In this episode of the Beyond the Book Podcast, I talk about the most powerful emotion for book marketing: awe.
Sometimes we think that book marketing means creating endless ads and TikToks.
And sure… sometimes… it can be.
BUT, the real thing we want to do when we market our books is get readers to share our stories with others. This is the core of what “going viral” means.
After working for the most viral creator in the world (MrBeast), I’ve learned time and time again that the best way to get attention is not to create more TikToks or ads.
It’s to create a spectacle. And spectacles are the best way to inspire awe in an audience.
The best part?
You don’t need big budgets to pull this off.
In fact, inside the podcast, I break down in-depth my 3 favorite ways to inspire awe in readers without breaking the bank or spending thousands of hours:
Wild props (social objects): Pick a memorable, genre-fitting item that becomes part of your brand (e.g., a four‑foot pencil as the author sidekick 😉, a custom sword for fantasy, a pickle for quirky romance).
Strategic, personalized gifting: Send small, highly personalized items tied to your book to superfans and targeted influencers — not just signed copies.
Unexpected content: stories, memes, contests, and more. Create parody covers, absurd mock ads, meme series, or contests that subvert genre expectations. Humor is a low-cost way to create awe and virality.
You can watch the FULL EPISODE HERE: 👇
BONUS TAKEAWAY: How to test viral marketing cheaply:
Tease concepts in posts or stories and measure engagement before buying physical items.
Start with a prototype (a prop mockup or one personalized gift) and A/B test copy or visuals.
Track shares, mentions, and clicks. Double down on what creates the most awe, and when the awe starts to fade, find a new spectacle that can surprise audiences and generate even more awe.
Want tailored viral marketing ideas? Reply with your genre and 2–3 themes from your book, and I’ll send a specific prop/gift/content combos you can order or create for under $100.
Thank you for listening and supporting!
In the meantime, don’t forget…
Together we are boundless,
Michael Evans
The Author Sidekick
