5 Best Practices of Bestselling Authors

Since I started consulting in 2007, I’ve had the pleasure to work with several New York Times bestselling authors, including Lysa TerKeurst, Wanda Brunstetter, Dr. Gary Chapman, etc. In an era where business leaders and pastors buy their way onto the bestseller lists, it’s nice to see my clients do it in a legitimate manner. Even better, they’ve done it on a repeated basis. For example, Lysa TerKeurst recently hit the New York Times list for the third time with her newest book, The Best Yes.

Many people ask me what’s the secret to becoming a bestseller. There is no secret, but here’s what my bestselling clients do that less successful authors don’t do:

1. Bestsellers use the power of free to create paid sales.
Here’s a counterintuitive business secret: If you want people to give you their money and buy your books, give them something for free first. You may think that you’re giving away the farm and losing your shirt. But, the opposite actually happens. Effective free resources cause skeptical shoppers to think, “Hmm…this free content was so good, I wonder how much more value I’ll get if I buy the whole book?” I teach my bestselling clients to giveaway their content for free using sample chapters, how-to articles, teaching videos, 7-day challenges, quizzes, lost chapters, bonus ebooks, etc. Free is the fastest way to get paid.

2.Bestsellers never stop building their platform.
I’ve met too many authors who disappear for 6 months to write their next book, disconnect from their readers, and then wonder why their platform isn’t growing. Remember the adage, “Out of sight…out of mind.” Bestsellers know this principle is true, and they constantly keep marketing to their audience year-round through consistent blog posts, newsletters, media appearances, speaking engagements, etc. My top clients have big platforms, such as email newsletters with over 10,000 subscribers, Facebook pages with over 15,000 Likes, and over 50,000 monthly website visitors. They built these numbers by consistently marketing for over 10 years.

3. Bestsellers keep launching new products.
One trait that my most successful clients all share is the constant drive to launch new products. They don’t write a bestseller, cash in their royalty checks, and go sit on the beach. They keep searching for another big book idea. They launch spin-off products, such as audio, video, curriculum, short stories, or teaching guides, in-between their book releases. They maximize their income potential and keep their audiences wanting more.

4. Bestsellers promote their value instead of promoting their ego.
When an author becomes a national bestseller, there is a temptation to become arrogant and focus on their achievements. My clients battle this issue regularly and some do a better job staying humble than others. The best way to avoid acting or appearing conceited is to build a brand that promotes the life-change you offer people, rather than promoting yourself. Our culture is naturally drawn to celebrity authors. But, in reality, nobody really cares if an author becomes a bestseller. Consumers just want to know “What’s in it for me?” Wise authors keep this focus as the foundation of their marketing plan.

5. Bestsellers master public speaking and media interviews.
Social media may dominate today’s business headlines, but it pales in comparison to the power of public speaking, television appearances, and radio interviews. Lysa, Wanda, and Dr. Chapman are some of the best communicators you’ll see on the stage and screen. Lysa speaks to sold-out auditoriums across America. Wanda maintains an incredibly popular book-signing schedule with fans. Dr. Chapman gives the best television interviews I’ve ever seen. He’s even dazzled Oprah Winfrey and her asking him for relationship advice. The common denominator is that these authors view public appearances as the primary way to attract new readers and solidify relationships with fans. Logic makes people think, but emotion makes them act. And, there is no better way to build emotion in people than to appear in front of them and provide value.

Let’s not forget that before my clients became bestselling authors, they started from scratch with no platform – just like everybody else. They used to be authors that no one had ever heard of. The difference is that they maintained a passion for their material, kept implementing solid business practices, and over time reached levels of success beyond anything they imagined.

If you’re just starting out as an author or if you’re success has plateaued after several years, examine your approach. If you want to be a bestseller, implement the best practices of my best clients.

Learn more about Rob’s consulting services for authors.

Bestseller image courtesy of Stuart Miles at FreeDigitalPhotos.net