Standing out in today’s book marketplace can be challenging, especially if you’re a self-published author managing your own marketing. One creative option you may not have tried yet is offering bonus content that gives readers a little something extra. This type of content can serve more than one purpose: while it offers added value to your loyal fans, it can also be a powerful incentive to attract new readers. Whether you’re expanding on the world you’ve built or teasing what’s coming next, thoughtful bonus material can help your book shine without taking away from the main story you’re selling.
There are three key reasons you should consider creating and sharing bonus content:
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- Getting books in the hands of potential readers
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- Enriching the reading experience for your current audience
- Building a stronger, lasting connection with your readers
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Let’s take a closer look at each of these reasons:
Getting Books in the Hands of Potential Readers
Imagine arriving at a book fair or trade show with a polished preview of your work ready to hand to every attendee who stops at your table. Not only would this make your job a lot easier as far as having to explain what your book's about and why they should care, but it also presents as exclusive material that attendees have to get their hands on. You can offer them a sneak peek without having to give everything away. Not only does this lead to FOMO (fear of missing out) for readers, but it also lets them know what you have in store for them.
To get your work in their hands, consider creating some of the following types of bonus content:
First Chapter Samplers
Compile the first chapter or two of your new book into a booklet and have it printed as a show exclusive. Be sure to include clear instructions within as to how readers can purchase the actual book. Maybe even offer a special discount to those who were lucky enough to snag your chapter preview. IngramSpark offers a variety of print-on-demand options, including different trim sizes, paper stocks, and binding choices, so you can match the look and feel of your main title.
Character-Focused Content
Character-focused content can be a big draw for potential readers who aren’t ready to purchase yet but want a better sense of your story. Genres like romance, fantasy, and young adult fiction are especially well-suited for this kind of bonus material, since readers are often as invested in the characters as they are in the plot. Consider creating character profiles, interviews, or "behind the scenes" insights to build an emotional connection quickly.
Visual Components
One of the quickest ways to grab people's attention is to offer something visually engaging. Whether you play a short book trailer on a loop at your booth (or on your website), display character art, or curate a mood board that reflects the feel of your story, these visual elements can communicate your book's tone in seconds.
Enriching the Reading Experience for Your Current Audience
Bonus content isn’t just about creating excitement or curiosity around your work. It also shows your readers that you’re genuinely invested in what you create and in the experience they have with it. When you use it thoughtfully, bonus material also reinforces your reputation as a professional who values reader engagement and story continuity.
The following types of content can enrich the experience for your invested readers and reward them for choosing your book over similar ones (especially in genres with high competition):
World-Building Lore
If your book involves a richly imagined setting, world-building extras can be especially powerful. Think maps, timelines, cultural notes, or magic-system guides. The goal is to draw readers even deeper into your world and showcase the care you’ve put into it—while leaving just enough mystery that readers are eager to return to your book(s).
Deleted Scenes
Sharing deleted scenes can be especially appealing to your most loyal readers, who are often deeply curious about how a story comes together. This kind of material allows them to spend more time in your world, and functions as a sort of "backstage pass" to your creative process, helping readers feel seen, and included, in something special.
Author Commentary or Annotations
When used thoughtfully, author commentary or annotations can add meaningful context and strengthen the connection between you and your readers. Many readers love seeing how a book evolved: what changed in revision, what was cut, and what almost made it in. This kind of behind-the-scenes insight builds trust and long-term loyalty.
Building a Stronger, Lasting Connection with Your Readers
The real power of bonus content is in the long-term relationships it helps you build with your audience. When fans feel like insiders, they’re more likely to champion your books, recommend them to friends, and share their excitement online.
When you do this well, readers don’t just connect with a single book—they begin to see themselves as invested in your larger author brand. Examples of this type of content include:
Exclusive Excerpts from Upcoming Work
Readers who receive exclusive previews are more likely to stay subscribed, attend events, and stay engaged over time because the author-reader relationship consistently delivers something of value. When you share early excerpts from your next project, you give readers a clear reason to remain connected to your work and look forward to what comes next.
Reading Guides or Discussion Prompts
These types of content invite readers to engage with your book not only in a more intentional way, but also in community with others. They can transform a finished read into an ongoing conversation, especially for book clubs, classroom settings, and your most dedicated fans.
Complementary Content
Complementary bonus content is most effective when it adds to the atmosphere and emotional impact of your story. Recipes tied to specific scenes or regions, curated playlists, and photographic references to landscapes or clothing work well because they invite readers to experience your world beyond the page—without distracting from the heart of the narrative itself.
Though most of these ideas are based around fiction, you can still easily apply the same methods to nonfiction. Nonfiction authors might choose to share case studies, worksheets, research notes, interviews, or personal journal entries that help readers understand the book's concepts (and author) much better.
Final Thoughts
As you plan your next release or refresh an existing title, choose one or two bonus content ideas that feel sustainable and aligned with your readership, and build from there. A short sampler, character profile, playlist, or simple worksheet can be enough to turn a casual browser into an invested fan and keep your audience connected between projects. Start small, experiment, and notice what your readers respond to; over time, your bonus content can become a powerful engine for discoverability, engagement, and long-term loyalty.
