Theo of Golden sold 3.5 million copies in 43 languages and is a NY Times bestseller. Oh, and Tom Hanks is making the movie!
By Scott Lorenz
Westwind Book Marketing
Publicity isn’t just a nice-to-have for a book, it’s often the difference between a manuscript that sits quietly on a shelf (or in a digital folder) and one that changes lives, hits bestseller lists, and even lands on the big screen.
Here’s another powerful reminder of that truth: Allen Levi’s Theo of Golden. Levi, a former lawyer, judge, and singer-songwriter from Georgia, was nearly 70 when he finished his debut novel. He never intended to publish it, he wrote it purely as a personal challenge. Friends pushed him, so he and his niece self-published it in 2023 with essentially zero marketing budget, no agent, no traditional publisher, and almost no social media presence.
What they did have was intentional, grassroots publicity: reaching out to personal networks, churches, book clubs, libraries, Facebook groups; building a simple website; responding personally to every reader email; and steadily nurturing word-of-mouth. Sales started modestly (a few thousand copies), then grew… and kept growing. Media coverage followed. Oprah featured him. Simon & Schuster picked it up. The book has now sold millions of copies, been translated into more than 40 languages, and topped bestseller lists around the world.
Tom Hanks is in talks to star in (and produce) the Warner Bros. film adaptation.
This is what effective publicity can do, even for a quiet, heartfelt story from a first-time author with no industry connections. It didn’t rely on a massive ad spend or influencer blitz. It started with consistent, authentic outreach that let the book find its readers. Those readers became its loudest advocates. The buzz compounded. Opportunities followed.
A great book needs readers. But first, readers need to know the book exists.
That’s where publicity can make a tremendous difference.
- Publicity creates awareness.
- Awareness creates discovery.
- Discovery creates readers.
- And sometimes, readers create momentum that can take a book places you never imagined.
I’ve been helping authors get their books noticed for more than 30 years, and this is exactly why I believe publicity should be part of every author’s book strategy, not an afterthought.
If you’re an author (traditionally published or self-published), this is the reminder: a great book is only the beginning. Getting it in front of the right people, through thoughtful publicity, media, relationships, and genuine connection, is what gives it the chance to soar.
Proof, once again, that the right kind of publicity doesn’t just sell books. It opens doors you never imagined. Here’s a link to PARADE about the Tom Hanks news: https://parade.com/news/tom-hanks-starring-theo-of-golden-adaptation-allen-levi
Bottom Line
This book represents not only what PR can do but it shows that a self-published author has a fighting chance to succeed at the very highest levels. You can too!
Publicity isn’t just a nice-to-have for a book, it’s often the difference between a manuscript that sits quietly on a shelf (or in a digital folder) and one that changes lives. #bookpublicity #bookboost #authors Click to tweet this article to your friends and followers! 𝕏About Book Publicist Scott Lorenz
Book publicist Scott Lorenz is President of Westwind Book Marketing, a leading book publicity and author marketing firm specializing in media relations, Amazon book promotion, author branding, and book launch campaigns. Lorenz 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.
Learn more at https://www.WestwindBookMarketing.com. Lorenz can be reached at scottlorenz@westwindcos.com. Want help titling a book? Check out Scott Lorenz’s award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net His newest book for Christian authors is called Book Title Bible: How to Title Your Christian Book with Faith and Inspiration. https://www.booktitlebible.com/
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