In a Publishers Weekly article last fall, tech entrepreneur and author Uri Levine says “writing, publishing, marketing, and promoting the book… are somewhat similar to building a startup.”
That’s no surprise. Entrepreneurs and authors have a lot in common: They believe in an idea and want to reach people willing to pay for it. Writing a book, like building an ecommerce business, is risky, requiring vision, dedication, management, and attention to detail. Most startups fold within five years, and only about 4% of books sell more than 1,000 copies.
Even so, a book could reach a large audience, have a lasting impact, and create opportunities such as consulting, speaking, teaching, and new partnerships. Bill Morrison, a real estate salesman turned bestselling author, told Forbes, “I’m the same guy with the same tie, but now everyone is paying attention.”
Considerations
If you’ve considered writing a book, here are a few questions to consider before taking the (time-consuming) plunge.
- What is your objective? Are you looking to enhance your reputation, make an impact, generate leads, appear on podcasts, launch a speaking career, or establish yourself as an influencer and thought leader? Is your goal realistic?
- Who are your target prospects? Do you have a clear picture of an “ideal reader” for your book? You can’t write for everyone the same way, or market your book effectively, until you’ve identified the prospects and where to find them.
- How will your book be different? Are there other successful books on your topic? What will make your book stand out? What makes your perspective unique and valuable?
- How will your book benefit readers? What problem will your book solve? Will it change how readers think, or empower them to do something they couldn’t before? Will they feel inspired?
- Is your topic date-sensitive or evergreen? The answer will likely guide your approach to writing, publishing, and marketing. Does success require quick publication while a trend is still hot?
- How much time and money will you invest? Are your budget and capacity in line with the goals? Expect to spend at least several months and a few thousand dollars for idea development, writing, editing, publishing, and marketing, even for a short, self-published ebook with a niche audience. A more ambitious project can take a year or more to write; freelance editing, design, and publicity (plus printing and distribution services) may require several months and cost $10,000 to $50,000. Traditional publishers can take longer and often require authors to do most of the marketing.
Josh Bernoff is a serial business-book author and consultant. In an April 2025 post, he stated the key reasons business books fail are unclear goals and audience focus, little differentiation from competing titles, and no marketing. To succeed, he says, authors must define their objectives and audience, invest in editorial quality, and market strategically. In other words, treat your book just like a business.
Ashley Bernardi, a media relations specialist for authors, agrees. She told a Forbes writer, “The most successful authors think like business people. There is a strategy behind the book, multiple revenue streams, and the author is the best marketing weapon. Not the publisher, not the PR firm, and not the agent, but the author.”
Author Survey
What could a book do for you?
In 2024, a group of four author-service firms, including Josh Bernoff’s, surveyed “350 authors and prospective authors, of which 301 had published a nonfiction book. Two-thirds of them had published multiple books.”
The results, published as the “Business Book ROI Study” in a PDF, found that 89% of respondents said writing a book was a good decision, and nearly two-thirds reported profitability, despite many having spent more and sold less than they expected.
About a third increased their speaking and consulting earnings, and almost one in five had more than $250,000 in book-related revenues. Other benefits included growth in credibility, personal brands, and social media followings.
Finally, there are many ways to repurpose content from a book into articles, graphics, videos, case studies, or excerpts for use in promoting yourself and your business.