Have you been thinking about publishing a book for your personal brand or business? A strategized memoir or business book can elevate your authority and be a lead-generating machine for your speaking, consulting, or course offers. Today anyone can publish a book for next to nothing. But take it from a book marketer, just because it’s published doesn’t mean it’ll elevate your business.
On average, a self-published book costs around $2,000 to publish. But most of those books sell less than 100 copies. Wouldn’t you like your book to do better than that?
For the people I work with, investing in a professional book is a no-brainer. Speakers and business leaders see their books as a career investment, and it makes sense to consult the experts to get the best ROI.
“If you want to exponentially grow your opportunities as a consultant, speaker, investor, or leader, it’s time to get published,” says Marie Hasty. She’s a concierge ghostwriter for clinicians and medical entrepreneurs, and she loves helping her clients elevate their careers with a professional book. “These projects aren’t cheap. But investing in just one book can impact the rest of your life – your business, your personal brand, and your legacy.”
How much can you expect to invest if you want to put together a professional book for your brand? Here’s a breakdown of the cost of publishing a branding book today.
Publishing cost is different for every project. But understanding the rough cost for each step in the publishing process will help you make the best decision for your book (and your wallet). Let’s break down the book-building process into four categories: pre-publication, publication, marketing, and distribution.
Pre-Publication Expenses
Professional book development lays the foundation for an impactful branding book. As a book publicist and publishing expert, I can’t stress enough the importance of investing in the following areas to ensure your book’s quality and resonance with your audience.
1. Book Concept and Development
The first step in publishing your branding book is refining your concept and developing a well-structured outline. If you’re working with a ghostwriter or book consultant, they’ll help you with this. You’ll also need to get clear on your goals for the book, your audience, and the key stories you want to tell during this stage. Here’s a list of ghostwriters I like to work with: Ghostwriters
Editing is an indispensable aspect of publishing, as it ensures that your writing is polished, error-free, and ready for public consumption. Investing in professional editing and proofreading services will significantly improve the quality and credibility of your branding book. Skilled editors will help refine your content, improve flow, and ensure consistency for your readers.
Depending on the publishing route you choose, editing may be included in your publishing package.
Don’t underestimate the power of a visually striking book cover. Despite what we’ve been told, your readers are judging your book by its cover. A good book cover can help sell a book – a bad cover can kill a book. Enlisting professional designers to create a compelling book cover that aligns with your branding visuals is well worth the investment. Here’s a list of Book Cover Designers I’ve compiled.
The cost of publishing your book will depend on the publishing route you choose. Today, there are three main ways that authors are published: Traditional, hybrid, and self-publishing. For many authors, traditional publishing is not an option. But hybrid and self-publishing routes are rapidly gaining traction for authors who are able to invest in their book’s development and printing. Let’s compare the costs of each publishing method.
1. Traditional Publishing
Traditional publishing through big firms has significant advantages in that it won’t cost you anything to have your book edited, designed, and printed. Some authors even get advances on their book, although these aren’t what they used to be (think: less than $5,000).
However, there are still costs associated with traditional publishing. You’ll need to work with a literary agent, put together a book proposal, do most or all of the marketing yourself, and likely foot the bill on travel for a book tour. Check out my article with interviews from 18 literary agents about what they want from authors. What Literary Agents Want
Self-Publishing has come a long way in the last decade, and several big authors have turned to this method as a way to keep more royalties and maintain creative control. Most importantly by self-publishing you can bring your book onto the market much faster by months and months. The downside is that this method is more work for the author, and you may need to coordinate hiring editors, designers, etc. to produce a professional finished product. Assisted self-publishing firms can help you save time and create a more refined book, but they’re not cheap, and you’ll need to vet your team before signing a publishing contract.
Hybrid publishing brings a mix of professional editorial support with the speed and creative control of self-publishing. Hybrid publishers share the publishing cost with their authors and provide in-house editing, design, and production. These firms help with some book marketing since their profits come partially from book sales. But keep in mind that hybrid publishers are not vanity presses, and many firms only select about 10% of the manuscripts they see in a year.
The publishing industry is always changing, and even experienced authors may change their publishing route depending on the goals for their book. Jane Friedman, an expert on book publishing and author consultant, summarizes the publishing process well:
“There is no one path or service that’s right for everyone all the time; you should take time to understand the landscape and make a decision based on long-term career goals, as well as the unique qualities of your work. Your choice should also be guided by your own personality (are you an entrepreneurial sort?) and experience as an author (do you have the slightest idea what you’re doing?).”
No matter what publishing route you choose, most book marketing efforts will likely fall on you, the author. So, let’s talk about what you might expect to pay for book PR, book promotions, and marketing a successful book launch.
Book Marketing
Investing in expert book marketing support can be the difference between a book that makes you a household name and a book that collects dust on your shelf. Book marketing costs money but obscurity costs more. Today, there are more avenues for marketing your book than ever. Here are the book marketing essentials to start with:
1. Hire a Book Publicist.
Have you ever wondered how guests on talk shows get those coveted spots? They’re likely working with a publicist or PR firm. Working with an experienced book publicist (like me) elevates your authority, gaining you media exposure with the audiences who need your book. A book publicist can also help you schedule appointments on your book tour, find book fairs and festivals, and connect you with journalists for interviews.
Book Publicist Cost: $5500-$7500 per month
2. Build Your Author Platform.
Where do you want people to go after they see you on TV, read your book, or watch your speaker presentation? Maintaining an author website and blog helps create more touchpoints for your audience to learn about you and your expertise. And this is a great place to recruit readers for your newsletter or course. Jeff Jacobs of the prestigious web design firm Marketing Success, says “I love working with authors because a website really elevates their book success. We’ve built dozens of author sites, and I recommend that every author keep a website.”
If you don’t have one already, building a following on social media can get more eyes on your brand and help you connect with more readers.
I know it’s difficult to be on all platforms, but you should be on at least one. If you have a business book and you are seeking business clients, then build out your LinkedIn page.
If you have a fiction book, then go for Facebook and Instagram.
If you have a younger audience then check out TikTok, and specifically BookTok, which has elevated dozens of authors in the last several years. Jane Friedman helped her client get to half a million followers on the platform, which led to a traditional publishing deal. “There are many approaches to getting your book out there to readers,” says Jane. If you’re wanting to build a face-forward platform, TikTok could be a great place to start.
You’ll need to think about who your audience is and where they live on the internet to best invest your time. Personally, I love Twitter or X as it’s being rebranded, and have 49K followers at @aBookPublicist. I promote my client’s books and my own services as well as Tweet about publishing, writing, and info useful to authors and publishers. I send out articles like this one to my followers and some are really happy to see this stuff!
How and where readers access your book comes down to distribution. Most branding books are physically printed, and many authors opt for an e-book as well. Audiobooks are less common unless you’re working with a traditional publisher who will foot the bill. These are the main ways authors distribute their books today:
1. Online Retailers:
Amazon is the most common online retailer for books today, and a great option for self-publishing. Their print-on-demand option allows you to avoid the cost of large print runs. POD has a higher cost per book, but there’s much less risk. This costs nothing, but you won’t find your book in bookstores with this method.
Amazon Print-On-Demand Cost: $0
2. Brick-And-Mortar Stores:
If you’re working with a hybrid or traditional publisher, they’ll likely handle distributing your book to stores. Most publishers work with Ingram Publishing, which gets your book out to most bookstores nationwide. Retailers then order your book, and Ingram prints and ships it to them.
It may sound counterintuitive, but giving away your book can be a great marketing strategy. Sign up in your author profile on Goodreads and they do all the work. They’ll promote it to their audience and charge a nominal fee of $115. They’ll send out the eBooks to the winners of the contest. Some authors schedule several per year. Why do this? It puts your book into the hands of people who may read it and review it on Amazon or Goodreads. If you have a physical book, you can do the same thing but shipping the book is up to you. My recommendation is do the eBook.
The Cost and Investment of Publishing: Key Takeaways
There’s a reason why want to write a book but only a small fraction does it. Putting a successful book together takes time, money, and energy. But for the business leaders who commit to the process, there are big payoffs on the other side of being a “published author”. When you consult the experts in writing support, publishing, marketing, and distribution, you ensure the best results possible.
The Bottom Line: Your book will not write, publish and promote itself. If you want success get professionals to help you along the way.
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else? Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
Whether you’re a new or seasoned author, you could always learn something from other authors. You can visit author websites. Or you may watch certain movies. There are a number of movies about authors that are sure to teach you a thing or two and maybe even inspire you.
Here’s a list of my favorite movies about authors that I believe every author should see.
My Salinger Year tells a story of an aspiring writer named Joanna who becomes an assistant to J.D. Salinger’s literary agent. When she’s put in charge of responding to fan mail, she abandons the agency’s form letter and writes her own responses. I love that it highlights her journey to find her own voice and use it.
Genius revolves around Maxwell Perkins, a renowned editor who develops a friendship with an author named Thomas Wolfe while he works on his manuscripts. I think this is a great movie as it shows that while every writer has their own challenges, an editor can come in and help them deliver a stellar manuscript.
Colette is based on a French novelist named Sidonie-Gabrielle Colette. I was inspired by her creativity throughout the movie. When she couldn’t earn money from Claudine books because they were published under her ex-husband’s pen name, she got creative and performed at music halls in France to support herself.
Julie & Julia features two main characters: Julia Child, a world-renowned chef, author, and teacher as well as Julie Powell, Julia Child’s fan and struggling writer. Julie started a blog that didn’t receive any views. Despite this, she kept it up and eventually began to attract visitors who turned into loyal readers. I think her consistency is a great lesson for all writers.
Adaption is about Charlie Kaufman who is hired to adapt “The Orchid Thief,” Susan Orlean’s non-fiction book for the screen. It includes his struggle with writer’s block, which I’m sure we can all relate to and learn from.
In Midnight in Paris, a Hollywood writer named Gil Pender attempts to write his first novel while on vacation in Paris with his family. In Paris, he meets other writers, painters, and musicians who he learns many lessons from, reinforcing the importance of networking.
Finding Forrester tells a story of Jamal Wallace, an inner-city teenager who befriends William Forrester, an author who helps him grow as a writer. I am all about new writers connecting with more experienced writers that are willing to mentor them.
In Almost Famous, 15-year-old William Miller lands his dream gig of writing a story for Rolling Stone magazine. His determination to write the story and get it published no matter what an inspiration to other writers is, especially those who are young and new. Drive and ambition can take you far.
The Diving Bell and the Butterfly revolves around a journalist who suffers from a severe stroke and gets diagnosed with locked-in syndrome. Despite his struggles, he uses his imagination to succeed.
Miss Potter is based on Beatrix Potter, a 20th-century author and creator of Peter Rabbit. She goes against her parents’ desire for her to get married and writes about animals she’s loved since she was little. She struggles to find a publisher, but a small firm takes her work and turns her into a literacy star. This movie shows it only takes one to take your writing career to the next level.
Ewan McGregor, a talented ghostwriter is hired to write memoirs of former British Prime Minister Adam Lang. The plot twists and he discover secrets that put his life in jeopardy. You’ll love this film’s suspense and realize that no matter who you are, things can happen when you least expect them.
The Bottom Line: Writers are a special breed of humans. The creative minds depicted on film underscore one common theme, and that is to keep going and never give up!
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers.
His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else? Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
Some authors agonize over the titling of their book, and some pull it straight out of thin air. I suggest a more methodical approach.
I was recently interviewed by author and television talk show host Tara Kachaturoff onMichigan Entrepreneur TV. We discussed book marketing; book publicity and the care authors should take in the creation of their own book title.
A bad title gets panned by the public and a forgettable title is, well, forgotten!
The most important aspect in the book publishing process, besides writing a good book, is to have a memorable title. So, I created a step-by-step method in selecting a title and put that in my book.
“This is an amazing book,” said Kachaturoff. “It is excellent. Since I work in this area with my clients, and have written a couple of books, I know how important a good title is. The book is phenomenal and covers so much,” she concluded.
I use a multi-prong book titling strategy with high-tech tools, researching bestsellers by genre and choosing ‘title keywords’ which get a book ranked on search engines and Amazon. I also recommend that authors consider the use of numbers, alliteration, and idioms in the quest for the perfect book title.
Book Title Generator has received dozens of awards in numerous categories ranging from writing and publishing to business and marketing. The awards include: The Independent Author Network Award, Pinnacle Book Achievement Award, eLit Award, Literary Titan Book Award, Royal Dragonfly Award, American Book Fest, Book Readers Appreciation, Wishing Shelf, The New England Book Festival, Firebird Book Awards, New York Book Festival, San Francisco Book Festival, The Presidents Book Award, IPPY Book Award, Next Generation Award, AXIOM Business Book Award, Book Excellence Award, AMG International, PenCraft Book Achievement, Book of the Year Award, Best Book Award, B.R.A.G. Medallion, FAPA’s President’s Silver Award and the International Book Award.
If you take the time and utilize the tools laid out in the book and choose the right search engine-optimized title, your book will have a competitive advantage and have a shot at being at the top of the Amazon rankings. Choose the wrong title and your book languishes in obscurity.
“Bottom line: this is a compilation of clever ideas from a highly experienced book publicist. Even the most experienced author will benefit from them.” —Richard B. Schwartz, Amazon Top 500 Reviewer, Top Contributor, 5-Stars
“I particularly enjoyed his analysis on the effectiveness of idioms, alliteration, and metaphors in developing effective book titles. I recommend the book to both new and experienced authors.” —Barbara Mojica, Amazon Top 1000 Reviewer, Top Contributor, 5-Stars
“This is an indispensable, first-rate adjunct to the art of writing – and selling- your book. The goal: discoverability! Very highly recommended.” —Grady Harp, Amazon Top 50 Hall of Fame Reviewer, 5-Stars
“Book Publicist Scott Lorenz gives you the ABCs and XYZs of picking the perfect title for that book you have put your heart into. It’s required reading for aspiring or experienced writers.” —John Kelly, Detroit Free Press, 5 Stars
“I am an author, and I have been writing for over 10 years. This book is exactly what I have been looking for all this time. Scott Lorenz understands the creative side while delving into the marketing side of naming a book. It explains how to set yourself up for success.”—Iris, Amazon reviewer, 5 Stars
The book is available on Amazon in ebook for Kindle, paperback and as an audiobook. Find out more at: www.BookTitleGenerator.net
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
TED or TEDx Talks are an invaluable resource for everyone, including authors. Whether you’re an aspiring author, early on in your career, or have been on the New York Times Best Seller list multiple times, you can definitely learn something from them. Since there are countless TEDx Talks out there, I’ve put together this list of the top talks for authors. No matter what your goals are as an author, they’re sure to motivate, inspire, intrigue, and educate you in some way shape or form.
I’ve known Steve Harrison for 25+ years. He is a leading book marketing and book publishing expert whose company helped launch a number of bestselling books including Rich Dad, Poor Dad and Chicken Soup for the Soul. In his TEDx talk, you’ll learn a four-step method that will allow you to sell your book more effectively. All types of people, therapists, doctors, business owners, and authors reach out to him for advice on how to take their ventures to the next level.
Screenwriter Andrew Stanton and the face behind Toy Story, A Bug’s Life, Monsters, Inc, Finding Nemo, and many others shares all the essential elements needed for a great story. He explains that storytelling is a lot like joke telling because you have to know your punchline. Stanton reinforces the fact that whatever you write should connect with others emotionally. Give them a reason to care.
Regardless of the genre, creativity is key to a successful book. That’s where this quick, five-minute TED talk by Marily Oppezzo, a behavioral and learning scientist comes in. According to Oppezzo, a simple walk can be all it takes to get your creative juices flowing. It might help you out the next time you get stuck during your next brainstorm.
Mattie Bamman is a culinary writer and editor who came up with this TED talk to explain why writer’s block happens and what you can do to overcome it. She suggests that it’s the words themselves that often make writing a challenge. That’s why you should view words as objects, estimate how many you need, and create a blueprint that will help you complete the books.
Author of six bestselling books and CEO of Self Publishing School, Chandler Bolt gave a TED talk called “How To Write A Book In A Weekend: Serve Humanity By Writing A Book.” It revolves around his belief that the best way to serve humanity is to write a book. Bolt also dives into what keeps most people from getting started and how you can get your rough draft done in just one weekend.
The Bottom Line: TED’s mission is “ideas worth spreading,” and I believe these TED and TEDx Talks firmly live up to it. Check them out. You won’t be disappointed!
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
If you’ve written a book and are ready to publish it, you may be wondering what to do next. Fortunately, you’ve come to the right place. We’ve compiled this handy author’s checklist to help you navigate through the publishing phase and beyond. By following it, you can set your book up for unparalleled success.
Choose the Right Title
There’s no denying your title can make or break the success of your book. It’s what will attract readers and get your book noticed. If you’re unsure of how to name your book, I encourage you to check out my award-winning bestselling book, “Book Title Generator: A Proven System in Naming Your Book.” I implore you to consider all options in the quest for the perfect book title. From using numbers, alliteration, idioms, and keyword research, Book Title Generator covers them all.
It’s packed with solid tips and tricks that will help you craft the best title for your book.
Get a Compelling Book Cover
The truth is readers and media members will judge a book by its cover. That’s why it’s important to ensure your cover is professional and ideal for your target audience. Fortunately, there are plenty of incredible book cover designers on websites like Book Covers for All and Killer Covers. It’s a good idea to visit some bookstores to get some inspiration for your cover. Also, don’t forget to check out my article on the “46 Book Cover Designers to Create Your Best-Selling Cover.”
Ask for Feedback
As a writer, it’s easy to spend hours upon hours trying to perfect your writing. While your opinion of your book matters, the feedback of others can be invaluable. Ask friends, family, acquaintances, and those in the industry to give your book a fresh set of eyes. Not only are they likely to help you catch typo and grammar issues, but they might also give you some ideas on how to tighten up and improve your book. In the end, trust book professionals when it comes to the make-or-break decisions.
Hire an Editor
By hiring an editor, you can receive professional feedback on your book. Before you commit to one, however, make sure you check out their portfolio and references. Not all editors are created equal, and you want to ensure the one you choose has the skills and experience to set your book up for success. Take a look at my article on “How Editing, Copyediting, and Proofreading Make Your Book Shine.”
Figure Out Your Target Audience
Target audience refers to the people who will buy and read your book. Think about your genre and theme to determine who they might be. Make sure the Amazon categories you select are relevant and focused about the topic and genre and not general in nature. Once you nail down your audience, you’ll find it easier to promote and market your book.
Design a Book Marketing Strategy
Before you publish your book, think about book marketing. Will you create a standalone website for it? Do you have plans to promote it via Facebook, Twitter, and other social media outlets? Or will you host book signings and mail review copies of your book to members of the media and potential reviewers? When it comes to book marketing success, having a plan that you execute well is just as important as the creativity that went into writing your book.
Consider a Literary Agent
There are many benefits of working with a literary agent. Depending on the agent you choose, they can pitch your book to their known publishing contacts and give you a competitive edge. Many publishers will only work with agents because they ‘vet’ the books and ‘weed out’ the books that are not a good fit for their publishing house. To find the right agent check out my article about “How to Sign a Top Literary Agent” on my blog Book-Publicist.com.
Decide Whether to Use a Distributor
A distributor delivers books to retailers. Since most libraries and bookstores won’t usually accept sales pitches and books from self-published authors, a distributor may be worth exploring. By working with one, you can bridge the gap between you and large audiences.
Figure Out When to Publish
Contrary to popular belief, the holiday season isn’t the best time to publish your book. If possible, publish your book at any other time. January, February, and March are ideal because the weather is usually colder, and people are stuck inside with more time to read. If you are deciding to publish in December or January, choose January because you’ll have a new copyright date. If you publish in December, it’ll look one year old in January even though it’s only been out one month.
The Bottom Line: Remember, pilots use checklists before each flight and authors need a checklist before they hit “publish!”
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
I was recently interviewed by author and television talk show host Tara Kachaturoff on Michigan Entrepreneur TV. We discussed book marketing; 
