In my work with authors, I've noticed that they continue to make these same easy-to-avoid mistakes when publishing their books. Here are the most common missteps and how to sidestep them!
1. A Too-Clever Title
I love a double entendre, pun, or sideways cultural reference as much as any literary type, but best-selling ebook titles signal to the reader exactly what they will get when they buy the book. Instead of being clever, aim to be clear, especially for non-fiction. Your title and subtitle should include the words that your readers will search for when looking for a book like yours.
2. Not Delivering on Reader Expectations
The top reason for poor book reviews is that the actual book does not align with readers' expectations. Romance readers have specific expectations for "sweet" or "steamy" novels, while business readers expect actionable strategies. The best way to avoid this problem is to recruit early readers (or beta readers) who read widely in your genre to give you feedback on your book description and category before you publish.
3. A Weak Book Description
The book description should be as detailed as the distribution site allows. Amazon permits up to 4000 characters (approximately 750 words), yet few listings contain even half that number. Make your description simple, benefits-oriented, and easy to understand. Consider including a bolded 1-sentence headline at the beginning that immediately grabs your reader's attention. Study descriptions of current best-selling books in your category when writing yours.
4. Pricing Strategies That Don't Reflect Current Markets
While Amazon's royalty structure still encourages the $2.99-$9.99 price range, pricing strategies have evolved. When publishing widely, consider value-based pricing: introductory works or shorter content ($0.99-$4.99), standard full-length books ($5.99-$9.99), and premium content like technical manuals or comprehensive guidebooks ($14.99-$49.99). With AI-generated content flooding the market, quality books can often command higher prices than previously. Use your distribution dashboard to experiment with different price points.
5. Not Building a Strategic Marketing Ecosystem
Simply distributing your book and sending a few emails is no longer sufficient in today's crowded marketplace. Successful authors now build comprehensive marketing ecosystems including email newsletters, strategic social content, podcast appearances, and targeted advertising. Start building your audience at least 3-6 months before publication, and maintain consistent marketing for 18-24 months after release.
6. Focusing Too Narrowly on Single Platforms
While Amazon remains dominant, the publishing ecosystem has diversified significantly. Exclusive strategies focused solely on Amazon algorithms miss opportunities on growing platforms like Apple Books, Kobo, Google Play, and direct sales. Rather than spending excessively on Amazon ads, develop a comprehensive strategy that reaches readers where they actually browse and buy. Consider how library distribution platforms and subscription services fit into your overall strategy.
7. Neglecting Strategic Reviews
Professional reviews and reader reviews remain critical, but the approach has evolved. Beyond traditional review services like NetGalley, consider podcast interviews, BookTok/BookTube features, and specialized review platforms for your genre. Develop a systematic approach to soliciting reviews from early readers and verified purchasers, focusing on platforms most relevant to your target audience.
8. Not Leveraging Author Collaborations
The collaborative publishing ecosystem continues to provide some of the most effective marketing opportunities. Consider anthology projects, newsletter swaps, co-hosted events (virtual and in-person), and collaborative promotional bundles. Building genuine relationships with authors in adjacent niches can open opportunities that algorithm-focused strategies miss.
9. Missing Market Position Clarity
Market research remains fundamental to success. Analyze current best-sellers in your category: their positioning, cover design trends, pricing strategies, and reader engagement approaches. Identify how your book meets similar reader needs while offering something distinctive. This clarity should inform everything from your cover design to your marketing language.
10. Abandoning the Long Game
Publishing success increasingly requires sustained effort and multiple titles. Your first book is just the beginning of your publishing ecosystem. Plan to promote each book for at least 18-24 months, and leverage what you learn to improve your approach with subsequent titles. Consider developing a content strategy that spans multiple books, formats, and reader touchpoints to build sustainable momentum.
I'd love to hear from you if you have other tips or if you've encountered different publishing challenges! Please comment on the post and share!