“I Want to Become a Bestseller” And Why That’s Not Enough
“I want to become a bestseller.”
Those words, as an author coach, make me roll my eyes louder than my sons do when I ask them for help with technology and they stare back at me with “Really, Mother?” written all over their faces.
Now, don’t misunderstand me. I absolutely love helping authors reach the goal of becoming a bestseller. However, that title alone is a painfully small dream for what authors are truly capable of creating.
As authors, we have access to far more than a bestseller badge. We have awards, philanthropic impact, fundraising opportunities, global change, and legacy building available to us. Yet these possibilities are often overlooked, especially by those who were told by a PR agency or business coach that “writing a book” was the next logical step for their brand.
The Bestseller Illusion
Let’s be honest. Many so‑called bestsellers achieved that title by ranking in obscure categories, pricing their book at 99p for 24 hours, and publishing little more than 20,000 words of surface‑level content.
There is nothing inherently wrong with that strategy. But is that really the summit we want to climb?
Have we reached a point where being a bestseller is the only ambition left in literature and business?
Because if that’s the case, we’ve dramatically lowered the bar.
The Language of Limitation
The same applies to phrases like “think outside the box.”
First of all, who put you in the box in the first place? Your parents? Teachers? Society?
And secondly, why on earth would you want to think outside a box when you could use it to start a fire? A metaphorical fire within you. Or a very real one on a beach under a full moon.
Then there’s “the sky is the limit.”
No, it isn’t.
There are galaxies, black holes, and wormholes waiting to be explored. And yet we keep telling ourselves the sky is as far as we’re allowed to go.
We are programmed, constantly and quietly, to limit our thinking, our success, and our impact.
Playing Small Has a Social Cost
If we say we love ourselves, feel proud of our achievements, or dare to say we want to be wealthy, we’re quickly labelled arrogant or told to “check ourselves.”
Usually by people who are too afraid to dream, let alone pursue those dreams.
That fear is understandable. From a very young age, we are taught that standing out makes us a target. Better to fit in than be bullied, ridiculed, or disliked.
But success demands the opposite.
To succeed in any field, especially publishing, we must stand out. We must aim higher. We must play full out. And that requires audacious goals.
Audacity and the Fear of Going Big
The word audacious carries a fascinating duality. On one side, it means bold, courageous, fearless. On the other, it is framed as insolent or ill‑mannered.
Is it any wonder so many people choose to play it safe?
Six figures instead of eight.
A bestseller title instead of a million copies sold.
Recognition instead of real legacy.
To be a self‑published author, or to publish through a boutique press like mine, is to be an entrepreneur. That means investing, dreaming big, creating a plan, and then executing it relentlessly.
It takes time.
It takes money.
And it takes energy that many people underestimate.
The Reality of the Author Business
Talking about becoming a bestseller alone is not enough. Just as it isn’t enough to wish for clients or hope one of the Big Four publishers will knock on your door with a seven‑figure deal.
The reality of being an author looks very different from the fantasy.
The Big Four control around 75% of the book market. Advances typically range between $10,000 and $20,000 for thousands of authors. Meanwhile, independent and boutique authors invest that amount, and often far more, into building the business of being an author.
Achieving a New York Times Bestseller title can require an investment of around $150,000 USD, largely spent on PR agencies pushing you relentlessly across mainstream media.
And those tables stacked with books at the front of major bookstores? They’re booked 12 to 18 months in advance, usually by the Big Four.
Why Business Skills Matter for Authors
This is precisely why author coaches like me insist clients understand the business side of publishing.
A book is a product. It must sell. And it must be supported by additional products and services.
Earlier in my career, I ran a software development and media marketing company for over a decade. We served global corporations and government agencies. To balance long software development cycles, we produced content on CDs and DVDs, everything from encrypted data to legal video evidence.
It was profitable. Until the internet changed everything.
That experience taught me the long game. And publishing is no different.
Diversification Is Not Optional
On average, book income alone rarely exceeds minimum wage. Diversification is essential.
Merchandise.
Speaking.
Courses.
Licensing.
Services.
Without a clear sales funnel and marketing strategy, the return on investment for writing and publishing can take years.
And then there’s the reality of how the industry values writers.
Recently, I explored opportunities on Upwork. What I found was shocking. People wanted full books written for a few hundred dollars. Others expected professional editing for $35 on 180,000‑word manuscripts.
As a publisher, I’ve even had people offer $100 for writing and publishing a book, while charging $1,000 an hour to speak on content someone else wrote for them.
The Truth About Authorship and Integrity
Many business books and autobiographies are ghostwritten. Many award submissions are handled by dedicated teams within the Big Four.
Does this mean it’s impossible to build a lucrative career as an indie or boutique author?
Absolutely not.
Russell Brunson’s book, for example, was written by someone I know and published through a boutique press. The difference is that he had the business, products, and funnels to support it, and he invested accordingly.
The Question That Matters
Publishing success requires dedication, grit, and a willingness to invest in yourself.
So the real question is this:
Are you prepared to build a business around your book and make a return on that investment?
Or are you simply collecting the title of “author” for prestige?
If you’re serious about building a sustainable author business, I’d love to hear from you. Reach out via my contact page.
And if you’re ready to take action, my 7 Week Author Course is designed specifically for authors who want strategy, structure, and real results, not just a shiny title.
Because being an author isn’t about being a bestseller.
It’s about building something that lasts.
