This is a sequel post. If you missed the first, read it here: 3 Common Mistakes Authors Make That You Must Avoid
For a quick recap, in the first blog, I advised authors to not rush writing their book—because your book is a timeless asset and should be given the due time for producing an excellent piece, get professional editing so your work is polished up to deliver an enjoyable read to your readers, and guard against working with quacks patrolling as professionals.
We’ll further the conversation in this post. But then, you really shouldn’t read the previous post.
You see, writing a book is a dream for many—the New York Times estimates that 81% of people wish to write a book but less than 1% do—but the journey from manuscript to a successful, well-received book is filled with hurdles. Unfortunately, most authors—especially newbies—are not aware of these hurdles, let alone learning how to scale them. Many aspiring and even seasoned authors make mistakes that can limit their book’s potential, leaving them frustrated and discouraged in the end. They pour their hearts into their work, yet struggle to see the results they expected. So they grow resentful of the idea of being authors and quit, unbeknownst to them that the problem wasn’t with the art but with their knowledge and application.
While talent and creativity are essential, there are salient insights that are just as crucial for success. Without these, even the best-written books can remain undiscovered and not selling, just a bunch of pages left gathering dust on bookshelves or forgotten in online stores.
If you’re an author—or planning to become one—here are three additional common mistakes that could derail your journey, and more importantly, how you can avoid them.
- Not Understanding the Publishing Industry
Many authors believe that once they’ve written a great book, the rest will fall into place. Do apples grow on orange trees? Right. The truth is, publishing is an industry just like any other, with its own operational models, business strategies, and complexities, or nuances. Without a clear understanding of how it works, authors can easily fall into traps that lead to authorship failure, disappointment or financial loss.
Some authors—in fact, most—set out to publish a book without researching their options, often assuming that traditional publishing is the only valid route, while others dive into self-publishing without fully grasping the costs, marketing demands, and distribution challenges that come with it. Others are either not aware that there is a distinction between traditional publishing and hybrid publishing, and thus can’t weigh their options between the two. And in traditional publishing, some authors—especially newbies—sign publishing contracts without understanding their implications, only to realise later that they have given up their rights or are earning minimal royalties. Yet others spend excessive amounts on vanity publishers or quack professionals, believing they are making an investment, only to receive little value in return (or get their fingers badly burnt).
To navigate the publishing industry successfully, you must educate yourself before you set out to become an author. Understanding the differences between traditional publishing, self-publishing, and hybrid models allows you to make informed decisions. Read industry-related resources (books, blogs, etc.), follow publishing experts, and ask questions before signing any contract or paying for publishing services. The more you know, the better equipped you’ll be to take control of your writing career.
- Expecting to Recoup Their Investment Overnight
For many first-time authors, publishing a book feels like reaching the finish line. However, what happens after publication is just as important, I promise you—if not more so—than the writing process itself. The reality is that book sales, especially for new authors, are rarely instant or explosive—forget what the “experts” promise you, they only say that to make you buy their low-value digital products (remember, exceptions are not norms).
One of the most common misconceptions is that once a book is published, sales will automatically follow. (Oh, if only wishes were horses!) Many authors invest heavily in their book’s production—paying for professional editing, cover design, formatting, and sometimes advertising—only to grow impatient when they don’t make their money back within weeks or months. They expect overnight results, but in reality, book sales grow gradually, requiring ongoing promotion and visibility.
The key to overcoming this challenge is to adopt a long-term mindset. Instead of looking at your book as a quick profit-making tool, see it as an asset that can generate income over time. Budget and spend wisely, knowing that publishing a book is an investment, and consider multiple ways to monetize your work. Beyond direct book sales, smart authors earn through speaking engagements, online courses, consulting, or workshops related to their book’s subject matter. Leverage one or more of these. Success in publishing is a marathon, not a sprint, and patience combined with strategy-based persistence always pays off.
- Neglecting Book Promotion
One of the biggest mistakes authors make is assuming that their book will sell itself. You see, a well-written book that no one knows about is—put straightly—invisible, and your authorship career is as good as winking at your crush in the dark. Even traditionally published authors are expected to take an active role in promoting their work, yet many writers struggle with marketing because they either don’t know where to start or they feel uncomfortable putting themselves out there.
Some authors believe that simply listing their book on Amazon KDP or other platforms is enough to generate sales. Others rely solely on word-of-mouth, hoping that people will naturally discover their work. Not sorry to burst your bubble, not even shelving your book in bookstores will help—they too require you to actively promote your book. As my friend who leads one of Nigeria’s leading bookstores told me once, “The problem is that most publishers and authors don’t promote their books; they expect us to do it for them.” Unfortunately, with millions of books being published each year, without an intentional marketing strategy and effort, your book is likely to get lost in the noise—regardless of what platform you put it on, traditional or digital.
To avoid this pitfall, you have to embrace book promotion as an essential part of your publishing journey. It’s not just about selling—it’s about connecting with your audience. Successful authors build a personal brand, engage with their readers, and use multiple platforms to increase their book’s visibility. This includes actively using social media, creating an author website, starting an email list, collaborating with influencers in their niche, and exploring online advertising.
Promotion should start before your book is released. Building anticipation and engaging potential readers in advance can significantly boost your book’s launch. And once the book is out, you will need consistent promotional effort to keep it relevant and in growing demand. Hosting book signing events (and giveaways), encouraging reviews, guest posting on blogs, and appearing on podcasts can all help keep the momentum going.
In closing, many authors believe that writing a great book is the hardest part of the journey, but understanding the publishing industry, managing your publishing expectations, and actively promoting your book are just as important. Avoiding these common mistakes can set you up for long-term success.
Rather than expecting immediate results, see your book as part of a bigger picture—a career-building tool, a means to establish credibility and thought leadership, and a gateway to more opportunities. As I always tell authors, see your book as a key to a room full of unlimited opportunities waiting on you to activate and leverage them. By learning the industry, staying patient, and embracing promotion, you’ll give your book the best chance of reaching the readers who need it most.
Are you an author or planning to publish soon? What challenges have you faced or are you anticipating in your publishing journey? Let’s discuss in the comments!
And if you need tailored help, simply reach out to us here to schedule a FREE consultation.
