How Authors Unite Helped Thousands of Writers Become Bestsellers
It’s long been reported that over 80% of Americans feel like they have a book in them. Yet only a tiny fraction of those people actually sit down to try to write a book, and even fewer finish their manuscript or publish their work.
Even for those who do complete and publish their book, achieving the dream of bestseller status is far from guaranteed. In an increasingly crowded market, it’s estimated that as many as 96% of books sell fewer than 100 copies — hardly a recipe for a sustainable business model for individual authors.
During the past 14 years, per the business’ website, the Miami-based Authors Unite has helped thousands of authors achieve bestseller status. Authors Unite is an international publishing and marketing company with a specific emphasis on creating bestseller campaigns for authors. Tyler Wagner, founder of Authors Unite, oversees each client’s project, bringing a coordinated approach that has proven crucial in this sustained success.
From Self-Published Author to Marketing Expert
Wagner’s journey with Authors Unite actually began when he self-published his own book at the age of 19. “It became obvious right away that most publishers don’t put in the level of marketing needed for authors to become bestsellers,” he says.
“The marketing budget tends to focus on a few key books, but if you’re not part of that top tier, you’re left with scraps and your book disappears from the public consciousness. Since I self-published, it was all up to me. I put in the focused effort, and my book became a success and sold well. When I saw other authors struggling with their own marketing, I realized this was an opportunity to use what I’d learned and experienced to help others.”
According to Wagner, what started with him working solo has since grown to an organization that has launched thousands of successful bestselling author campaigns, with Wagner’s clients frequently landing on some of the world’s biggest bestsellers lists.
His ability to help clients reach these milestones has led to Authors Unite’s growth, especially in the nonfiction space, where a bestselling book can lead to enhanced credibility and visibility for an entrepreneur and their business.
Creating an Attractive Package
Over thousands of campaigns with thousands of authors, one of the most important truths Wagner has homed in on is the importance of creating an attractive package.
“You can throw all the marketing dollars in the world at a book, but if it isn’t packaged in a way that is enticing — that makes people want to buy it — then it won’t make a difference. For books, that comes down to the cover, title and subtitle. These are the initial things that potential readers see, and really, it’s foundational to the rest of the campaign. Even when the specific strategies change, that core fundamental of having an attractive book to present to your target reader is often going to be what makes or breaks any effort at becoming a bestseller.”
Because this element of book marketing is so important, Wagner added creation-focused services to Authors Unite, including ghostwriting, editing, illustrating and publishing. A growing network of freelance professionals have been curated along the way, allowing Wagner to match the best-fit editor, illustrator or other professional based on the needs of each individual author and the type of book they hope to release.
A Coordinated Effort
With the foundation of an attractive book package in place, authors are then ready to take part in one of Authors Unite’s bestselling author campaigns. Wagner is open about the importance of email lists in building a consistent and repeatable pathway to success.
“There are many book-focused email lists out there promising to help authors increase their sales. Of course, these aren’t all created equal. Over the years, I went through a lot of trial and error to test different platforms to find which ones worked and which didn’t. As I discovered lists that delivered real results for our authors, I would go through a process of buying out the lists or working out exclusivity deals so that we could build an absolutely massive list of engaged readers who respond well. We segment our lists based on the scope of the campaign and the type of book, but that consistent effort to build a strong list over time has proven to be the biggest difference maker for us.”
Of course, this is far from the only strategy that Wagner and his team utilize. In addition to using the Authors Unite email lists, Wagner also coaches authors on how to use their own network to give bestseller campaigns an extra boost, helps authors land podcast appearances and more. At the same time, working with (rather than against) the ever-changing guidelines of Amazon and other lists has also proven critical.
A Long-Term Focus
Wagner often advises his clients to view bestselling book campaigns as a long-term effort. Becoming a bestseller can build a solid foundation that leads to lasting returns for an author and their business.
This same long-term focus — from building email lists to refining the services offered by his company — has helped Wagner get Authors Unite to where it is today, with thousands of authors served and many more to come.
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