What’s the most difficult thing about publishing a book?
It’s not the process.
It’s not the technicality.
It actually has nothing to do with the book and everything to do with you.
Most writers think… like writers.
However, when you publish a book, you have to switch hats, become an entrepreneur, and start thinking (and behaving) like one.
Think of your book as your start-up!
Upgrade your subscription to join my Webinar on Self-publishing on 27-28 May 🔥
I have published 3 books, 1 self-publishing guide and just signed a publishing deal with Penguin Random House for my new book, “The Anti-Procrastinator.”
No matter what publishing route you choose, these are the 3 questions you must start thinking about NOW before you even start writing:
Who will read your book? (your niche)
Why will they love it? (your pitch)
What will you do to make sure they buy it? (your brand)
1. Who will read your book?
Your niche Many writers are convinced that their book is “for everyone.”
Let’s get things straight: a book for everyone is a book for no one.
The more generic your message is, the more diluted it becomes.
It’s like a T-shirt that only has one size because “It fits everyone.”
No, it doesn’t.
Readers are looking for something specific that fits them: a finance guide, a self-improvement book to build confidence, a romantic story for their holiday…
One of my paid subscribers, Matt Tomporowski is currently working on his first book and he’s crystal clear about his target audience:
Men and women who are tired of dating apps and want actionable tips to find their better half.
Do your homework and find out who your ideal reader is.
The earlier you figure it out, the better because it will give you clarity, and you will be talking (aka writing) to the right person: the one who will buy your book.
2. Why will they love it?
Your pitchThis is your opportunity to create interest without giving too much away.
Most authors are not able to explain in one sentence what their book is about and who it’s written for.
I always use the CSR principles to write a strong pitch for my books:
- Clarity: make it clear and easy to understand so that people remember it: 1 sentence.
- Specificism: laser-focus so that your reader knows the size of the t-shirt they are getting.
- Relevance: how is your book relevant to your target reader and their pain point, goal or interest?
My new book, The Anti-Procrastinator, targets people who want to overcome procrastination and achieve their life goals with a no-BS approach.
I’m still refining the synopsis with my publisher, but the principles of CSR allow me to stay in my lane.
You can apply this approach to any other genre: fiction, biography, romance…
3. How will you make sure they buy it?
Your brand A publish-and-vanish approach is a recipe for disaster.
Many authors see the book launch as the finish line, the goal, the hallelujah moment.
I see it as the beginning of the journey.
As an author, it’s your responsibility to make sure people know about your book and about you. You are the ultimate gatekeeper and owner: it’s your book.
You are never off the hook, even if you partner with a top publisher. You have to constantly create buzz and build your author brand.
Switching hats to start thinking like an entrepreneur requires a change in mindset and the courage to take risks:
Sell the author first
Sell the book and the author- One more time for the people at the back.
People have to buy into you first if you want them to buy into your book.
Show up on social media, speak on podcasts, write articles, use your newsletter as your amplifier… Build your trademark.
James Clear had a newsletter of 400,000 subscribers before he published the bestseller Atomic Habits.
Sell your book before you publish it write it.
For The Anti-Procrastinator, I’m creating buzz 8 months before launch by posting online and writing articles here and on Medium.
I’m finding my readers now by building in public and creating anticipation.
Find your readers before your readers find you.
Treat your book as a product
A book without marketing is a journal.
Put your foot on the marketing pedal: pre-launch, countdown deals, holiday specials, book awards…If you have no clue about sales and marketing, now it’s the time to ramp up your skills.
Have an always-on approach to marketing: keep it fresh, create new assets, run promotions…
I launched The Lemon Tree Mindset one year ago and I’m still promoting it on social, podcasts, book clubs and through this newsletter.
Last week, it ranked #7 in its category on Amazon Kindle because the marketing engine is always on.
Constantly innovate
An entrepreneur is continuously applying the Kayzen strategy to optimize their start-up.
How can you make things better?
Step out of your comfort zone and try new things.
This year, I pitched to book fairs and got a slot to speak at the Hong Kong Literary Festival. I recently reached 2,000 subscribers on Substack and to celebrate, I gave my subscriber # 2,000 a copy of The Lemon Tree Mindset. I took the courage to apply for awards and won my first book award ever.
Because I got many “nos,” I eventually got a few “yes.”
Don’t be afraid to take risks. It’s a numbers game and the more you give the more you take.
If you want to become an entrepreneur, you have to think like one!
Excited about your first book?
Remember the 3 golden questions:
Who is your book for?
Why will they love it?
How will you make sure they buy it?
Need more resources?
Check out my self-publishing guide on Gumroad for 9.99$ only.
Join my Webinar about Self-Publishing: Mindset, Strategy & Tactics
🗓️ 27 May: 5pm LA // 8pm NY
🗓️ 28 May: 8am Hong Kong // 10am Sydney
Lemons & Lemonade🌳🍋
My dream is to become a full-time writer, but I’m not there- yet! 😉
A lot of my work is FREE because I believe in adding value and growing together.
If you would like to support me, you can upgrade to get some tasty lemonade:
🍋Lemon Tree Webinars: monthly sessions on writing, publishing & personal brand
🍋 The Lemon Tree Mindset ebook
🍋 Personal Brand Studio 🎬 a weekly course to build your brand and monetize it
🍋 Exclusive Threads about writing
-
Hello. Veronika, you must have gained a lot of experience to solve these 3 questions easily. These 3 questions are important and guides that can help me. thank you
Halfway through a first draft. When the time comes, I’ll be back here to help myself make the most of it.