In many ways, marketing non-fiction is easier than marketing fiction. There seem to be more practical avenues to pursue: speaking as an expert, targeting those who are interested in your topic, writing for related magazines, and much, much more. At the very least, it’s more straightforward.
At the same time, non-fiction is boring. Okay, maybe “boring” is too strong of a word, except that some of it—even some of the things we really want to know—is really and truly boring. Sure, there is some stuff that could be called entertainment, and I’m sure amongst all the non-fiction available, most people could find one thing they found entertaining if they actually looked for it, but really, most of us read non-fiction to learn, not to have fun. That makes it kind of hard to build the same kind of excitement and anticipation you can build with a novel.
Of course, the flip side of that is to do your best to write a book that isn’t boring. There’s ways to do that and, as a writer with a thought to marketing, it’s important to employ those methods, choosing those most suitable for your audience. No book has to be boring, as long as the reader is part of the target audience and not someone forced to read the book for one reason or another. But so many of them are!
So, the first thing to do is to write a book in such a way that it’s not boring. Then, it’s time to convince readers that you did that.
After that, it’s all gravy!