Selling books is an art as much as a business. With countless titles vying for attention, you need to stand out, connect with readers, and make them curious enough to buy. Thankfully, psychology offers some lesser-known strategies to help. Here’s how you can use curiosity, authority, and the ownership effect to sell more books.
1. Use Curiosity to Spark Interest
Curiosity is a powerful motivator. The human brain craves answers, especially when presented with questions or unresolved scenarios. For authors, creating curiosity is essential—it grabs attention and makes potential readers want to know more.
A friend of mine recently stumbled upon a book called Why We Sleep. She wasn’t actively looking for a book on sleep science, but the title intrigued her. It planted a question: “Why do we sleep?” She bought the book purely to satisfy her curiosity. This is the magic of a well-crafted title. It doesn’t just inform; it invites exploration.
Provocative titles like The Subtle Art of Not Giving a Fck* use curiosity even more boldly. The title raises questions—what is this book about? Why does it sound so unapologetic? That intrigue drives clicks, shares, and ultimately sales.
To apply this strategy, consider using:
- Unresolved questions in your titles, subtitles, or blurbs. For example, “What Would You Do If You Knew the Truth?”
- Teasers in your marketing. Share a mysterious quote or post a plot twist without context to spark conversations.
On social media, some authors share intriguing excerpts without revealing the full story. These posts draw engagement as readers discuss, guess, and ultimately decide to buy the book to uncover the rest.
2. Leverage the Authority Bias
The authority bias is a cognitive shortcut where people trust experts, endorsements, or recognisable names. In book marketing, establishing credibility can elevate your work and make readers feel confident in their purchase.
I once hesitated before buying a self-help book, Atomic Habits. But seeing praise from well-known figures who liked James Clear on the cover tipped the scales. It wasn’t just a book anymore—it was a trusted resource. Endorsements from experts or awards signal quality, giving readers a reason to choose your book over others.
You don’t need celebrity endorsements to benefit from authority. Here’s how to build it:
- Highlight positive reviews from reputable sources. If a local magazine or blog loves your book, mention it.
- Display any awards or achievements prominently on your cover or website.
- If you have expertise related to your book’s topic, weave it into your marketing. For instance, an author of a financial thriller might share their background in finance to enhance credibility.
Even self-published authors can establish authority. An indie author I know reached out to niche influencers for reviews. Their endorsement helped position her debut novel as a “hidden gem,” boosting sales. Authority doesn’t have to mean fame—it’s about trust.
3. Tap Into the Ownership Effect
The ownership effect is a psychological principle where people value things more once they feel a sense of ownership. The good news? You can give readers that feeling before they’ve even bought your book.
When Amazon introduced the “Look Inside” feature, it revolutionised how readers browse. By previewing the first few pages, readers could sample the book, creating a small sense of ownership. That taste makes people more likely to buy because they already feel invested.
I’ve seen this strategy work in less obvious ways too. A children’s author once ran a contest inviting her audience to name a character in her upcoming book. The winner’s child’s name was chosen, and her entire network of family and friends bought copies to celebrate. By involving readers in the creative process, the author gave them a personal stake in the book’s success.
You can use the ownership effect by:
- Offering sample chapters for free on your website. Once readers start, they’ll want to finish.
- Hosting contests where fans can contribute to minor plot details, like naming a location.
- Engaging with readers through newsletters, sharing behind-the-scenes updates about your book’s progress.
These small acts create a connection, making readers feel like the book is already part of their lives.
Final Thoughts
Selling books doesn’t have to rely on the usual tactics. By tapping into psychology, you can create curiosity, build authority, and foster a sense of ownership—all of which drive sales and deepen connections with your audience.
Remember, small tweaks in how you present your book can make a big difference. Whether it’s a thought-provoking title, a powerful endorsement, or an engaging contest, these strategies can turn casual browsers into enthusiastic buyers. Use psychology to your advantage, and let your stories find the readers they deserve.
Sarah x
