So you want to write a bestselling book — one that graces the New York Times or Wall Street Journal bestseller lists and makes a meaningful impact in the lives of others. But do you know what actually goes into a bestselling book? My friend Esther and I had an excellent discussion about this admittingly mysterious topic recently and I want to share our six major insights with you.
1. Great Content is Just the Beginning
If you’re aiming for a bestseller, great content is a non-negotiable. But what exactly is “great content”? Great content is well-written, memorable, easy to internalize, and easy to share. It’s the kind of content that someone reads and can’t wait to tell others about because it genuinely made an impact on them.
Great content is simple enough that your readers can explain its essence to others without losing the core message. If your book is so complex that people have to tell their friends, “You just have to read it yourself,” your book is not going to spread as effectively.
2. You Need a Platform
Beyond content, you need a platform—a group of people who are already engaged with you and your message. This is crucial, especially if you’re working with a traditional publisher. While not every author sets out to hit the bestseller list, publishers are in the business of selling books. They expect you to treat your book like a business, which means you need an audience ready and waiting to buy it.
If you’re not prepared to treat your book launch like a business, you might want to consider self-publishing. The good news is that self-publishing today is incredibly sophisticated (much more so than it was even a decade ago). And rest assured: some self-published books are indistinguishable from traditionally published ones.
3. Identify Your Unique Idea
Even with great content and a solid platform, you need a unique idea. It doesn’t have to be completely original, but it should offer a fresh perspective or a new way of presenting an idea. In other words, your book should advance thought leadership in some way. This uniqueness is what will set your book apart in a crowded market.
4. The Importance of Category Strategy
One of the most insightful points Esther made was about the importance of being strategic with your book’s marketing, particularly when it comes to Amazon. For example, the categories you choose for your book on Amazon can make a huge difference. Esther shared a story about a 17-year-old who wrote a children’s book about turtles and became a bestseller in the “turtles” category on Amazon. It’s a small niche, but it worked!
Another surprising statistic: audiobook sales are up 347%. Even though people love listening to books, many still buy the physical copy to highlight or revisit later. Esther insists that if you write a book, you must do an audiobook, and I wholeheartedly agree. And here’s a tip from me: if you’re going to record an audiobook, read it yourself. There’s something special about hearing an author narrate their own work.
5. A Book Launching Is Like a Business Launch
If you’re serious about your book, you need to treat its launch like a business launch. That means being prepared to invest time, money, and energy—just as you would with any other business venture. Prepare to put in sweat equity, real dollars, and a lot of your time.
One key takeaway from my conversation with Esther was the concept of “launch season.” Many people think launch season is just a few weeks, but Esther explained that it’s actually about a year long! It starts with pre-sales about six months before your book’s publication date and continues for six months after the book is released. During this time, you need to keep the momentum going and continue promoting your book.
6. The Sales and Marketing Marathon
Finally, there’s no single “aha” moment that will make your book a bestseller. It’s about doing many things right over a sustained period. You need a comprehensive sales and marketing plan that includes everything from social media engagement and podcast tours to speaking engagements and media appearances. The more places your message appears, the more people you can reach.
One crucial point to remember: there’s no such thing as a New York Times best-WRITING author. There’s only a New York Times best-SELLING author. Great writing is the prerequisite, but selling is what gets your book on the list. So if you’re not naturally inclined towards sales, surround yourself with people who are. Your book’s success depends on it.
Final Thoughts
Writing a book is no small feat, and neither is launching one. But with great content, a solid platform, a unique idea, and a well-executed sales and marketing strategy, you can increase your chances of hitting the bestseller list. That said, remember that the goal of your book isn’t just to hit a list, it’s to make an impact on people’s lives. Hitting a bestseller list along the way is a cherry on top.
If you’re deep in the writing or publishing process, I highly recommend checking out my full conversation with Esther on The Influential Personal Brand. It’s packed with insights that could make all the difference in your book journey.
