Borrowed Buzz: The Smarter Way to Stay Visible Year-Round

Books aren’t “news” on their own anymore—and repeating “buy my book” is one of the fastest ways to burn out (and lose your audience’s attention).

In this episode, we break down a smarter, more sustainable approach: borrowed buzz—anchoring your marketing to moments people are already paying attention to. Think holidays, awareness months, seasonal shifts, and even quirky observances that give you a natural, timely reason to talk about your book again and again—without sounding repetitive or pushy.

We unpack why this works, including the psychology behind seasonal buying behavior and emotional relevance, and how aligning your message with what’s already on your audience’s radar can dramatically improve engagement and conversion.

Then we get tactical:

• How far in advance to plan for major holidays vs. quick-hit promotions
• When to pitch podcasts, media, and local outlets for maximum traction
• How to build simple, repeatable campaigns around awareness months and niche observances
• Real examples you can adapt immediately—from big cultural moments to offbeat hooks like Maple Syrup Saturday

We also focus on execution—where most authors fall short. You’ll learn how to align your social content, email marketing, and pitch angles around a single theme, where to incorporate seasonal messaging on your Amazon page (and where not to), and how to use AI to brainstorm ideas without losing strategy or control.

Finally, we cover the biggest mistakes—like forcing irrelevant tie-ins or starting too late—and how to avoid them.

If you want your marketing to feel more strategic, more consistent, and a lot less exhausting, this is the playbook.

If you want your marketing to feel more fun, more strategic, and a lot less exhausting, hit play. Subscribe, share this with an author friend, and leave a review wherever you listen to the show.

Send us your feedback!

Help shape our 2026 content by taking our 30-second listener poll!

📱Text Penny & Amy: send us your show feedback, burning marketing questions and new topic ideas!

Text the word PODCAST to [phone] to sign up to send us messages and receive new episode announcements. And don't forget to save our number!

Check out our Book Marketing Jumpstart options if you're ready to take your brand, platform and SEO up a few notches.

Please leave a review on Apple Podcasts!

1. Be sure you're following the show: by clicking the + Follow button on the top right of our show page. If you're already following you'll see a ↓ downward arrow.
2. Locate Ratings & Reviews: Scroll down on our podcast page until you find the "Ratings & Reviews" section.
3. Rate the podcast: Click on the stars to give the podcast a rating.
4. Write your review: Under the star rating there will be the most recent review and just below that click "Write a Review" and compose your review in the text box that appears.
5. Save: Once you've written your review, click "Save" to submit it.

Can't use Apple Podcasts? Email us your review and we'll put it on our website: info@amarketingexpert....