Most authors are obsessed with book sales. For example:
We chase bestseller lists.
We obsess over launch week numbers.
We celebrate impressive sales spikes.
These aren’t bad achievements. Sales matter. After all, books don’t sell themselves.
But, after nearly two decades of working with authors, I’ve come to believe that most authors are focused on the wrong metric.
They focus on sales when they should be focused on demand.
The distinction is subtle, but important.
Sales are the result.
Demand is the cause.
In many ways, sales can be faked, hyped, or exaggerated. You can run a $.99 discount, buy advertising, offer bonuses, sell books in a bundle, create box sets, run contests, etc. All of those tactics can generate sales.
But, those tactics may not be profitable. You may have sales, but little income.
Demand is different.
Demand exists when readers genuinely want your book. And, they will gladly pay full price.
Demand exists when readers tell their friends about it.
Demand exists when people eagerly join your email list, respond to your emails, attend your events, and ask when your next book will be released.
Demand is what causes sales to happen naturally.
Imagine two authors:
The first author sells thousands of copies of a book through an aggressive marketing campaign. However, the moment the campaign ends, sales collapse. Readers move on. The author’s audience remains largely disengaged.
The second author sells fewer books initially but has built a loyal audience that eagerly follows their work. Readers buy future books, attend speaking events, recommend the author’s content, and remain engaged for years.
Which author has the stronger business?
Most people would choose the second.
That’s because demand compounds.
Sales are temporary.
Demand is durable.
I’ve seen authors with enormous email lists struggle to generate meaningful sales because their audience wasn’t engaged. I’ve also seen authors with surprisingly small audiences outperform expectations because their readers were deeply connected to their message.
Creating “sales” doesn’t mean that genuine “demand” exists.
Consider this question:
If you disappeared for 6 – 12 months and then returned with a new book, how many people would be excited to hear from you?
That’s demand (or the lack thereof).
Demand is one of the few assets in publishing that becomes more valuable over time.
Authors who build long-term careers understand this principle. They focus less on chasing isolated sales and more on creating meaningful relationships with readers. They consistently provide value, earn trust, and develop an audience that wants to hear what they have to say next.
The irony is that authors who focus on demand often end up generating more sales in the long run.
Because when demand is strong, sales become a byproduct.
Therefore, instead of wondering, “How can I sell more books?”
Ask yourself, “How can I create more demand?”
That question has the power to change everything.
If you’re struggling to generate demand for your book, the solution isn’t more activity.
It’s clarity.
Clarity about who your ideal readers are. Clarity about why they should care. Clarity about how to build an audience that doesn’t just buy one book, but follows your work for years.
That’s exactly what I help authors do through my Book Marketing Master Class and Strategic Bestseller Advisory. Together, we focus on building the assets that create lasting demand, not just temporary sales spikes.
The strongest book launches aren’t built on marketing tricks.
They’re built on readers who are genuinely excited to buy.