Publishing a book? Congrats—you’ve entered a world that’s part art, part business, and part secret society. In our latest episode of Pros Talking Prose, Troy Lambert and I spilled the tea (and maybe a little blood, sweat, and red ink) on the unwritten rules of publishing—the things no one tells you until you’re too far in to back out.
Here are ten things that you really need to know if you’re about to publish (or already have and feel a little bamboozled).
1. It’s Not Just About the Book
Writing the book? That’s step one. Publishing it? That’s where the real game begins. Your book becomes a product—and products need packaging, strategy, and a plan. Traditional or indie, you need to treat your book like a business asset. InPrint Academy walks you through that transformation from passion project to professional product.
2. Nobody Cares About Your Book As Much As You Do
Brutal but true. Even if you hire a PR team, editor, or publisher, you are the world’s leading expert on your book. Marketing, pitching, podcasting—it’s on you. Your team can guide you, but they won’t walk the path for you.
3. Publishing Is a Long Game
Overnight success? More like “over-decade success.” Most authors don’t see a return until several books in. Building a career takes time, consistency, and relationships. Want a shortcut? Go to conferences, build your network, and find your author path early.
4. Advances Aren’t Free Money
If you land an advance, remember—it’s a loan. You don’t get more money until you’ve “earned it out.” Many publishers are moving away from advances altogether. Know your rights, understand your royalties, and read your contracts.
5. Amazon Isn’t the End Game
Publishing on Amazon is easy—and necessary—but it’s not enough. It’s a store, not a marketing machine. Think wide distribution. Think multiple revenue streams. Think beyond the ‘Zon. Read more about Amazon’s antics here.
6. Your First Book Won’t Make You Rich
Sorry. That first book? It’s your practice round. Most successful authors make money from series, not solos. Plan for longevity, not lightning strikes.
7. Don’t Let Vanity Be Your Publishing Strategy
Just because you can publish doesn’t mean you should—at least not yet. Rushing can hurt your reputation and your sales. Get professional input. Check your ego. Hire people who will challenge and elevate your book. You can read about the three things you should do before you call an editor.
Need help vetting editors? Grab my free Editor Hiring Checklist
8. You Need a Platform (Even If You Hate Social Media)
Whether it’s TikTok, Substack, or a solid email list, you need a place to connect with readers. Want to know where your readers hang out? Try SparkToro to match your style with your strategy.
9. Quality Wins in the Long Run
Yes, you can use AI to speed up the process, but quality always wins. Sloppy formatting, Canva covers, or weak blurbs won’t cut it. Invest in professional help where it matters most.
Pro tip: Check out Brian Cohen’s Best Page Forward for marketing that works.
10. And Finally… Build a Team
Publishing is never a solo sport. From editors to cover designers, publicists to marketers—you need people. Good ones. Ones who believe in your book, and you.
Want to learn how to build a killer team and run your author business like a pro?
👉 Register for the next Author to Authorpreneur Webinar (FREE)
Final Thoughts
You don’t have to follow all the rules. But you should know what they are before you break them. Publishing is a journey. Let’s make sure you’re not hiking it barefoot.
Watch the full episode of Pros Talking Prose: The Unwritten Rules of Publishing on YouTube.
Leave a comment: What’s one publishing rule you wish you’d known sooner?
