The Shocking Reason Most Nonfiction Authors Fail at Marketing (and How to Fix It)

Let’s get something straight: Goals won’t save your book.

I know, everyone tells you to set SMART goals, make a checklist, and track your progress. But how’s that working out? If you’re like most nonfiction authors, you’ve got a few marketing “goals” gathering dust somewhere in a notebook, or perhaps they’re floating around in your head.

Here’s the cold truth: Goals without vision are pointless.

They’re random numbers and vague promises you make to yourself. “Sell 1,000 books.” “Get on ten podcasts.” “Grow my email list.” Yawn. None of these light a fire under you. None of these guide your day-to-day actions in a way that feels meaningful.

Your book deserves better than a glorified to-do list.

What you need is a marketing vision. You need a bold, unapologetic picture of what success looks like for you and your book. Something that gets your heart racing a little. Something that makes you sit up straighter and think, Oh, this is bigger than me.

Because here’s another uncomfortable truth: Without a vision, someone else will hijack your mission.

You’ll end up chasing someone else’s version of success. Doing what the “gurus” say. Following trends that don’t fit. Posting content you hate because it’s “best practice.” And slowly, your book, together with the message you poured your life into, gets lost in the noise.

Let’s make sure that doesn’t happen.

Forget Goals. Build a Vision.

Goals are short-term. Vision is a long game.
Goals are numbers. Vision is purpose.
Goals check boxes. Vision pulls you forward.

Your book marketing vision should feel like stepping into a powerful current. It’s the force that carries you through the boring bits, the hard days, and the inevitable rejections.

It’s what keeps you from quitting when the “likes” don’t show up and the email open rates tank.

Want to know why most authors burn out on marketing?
Because they’re paddling without a current. No vision, no fuel.

Let’s fix that.

The Vision No One Tells You to Write

I’m not talking about some fluffy mission statement. You don’t need to wax poetic about “inspiring the world” unless you can see exactly how that looks in action.

Your marketing vision needs teeth. It should scare you just enough to know you’re onto something real.

How many people’s lives will change because of your book? Be honest.

What rooms will you walk into because of your message? Picture them.

Who will call you an expert? Name them.

If you can’t answer these, your vision isn't sharp enough.

How to Write a Marketing Vision That Doesn’t Suck

Forget the goal-setting worksheets. Here’s how to craft a marketing vision that’ll keep you up at night (in a good way):

1. Start With What Pisses You Off

What frustrates you about your industry? What myths are people still buying into that your book crushes? Rage is fuel. Use it.

Example:

“I’m tired of seeing leaders burn out because they’ve never been taught how to prioritize self-care. My book gets into the hands of healthcare organizations to change that.”

That’s better than “I want to sell books.”

2. Ditch Modesty

Play small if you want. But know this: Playing small helps no one.

If you believe in your message (and I know you do), stop hiding behind “reasonable” numbers.
Instead of “I hope to get on a few podcasts,” try:

“I am the go-to guest for top industry podcasts, bringing fresh insights no one else is talking about.”

3. Write in Vivid Detail

If your vision reads like a LinkedIn bio, you’re doing it wrong.

Paint a scene.

You’re on stage at a conference.

Your book’s in the hands of decision-makers.

A reader emails you to say your book changed their business.

Make it real.
Write in the present tense. Your brain doesn’t know the difference. And, that’s exactly what we want.

4. Say It Like You Mean It

Here’s the kicker: If your vision doesn’t feel a little uncomfortable, it’s not big enough.
Your vision should make you think, Can I really pull this off?
Yes, you can. But only if you claim it.

5. Repeat It Until You Believe It

This isn’t a “one and done.”
Read your vision every day, or at least once a week. Out loud. To yourself. To your cat. I don’t care.
Tattoo it on your brain.

Because every time you feel like skipping that LinkedIn post, or second-guess pitching yourself to that big podcast, your vision will remind you: This is bigger than your comfort zone.

A Warning (You Might Lose Some People)

Get ready for this: When you start leading with your marketing vision, you’ll lose some people.

Not everyone will get it. Some will think you’re too bold. Too much. Too loud.
Good. Those aren’t your people.

But the ones who do get it. They’ll feel the pull. They’ll align with your message. They’ll open doors you didn’t even know existed.

Ready to Stop Playing Small?

If you’re tired of chasing tactics and want to build a marketing approach that actually moves the needle, stop setting goals.

Write a vision that scares you a little. One that’s too big for bullet points.

And if you want help refining that vision, making it sharper, clearer, and actionable, I’m here for you. Let’s turn your book into the ripple that starts a wave.