Publisher Todd Sattersten shares insights on book launches and surpassing sales targets. He discusses the significance of hitting 10,000 to 25,000 copies in the first year, consistent sales strategies, book availability issues, enhancing Amazon book descriptions, and boosting sales through various tactics.
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insights INSIGHT
The 10,000 Copies Benchmark
If a book doesn't sell 10,000 copies in the first year, it likely never will.
Conversely, exceeding 10,000 copies significantly increases the chance of hitting higher sales milestones.
insights INSIGHT
Power Law Distribution in Book Sales
Books that sell well tend to sell exceptionally well, while many never reach a large audience.
This distribution makes it hard to define average sales figures, as outliers heavily skew the data.
question_answer ANECDOTE
Free Time Sales Concerns
Jenny Blake expresses concern about Free Time's sales compared to her previous books.
Despite efforts, Free Time hasn't reached the desired sales threshold, impacting her morale.
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What mysterious ingredients make a book launch successful? What number of first-week and first-year sales truly make a difference to a book’s longevity? What can you do to turn lagging numbers around?
In a flagship illuminating post for the industry, Todd Sattersten, publisher and owner of Bard Press, shared his findings in The Magic Number. In this behind-the-business conversation from October 2023, you’ll hear him generously talk me through how I could help Free Time get there—with a much-needed morale boost at the end.
More About Todd: Todd Sattersten is the publisher and owner of Bard Press, a book publisher that works with authors to create best-selling books in business, personal development and technology. Before Bard Press, Todd served as general manager of IT Revolution and president of business book retailer 800-CEO-READ. He is the author of Every Book Is a Startup and the co-author of The 100 Best Business Books of All Time (Portfolio, 2009). Todd lives in Portland, Oregon with his wife Amy and their three awesome kids.
🌟 3 Key Takeaways
A book launch is a set of activities to engage people and create momentum, and there is no common blueprint for success. “Each book is different—in its approach to a problem and delivery of solution. Each author is different—in what they bring to the launch. And the world itself is different every time you bring a book into the world.”
The Magic Number: The data says is that if you can get into the 10,000 to 25,000 copy range for first year sales, you have a 42% chance of selling more than 25,000 copies in lifetime sales. If you get past that 10K mark, there is a 4 in 10 chance of getting beyond 25K copies sold.
Endorsements should triangulate the reader to think this book is for them. Who is the highest comp author? A practitioner (someone doing the work or even a related recognizable company), a reader who demonstrates utility.
📝 Permission
Put your ego down. Remember, you want your readers to be better, to improve their lives. Our job is to find more people to help, and there are still so many opportunities for that. You don’t actually have to stop promoting the book after it’s launched—there is nobody stopping you!
✅ Do (or Delegate) This Next
Send a survey out to your readers and community, ideally 90 to 120 days after the book comes out. Check out the one Jenny sent here—and please take it if you can at the same time!
Free Time with Jenny Blake 