Authors, Build Your Lists!
Without fail, the one thing I ask every author (or publishing company) when I start working with them on selling more books is this: How many people do you have on your email list?
I always cross my fingers that they say an actual number, but a surprising amount of people (and companies) have NO WAY of capturing people’s email addresses, or (equally as surprising), that they do have a list, but they have never sent a single email to the people on it.
Here’s what is wrong with both of these scenarios. The whole purpose of having a blog, or Facebook, or Twitter, or really, anything where you interact with people is that you’re trying to build up an audience of people who are interested in your work. You’re not trying to trick anyone or be a slimy salesman, ok? You’re just collecting names of people who like you/ like your work and who will be happy for you when a new book comes out. These people will go to the trouble of opting into a mailing list if you will just give them a chance. You should give them that chance!!
Marketing people commonly say “The money’s in the list,” and this could not be truer for authors. This expression just means that if you build a targeted list of people who buy one type of thing, you are most likely going to be able to sell them related products in the future.
Here’s why you’ll hear people say “the money’s in the list,” and why it matters so much for authors—presented in a friendly, conversational way, but with a few key points numbered for clarity:
1. You Reach Readers Directly
It’s so frustrating when social media algorithms keep changing and hiding your posts. But with an email list, you cut right through all that noise. You can pop up directly in someone’s inbox, which means they’ll actually see your book launch updates or behind-the-scenes stories.
2. You Launch Strong
Ever worry that your new book might get lost among a gazillion other releases? When you have a subscriber list, you can give your fans a heads-up the moment it goes live. That early surge in sales can help your book rank better on online stores (like Amazon), which means more people see it—and more sales follow.
3. You Build a Personal Bond
An email list feels kind of like having a VIP club for your readers. They’ve signed up because they genuinely want to hear from you, so it’s easier to share personal stories, writing tips, or bonus chapters. This one-on-one vibe also means fans are more likely to leave reviews or spread the word about your books.
4. You Get Predictable Sales
If your subscribers enjoyed your last novel, chances are they’ll want your next one, too. Over time, that loyalty can give you a pretty steady stream of income. You can even team up with other authors in your genre—maybe swap newsletter mentions—and everyone benefits.
5. You’ve Got a Long-Term Asset
Platforms come and go, and algorithms change all the time, but your email list is yours. Even if your favorite social network disappears tomorrow, you’ll still have a way to reach your readers. Plus, every time you launch a new book or do a giveaway, that list can grow—and so does your potential revenue.
Bottom line: An email list isn’t just a marketing tool—it’s a backstage pass to your writing life. It gives you a reliable, personal way to connect with readers, spark excitement around new releases, and enjoy that author-reader relationship that turns casual fans into dedicated superfans. That’s exactly why “the money’s in the list” is so often repeated—because it really works, especially for authors!
The other reason why you should be building your list is because (as Tim Ferriss will tell you), having a large list of people who are interested in buying things you write is the quickest way to get your book to go to # 1 on the bestseller lists on the day it comes out. When you build your list and communicate regularly with its members, they will WANT to help you make your book successful.
If this is something you’ve been putting off, I think it’s something you should do today—really! Keep trying things until you find something that works, because these days especially, an author is only as successful as their list.