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!
Would you like help promoting your book?
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!
Are you a poet and nobody knows it? Get busy and enter poetry competitions and tell the world about your poetry!
One of the best ways to gain exposure for your poetry is to enter your work into various poetry competitions around the United States. The recognition gained for your prose could help launch your career or give you the encouragement to propel you forward to greater heights. Sometimes that third party endorsement of your work is well worth your time.
I’ve researched and compiled this list of poetry contests that offer recognition and in some cases cash prizes. Good luck!
1. Agha Shahid Ali Prize in Poetry, Salt Lake City, UT. Honoring the memory of a celebrated poet and a beloved teacher, the Agha Shahid Ali Prize in Poetry is awarded annually and is sponsored by The University of Utah Press and The University of Utah Department of English. $1,000 Cash Prize and Publication from the Press; $500 and reading in The University of Utah’s Guest Writers Series from The University of Utah Department of English. https://uofupress.com/agha-shahid-ali-prize-in-poetry/
2. Agnes Lynch Starrett Poetry Prize, Pittsburgh, PA. Established in 1981, the Agnes Lynch Starrett Poetry Prize is administered by the University of Pittsburgh Press. Named in honor of Agnes Lynch Starrett, the Press’s first director, the prize is awarded for a first full-length book of poems. The prize carries a cash award of $5,000 and publication by the University of Pittsburgh Press as part of the Pitt Poetry Series. The series is edited by Ed Ochester, who also serves as final judge in the Starrett competition. https://upittpress.org/prize/agnes-lynch-starrett-poetry-prize/
4. Amy Lowell Traveling Poet Scholarship, Boston, MA. The American poet Amy Lowell died in 1925. Her will established an annual scholarship to support travel abroad for gifted American-born poets. The scholarship is administered by the Trustees under her will at the law firm of Choate, Hall & Stewart in Boston, Massachusetts. There is no age requirement, publication requirement, or education requirement. Poets must be of American birth. https://www.amylowell.org/
5. Benjamin Saltman Poetry Award, Pasadena, CA. Established in 1998, in honor of the poet Benjamin Saltman (1927-1999), this award is for a previously unpublished original collection of poetry. Awarded collection is selected through an annual competition which is open to all poets. https://redhen.org/awards/benjamin-saltman-poetry-award/
6. Berkshire Prize for a First or Second Book of Poetry, North Adams, MA. The Berkshire Prize for a First or Second Book of Poetry is open to anyone writing in the English language, whether living in the United States or abroad. Translations are not eligible for this prize, nor are previously self-published books. https://www.tupelopress.org/berkshire-prize/
7. Colorado Prize for Poetry, Fort Collins, CO. The Colorado Prize for Poetry is an international literary contest started in 1995. Since the contest began, over 5,000 book-length poetry manuscripts have been entered. Each year’s prizewinner receives a $2,000 honorarium and publication of his or her book by the Center for Literary Publishing. https://coloradoreview.colostate.edu/colorado-prize-for-poetry/
8. Elixir Press Annual Poetry Awards, Denver, CO. Elixir Press is sponsoring a poetry contest open to all poets writing in English. There will be a Judge’s Prize of $2,000 and an Editors’ Prize of $1000. Both winning manuscripts will be published by Elixir Press. All entries will be considered for publication. An outside judge, to be announced later, will make the final decision for the first prize. The editors will make the final decision for the second prize. http://elixirpress.com/guidelines/annual-poetry-awards
9. Fugue Annual Writing Contest, Moscow, ID. Fugue’s Annual Writing Contest accepts submissions of both poetry and prose (fiction and nonfiction). Multiple submissions are accepted as long as separate fees are paid. For poetry submissions, please send between 1-3 poems. For prose submissions, please send no more than one short story or one essay. https://fuguejournal.com/general-submissions
10. Iowa Poetry Prize, Iowa City, IA. The Iowa Poetry Prize, open to new as well as established poets, is awarded for a book-length collection of poems written originally in English. Previous winners, current University of Iowa students, and current and former University of Iowa Press employees are not eligible. https://uipress.uiowa.edu/resources/prospective-authors/iowa-poetry-prize
11. Jake Adam York Prize, Denver, CO. The Jake Adam York Prize is a collaboration between Copper Nickel & Milkweed Editions. It is open to all poets in the US who have published no more than one full-length poetry collection. The entries are due October 15. The entry fee is $25 (which includes a year’s subscription to Copper Nickel). The prize is $2,000 plus publication by Milkweed Editions. http://copper-nickel.org/bookprize/
12. May Sarton New Hampshire Poetry Prize, Peterborough, NH. The May Sarton New Hampshire Poetry Prize is named for May Sarton, the renowned novelist, memoirist, poet, and feminist (1912-1995). The winner receives $1000, book publication, and 100 copies of the published book, as well as distribution with our other spring titles through our partner UPNE (University Press of New England). https://bauhanpublishing.com/contests/
13. Miller Williams Poetry Prize, Fayetteville, AR. A prize of $5,000 and publication by University of Arkansas Press is given annually for a poetry collection. Submit a manuscript of 60 to 90 pages with a $28 entry fee by September 30. Visit the website for complete guidelines. https://www.uapress.com/millerwilliamspoetryseries/
14. Raiziss/de Palchi Translation Awards, New York, NY. The Raiziss/de Palchi Translation Awards recognize outstanding translations into English of modern Italian poetry through a $10,000 book prize and a $25,000 fellowship, given in alternating years. To apply, a translator must submit four copies of a proposal describing the work-in-progress, the applicant’s credentials, and how the fellowship money will be used. https://poets.org/academy-american-poets/prizes/raizissde-palchi-translation-awards
15. Rhina Espaillat Poetry Award, Walden, NY. This award honors the achievements of the great Dominican-American poet, translator, and public school teacher Rhina Polonia Espaillat. The Rhina Espaillat Poetry Award will be awarded for an original poem of not more than fifty lines that reflects her lyricism, empathy, and ability to find grace in everyday events of life. https://www.plough.com/en/contact-us/rhina-espaillat-poetry-award
16. Spirit First Poetry Contest, Langley Park, MD. Poetry submissions may be of any length and any style but must have a theme of Meditation, Mindfulness, Silence, Stillness, or Solitude (we are referring to peaceful solitude – not loneliness). Poems may reflect any discipline, any faith, or none. Poems must be previously unpublished. https://www.spiritfirst.org/
17. The Center for Book Arts Poetry Chapbook Competition, New York, NY. The Center’s Poetry Chapbook Competition has been going strong since 1996; past winners have included Ailish Hopper, Jeffrey Skinner, L.B.Thompson, and Rachel Zucker. Poets! Submit your work for this year’s contest; the deadline every year is December 1; current guidelines are up on our site here. https://centerforbookarts.org/annual-chapbook-competition
18. The Washington Prize, Washington, DC. The Washington Prize, awarded annually to a living American or Canadian poet, is $1,500 and book publication for a manuscript of original poetry in English. Poets at any stage in their career may submit a manuscript of 48 to 80 pages between January 15 and March 15. $25 entry fee. The winner is selected in summer and publication is planned for early the following year. https://wordworksbooks.org/submissions/the-washington-prize/
19. Pushcart Press, Wainscott, NY. Publication in The Pushcart Prize: Best of the Small Presses is awarded annually for works of poetry, fiction, and creative nonfiction published by literary magazines or small presses during the current year. http://pushcartprize.com/
22. Marystina Santiestevan First Book Prize. Awarded annually to a poet writing in English who has not yet published a full-length poetry book, the prize is named in honor of a great supporter of young poets, and the grandmother-in-law of the contest’s final judge, Bob Hicok. Prospective entrants are encouraged to familiarize themselves with Conduit, which champions originality, intelligence, irreverence, and humanity. https://www.conduit.org/book-prizes
23. TWFest Poetry Content, New Orleans, LA. Tennessee Williams & New Orleans Literary Festival hosts an annual competition for 2-4 unpublished, original poems of any style, with a combined length of 400 lines. This contest is only open to emerging writers who have not published a book of poetry. However, poets and writers who have published a book in another genre are still eligible. https://tennesseewilliams.net/contests/
24. Robert and Adele Schiff Awards, Cincinnati, OH. The Cincinnati Review invites submissions for the annual Robert and Adele Schiff Awards. One poem, one piece of fiction, and one piece of literary nonfiction will be chosen for publication in our prize issue, and winning authors will receive $1,000 each. All entries will be considered for publication in The Cincinnati Review. https://www.cincinnatireview.com/contests/robert-and-adele-schiff-awards/
25. Maine Artist Fellowship, Augusta, ME. The Maine Arts Fellowships recognize artistic excellence in the careers of Maine artists. Fellowships are not grants but are merit-based awards based on the level of artistic creativity and vision as shown in the artist’s support materials. https://mainearts.maine.gov/Pages/Funding/Individual-Artist-Fellowships
26. Bellevue Literary Review Prizes, New York, NY. The Bellevue Literary Review Prize awards young poets who create work related to the themes of health, healing, illness, the mind, and the body. Winners are published in the Spring 2024 issue of the BLR and receive a $1000 cash prize. Honorable mention is awarded $300. Poetry entries are encouraged to be written vividly with a strong narrative. https://blreview.org/blr-prizes/
27. Kingsley Tufts Poetry Award, Claremont, CA. The Kingsley Tufts Poetry Award is an annual poetry contest open to mid-career US poets & writers. The generous cash prize is given to encourage poets to have the freedom to dedicate a year to writing their next book and honing their craft without having to worry about paying bills. https://arts.cgu.edu/tufts-poetry-awards/
28. Los Angeles Review Literary Award, Los Angeles, CA. Los Angeles Review awards four first place-winning writers a $1000 prize for the annual literary competition. Using their online submission, poets can submit up to three poems of no more than 50 lines each. First place will also be published in the new LAR Online and included in the annual best-of-print edition. Only previously unpublished poems are considered for this award. https://losangelesreview.org/awards/
29. Barrow Street Press Prose Book Award, Kingston, RI. Barrow Street’s 2023 Poetry Book Prize has an annual poetry collection prize of $1500 that will be awarded to the first-place winner. Writers and poets must submit a manuscript or book of poetry of 50 to 80 pages to be judged. The poetry must be in English and include a table of contents and an acknowledgment of any previously published poems. https://barrowstreet.org/press/submit/
30. New Writers Awards, Ann Arbor, MI. Now entering its 55th year, the New Writers Award confers recognition on promising writers who have published a first volume in one of the three genres: Poetry, Fiction, and Creative Non-fiction. Judges of the New Writers Award are faculty members of creative writing and literature at GLCA’s member colleges. https://www.glca.org/faculty/new-writers-award/
31. Akron Poetry Prize, Akron, OH. The University of Akron Presson awards a first-place prize of $1500 for an English poetry manuscript of at least 48 pages and no longer than 90. Manuscripts must be submitted using the online portal, and all entries need to adhere to the guidelines available on their website. Online unpublished works are eligible, but individual posts that may have appeared in literary magazines are acceptable. As well as winning the cash prize, the first-place winner’s book will be published as a part of the Akron Series in Poetry. https://www.uakron.edu/uapress/akron-poetry-prize/
32. 42 Miles Poetry Award, South Bend, IN. The 42 Miles Press Poetry Award was created in an effort to bring urgent and original voices to the poetry reading public. The prize is offered annually to any poet writing in English, including poets who have never published a full-length book as well as poets who have published several. New and Selected collections of poems are also welcome. https://42milespress.com/contest/
33. Omnidawn Poetry Contests, Richmond, CA. Omnidawn Publishing hosts an annual poetry competition awarding first-prize $1000 and publication with 20 author copies. Manuscripts must be in English, and editors encourage a wide range of styles, forms, diversities, and aesthetics (for example: prose, haiku, lyric, and experimental verse). https://www.omnidawn.com/contests/omnidawn-poetry-contests/
34. Townson University Prize for Literature, Towson, MD. Townson University hosts an annual literary prize for a poetry, fiction, or creative nonfiction book. Books published within the past three years or scheduled for publication in 2023 are eligible. Publishers, institutions, or individuals can submit three copies of a book or manuscript. It’s important to note that only residents of Maryland who have lived in the state for at least three years can apply. https://www.towson.edu/cla/departments/english/documents/towson_prize_for_literature_rev.pdf
35. Poetry Nation Poetry Contests. Enter your poem for a chance to win up to $2,000 in cash and prizes! Our semi-annual poetry contests award a multitude of prizes to deserving poets. Your poem can be on any topic, using whatever style you prefer. There is no fee to enter our contests, so you have nothing to lose. https://www.poetrynation.com/contest/
36. Oklahoma Poem Contest, Locust Grove, OK. To celebrate National Poetry Month and Oklahoma, the Rural Oklahoma Museum of Poetry conducts an annual Oklahoma Poem Contest, with cash prizes for the winners. Poems must honor or celebrate Oklahoma in some way. Look at the previous winners below to get an idea of what this means. https://rompoetry.com/oklahoma-poem-contest/
37. The Donald Justice Poetry Prize, West Chester, PA. The Donald Justice Poetry Prize is part of the Spencer Poetry Awards, which Kean W. Spencer created in honor of his mother, Iris N. Spencer. The prize recognizes the distinguished American poet, teacher, and Pulitzer Prize winner, Donald Justice. The WCU Poetry Center welcomes submissions of unpublished, original book-length manuscripts that pay attention to form for consideration in this competition. The winner of the competition will receive $1,500, and have their manuscript published by Autumn House Press. https://www.wcupa.edu/arts-humanities/poetry/contestAwards.aspx
The Bottom Line
If you are poet and nobody knows it then it’s time to get busy and enter poetry competitions. Do it TODAY!
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!