Lulu Releases Free eBook “Marketing Your Book for Holiday Sales” for Self Published Authors

Included tips and advice are based on the responses from Lulu’s top selling independent authors on how to build an audience and sell more books this holiday season

Lulu today released “Marketing Your Book for Holiday Sales,” a free eBook designed to help independent authors better market their books and capitalize on the holiday sales season. Based on survey responses from nearly 200 of Lulu’s top-selling authors, the 31-page eBook outlines simple steps to better market independent books in three sections – Know Your Book, Know Your Audience, Know Your Plan. The eBook also includes a checklist of marketing activities any author can accomplish regardless of time or budget constraints.

“Lulu has been helping make independent authors successful for more than a decade, and we’re seeing a growing community of Lulu authors make a name for themselves—not to mention a living—through our self-publishing tools,” said Dan Dillon, director, product marketing at Lulu. “With the holiday season approaching, there’s no better time for us to provide tips and tricks from our best selling authors on how they achieved their success. The ‘Marketing Your Book for Holiday Sales’ eBook is a direct response to our customers’ request for free, high-value marketing advice in an easy-to-use format.”

To provide insight from authors that have already realized their success, Lulu posed several marketing questions to a group of best selling authors. The authors were identified based on sales figures in the 2012 holiday season and total number of units sold all time, among other variables. In their responses, several noteworthy findings emerged around the success of these best selling authors in marketing their books, including:

  • 60% of best-selling authors attributed their book’s success to meeting the needs or interests of well-defined niche audience
  • Nine out of ten best-selling authors have published more than one book
  • The majority of best selling authors (57%) dedicated five hours or less to the marketing of their book each week

“The eBook reinforces a number of core beliefs about marketing independent books while disproving a few other notions many people believe to be true,” said Dillon. “For example, many of our best-selling authors are working with minimal budget to market their books—great news for those who believe that self-publishing costs a lot of money. The eBook is an invaluable guide for any self-published author hoping to increase sales this holiday season, and we’re pleased to make it available for free.”

To download your free copy of “Marketing Your Book for Holiday Sales,” please visit

Erika Brooks


Since 2002, Lulu has enabled authors in more than 225 countries and territories to self-publish nearly two million publications. Our industry-leading tools and global community help authors hone their craft and publish printed books or eBooks for free, then sell them around the world via multiple channels. At Lulu, authors are in control, owning the rights to their works, setting their own price and keeping up to 90 percent of their book profits. Lulu is also the innovative engine that powers, which lets individuals and businesses celebrate and enrich relationships by creating custom photo books, calendars and more.

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