NBP025 – How To Market a New York Times Bestseller, with Jay Baer

by Chris C. Ducker · 17 comments

Chris Ducker and Jay Baer with Jay's NYT Bestseller Book "Youtility"


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Book marketing is a topic that has come up a lot for me lately. As many of you know, I currently wrapped a book, that will be traditionally published in April next year.

Earlier this year, I interviewed Farnoosh Brock about her book on juicing, and her grassroots approach to marketing it – which worked very well for her. This time you will hear a different approach – a mix of old and new techniques, with some long-term brand building as the backbone.

In this interview, I talk with Jay Baer about his well-planned book marketing campaign, and how he made it to the New York Times bestseller list. This is some very useful stuff, so get your notepads ready!

In this episode, you’ll learn about:

  • Why using unorthodox book marketing techniques can work in your favour.
  • How you can build awareness long before your book is released.
  • The criteria for hitting the NYT bestseller list.
  • How to utilize your community to make your book go viral.
  • Why hiring a publicist is still a good idea in the new business economy.
  • How to use re-targeting to your advantage.
  • Much, much more!

Items mentioned in this episode:

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The two book marketing interviews I have done recently have several common themes. Both authors found their communities to be a great resource for helping them market the books and make them go viral.

Another common theme is building a strong personal brand in relation to the subject the author is writing about, before launching the book. These parallels are not coincidences, but rather parts of a larger trend I like to call P2P – the ‘people to people’ approach to marketing.

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I want to hear from you guys – what are some book marketing mysteries you’d love to solve for yourself? Are any of you writing a book, and what is your plan for marketing it? Post in the comments below!

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{ 17 comments… read them below or add one }

Jozsef September 27, 2013 at 21:20


I love your response to fruity1. I’m not sure if this person has ever listened to a podcast before. Either way, if people want stuff straight to the point then they should definitely visit a book store.



Chris C. Ducker September 27, 2013 at 23:22

Hi Jozsef

Hey, what can I say, I am what I am…

Thanks for tuning in.



Trevor Young September 28, 2013 at 10:35

Hi Chris,
Really enjoyed your chat with Jay – I knew he’d put in a lot of work marketing the book and that he’d done an absolute brilliant job, but to hear all the extra ‘little things’ that went on behind the scenes was really interesting i.e. that Jay sent individual emails to 800 or so personal contacts. Key takeaway for me was that it takes incredible effort – personally, strategically and tactically – to reach best-seller status. Great stuff!

Cheers, Trevor

P.S. Thanks for the shout-out :)


Chris C. Ducker September 28, 2013 at 19:06

All my pleasure, Trevor.

Yeah – it’s those little extra things that make all the difference.

I’m getting ready at this end… gonna bunker myself into ‘book mode’ soon!

It’s all about the hustle!!! :-)



Rick Resch September 28, 2013 at 13:10

Hello Chris,
Thank you for the interview.
I think you have exceptional content and I like, tweet, g+, and share it to let everyone I know about it. I try to consume everything you do because I’m a devout follower and appreciate your work. Keep it up!



Chris C. Ducker September 28, 2013 at 19:11

Thanks, Rick.

Appreciate all the support you’ve shown me – and look forward to hopefully shaking your hand one day.

Stay tuned!



Glen Allsopp September 29, 2013 at 15:19

Awesome chat.

Very relevant to what I’m working on right now so appreciate the insights from yourself and Jay. One hand of me would love to get that kind of prestige, but the other says it’s not going to be worth something for much longer. There are literally companies that will buy you to the top of NYT if you want them to.

Not taking anything away from Jay though, he did a great job!


Chris C. Ducker September 30, 2013 at 23:28

Thanks, Glen.

Glad you found the chat a worthy listen.

I believe if you’re genuinely writing a book that you a) believe in, and b) brings massive value to the reader, that you can have both the bestseller and the timeseller (as I call it).

Jay is a rockstar. Of course, which helps! :-)



Matt Schmidt September 29, 2013 at 21:15

The recent merger of publishers Penguin and Random House seemed to raise speculation that traditional publishing was in decline. Yet there is still something about having that physical book in your hands. This sounds like a definite must-read. Great to hear about the progress of Chris’s book as well!


Chris C. Ducker September 30, 2013 at 23:27

Hi Matt

Thanks for the kind comment, buddy – appreciate the support.

Yep, ‘Virtual Freedom’ has come along very nicely in the last couple of months. Major update coming soon.

Stay tuned.



Julian Adorney October 1, 2013 at 04:56

Great podcast! It’s always inspiring to see someone hit the NYT Bestseller list and hear their story. It takes enormous effort, just like launching a company.

I loved hearing about his little tricks; those small things really make the difference a lot of the time. I liked his emphasis on timing for bookstores; I never thought of that.

I’m not releasing a book anytime soon, but I’m launching a company in a couple months. Trying to adapt his advice to releasing/marketing an app….


Chris C. Ducker October 1, 2013 at 13:44

Hi Julian

Jay’s advice can be taken and developed into any type of business model, tweaked, etc.

It’s solid advice all the way – glad you enjoyed the podcast.

Stay tuned!



Julian Adorney October 3, 2013 at 04:14

That makes sense, Chris. It did seem pretty specific and very solid; I’ll put some thought into adapting it. Did you find some new tricks in there for marketing your blog?


Chris C. Ducker October 3, 2013 at 21:07

Lots or ‘em, Julian. LOTS! :-)

Appreciate the kind words, and for sharing, RE: your other comment. Thanks.



Julian Adorney October 3, 2013 at 04:15

I sent this link to some of my writer friends on Google+ and Twitter, so hopefully they’ll get a lot out of it!


Trent Dyrsmid October 23, 2013 at 22:32

Hey Chris,

Thanks for putting this out. I’ve got a book coming out, too, so the timing is excellent.

On a separate note…have you thought of switching your comments to Disqus? I made the change a few weeks ago and think it’s a much better system. Installation is super easy and you can import all your existing comments. Plus…for people with a Disqus account, we don’t have to bother with entering our name, URL, and email every time. Keeping track of your conversations (around the web) is also a LOT easier to do with Disqus


Chris C. Ducker October 29, 2013 at 13:50

Awesome, Trent.

Glad that I could be of some help then, man. Jay is a rockstar!

I like my Wordpress comment system. But, I’ve thought about Disqus on and off… We’ll see. For the future.



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