Ever since that childhood debacle with the lemonade stand, there are plenty of nonfiction authors and to-be authors who hate the idea of self-promotion and marketing, so what should they do?
The short cranky answer: Get over it . . . or maybe consider you’re not ready yet to write that book.
The longer and less cranky answer: Publishing is not a meritocracy where great ideas find their way to the top of their own volition, so accept that if you want your book to be read, marketing is an essential aspect of it. Your work as an author is not done once the book goes to print. In many ways, that’s when the real work begins.
We recognize the hesitation and concerns about marketing and being a sales vehicle, and the discomfort it may cause, which is why in this session, Kristen Frantz (VP of Sales and Marketing) and Christy Kirk (Associate Director of Marketing) join your least-favorite man in publishing to discuss what you can do. They will focus on the strategies that yield the most bang for buck and results, and so are least likely to drain your patience and sanity by making the most efficient use of the time you have to give.
Jeevan Sivasubramaniam is the VP of Editorial at Berrett-Koehler. He has been in publishing for thirty years in acquisitions and administration and has worked with over 700 authors and books.‘
Kristen Frantz is the VP of Sales and Marketing and Chief Operations Officer at Berrett-Koehler Publishers.
Christy Kirk is the Associate Director of Marketing at Berrett-Koehler Publishers.
Register for BookPlan 2026
Learn from Jeevan, Kristen, Christy, and 19 other publishing professionals and bestselling authors:
Related Articles
Why does book marketing feel uncomfortable or unnatural for so many authors? It’s because most of us are doing it all wrong. Too often, we think that “marketing” means standing on a soapbox (*cough*cough*LinkedIn post*), raising our book in the air, and shouting, “Hey, everybody, look at me! I wrote a book! Look at my book! It…
Continue Reading Book Marketing: It’s Not About You (or Even Your Book)
AI can be a writer’s best ally—or biggest headache. Some authors are using it brilliantly for writing and research, while others are tripping over its blind spots or blurring ethical lines.
Learn from Rebecca Bultsma, nationally recognized speaker, consultant, and AI research expert, alongside your favorite cranky-pants editorial curmudgeon Jeevan, for five sharp lessons on how to make AI work for you—not against you.
Continue Reading Five Ways to Use AI to Aid Your Writing—The Right Way
No one can edit their own book, but there are seven simple strategies for better ensuring you do the right prep to get the best feedback, resulting in a stronger work.
All nonfiction book proposals ask for the same basic bits of information, but what are publishers really looking for? What are the words, commitments, and things that make them sit up and take notice and what makes for a damn good proposal? In this webinar on September 10, 2025, Jeevan Sivasubramaniam (who has reviewed, no…
Continue Reading What Publishers Really Want to See in Your Book Proposal (But Won’t Tell You)
Would you rather have 10,000 followers on social media, or 500 email subscribers?
Continue Reading 8 Reasons Why Email Is Your Most Valuable Marketing Asset
Agents can figure out if your book will sell, refine your proposal, introduce your book to the editors that are the best fit, and help you ensure you get a fair contract. They can’t work miracles.