Shadow Journal TikTok Success

A story about how a self-published journal became a massive success through TikTok marketing.

"The Shadow Work Journal has over 5,000 ratings on Amazon and sold over 100,000 copies in its first year with no other promotion besides TikTok. People on TikTok would have the book open and say 'I gasped when I read this line' and then they'd read a heavy quote from the journal. They'd get emotional saying 'I finally figured out my true shadow.'

It tapped into this whole group of people that love therapy and horoscopes - this weird Venn diagram of people really into the mystic self. The book capitalized on that audience. I think if I wrote a modern version of a Tony Robbins book or Mark Manson's book and spent 9 months and a quarter million dollars seeding it on TikTok, I could have a bestseller. I think I could sell millions of copies."

The journal isn't just a daily planner - it has lots of text content with fill-in-the-blank sections and boxes where you write your responses. The author had a very aspirational look which helped with the marketing."