Finding Your Why: The Ikigai Method for Effective Book Marketing

As a nonfiction author, you’ve likely put a lot of thought into marketing your work. Writing a great book is only the beginning — connecting with readers and getting your message out is where the real impact happens. One concept that has helped me and could benefit you is Ikigai.

Ikigai, a Japanese term meaning “reason for being,” is often used to describe a purposeful life. It revolves around finding the balance between four key areas: what you love, what you’re good at, what the world needs, and what you can be paid for. 

Using Ikigai in book marketing has helped me develop an authentic, sustainable, and effective strategy.

Let’s walk through how these four elements can shape your book marketing plan.

1. Understanding What the World Needs

A key principle of Ikigai is understanding what the world needs. In book marketing, this means knowing what your readers are looking for. You might have a clear topic, but without understanding your audience’s needs, it’s tough to create marketing that resonates.

Personally, I use this technique by regularly checking in with my readers. For example, I send out surveys or ask open-ended questions on social media (these can be simple, like “What’s your biggest challenge related to [your topic]?”). You’d be amazed at how insightful their answers are.

Once you understand what your audience needs, you can tailor your marketing message to speak directly to their problems or interests. However, feel free to approach this in a way that fits you. Whether you run surveys, dive into reader reviews, or even engage in casual conversations, the key is to stay curious about their needs.

2. Leveraging Your Strengths

Another part of Ikigai is focusing on what you’re good at. When it comes to book marketing, it's crucial to leverage your strengths. Are you a great writer, public speaker, or storyteller? Each of these strengths offers a unique way to engage with your audience.

For me, writing comes naturally, so I focus heavily on creating high-quality blog posts, newsletters, and engaging social media content. (And because I’m comfortable writing, I can easily repurpose content into multiple formats.) But if speaking is your strength, maybe podcasting or hosting webinars will feel like a more natural fit for you. By leveraging your strengths, you create marketing strategies that feel less like a chore and more like an extension of your talents.

It’s worth mentioning that marketing doesn’t have to mean stretching yourself thin by learning every new tool or platform. Focus on what you’re good at, and let that be your entry point into consistent marketing efforts.

3. Following Your Passion

Ikigai also emphasizes doing what you love, and this might be the most energizing part of the whole process. Marketing your book doesn’t have to be a soul-sucking task. In fact, when you focus on things you’re passionate about, marketing becomes a natural expression of your enthusiasm.

Let me tell you, there’s a huge difference between marketing out of obligation and marketing out of passion. Readers can sense when you’re genuinely excited about something. For example, if you love talking about your book’s message, host a live video session or create a series of posts sharing behind-the-scenes stories about your writing process.

For me, I love sharing anecdotes about how I came up with certain ideas for my book. Not only does it engage my audience, but it makes the marketing process fun. However, feel free to explore what excites you most—whether that’s engaging in discussions, sharing research insights, or creating visual content like infographics. The more passion you bring, the more engaging your marketing will be.

4. Creating Sustainable Revenue (What You Can Be Paid For)

Now let’s talk about sustainability. Ikigai is also about ensuring that what you do is financially rewarding. In terms of book marketing, this means thinking about ways to generate revenue — not just from your book, but also from related products or services.

I’ve found that diversifying income streams is incredibly helpful. Besides book sales, you could offer workshops, one-on-one coaching, or even exclusive content (like a paid newsletter or membership group). This way, your marketing efforts aren’t tied solely to the success of your book but are part of a broader business model.

For example, I’ve created a course based on one of my book’s core ideas. This not only gave me an additional way to engage with readers but also opened up a new revenue stream. However, you don’t need to do everything at once. Start with what feels most natural and expand when you’re ready. The goal here is to align your marketing with a business model that supports your long-term success.

5. Finding Balance and Continuously Evolving

One thing I love about the Ikigai concept is that it promotes balance. It’s not about focusing on just one area—it’s about harmonizing all four. As a nonfiction author, your marketing strategy will be most effective when it combines these elements: understanding your readers’ needs, using your strengths, following your passions, and ensuring sustainability.

This isn’t a one-time exercise. I revisit these principles often to see if I’m still on track. For instance, if I notice that I’m getting burnt out, I ask myself if I’m still following what I love, or if I’ve drifted into doing what I think I should do. Marketing, like writing, is a process. It evolves as you evolve.

For you, this could mean regularly checking in with yourself. Ask: “Am I enjoying this?” “Is this still working?” “How can I adjust to make it better?” Don’t be afraid to change things up if something feels off. The beauty of this approach is that it allows for flexibility and growth.

Final Thoughts

Applying the principles of Ikigai to your book marketing offers a holistic and sustainable approach. By understanding what your audience needs, focusing on your strengths, following your passions, and ensuring a steady flow of income, you create a marketing strategy that’s not only effective but also enjoyable.

You don’t have to follow every piece of advice to the letter. Take what resonates with you and leave the rest. Marketing is personal, and what works for one author might not work for another. But by keeping Ikigai in mind, you’ll be able to market your book in a way that feels authentic, sustainable, and, most importantly, aligned with who you are as a writer.

So, what’s the first small step you can take today? Whether reaching out to your readers or finding new ways to share your passion, experiment with Ikigai to guide you toward a marketing strategy that works for you.