Tag: #publishing

Optimizing Your Platform for Book Buzz: Tip 1

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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

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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

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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.”

Growing Your Platform after Book Proposal Rejection

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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

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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!

Saying Goodbye to Outdated Author Beliefs

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As we turn the page to 2025, it’s a great time to reflect on our approaches to publishing. For first-time authors, especially, the following three common misconceptions can hinder success.

The Myth of the Follower-Fueled Bestseller: Having a substantial online following is undoubtedly valuable. It provides a built-in audience and a platform for promotion. However, it’s crucial to understand that followers don’t automatically translate into book sales. A like on a post is a far cry from a pre-order or purchase. Some followers are showing up for the free content—a comedy skit to past the time during lunch break or a lifestyle hack to make planning easier. The smart author directs those followers to their newsletter, private community, and paid services to get a true sense of their audience.

The Illusion of the Self-Selling Book: Many authors mistakenly believe that once their book is published, it will magically find its audience. News flash: it will not! This is a competitive business, and book buyers are selective about where they spend their dollars. The smart author actively promotes their book and bakes it into their work.

The Trap of Passion Alone: While passion is undoubtedly a driving force behind writing a book, it’s not enough to guarantee sales. (And neither is a celebrity endorsement or feature in top media, but that is a separate post.) Enthusiasm for your topic doesn’t automatically translate into reader interest or effective marketing. The smart author has a strategy to reach their readers; this author understands the audience’s pain points and communicates how their book alleviates them.

This year, let’s embrace a more realistic and strategic approach to nonfiction publishing. Happy writing, and happy new year!

Choosing the Right Book Binding

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Nonfiction lovers often face a binding dilemma: paperback or cloth or spiral bound? All formats offer clear advantages.

Paperbacks standout for accessibility. Their lower price point makes knowledge more attainable for budget-conscious readers and book buyers. Plus, their flexible design makes them ideal for reading on the go—easily slipping into bags and backpacks. However, paperbacks are less durable. Their covers are prone to bending and tearing.

This is not a bad thing when reading professional development books, as best practices often change over time. So when the tears set in, you could consider it a sign to buy the new edition!

Cloth bindings, also called hardbacks, seem to suggest quality and longevity. These sturdy books withstand years of use, making them a worthwhile investment for serious readers and collectors. But there is a downside: Cloth books are pricier and bulkier, less convenient for carrying around.

Spiral bound bindings have gone the way of the dodo. They are great for notetaking or slipping into a backpack, but they tear easier than paperbacks and are a nightmare to package. For those reasons, readers can’t resell them on sites like Amazon.

Ultimately, an author and editor should consider the book’s priorities. If affordability and portability are key, paperback is the way to go—especially if the book is being positioned as a PD resource that readers will return to again and again. If you prioritize durability and collectability, invest in cloth.

Setting Yourself Up for Success Post-Contract

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Once you’ve signed that coveted book contract, the journey is far from over. In fact, it’s just beginning. The following are three actions to take to ensure a smooth and successful publication process.

  1. Establish a writing schedule: A well-structured writing schedule is essential for staying on track and delivering your manuscript on time. Remember to include ample time for reviewing and revising your work. Some authors set apart their weekends or summer while others prefer to hit a certain word count each month. Whatever you choose, commit to it. A solid writing schedule should also include time to review and revise your work. Use productivity tools like Grammarly and time-management software like Microsoft’s Focus Time feature to help you stay on track.
  2. Fire up your audience with a listserv: A listserv is a valuable tool for connecting with your readers and keeping them informed about your book’s progress. By inviting your audience to subscribe, you can build a loyal following and generate excitement for your upcoming publication. You can offer them exclusive sneak peeks and behind-the-scenes glimpses into your progress. Updates should be sent regularly, including milestones like your cover reveal and when your book is available to preorder.
  3. Secure necessary permissions: If your book includes any third-party materials, such as graphs, illustrations, lyrics, or excerpts from other works, you must obtain the necessary permissions to reprint them. Do not assume fair use is applicable. Failure to do so could lead to legal issues and potential copyright infringement. Some publishers will not send your book to the printer if there are outstanding permissions, which could cause a delayed release.

You can have an efficient, successful publishing experience by following these steps.

Tapping Your Network

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You’ve signed with your dream publisher and submitted your manuscript to production. As release day draws closer, you wonder what you can do as author to help sales and publicity. The following are a few tips that involve leveraging your network to drive sales as soon as your book is available for preorder.

> Ask to appear on their podcast—Discuss your expertise and plug your book. You don’t have to sound like a salesperson, but you must understand that you are your book’s biggest cheerleader. It’s even better if the podcast centers on your area of focus because you know that you are in front of the right audience.

> Send an advance copy of the book to your media and industry contacts—Invite them to leave a review, talk about it to their followers, and purchase a copy for their teams.

> Continue establishing yourself as a leader in the space—Book consulting and professional learning on the subject. Create future keynote presentations or online offerings on the book’s topic. Remember that while writing for well-known publications like The Atlantic, NPR, or Edutopia will often put you in front of a larger audience, do not dismiss the benefits of posting to popular sites like LinkedIn, Instagram, or TikTok. You should have a modern, easy-to-navigate professional website and social media account.

Refreshing Your Website before Hitting “Send”

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Many publishers check prospective authors’ platforms ahead of offering them a publishing agreement. Their goal is to sign authors with a strong platform to mitigate the risk of signing someone who cannot help drive sales of their book. So, the following are two elements that authors should address before sending a publisher their book proposal.

  1. Verify that their website lists their expertise and keynote/consulting topics—Publishers are looking for thought leaders. They want to sign the biggest name or promising emergent names on a topic. They want to see what listed topic or audience is a natural fit for the prospective author’s book. So, outdated information will not help a modern contract.
  2. Remove dead and obsolete links from their website—Broken links look bad! If a page has moved or if authors no longer post to social media sites like Twitter or YouTube, they need to remove links to those sites from their website. It doesn’t matter if the author has 50,000 followers on that page: if prospective authors are not engaging with those followers, they won’t buy the book.

Good luck!