A Publisher's Conversation with Authors: The Importance of Planning for Book Sales

 

It is Tuesday. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is--for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side. 

Writing a book is an accomplishment. Publishing it is a milestone. But selling it? That’s a whole other game—and one too many authors enter unprepared.

You don’t need to be a full-time marketer to successfully sell your book, but you do need a plan. Without one, even the best books risk fading into the digital void or languishing in cartons in your garage. Whether you’re self-published or working with a traditional or hybrid press, your sales success depends on you far more than you think.

Here’s why sales planning matters—and how to do it effectively.

1. Publishing is a Business

Books are emotional and creative endeavors, but once they’re released into the world, they’re also products. Just like a bakery doesn’t survive on one perfect croissant, an author won’t thrive by publishing a book and hoping it “catches on.” Planning sales is part of treating your book—and your career—like a professional endeavor.

2. The Launch Window Is Short

Your first few weeks post-launch are critical. Retail algorithms, reviews, bestseller lists, media interest—all of these are influenced by early momentum. A solid plan gives you the best chance to make an impact while that window is open.

3. Most Books Sell Through Personal Networks

The myth of instant Amazon fame is just that—a myth. Most books sell because the author is actively engaging readers, building relationships, and staying visible. That requires planning, consistency, and stamina.

How to Plan for Book Sales: A Step-by-Step Approach

1. Define Your Goals

Ask yourself: What does success look like?

• A specific number of sales?

• Building a platform for your next book?

• Reaching a particular audience or community?

Knowing your goals shapes everything else.

2. Know Your Audience

Who is your book for, specifically?
Where do they hang out—online and off?
What kind of messaging speaks to them?

Create a reader profile, then tailor your outreach accordingly. A memoir about caregiving will have a very different sales strategy than a sci-fi thriller.

3. Develop a Timeline

Start planning months ahead of launch. Your timeline should include:

• Cover and ARC reveal

• Advance review copies (ARCs) to send out

• Pre-order campaign (if applicable)

• Launch events or virtual appearances

• Post-launch promotional phases

Use a calendar to break down tasks by month, then week.

4. Build Your Sales Channels

Where do you want to sell your book?

• Amazon and other online retailers?

• Your website?

• Local bookstores or libraries?

• Events and conferences?

Each channel requires different strategies—price points, distribution logistics, and marketing tactics. Start small, but diversify.

5. Create a Marketing Plan

This should include:

• Email list: Build one early. It’s gold.

• Social media: Pick one or two platforms to use consistently.

• Author website: Make sure it’s clear, attractive, and updated.

• Press outreach: Prepare a press kit and reach out to relevant media.

• Endorsements and blurbs: Ask early, follow up politely.

Your marketing plan doesn’t have to be overwhelming, but it does have to be consistent and authentic.

6. Budget for Promotion

Even if you're doing most of the work yourself, expect some costs. Think:

• Website hosting and design

• Cover design and formatting (for self-published authors)

• Ads (Amazon, Facebook, etc.)

• Printed materials (bookmarks, postcards, posters)

Set a budget that matches your goals, and stick to it.

7. Track and Adjust

After launch, pay attention to what’s working—and what isn’t. Are certain posts getting engagement? Are sales spikes tied to specific events or mentions? Be willing to pivot.

Sales planning isn’t a one-time task. It’s an ongoing process.

Bottom line: Hope is not a strategy. Books don’t sell themselves. Even if you have a publisher, the most successful authors are proactive about their sales, their branding, and their outreach. Planning for book sales isn’t just about making money. It’s about giving your book the life it deserves—and getting it into the hands of readers who need it. So write boldly, publish bravely—but plan wisely.

The Tuesday talks reflect real discussions between the management of MSI Press LLC and our own authors or those would-be authors who come through our doors but don't make the cut--yet. If you have a topic that you would like addressed, leave the question in the comment section. Chances are, in our 22 years of publishing first-time and experiences authors, we have had a conversation with one of our authors that we can share with you.

 See more Publisher Conversations with Authors HERE.

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Julia Aziz, signing her book, Lessons of Labor, at an event at Book People in Austin, Texas.

 

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Steven Greenebaum, author of award-winning books, An Afternoon's Discussion and One Family: Indivisible, talking to a reader at Barnes & Noble in Gilroy, California.

 

   

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