Writing a book works best when authors treat it like what it really is: a small business with a long-term strategy. Whether you already have a small business, or your book is meant to be an introduction to a business you plan to start, or it’s part of the business-of-you for the series of novels you’re writing, learning to treat each book as a marketing tool or a product for that business is how the book and the business will succeed.
What you’re writing is more than a book
Tom and I consider books an extension of a business. Whether you’re writing a fiction book or a nonfiction book, the product at the end becomes a part of a business.
First of all, let’s all agree that a book can be both a product and a marketing tool. It’s something you plan to sell and/or give away in support of YOU.
NOVELS
Novelists cannot ignore this part of the business they are building. Engaging with the reader is not optional. Today’s busy social media world has made it easy for readers to find and connect with authors. Make sure you’re part of their conversations.
Yes, you’re in the business of writing good stories to entertain, and I know you’d rather just write, but without a strategy and a process for this new small business, your novel sits in Amazon purgatory, and no one ever sees it. You want fans. You want sales. You want to understand who is interested in your writing and why.
You are in the business of being ‘the author of’ … Your novel is meant to be a revenue stream, a brand platform, and an invitation to engage with your readers.
A great way to do that, BTW, is by asking them to help you with a character in your book, just as our client, Andrew Segal, has done here, on his blog, asking: What should we do with Ben? Check it out!
NONFICTION
For nonfiction authors, the business is either new and the book is an announcement of it, or it’s established, and the book is written to extend the reach of the value you bring to your clients or customers, while you build thought leadership and authority in your industry.
You use the book as an extension of your business, as a marketing tool, lead magnet, and authority builder. It contributes to your branding and shows people exactly who you are and how your business can change lives.
In both cases, the book is a product. It’s a product you must sell and track. You may hire professionals to do the sales and bookkeeping, but you’re the boss. How well it performs is up to you. You need to give it the same level of attention as any small business.
The Business Mindset: Author vs. Author-Entrepreneur
In those ancient days of the previous century, and long before, all authors had to do was write. If you were published, your publisher handled your royalty payments. As your business partner/manager, your publisher nudged you to write and sent you quarterly payments as required.
Doesn’t that sound wonderful? It was, and it wasn’t, but I digress.
It’s not the ancient world anymore. We live in a world where authors now have control of their work. Yes, traditional publishing still manages royalties for its authors, but those authors, like Indie published authors, need to understand the business end of writing, which involves more than collecting royalties.
As Authorpreneurs, today’s writers need to understand their readers, be aware of their revenue streams, and pay attention to the chatter around their books. I don’t care if you have a contract with Penguin or some other big publishing imprint; you still need to be part of the marketing and sales process and follow up after your book.
This is what that means:
Sales happen when people know about the book. Traditional publishers no longer send people on country-wide book tours. They send out a press release. Press releases are good; you should do one yourself, but they don’t generate a lot of sales.
If you want your book to get noticed, you must do something to make it stand out. Just as if it were a new product you’re announcing in your business.
This involves marketing. Marketing isn’t just sharing on social media, either. It’s putting yourself out there, in video, talking about the book. It’s creating the fan club, which we talk about a lot here at Master Book Builders. Visit this blog post, Tom wrote, Fan Finder AI Prompt, sharing an AI prompt to discover where to find fans of your book.
You also have to do your own follow-up. Engage with your readers. Have a website that invites commentary and suggestions. Make sure your book page has a call to action.
When you realize your book is a product in your business, it’s time to build a strategy for making it successful.
This does not necessarily mean turning it into a bestseller. Maybe for novelists, it might. They want that status so folks will buy their next book. Just remember, there are thousands of novelists who make a living without being household names. Their books are in libraries and bookstores across the world, just like the bestsellers.
For nonfiction business books, you want your book to be an invitation to join a community, attend a webinar or workshop, get face-to-face with you IRL or on Zoom. Your book is a part of your business. It serves whatever role you choose for it, but it’s not meant to be purchased, read, and put on a shelf. It’s meant to transform lives. It cannot do that if you do not treat it with the respect you would give any new product you are offering in 2026.
(Yes, I’m talking 2026 now. The year you finally write that book, with me.)
Your Book as a Product
Here’s a starting point:
- Clear positioning (what it is and who it’s for).
- A promise or outcome (what changes for the reader).
- A unique angle or differentiation only you can provide.
For instance:
- In your existing business, does the book package your signature framework, method, or story?
- In a new business, the book becomes the flagship product of a new brand or expertise area.
It’s helpful if you create your throughline before you start your book. It will encompass everything I’ve talked about here today. Here’s a great post about throughline to get you started: Throughline: the Wiring diagram for building your book.
Your Branding and Packaging: Cover, Title, and Message
- Title and subtitle serve as the “sign on the storefront.”
- Cover design can be thought of as curb appeal.
- Back cover blurb and online description are sales copy.
Consistent branding for your book business will be influenced by colors and tone, helping readers instantly connect the dots between the author, the book, and the services.
Operations: Your “Book Business” Systems
- Production: writing, editing, design, formatting. (With your team)
- Distribution: print, eBook, audio, and anywhere else it’s sold.
- Administration: ISBNs, copyright, contracts, accounting, taxes.
It’s also helpful to have:
- A calendar – for content, sales, tasks, and accountability.
- A basic filing system.
- A simple tracking sheet for expenses and income related to the book.
I’m not going to cover marketing in any more detail here. It’s a job you have to do and we write about it a lot on the blog. Just search the word marketing and you’ll get a lot of advice. I’ll say one thing, investing in an experienced book marketer is a good idea.
Revenue Streams Beyond Book Sales
We want you to make money in this new business beyond just book sales. Here are some ideas to get you thinking:
- Companion workbooks or journals.
- Speaking and workshops based on the book.
- Courses, memberships, or group programs that expand on its content.
- Bulk sales, special editions, licensing content to organizations.
If you can, connect each revenue stream with existing offers (e.g., book > workshop > consulting package).
Long-Term Strategy: Your Book as an Asset
Your book needs a long-term strategy to be effective. Look out 3 – 5 years. What can the book do for you in that timeframe? Remember, we don’t want people putting it on a shelf and forgetting about it, which means they forget about you.
Instead, think about these options:
- Keep the content alive with updated editions. (2nd edition of the book)
- Use the book as the foundation for future books in a series. (Books 2 and 3 help sell book 1 – it’s a fact)
- Treat it as the “flagship” that shapes your reputation, attracts affiliate opportunities, and creates buzz around you and your expertise. (Collaboration on a book with a colleague?)
A book is not just a book. You cannot think of it that way if you want to have success with it.
Treat it as a part of your business, new or existing, fiction or nonfiction, and you’ll be happier in the long run. It’s a product. A tool. A means to do something … and that something is not just to tell a story. Though I do love a good story.
Your story, your book, your purpose, is to help ME, your reader, achieve something. I will likely need you as well as your book to do that. Treating your book as a business will help you prepare properly to be my mentor.
Any questions? Email me or DM me on LinkedIn.
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