Promotion Isn’t the Problem. Direction Is.

One of the most common things I hear from coaches after publishing a book is:

“I just need to promote it more.”

More podcasts.

More posts.

More emails.

More social media.

And while visibility matters, it’s rarely the real issue.

What’s missing is direction.

Promotion amplifies what already exists.

If there’s no clear path for a reader to follow, more promotion just sends more people into more confusion.

Here’s what I’ve learned after watching hundreds of coaches try to grow businesses around books:

A book doesn’t fail because it wasn’t seen enough. It stalls because it wasn’t designed to lead potential clients somewhere.

When a reader finishes your book, they should instinctively understand:

• what problem you solve

• who you solve it for

• how you support people

• what the next step to work with you looks like

When that isn’t clear, even the most aligned reader hesitates because they don’t know how to move forward.

This is where many coaches start chasing tactics:

• funnels they don’t really want

• content they don’t enjoy creating

• launches that don’t fit their energy

• offers that don’t reflect their depth

They keep adding layers instead of building a clear path.

A strategic book-to-business model starts with one simple question:

“What journey does my book invite someone to follow?”

Your book already introduces:

• your philosophy

• your values

• your perspective

• your lived experience

What it doesn’t automatically do is:

• translate insight into implementation

• create accountability

• guide sequencing

• support sustained change

That’s your role — and that’s where your business lives.

When we map a book to a business, we look at:

• what the reader understands after each chapter

• what they can’t do alone yet

• where they need guidance, structure, or support

• what kind of container best serves them next

That’s how books become:

• webinars

• workshops

• evergreen courses

• keynote speeches

• signature coaching offers

• speaking pathways

Not randomly — intentionally.

The coaches who gain momentum aren’t doing more.

They’re guiding better.

If you feel like your book should be opening doors but isn’t yet, don’t assume you need more promotion.

You probably need a clearer path.

👉 Apply to join the March Cohort of the Monetization Roadmap Group Coaching program: https://www.anzagoodbar.com/monetization-roadmap-group-coaching