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We encourage our authors not to chase bestseller lists, but instead to focus on business and personal goals for their book.
), but once we explain the process and the trade-offs to them, the overwhelming majority reject it and focus more on the goals that are much more impactful to them.
Note: We’ve worked with over 2,000 authors, including bestsellers like David Goggins and Tiffany Haddish. If you’re serious about writing and publishing your book, schedule a consultation to speak with one of our author strategists.
Each individual list either measures a limited number of sales in a few places, or much worse, it’s a curated list and a small group of people are
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What to put on their list. And they choose books based on what they think are “important” books, not based on what actually sells.
The bestseller list, and they are the worst culprit in this curated elitism. They readily admit that their list only “reflects” books sold at a select number of bookstores and online retailers around the country—but not an actual bestseller list.
For most of the 20th century, they pretended to use a scientific method to count book sales, claiming their list was authoritative and accurate.
(which has sold 10 million copies and become a famous film). It sold more than enough copies to stay high on the chart for a long time, but initially did not appear on it.
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Intentionally excluded it for editorial reasons—the book was considered highly controversial at the time—and claimed their decision cost him millions of dollars in sales.
The defense was that “the list did not purport to be an itemized compilation of information but was instead an editorial product.”
Won the case, in several judgments all the way to the Supreme Court, based on the argument that the list should not be accurate, but reflect their judgment.
Admitted that their bestseller list is only a popularity contest and not a list of bestselling books.
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Basically, they choose who they want and don’t want in the “cool kids” club. It’s like high school again.
I’ve seen this so many times, and so has everyone else in publishing. You can see this clearly if you have access to Nielsen BookScan , which is the database that tracks paid sales covering about 70-80% of the bookstore. I have access, and I can see how much
The list differs from the Nielsen report of actual books sold (anyone in publishing can see this, and it’s a known fact).
OK, even if it’s all true, being a best-selling author is still a goal of mine and I want it, so I’ll still try for it.
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Goals are weighed in all aspects of life. You can’t have pizza and Mexican food and Italian food for dinner. You must choose one.
Objectives for your book work the same way. You can’t have everything; you need to focus on one or two goals.
This is especially true for bestseller lists. To even have a chance to figure it out
Still won’t recognize any book not from one of the big New York publishers as suitable for their list (that’s why I said it’s a high school clique mentality).
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That’s why most of the self-published or hybrid-published books that have sold hundreds of thousands of copies in the last decade have never appeared on this list—they refuse to recognize them.
. I helped him publish it through my publisher (which became Scribe). It has sold over 500,000 copies since its release. It even appeared on
Bestseller list, even though it has outsold 99% of the books that have appeared on that list since his came out.
This cannot be a hope or a wish. If you don’t have at least 10,000 pre-ordered books – through sales channels like
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Even if you get a company to sponsor you and actually buy 10,000 copies, you have to route the sales through a channel that
And even better, they often won’t count any “bulk” sales, meaning those sales have to be made individually.
Many “experts” will tell you that you only need to sell 5k books to hit the bestseller list. It’s not wrong, but it doesn’t work many times. My experience is helping dozens of authors work through this process, if you are an unknown author the bar is much higher than 5k. The 5k number is applicable to famous authors and books that have already been on the list, but is very dangerous for first-time or non-established authors.
If you don’t have an audience or email list that is used to buying from you but think you’re going to “go on podcasts and throw out a few tweets” and get that level of pre-orders, you’re delusional. It does not work. Only a systematic plan that is very well executed will work.
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This is not 100% necessary, but the more “mainstream media” press you get, the more book editors on
Will consider your book “valid”. I was very serious when I said that this is a popularity contest, and to be popular you have to show up in the “right” places (at least the “right” places for them).
When I say “mainstream media” I mean any media source centered around New York City or that the coastal media elite reads and takes seriously. As I keep saying, they are elitist snobs. They don’t count anything that isn’t in their universe, no matter how much it sells.
At Scribe, most of the writers we work with are not professional writers. They are C-level executives, entrepreneurs, consultants, coaches, speakers and other types of successful people for whom their book is not the end goal –
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Their book will help gain them authority and credibility in their field, it can drive clients and leads to their business, it can get them speaking gigs; it essentially serves as an incredibly effective multi-purpose marketing tool to get them noticed. They don’t need to focus on selling copies, they need to focus on writing the best possible book for their audience and target.
And before you ask the question, selling copies and making money from a book is not always the same thing. If you’re using your book as a marketing tool to give you something else (like authority and visibility in your field, or to attract customers to your business), then the important thing is not to sell copies or hit a list, that’s the effect of your book has with your intended audience.
Want to understand the difference between bestseller and impact? Read this article about what writing a book has done for Melissa Gonzalez.
It tripled inbound leads to her business, doubled her revenue in two years, established her as a keynote speaker, and got her media in every major outlet. It was a resounding success in every way for her … and it did so while selling less than 1,000 copies.
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Selling copies matters if book sales are your only revenue stream – which is only true for professionals
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