Achieving a Book with Long Life

Leave a comment

Let’s clear the air about a common first-time author misconception: signing with a publisher doesn’t guarantee a strong-selling book and certainly not a bestseller. That contract is a professional partnership, and it’s only as strong as the parties involved.  

A publisher provides the engine, but you are the driver. If you want your title to have a life beyond its launch week, you need to shift from “author” to “entrepreneur.” Here are 3 ways to do it, including one to tackle ahead of contracting:

  1. Realize that strategy wins; luck is rare: While you’re building your platform and polishing that proposal, don’t just “network;” build a bridge. Keep your professional media contacts warm long before you have a finished product to sell. Update them about milestones (landing your book deal, sharing your cover and an excerpt, highlighting themes that tie into their work). Relationships are the currency of the industry.
  2. Make sure your book goes where you do: Your book is your calling card. Make it a standard part of your contract: require a bulk purchase of your book for every speaking engagement or consulting gig. Asked to do a meet and greet? The host should require purchase of your book for you to participate. This doesn’t just increase your numbers; it ensures your ideas actually land in the hands of your audience.
  3. Never take a media spike for long-term sales strategy: Landing a segment on national TV or a spot on a top-tier podcast is fantastic for your follower count and to land a potential new client. However, a sales spike fades and, quite frankly, are usually only a few hundred orders if your book’s topic resonates with the audience. What gives a book its long tail (that sustained, year-over-year relevance) is the aggressive, ongoing push.

It’s the daily engagement, the consistent outreach, and the refusal to let the momentum stall after month three. Your book’s success is a marathon, not a sprint.

Good luck!

Navigating the Editor Handoff for Authors

Leave a comment

So your editor — the person who listened to your book pitched, signed you to a deal, and served as your primary contact — is leaving the press. Now, they’ve introduced you to their replacement. Scary business!

Whether you’re weeks from launch or mid-book tour, the “honeymoon phase” with your new editor is actually a high-stakes audition. The reality of the industry is lean: editors must prioritize.

They are looking for the “heavy hitters”—those with the biggest momentum. If you are currently in the production or post-launch window, here is how to ensure you aren’t deprioritized:

  • Audit your public-facing platform: If your book dropped two months ago and isn’t pinned to your social media or headlining your website banner, you’re signaling a lack of investment. Fix it today.
  • Bake books into your speaking/consulting: In the nonfiction trade space, many authors consult. Bake the book into the contract (even 30–50 baked in copies is guaranteed sales). Require clients or organizations to purchase copies as part of your fee. You can even approach your alma mater to announce your book and inquire if it will host a book event. It’s the difference between a vanity project and a commercial success.
  • Maximize your publisher network: If your previous editor introduced you to a veteran author or a key sales contact, follow up. Along those lines, tag the bookstore and your publisher if you’re on tour or spot the book in a store. Those bridges are your lifeline once your original champion departs.
  • Call for a first meeting: Most introductions are done via email, but you could request a short meeting with the new editor since you’re front list. When you sit down with your new editor, don’t just reminisce. Book 20 mins and present your year 1 goals and show exactly how you are helping achieve them.

Gratitude and charisma go far, but professional execution goes further. Be the author who makes the new editor’s job easy and who distinguishes themselves as a strategic partner, and they will lean into your success.

Good luck!

Understanding the “Support” Promises

Leave a comment

Authors must realize that their network is not a monolith is the first step toward a successful nonfiction launch. When you announce your book project, the chorus of “Congrats! I’m buying copies” feels like a nice hug, but as an author, you need to trade that warmth for hard facts.

I recommend getting this clarity to include in your book proposal as it can help you make a stronger show and get a better deal, but as an editor, I’ll settle for you getting it ahead of launch.

Consider this: Not all cheers lead to book sells. The following details 3 ways to categorize the enthusiasm.

  • The Individual Buyers: These are the friends, family, and colleagues who will buy a single copy for their nightstand. They are the heartbeat of your early momentum, but they aren’t your scale.
  • The Institutional Adopters: This is where the real impact lives. If a contact says they’ll support you, ask if they can place a bulk order or license your content for their corporate training programs or mandate it as a text for their university courses.
  • The Megaphones: Some people won’t buy a crate of books, but they have an audience. Will they feature you in their email newsletter, write a foreword, or host a guest post on their site? Will they host a launch party and if so, how many attendees will there be? Will they interview on their podcast at publication? This is social capital support, which can be more valuable than a handful of individual sales.

Bottom line: A “congratulations” comment or “like” on Instagram or LinkedIn is a nice sentiment. A “I’ll buy 25 for spring training/book club” is an effective marketing strategy.

Calling in All Favors for Book Launch

Leave a comment

If you’re writing your first book, let me give one of most important pieces of advice I’ve learned: call in every favor you’ve ever earned.

This is not the time to be shy. That podcast you guested on three years ago? Reach out. That journalist who quoted you in a piece once? Send them a note. That client who raved about your work in 2020? Time to reconnect.

Media contacts are gold. Don’t just ask to be featured—pitch them something that makes their job easier. If your book is about education, offer a segment on back-to-school classroom strategies. If it’s about wellness, tie it to New Year’s resolutions. Make your message relevant to their audience, and they’ll be far more likely to say yes.

Never underestimate the power of your past clients and influencer friends. They already know your value.

  • Invite them to pre-order, leave a review, or share your book with their networks.
  • Ask them to run a testimonial in their newsletter.
  • Join them on a live segment on their social media to chat about book themes relevant to their audience

People love to support people they believe in—but they need to be asked.

Trust me: the authors who succeed aren’t the ones who go it alone. They’re the ones who rally their people, tap their resources, and treat their book launch like the event it truly is.

Optimizing Your Platform for Book Buzz: Tip 1

Leave a comment

A successful book launch is a marathon, not a sprint. As a veteran nonfiction acquisition editor, I’ve seen countless authors pour their hearts and souls into their manuscripts, only to fall short when it comes to getting the word out. In the coming months, I’ll share three common mistakes and tips to overcome them.

Tip 1: Do not rely on a single, one-time announcement. The most effective strategy I’ve seen is building a sustained campaign using an email series or a sequence of social media posts to rally your community.

A strategic series allows you to engage your audience on multiple levels, building momentum and anticipation.

  • Your first post can be a high-level introduction, announcing the book’s title and purpose, clearly defining the problem it solves and who it’s for. This is your chance to capture attention and spark initial interest.
  • The second post should dive deeper, offering tangible value. Share a few compelling examples or key takeaways directly from the book that demonstrate how it addresses the specific issues your followers care about. This shows, rather than just tells, the book’s impact.
  • The third post can be the call to action, detailing how readers can use the book to achieve their goals. Explain the structure, highlight special features, and so on. This final push makes the book an essential tool for their success.

Always share a link to preorder the book.

Good luck!

Understanding why Your 500k Followers Might Not Make You a Bestseller

Leave a comment

You’ve built a loyal following. Congrats—that’s no small feat! But here’s the truth: followers alone won’t move your book off the shelves. Some may cheer you on, but others are simply there for the bite-sized insights or free advice. That’s not a flaw in your brand—it’s reality.

If you’re counting on your social media audience to convert into buyers, think again. Your book deserves more than hope; it needs strategy.

Start by looking beyond the DMs and likes. Ask yourself, “Do you have partnerships that could amplify your message—podcast hosts, newsletter swaps, industry allies? Could paid speaking gigs or workshops create buzz and open up new markets?” A robust sales plan taps into multiple channels, not just your own.

Your book should be the centerpiece of a larger offering—an extension of your expertise, not a stand-alone product.

So before you send that proposal or post another pre-order link, ask yourself: what have I built besides my follower count? Because a platform is more than an audience—it’s an ecosystem.

And ecosystems? They sell books.

Crafting a Cover Design that Works for More than the Author

Leave a comment

As an editor who’s seen countless books go from manuscript to marketplace, I can tell you that a book’s cover is so much more than just a pretty face. While a nonfiction author’s vision is undeniably paramount – it’s their story, their message, and name on the cover – a successful cover design is a delicate dance involving many key players, each with their own crucial needs.

Consider the diverse audience for your book and their investment in its cover:

  • Online buyers: They see your book at thumbnail size first, and often it’s your shot at capturing their attention. It needs to be clear, impactful, and instantly convey genre and tone.
  • In-store book buyers: The tactile experience, the spine, the back cover copy – it all contributes to their decision.

But beyond the end consumer, think about some key gatekeepers:

  • Retailers, both indie bookstores and giants like Barnes & Noble, are assessing whether your book will sell off their shelves.
  • Global licensing partners are looking for international appeal and marketability.
  • For nonfiction authors, your cover needs to resonate with your specific audience, whether it’s attendees at an adult wellness retreat, corporate groups, or high school and college students on campus.

Here’s a critical point often overlooked: a provocative cover that might perfectly suit a niche audience could be a significant deterrent for others. The goal shouldn’t be to get your captured audience to purchase your book but, as a colleague often shares, the true goal is to get folks who don’t know you to buy your book. To achieve that, you have to consider the cover designs of the popular-selling books in the category.

In the case of the sultry cover, it’s not just about what might “put off” younger readers; it’s about the person hiring you to speak or teach. A campus administrator might pass on buying a book with a suggestive cover from an otherwise brilliant speaker if the cover design sends a message they think doesn’t align with their institution’s values.

Ultimately, a compelling cover is a strategic tool. It’s about blending artistic vision with market realities, ensuring everyone from author to book sellers sees something that makes them say, “Yes, this is the one.”

Leveraging Your Book for Maximum Impact

Leave a comment

Publishing a nonfiction book is an incredible achievement, but its true power lies in how you as author share it. A well-placed copy can open doors to new audiences, strengthen professional relationships, and inspire future collaborations. The following are three strategies you can use to strengthen your platform—and generate new business.

1. To Build Your Social Media Following—Engagement drives visibility, and running a promotion in which you give away copies to a random person who likes and shares your post can amplify reach. Not only does this boost exposure, but it also creates organic enthusiasm around your book. Encourage winners to post their reactions or reviews—social proof is a powerful tool for credibility.

2. To Generate Sales and Strengthen Client Relationships—Your book is an extension of your expertise. Gift a copy to a past client with an exclusive invitation—offer a discounted training if they place a bulk purchase for their organization.

3. Honoring Mentors and Inspirations—Every author has figures who helped shape their journey. Gifting a copy to a mentor or inspiration with a handwritten note is a meaningful way to express gratitude while subtly reinforcing your credibility. It may even spark conversations or referrals, expanding your network in ways you hadn’t anticipated.

Your book is more than words on paper—it establishes your thought leadership. Thoughtfully, centering it in trainings, speaking engagements, and publicity events can elevate your authority in your field.

As always, encourage recipients to post reviews on Amazon, Goodreads, or B&N. These testimonials build trust with potential readers and strengthen your book’s presence in search results.

Good luck!

Growing Your Platform after Book Proposal Rejection

Leave a comment

That dreaded email has landed: “While we found your concept compelling, we’re concerned your current platform isn’t large enough.” It stings, but it’s a common hurdle for nonfiction authors trying to get published. Don’t let it derail your publishing dreams. Instead, view this feedback as an opportunity.

Millions of books are published each year; and it takes more than strong writing, high-profile blurbers, or unique topic to sell them. Publishers are looking for a strong author platform to drive long-term sells and recoup their investment.

The following are steps to take—and they work for those in business for themselves or who were relying on a business to help promote their book:

Honestly assess your platform and create a growth plan. How active are you online? Do you offer paid services that complement the book idea, and do you have a mailing list to reach your followers if there’s change to your preferred social media platform (looking at you X, Twitter)? You should be:

  1. Regularly posting valuable content, not just funny memes, to your blog, newsletter, or social media
  2. Responding to comments, helping to foster community and genuine connections
  3. Offering free resources in exchange for email sign-ups

You may choose to ignore that feedback and go elsewhere. You certainly can shop your proposal to other publishers, self-publish, or pursue a hybrid model. I’ve seen some authors try for literary agents and while I think a good agent is worth their weight in gold, they still rely on you to grow your platform. The better the platform, the better the deal.

Embrace the feedback and get to work.

Jumping on Early Promo and Sales Opportunities

Leave a comment

For authors, especially first-time authors, the urge to delay promoting their forthcoming book until the finished product is in hand is understandable but counterproductive. Waiting, especially during the sell-in window (that is, the six months ahead of publication when their book is available for preorder on retailer sites), robs authors of sales and promotion momentum. That’s money they (and their publishing partner) don’t earn!

The following are three reasons why authors must have a plan in play by sell-in opposed to waiting until their book is in print.

  • Early sales are pivotal—they inform retailers about the book’s potential demand, influencing their purchasing decisions. High preorder numbers can lead to retailers buying more units of their book and better shelf placement, driving even more sales.
  • Early promotion builds buzz and anticipation. Potential readers and book reviewers get wind of the book, creating a snowball effect. Social media posts and reels, email newsletters, and preorder incentives can generate word-of-mouth that post-release promotion can build on. Early momentum is important to a successful book launch; very few authors who miss this window recapture the momentum post-publication.
  • For authors who have received an advance, the preorder period offers a chance to start earning it out. Royalties from preorders go towards recouping the advance, and strong early sales can help cover this faster. Financially, this means the author can start earning additional royalties sooner rather than later.

Delaying promotion is a missed opportunity. I counsel my authors to get their book posted on their website, on their social media, announced in their newsletter, and so as soon as they hit sell-in period. I encourage you to do the same.

Good luck!