Achieving bestseller status for a book is a coveted goal for many authors, but it’s essential to understand the prerequisites and tradeoffs involved in launching a bestseller campaign. This article will share some requirements for a successful bestseller campaign and tradeoffs you should consider before going to the bestseller list.
Secure a contract with a traditional publishing house
It’s a well-known fact that The New York Times has a particular bias towards books from big publishing houses, making it difficult for self-published or hybrid authors to make it onto their bestseller list.
That is why many successful books, such as James Altucher’s Choose Yourself, have sold hundreds of thousands of copies yet have never appeared on The New York Times list, despite outselling the majority of books on that list.
Develop a practical strategy to secure over 10,000 pre-orders
Achieving a spot on The New York Times Bestseller list cannot be achieved through wishes and hopes alone. To make it onto the list, you need at least 10,000 pre-ordered books through sales channels that The New York Times recognizes as valid. It includes bookstores that report their sales to the New York Times, Amazon, iBooks, and other major channels.
It’s important to note that simply ordering 10,000 copies from your publisher won’t be counted, and bulk sales are often ignored by The New York Times. Many experts will tell you that you only need 5,000 sales to hit the bestseller list, but for unknown or first-time authors, the bar is much higher.
To achieve 10,000 pre-orders, you need an existing audience willing to pre-order your book or be prepared to spend significant money to buy your way onto the list.
Obtain coverage from reputable media outlets to establish credibility for your book
Validate your book by securing coverage from reputable media outlets. While it’s not essential, more range from notable sources can increase the likelihood of your book being considered “valid” by major newspapers like The New York Times editors.
Remember, the publishing industry is a popularity contest, and gaining visibility in the right places is critical. Focus on media sources based in NYC or widely read by the coastal elite, as they hold significant influence in the industry.
The tradeoff of going for a Bestseller List
Securing a publishing deal can be challenging, even with an agent and a strong book proposal. Today, it’s even more difficult without a significant audience to market to. Many authors invest considerable time and energy but must land the desired deal. When you sell your book, you lose control over your intellectual property and must pay the new owners for copies if you want to promote yourself or your business using the book. It significantly limits your options.
Furthermore, publishers may ask you to write a book that aligns differently with your vision or goals. They may request you to broaden your topic to appeal to a broader audience rather than positioning yourself as an expert in a specific area.
Remember that publishers primarily focus on selling copies, not promoting your business or personal brand. They may also make decisions that negatively impact the aesthetic of your content and detract from its effectiveness for your intended purposes.
Achieving bestseller status for a book is a desirable goal, but it requires a strategic approach and a significant investment of time and resources. Understanding the prerequisites and tradeoffs of launching a bestseller campaign is essential.
By weighing the potential benefits against the costs, authors can make informed decisions about whether to pursue bestseller status and how to set themselves up for success.
