Publishing Strategy For Authors

⚡ TL;DR

Claire E. Jones breaks down why authors need to think like business owners, how self-publishing changes the game, and why success depends on clear goals, realistic budgets, and a marketing strategy that matches the book, the audience, and the platform. She also shows why many authors struggle after publishing directly to Amazon and what they can do instead to improve reach, profit, and discoverability.

📄 Show Notes

For many writers, finishing a manuscript feels like the finish line. In reality, it is the beginning of an entirely different journey. Publishing strategy has become one of the most misunderstood decisions aspiring authors face.

Claire E. Jones explains, using her own experience of being an author and owning a publishing company, why publishing strategy matters more than hype, why authors need to think beyond the manuscript, and how choices around editing, formatting, cover design, distribution, and launch planning all affect the final outcome. She also explains how self-publishing changes the equation, since authors often become responsible for both the creative and business sides of the process.

Claire believes the publishing conversation should begin long before a manuscript is finished.
The central tension facing many authors is not whether they can publish a book. It is whether they understand why they are publishing it in the first place. A book written to establish credibility requires a different publishing strategy than one intended to generate royalties, build a speaking platform, or launch a business. Without that clarity, authors often pursue opportunities that do not support their broader objectives.

A major theme in the episode is author marketing. Claire makes it clear that publishing a book does not automatically create visibility, and that authors need to understand how audience, platform, timing, and positioning work together. She also breaks down the importance of metadata, keyword selection, and category strategy, especially for authors who want stronger discoverability on Amazon and beyond.

The discussion also addresses the growing number of publishing options available today. Traditional publishing, independent publishing, and hybrid models each offer distinct advantages and responsibilities. Claire explains why Amazon is convenient, but not always the best long-term strategy, and why broader distribution through Ingram can open access to bookstores, libraries, and retailers. For authors thinking seriously about self-publishing, this part of the discussion is especially important because it affects both reach and profit.

What makes this episode valuable is its grounded, realistic approach. Claire challenges authors to define success for themselves, build a strategy that fits their goals, and avoid expensive decisions that do not support their bigger vision. Whether your goal is book sales, brand growth, or long-term audience building, this episode is about making publishing work as part of a larger business plan.

If you are trying to turn a book into something that truly supports your goals, this conversation gives you a clearer framework for doing it well.

✅ Key Takeaways

Publishing strategy should come before promotion.

Authors need to think like business owners, not just creatives.

Self-publishing requires budgeting for editing, formatting, and cover design.

Author marketing works best when it is aligned with the right audience and platform.

Metadata, categories, and timing affect discoverability.

Amazon is easy, but broader distribution can create more opportunities.

Authors benefit from understanding the business behind publishing.

Book marketing begins way before a book is released.

Inclusive storytelling creates stronger connections with readers.

👑 Host Info

Rick Meekins is a serial entrepreneur, strategic business disruption advisor, podcast guest, and host of The Relentless Pursuit of Winning Podcast, where he explores what it actually takes to build, lead, and sustain meaningful businesses. With over 30 years of experience working alongside founders and leadership teams, Rick focuses on helping companies develop and implement disruptive advantages and developing platforms to explore and distribute human insight.

Interested in working together, having Rick speak, or partnering with the show? Start here:

🧭 Chapters

00:00 Introduction and Background
02:01 The Journey into Publishing
03:33 Transitioning to Coaching and Consulting
08:25 Understanding Author Businesses
09:43 Financial Considerations for Writers
10:32 Marketing Strategies for Success
12:01 Achieving Bestseller Status
17:09 Distribution and Format Impact
18:04 Choosing the Right Publishing Platform
20:19 Navigating Author Decisions
23:03 The Cost of Writing a Book
23:40 The Cost of Self-Publishing
26:33 Effective Book Promotion Strategies
28:55 Building an Author Brand
32:10 Setting Realistic Sales Goals
36:48 Starting Your Writing Journey
41:27 The Editing Process
44:47 Maintaining a Relentless Pursuit of Winning