Recently, a rising academic reached out to me about collaborating on her book proposal. She is well credentialed, articulate, and driven, with a small but solid body of original research on a popular topic that has fueled a few bestsellers in recent years. She has not yet published any articles, yet I’d say she is well-placed to position herself as the “fresh new voice” in that space.
There’s just one problem. As she explained to me, she wants to hit the bestseller list and get global recognition. Could I help her write a book proposal that would secure her a top-tier book deal before the end of the year?
Man, I hate answering that question. It’s like an onion that needs to be peeled: there are so many layers to cut through, and each one is going to lead to tears.
Still, I wanted to give her some guidance, so here’s what I told her. “I like your premise and your approach to the topic very much. However, my experience is that bestseller status hinges on having a pre-existing connection with your readers: in the form of articles, podcasts, TED Talks or similar. These smaller-scale points of contact help you hone your voice, find out what resonates with your readers, and build the kind of loyalty that will bring people to buy your book.”
I know this is good advice, because you hear similar thoughts from the most reputable voices in the writing and publishing industry. Esteemed publisher and writing coach Brooke Warner put it this way in a recent post:
“When it comes to author platform, the publishing industry wants authors to have lots of followers, to be actively engaged on various social sites, to have previously published work (either books that show sales or online essays or stories that are published on prestigious or well-read sites). But other things that might tip the balance in your favor when it comes to platform are: a popular newsletter or blog; podcast; a popular YouTube channel; a post or story you’ve written that’s gone viral.
“Just keep writing. Keep publishing. Keep engaging.”
Sure, there are hucksters who will tell you that you can easily land a bestseller by gaming the system. The practice of buying your book onto the bestseller list has been around a long time.
Marketing consultant and Observer writer Brent Underwood called the word bestseller “the biggest lie in book publishing.” He proved it by putting up a fake book on Amazon. He took a photo of his foot, uploaded to Amazon, and in a matter of hours, had achieved “No. 1 Best Seller” status, complete with the orange banner.
Why did he do it? He was tired of vanity titles and success without quality.
Like Brent, I get a little weary of potential authors seeking a fast-track to fame. Seriously? I think you’re selling yourself short if you get seduced by bestseller lists. Instead, write an outstanding book that truly sells—and not just for a few days, but for decades. Take the time to craft your skills, listen to your readers, and when you’re ready, write a book that makes an impact.
To get a glimpse of the books I’ve had a hand in, visit http://www.sallycollings.com
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