling and connection. Speaking allows you to bring your book’s message to life, engaging your audience in a way that written words alone cannot.
3. You Tap into an Engaged Audience
Unlike cold marketing efforts, speaking events attract people who are already interested in your subject matter. These warm leads are more likely to buy your book immediately after hearing you speak.
4. You Sell Without Being Salesy
Public speaking provides an opportunity to sell your book in an organic, value-driven way, rather than coming across as just another sales pitch.
Choosing the Right Speaking Opportunities
If you want to use public speaking to sell your business book, you need to choose the right events where your audience is already engaged in your topic.
Target Relevant Events
Look for:
✅ Industry Conferences: Business, leadership, entrepreneurship, and professional development events.
✅ Workshops & Seminars: Hands-on learning sessions where attendees seek actionable insights.
✅ Networking Events: Business groups, masterminds, and entrepreneurial meetups.
Explore Virtual Speaking Opportunities
In today’s digital world, virtual events offer a great way to reach a global audience without the need for travel. Consider:
✔️ Webinars: Teach a specific topic from your book while promoting it as a resource.
✔️ Podcasts: Reach new audiences through interviews on relevant industry podcasts.
Leverage Local Resources
Don’t overlook speaking engagements in your local community:
📌 Libraries: Many libraries host author talks or business workshops.
📌 Book Clubs: Speak at business book clubs or entrepreneurial meetups.
📌 Universities: Offer to speak at business schools or leadership programs.
Structuring Your Talk to Sell Without Selling
The key to using public speaking to sell your business book is to provide immense value first. Here’s how you can structure your talk effectively:
1. Start With a Compelling Story
People love stories. Open with a personal anecdote related to your book’s main message. This builds connection and trust with your audience.
2. Share Valuable Insights from Your Book
Instead of “selling” your book, give your audience a taste of the value inside. Share practical tips, case studies, or strategies that align with your book’s core themes.
3. Leave Them Curious for More
Don’t give away everything. Tease key takeaways that can only be found inside your book. This builds intrigue and motivates attendees to purchase a copy.
Seamless Self-Promotion Without Being Pushy
One of the biggest mistakes authors make is coming across as too “salesy.” Instead, integrate book promotion into your talk naturally.
1. Mention Your Book as a Resource
Instead of saying, “Buy my book,” say:
“In my book, I dive deeper into this strategy—let me share a quick insight from it.”
2. Have a Memorable Pitch
Develop a 1–2 sentence summary of why your book matters. Here’s my example:
“My book, The Write Strategy, helps business owners understand the value of publishing as a business growth strategy and then guides them through how to do it effectively. I wrote it to solve the exact challenges I see my business authors make regularly.”
3. Use Visuals
📚 Display your book cover in your presentation slides.
📚 Have a physical copy with you while speaking.
📚 Set up a book table for easy purchases after your talk.
Create an Irresistible Offer
People love exclusivity and bonuses. Make your book even more appealing by adding incentives, such as:
✅ Offer Signed Copies: People love personalized books!
✅ Give a Limited-Time Discount: “Event attendees get 20% off today!”
✅ Bundle with Extras: A free PDF, workbook, or bonus chapter.
Engage Your Audience During and After
1. Use Q&A to Highlight Book Content
During Q&A, reference your book when answering relevant questions.
2. Collect Emails for Follow-Ups
Use sign-up sheets or QR codes to collect emails for future promotions.
3. Send Thank-You Emails with a Book Discount
Following up with attendees keeps them engaged and increases book sales.
Practice Makes Perfect
Even the best speakers prepare and refine their skills over time.
✔️ Rehearse Your Key Points: Confidence sells.
✔️ Gather Testimonials: Feedback from past speaking gigs builds credibility.
✔️ Record and Review Yourself: Improve your delivery by watching past talks.
Leverage Social Proof
Social proof makes your speaking engagements even more powerful.
📸 Share Photos & Videos: Post highlights on social media.
📜 Use Attendee Testimonials: Positive feedback increases interest in future talks.
🌍 Showcase Speaking Experience: Add a “Speaking Engagements” section to your website.
Repurpose Public Speaking Content to Sell More Books
Speaking gigs create valuable content for continued marketing.
📄 Turn Talks into Blog Posts
📹 Record Sessions for YouTube
📝 Share Quotes on Social Media
The more you repurpose your speeches, the more visibility your book gets.
Set Measurable Goals & Track Your Success
Before every event, set some goals to help you measure whether the event was successful:
📊 Book sales: How many copies do you want to sell?
📧 Email sign-ups: How many leads can you collect?
📱 Social media growth: How many new followers did you gain?
Tracking results helps refine your strategy and maximise future speaking engagements.
Final Thoughts: Use Public Speaking to Sell Your Business Book
Public speaking is one of the most powerful ways to sell your book, build authority, and grow your audience. By choosing the right events, structuring your talk effectively, and engaging your audience, you can turn every speech into a book-selling opportunity. Each time you take the stage—whether in person or virtually—you’re positioning yourself as an expert, creating deeper connections with potential readers, and making it effortless for them to say “Yes, I need that book!”
Now, let’s take the next step together.
For Authors Ready to Publish
If your manuscript is finished, the next step is ensuring your book is positioned for success. I specialize in helping business authors publish with impact—ensuring your book complements your public speaking strategy, enhances your authority, and drives sales. Book a free initial consultation with me today, and let’s map out the best publishing plan for you.
For Authors Still Writing or Planning
Still in the writing or planning stage? No worries! To make the process easier, I’ve created The Write Strategy Checklist—a step-by-step guide to help you navigate planning, writing, and publishing your business book with confidence. Download your free copy and set yourself up for success.
