Publishing a book is hard. Publishing a successful book? That’s even harder.
But after publishing 24 books and hitting the Amazon bestseller list multiple times, I’ve learned a few lessons along the way.
My latest book, “AI Change Management Made Simple: A Nine-Step Framework for Business Leaders to Drive Generative AI Transformation,” recently hit Amazon bestseller status in five categories. And while I’m proud of that achievement, what excites me most are the lessons I learned along the way.
Here are seven actionable lessons from this book launch that you can apply to your next book—whether it’s your first or your twenty-fourth.
Lesson 1: Repurposing Still Works (And It’s Easier Than Ever)
The Strategy: I didn’t start from scratch with this book. Instead, I repurposed a course I’d already created on Udemy called “Stress Free Change Management for Generative AI.”
Here’s my exact process:
- I created a custom GPT called “Write Like Me GPT” and trained it on my writing style using excerpts from my previous books.
- I exported the course transcripts (the notes beneath each slide)
- I converted these into PDFs, one chapter at a time
- I fed them into my custom GPT with instructions to transform the content into manuscript format
The Reality: This wasn’t a “press a button and done” situation. I still needed to edit, refine, move content around, and remove redundancies. But compared to writing from scratch? This saved me dozens of hours.
Key Takeaway: If you have content that’s performing well in one format (blog posts, YouTube videos, courses, presentations), you already have the foundation for a book. Use AI tools strategically to accelerate the transformation process.
Lesson 2: Always Order a Proof Copy of Your Paperback
The Mistake I Almost Made: I relied solely on Amazon KDP’s digital proof tool to check my paperback formatting. Everything looked fine on screen: margins were good, text was readable, images were clear.
Then my physical proof arrived.
The Problem: The font was tiny. Comically small. You’d need a magnifying glass to read comfortably. Why? When I uploaded my Microsoft Word file, KDP’s tool automatically adjusted it to a different trim size, dramatically reducing the font.
The Fix: I had to update the entire book with a larger font size. This doubled the page count from 40 pages (which looked like a pamphlet) to 80 pages (which actually looked like a legitimate book).
Here’s a short video that shows you the difference
Key Takeaway: Digital proofs catch some issues, but not all of them. Always order a physical proof copy before your official launch. Hold it in your hands. Flip through it. Make sure it’s something you’d be proud to give someone. The small cost and extra few days are worth avoiding a launch day disaster.
Lesson 3: Ask for Reviews Early, Often, and Strategically
Why Reviews Matter: Amazon’s algorithm heavily weighs customer reviews. They provide social proof. They influence buying decisions. And there’s a big difference between a book with 17 five-star reviews and one with 5,000 reviews averaging 4.1 stars. I’d buy the latter every time.
My Review Strategy:
I started reaching out for reviews weeks before launch. Here’s what worked:
- I offered free copies in exchange for honest reviews (not just positive ones)
- I created a simple Google Form for people to sign up
- Instead of mass emailing everyone, I followed up one-on-one through personal Gmail
- When I had 100+ interested reviewers, I used YAMM (Yet Another Mail Merge) to create personalized email templates
The Results: I secured several reviews shortly after launch. Some were three stars, some were four stars, and yes, some were five stars. That’s exactly what I wanted: authentic feedback.
Important Note: I never ask for positive reviews. Some people who received free copies didn’t give five stars, and that’s perfectly fine. Critical reviews help me improve my next book, and having a range of ratings actually builds more trust with potential readers.
Key Takeaway: Don’t wait until launch day to think about reviews. Start your outreach early, make it easy for people to sign up, and follow up consistently. For small batches (under 10 people), personal emails work great. For larger groups, invest in a mail merge tool to maintain that personal touch at scale.
Lesson 4: Create an Audiobook Using Virtual Voice (It Takes 5 Minutes)
The Old Way: I used to hire professional narrators to create audiobook versions. This process took weeks and cost hundreds of dollars.
The New Way: Amazon’s Virtual Voice technology changed everything.
After publishing my ebook, I got the option to create an AI-narrated audiobook. The entire setup took less than five minutes:
- Choose a voice (masculine or feminine)
- Select an accent (British or American)
- Review and approve
The Limitations: You have limited control. You can’t add new text or make major changes. You can adjust some phonetics if there are pronunciation issues, but that’s about it.
The Upside: This creates an entirely new revenue stream with almost zero additional effort.
The Numbers:
- 20 audiobook sales that I never specifically marketed
- Most were upsells (75% of audiobook sales came from ebook buyers)
- Amazon offers the audiobook as an add-on for just $1.99 when someone buys the ebook (instead of the standalone $3.99 price)
- Total additional revenue: about $13-14
Is $14 life-changing? No. But it’s $14 more than I’d have without the audiobook, and it increases the chances people will actually consume the content (some prefer listening while driving or at the gym).
Key Takeaway: If your book qualifies for Virtual Voice (it’s still in beta and not all books qualify; those with heavy charts, tables, or textbook-style content might not), enable it. It takes five minutes and creates passive income. I’ll be enabling this feature for every book going forward.
Lesson 5: Plan for Bestseller Status to Take Time
What I Expected: In the past, achieving Amazon bestseller status was relatively quick. High sales velocity on launch day meant the bestseller banner would appear within hours.
What Actually Happened: This time, the bestseller banner didn’t show up until day three or four after launch.
Why This Matters: I had to completely adjust my marketing strategy. Instead of focusing all my promotional efforts on one big launch day, I had to sustain momentum over three to four days.
The Risk: If I’d only pushed hard on day one and then stopped, my sales would have dwindled by day three (right when Amazon’s algorithm finally caught up). I would have lost the bestseller status despite having the sales numbers to earn it on day one.
Proof: My Amazon Best Sellers Rank was pretty high on launch day—definitely bestseller territory. But the banner didn’t appear until days later.
Key Takeaway: Don’t put all your eggs in the launch day basket. Plan for a 3-4 day promotional push. Amazon’s bestseller algorithm is a bit hit or miss on timing, so sustained sales velocity is your best insurance policy for actually getting that orange banner.
Lesson 6: Mail Hard Copies to Thought Leaders
The Strategy: Amazon KDP lets authors order copies at cost (about $2 per book for mine). While you still pay for shipping even with Prime, this creates an incredible marketing opportunity.
What I Did: I ordered 70 copies of my book and started mailing them to:
- Friends and colleagues who’d appreciate the content
- CEOs and executives in relevant industries
- Thought leaders with engaged audiences
Each book included a personal note: “I thought of you when I wrote this. I think you’ll find value in it.”
The ROI: One CEO I sent the book to was on a Zoom call with a client struggling with AI transformation. She had my book on her desk, held it up on camera, and recommended they buy copies for their entire team.
That one moment of organic word-of-mouth marketing would have cost hundreds of dollars to achieve through traditional advertising.
The Math:
- 70 books × ~$2 = ~$140
- Amazon shipping = ~50
- Shipping costs (via media mail in the US, the cheapest option for books)
- Total investment: a few hundred dollars
- Potential reach: If one person with 100,000 followers posts about your book, that exposure alone is worth the investment
Bonus: Mail two copies instead of one. Here’s a short video of me talking about why:
Key Takeaway: Physical books are powerful marketing tools. Identify 20-50 thought leaders or decision-makers who could benefit from your book, and mail them copies with personalized notes. The upfront cost is minimal compared to the potential word-of-mouth exposure and relationship-building opportunities.
Lesson 7: Give Insane Value (In the Book AND Beyond)
The Foundation: Rule number one of self-publishing: Write a really, really useful book. Always add genuine value. Make readers think, “I’m glad I spent my time and money on this.”
The Problem: Amazon doesn’t share customer data with authors. You have no way to connect with your readers for future books, consulting opportunities, or other offers.
The Solution: Offer an irresistible free bonus in exchange for email addresses.
What I Did: For “AI Change Management Made Simple,” I created nine free downloadable resources:
- AI Vision Document template
- Governance Model framework
- Gap Analysis tool
- Rollout Plan template
- Risk Management Plan
- Communication Plan
- Tool Selection Framework
- Plus two additional resources
The Strategy: Throughout the book, I reference these templates. “In the Rollout Plan you downloaded earlier, you’ll find details for this specific step—just copy, paste, and apply to your organization.”
The Results:
- Increased email signups
- Readers complimenting the time-saving value
- Higher perceived value of the book itself
- A growing email list for future book launches
The Permission: I don’t even ask for credit. Readers can use these templates within their organizations, modify them, and make them their own.
Key Takeaway: Don’t just write a good book. Create an ecosystem of value around it. Your lead magnet should be so valuable that people would pay for it separately. This builds your email list, increases reader satisfaction, and creates opportunities for future engagement. Give generously, and readers will reward you with loyalty and word-of-mouth marketing.
Final Thoughts: The Meta-Lesson
After 24 books, here’s what I’ve learned: Publishing success isn’t about luck or having some secret insider knowledge. It’s about:
- Systems over inspiration – Repurposing content, using AI tools strategically, and building repeatable processes
- Quality over perfection – Ordering proof copies, gathering honest feedback, and iterating based on what you learn
- Relationships over transactions – Building an email list, mailing books to thought leaders, and genuinely helping your readers
- Patience over quick wins – Understanding that algorithms take time, reviews accumulate gradually, and sustainable success is a marathon, not a sprint
The book publishing landscape is changing rapidly, especially with AI tools making content creation and repurposing easier than ever. But the fundamentals remain the same: create something valuable, get it in front of the right people, and build genuine relationships with your readers.