Catching readers’ attention can be challenging in such a crowded book marketplace. The tried-and-true book marketing strategies — such as discounting backlist titles, sending email newsletters, and running display advertising campaigns — remain effective for generating sales. But sometimes an unorthodox approach can make an author stand out and generate buzz for a book.
To help you brainstorm some outside-the-box book marketing ideas, we’re sharing a few of the most inventive promotions we’ve seen from authors and publishers. And if you’re looking for even more inspiration, check out this epic flipbook of 140 book marketing ideas!
1. Give away exclusive, rare items
Many authors run giveaways using their books, advance reader copies, or swag as the prize. But we’ve seen some authors put unique twists on these items to create even more compelling giveaways.
Phil Stamper commissioned an Etsy seller to create a special edition of his debut novel, The Gravity of Us, with sprayed edges. He ran the giveaway on social media, and included a signed bookplate that was literally sent into space. This book marketing idea isn’t just outside the box — it’s out of this world!
When June Hur didn’t have physical ARCs available for her novel The Forest of Stolen Girls, she decided to use her marked-up first pass pages as a giveaway prize. This made for a unique and enticing giveaway.
The point of both of these giveaways was that the prize was one of a kind. If you want to try this, look for something from your writing process that no one else can offer, like a marked-up draft page or an artifact tied to the book’s setting or themes.
2. Design special packaging or experiences around the book
Many publishers and authors create special editions with sprayed edges, foil stamps, or custom artwork. One striking example we found goes further: designing the packaging to mirror the book itself.
For Gabrielle Zevin’s Tomorrow, and Tomorrow, and Tomorrow — a novel about two friends who become video game designers — Penguin Random House UK released a limited edition packaged in a box that looked like a ’90s PC video game case. They also installed a branded Donkey Kong arcade machine at Waterstones Piccadilly during the author’s tour, and built a playable web game called EmilyBlaster, adapted from the book. Every printed asset, from bookmarks to press releases, included a QR code linking back to the campaign webpage.
You can use the same approach to create packaging on a smaller budget. Think: a vintage-style envelope for a novel told through letters, a “case file” folder for a thriller, or a hand-stitched dust jacket for historical fiction. Surprise your readers, and they’ll be happy to photograph and share their unboxing!
3. Sell a “book box” direct from your author website
Most authors link to retailers on their author websites to drive book sales, or sell direct via ecommerce platforms. But one particularly unique idea we’ve seen is from an author using a simple setup to sell a creative bundle directly to readers.
Syreeta Benjamin built a “Book Box Edition” page on her website for her novel Ev’ry Goodbye Ain’t Gone. Each box contains a signed paperback, character art for the book’s two lead characters, bookmarks Syreeta makes herself, and bookish stickers. Readers who don’t want the full box can also order just the signed paperback. Both options check out through a PayPal link.
Syreeta built her site using Author Websites by BookBub, which let her add a custom page for the box. She often promotes the page on her TikTok and Instagram.
@oneartsyauthor When I started this writing journey years ago, I never thought I’d actually be creating book boxes for my readers 🫠🫠🫠 Thank you so much for the support🫶🏽🫶🏽🫶🏽 #bookbox #support #supportindieauthors #dreams
If you want to try selling direct without setting up an entire online store, create a page on your website linking to a simple checkout option — a PayPal or Venmo link is enough to start. Once your box is ready, feature it in your homepage navigation and your social media bios so readers can find it easily.
4. Set up physical mailboxes for readers
One publisher set up mailboxes in indie bookshops where readers could drop a letter or drawing to send to the author.
When Charlie Mackesy’s Always Remember: The Boy, the Mole, the Fox, the Horse and the Storm launched in October 2025, his publisher, Ebury, placed more than 50 “Mole Mail” postboxes in bookshops around the world, where readers could write or draw a message and post it to the author. Indie bookshops also received themed wrapping paper, badges, bookmarks, and stickers to support the launch.
The London launch was held at Fortnum & Mason. The store’s pastry chef, Roger Pizey, created a “Mole Cake” based on a layered cake described in the book, and the shop sold a limited-edition tote bag containing the book and a mole plush.
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You don’t need 50 postboxes to try this! A single mailbox at a favorite indie bookstore you partner with, paired with a dedicated hashtag for readers to share what they sent, can create a moment readers will want to post about.
5. Market the same book to multiple genre audiences
Most marketing campaigns are tailored to a single genre, but we came across one publisher who did the opposite — pitching the same book to several genre audiences in parallel.
When Sceptre Books launched Kaliane Bradley’s The Ministry of Time — a mix of literary fiction, romance, thriller, and time travel sci-fi — the team built four parallel campaigns, one for each of those audiences. They also created iron-on patches to be given away at Waterstones, and a signed collector’s edition with an exclusive short story.
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If your book straddles genres, create distinct marketing assets that will appeal to readers in each niche. Build book-specific landing pages and emails with tools like BookBub’s Author Websites, and target specific audiences of readers with BookBub Ads using ad creatives tailored to their interests.
6. Turn a detail from your book into wearable swag
Book bloggers, influencers, and readers are often excited to show off swag on social media, creating a unique opportunity for word-of-mouth buzz. Some authors and publishers get imaginative with swag that’s based on the book — we’ve even seen it created from a cover’s design elements!
The cover design for Grown by Tiffany D. Jackson — featuring art by Rachelle Baker and designed by Erin Fitzsimmons — positions its title in an earring worn by the protagonist.
Tiffany and her publisher, Katherine Tegen (an imprint of HarperCollins), created a bamboo version of these earrings as a giveaway item in their preorder campaign. She posted pictures of herself wearing the earrings to generate hype and preorders, and Grown launched as a New York Times bestseller!
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Some bookstagrammers received these earrings early, and many of them shared pictures of themselves wearing the earrings or using them as props. Tiffany compiled some of these images on Instagram, reminding readers that these earrings were part of her preorder campaign and expressing gratitude for bloggers’ early coverage.
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If your cover doesn’t have a wearable element built in, look for something from inside the book that could become swag — maybe a symbol that recurs in the story, an object a character carries, or a quote fans will recognize. Print it on enamel pins, embroidered patches, bracelets, or totes.
7. Self-publish a prequel to a traditionally published book to run price promotions
Since authors don’t have control over pricing for their traditionally published titles and therefore can’t discount them whenever they like, some authors self-publish prequels or connected standalones so they can discount those and use them to promote their traditionally published books.
Brenda Novak used this strategy as part of her marketing campaign promoting Face Off, book three in her traditionally published Evelyn Talbot thriller series, and this book was an instant USA Today bestseller! Before Macmillan/St. Martin’s Press published book one in the series, Brenda self-published Hanover House, a 200-page prequel, and priced it at $3.99. Within the prequel, she encouraged readers to buy the subsequent books in the front matter and included an excerpt of book one in the back matter. After the excerpt, she included retailer links to make it as easy as possible for readers to buy.
Since Brenda had control over pricing for this self-published prequel, she could discount it whenever she liked. About a month before the launch of book one in the series, she discounted the prequel to $0.99. She figured that would be the right timing for new readers to buy this prequel, make their way through books one and two, and be eager for book three upon launch.
To drive as many unit sales as possible, Brenda ran a BookBub Featured Deal to the Psychological Thrillers category. Featured Deals can generate a high volume of exposure and often result in subsequent sales of an author’s other titles — 70% of authors report an increase in sales of their other books (including full-price books!) after running the promotion. The Featured Deal for Hanover House generated over 6,000 clicks and 1,500 sales.
To widen her reach even more, Brenda also ran BookBub Ads campaigns during the week of the discount, testing out different ad designs.
Note: Brenda cleared this idea with her publisher before writing Hanover House. If you’re under contract with a traditional publisher, communicate your plans to publish connected content early to ensure you have their approval!
8. Hide a short story in signed copies of your books
Many authors hide Easter eggs in signed copies of their books — but it’s rare to see a hidden short story spread across 1,000 autographed copies!
When author Will Maclean launched his debut novel, The Apparition Phase, he partnered with independent bookstore Goldsboro Books in the UK to sign and distribute 1,000 copies of an exclusive first edition. In addition to autographing each copy, Will numbered each and wrote in one word. When compiled in order, all 1,000 words form a short story.
The bookstore included a note from the author in each copy explaining that a scavenger hunt of sorts was afoot.
Book blogger Lovedreadingthis compiled the words in order as readers reported them using the hashtag #apparitionphase1000, and these tweets generated even more exposure for the book. The publicity stunt was also covered by major publications such as Mashable and The Times.
You can try a handwritten note, a hidden quote, or a numbered Easter egg inside a small batch of signed copies if you’re on a budget — a smaller print run can even add to the exclusivity!
Get your campaign in front of more readers
Whatever outside-the-box approach you try, BookBub has a few tools that can help amplify your reach:
- Submit a Featured Deal to reach hundreds of thousands of readers in your category with a discounted book
- Run targeted BookBub Ads to home in on the readers most interested in your book
- Build a free author website or landing page to host your campaign and grow your email list
Get started and have fun!
This post was originally published on January 21, 2021, and has been updated with new examples.
