Part 1: The Most Uncomfortable Launch Idea I Ever Had

When I launched my first book, I didn’t have a budget.

No ads.

No publicist.

No fancy rollout strategy. Just a mission in my heart, and with some creative ideas that I haven't tested.

Side note: In June 2021, a few things were happening as I prepared for my book launch.

I was still running a small t-shirt brand called Refutees that gave back to displaced people around the Pacific Northwest. I was heavy into Instagram and had a small audience of supporters.

I had a great website; I was neck-deep in design, brand, and mission. So all of this didn't just happen out of nowhere.

I was already selling T-shirts for this cause, and developing the Run/Walk was a way to raise awareness for World Refugee Day, which is observed on June 20th.

I had just moved to Arizona for various reasons and was going through a significant life transition.

My book was a big catalyst for a life change, and honestly, I had no money to put towards any marketing efforts at that time.

And still… I knew I couldn’t sit around waiting for sales or to get it out in the world. That’s not how movements or books spread.

So I did something that felt totally out of the normal playbook.

I laced up my shoes.

Literally.

I launched a Run/Walk for Refugees, where people can gather anywhere and go for a run. walk, take pictures, and share online. COVID was still a thing, so doing something outside was necessary.

I tied my book launch to something I deeply cared about, raising awareness and funds for displaced people. I didn’t just tell people about my book. I invited them into a moment that meant something.

For $55, people could:

Get a signed copy of my book
Get a t-shirt with a cause-driven design
Join a local walk/run to raise awareness

For $250, people could sponsor and get T-shirts and books for their teams.

No slick webinar funnel. No seven-email sequence. Just a gathering, a story, and a way to be part of something real.

I created a countdown set of graphics for Instagram and a landing page where people can sign up and purchase their T-shirt and book pack.

I've shared this before, but it's worth repeating as I try to share my personal marketing experiences with things I've done.

Here's a video I did sharing about all of this when it went down.

Part 2: What I Didn’t Do (That Most Authors Are Told To)

I didn’t:

Chase media coverage I couldn’t afford.
Post “buy my book” links into the void.
Wait for permission or a perfect launch plan.
Try to mimic what bestselling authors do after they’re famous.

Instead, I focused on what I had:

A message I believed in.
A reason that mattered.
A community that cared, even if it was small.

Because here’s the truth:

“When you don’t have money, you better have meaning. And a reason for people to give a damn.”

Part 3: Why This Worked (And Still Works)

Here’s the uncomfortable reality no one tells you: People don’t buy books. They buy what the book represents.

A mission. A mindset. A movement they want to be part of.

When I wrapped my book inside a cause… it stopped being “my thing” and became our thing.

This wasn’t just about giving back to a cause and charity. This was my unique strategy because it had soul.

People shared it. Local runners and walkers gathered in three major cities in Oregon. I sold lots of books and t-shirts and was feeling great because even the news showed up to share about the cause.

It wasn’t just a sales tactic; it was resonance in motion.

Part 4: You’re Not Broke. You’re Just Unimaginative.

You don’t need sponsors. You don’t need investors. You need resourcefulness.

Here’s how to make that real:

1. Tie your book to something people already care about.

Is your book about burnout? Partner with a mental health organization and do something wild together.
Is your book about parenting? Create a mini family festival and do something worth sharing.
Is your book about resilience? Set up a challenge that people can join and do it together in an epic way.

2. Give people something tangible to wear, hold, or rep.

A shirt. A tote. A sticker. A wristband. Something that says: I believe in this too. Give them places they can share pics and videos and make it a social media strategy to get your cause out there.

3. Make it an experience, not just a purchase.

Turn your book launch into a walk, a hike, a dinner, a workshop, or a meet-up.
Add a cause, a moment, and a way to participate.

When people experience your book before they read it, they’re more likely to talk about it long after.

Part 5: So What Actually Worked?

I gave people something to be part of.
I tied my book to a mission bigger than me.
I stopped trying to “market” and started connecting.

It didn’t cost me anything… but it paid off in community, visibility, and yes, real book sales.

Look, if you’re waiting to feel ready, you’re already behind.

If your book means something, don’t just talk about it.

Do something with it.

Make it walk. Make it run. Make it roll up in a dusty old van with a mic and a mission.

I did it with $0. So can you.

On the Podcast This Week

If you’re going to build something people can rally around—something that stands for more than just “look at me” you need confidence. Not fake-it-til-you-make-it confidence. Not influencer sparkle or self-help fluff.

Real confidence. The kind that anchors you when no one claps yet. The kind that shows up before the results.

And that’s exactly what this week’s podcast episode is about.

I sat down with Arthur J. Rutledge, author of 11 Pillars of Confidence, leadership coach, and vertical mindset expert, to unpack the truth behind self-worth, purpose, and what it takes to build confidence that lasts.

When You’re Ready, Here’s How I Can Help

If you’re tired of the spaghetti-posting hustle and want a plan that actually fits you:

Power Pack Pro → Clarify your brand, build your site, define your positioning

Power Pack Boost → Weekly content strategy, video scripts, lead systems, platform growth

Power Pack Ultra → Done-for-you content engine, podcast-ready video, full visibility support

DM me or reply to this email. We’ll build something real. Something that works, because it’s based on who you really are.

– Hussein

I Tried Promoting My Book With $0… Here’s What Actually Worked