I Am the Messenger. Please Don’t Shoot Me
When authors come to me asking why their self-published book isn’t selling, I take a deep breath. I know what’s coming. The conversation usually goes something like this:
Author: “My book has been out for six months and I’ve only sold twelve copies. What am I doing wrong?”
Me: “Well, let me take a look at your book page… ah, I see several things we could improve. First, your cover isn’t quite hitting the genre markers. Fantasy readers expect certain visual elements that signal ‘this book is for you.'”
Author: “But I love my cover! I designed it myself!”
And there it is. The first drop in what will become an ocean of resistance.
The hard truth about book marketing is that the answers are rarely simple or easy to implement, because many authors learn the entire process of self-publishing with their first book and leave out alot of things along the way. When your book isn’t selling, it usually means something fundamental needs to change. Maybe your cover looks amateurish compared to bestsellers in your genre. Perhaps you need to write a prequel novella as a reader magnet to build your email list. Or you might need to create an author website to establish your platform.
Sometimes the issues run even deeper. Your book description might not be compelling enough to hook readers. Your opening chapters might need restructuring to better grab attention. Your pricing strategy might be off for your genre. Or – and this is the really tough one to hear – you might need to write more books because readers are hesitant to invest in a single standalone title from an unknown author.
These aren’t small tweaks. They’re major undertakings that require significant time, effort, and often money. No one wants to hear that the cover they lovingly crafted needs to be completely redone, or that they need to write an entirely new book to give away for free.
I’ve seen the range of reactions: denial, anger, bargaining. “But my mother loves the cover!” or “Can’t I just post more on social media instead?” or “What if I just lower the price to 99 cents?” I understand the impulse to look for an easier solution. Who wouldn’t?
The resistance often comes in waves. First, there’s the initial shock of realizing the scale of changes needed. Then comes the defensive phase, where authors try to justify why their current approach should work. Finally, there’s the overwhelming feeling of “I have to do ALL of this?”
I understand the frustration. You’ve already poured your heart and soul into writing and publishing your book. You thought the hard part was over. But in today’s saturated market, writing a good book is just the beginning. The publishing landscape has changed dramatically. Readers have more choices than ever, which means your book needs to meet professional standards in every way to compete.
So when authors shoot me angry looks or defensive responses, I get it. I’m the bearer of unwelcome news. I’m telling them their baby is ugly (or at least, their baby’s outfit isn’t attracting the right attention).
But here’s what I wish every author understood: I’m on your side. I want your book to succeed. When I suggest major changes, it’s not to discourage you – it’s because I’ve seen what works. I’ve watched authors implement these strategies and transform their sales from trickling to flowing.
Yes, creating an email list is a lot of work. Yes, redesigning your cover is an additional expense. Yes, writing more books takes time away from marketing the one you’ve already published. But these aren’t arbitrary hoops I’m asking you to jump through. They’re proven pathways to finding and connecting with readers.
The authors who succeed are the ones who eventually move past the resistance. They take a deep breath, look at their book objectively, and commit to making the necessary changes. They understand that publishing is a business, and sometimes business decisions require tough choices.
So please don’t shoot the messenger. I know the journey is longer and more complex than you hoped. But if you’re willing to do the work – to make the big changes needed – your book can find its audience.
And nothing makes me happier than when an author comes back months later to tell me, “You were right. The new cover made all the difference.” Or “That reader magnet you suggested? I now have 500 subscribers on my email list.”
Because ultimately, that’s what this is all about: helping your book reach the readers who will love it. Even if we have to ruffle some feathers along the way.
Sometimes being the messenger means delivering difficult news. But I’ll keep doing it, because I believe in your book’s potential. I just need you to believe in it enough to make the changes that will help it succeed.
