5 Lessons From Selling 300,000 Books as a Self-Published Author

Here's what I wish every author knew about self-publishing.

Hey friend,

Welcome back to the Primal Question Newsletter.

My name is Mike Foster. If you’re not familiar with me, I’m an Executive Coach to all sorts of world-changers, from Navy Seals to reality stars to non-profit founders to executives of billion-dollar companies. If this is your first time here, join thousands of growth-minded friends who read along each week.

I write this weekly newsletter to help people accelerate transformation in their lives using The Seven Primal Questions.

Today’s edition is going to be a little different.

I get a lot of questions from people who want to write a book.

They have an idea, a story, or a framework to share, and they have a ton of questions about how book publishing works and how to get their idea into the world. I’m no expert, and I can’t answer all of your questions, but I have written 7 books over the past 20 years, and I’ve learned a lot about the benefits of self-publishing in the process.

Today, I'm going to show you…

A Few Things I Wish Every Author Knew About Self-Publishing

This matters because writing a book is a huge undertaking.

Most authors will only write 1 or 2 books, so it’s important to assess which route (Traditional Publishing or Self-Publishing) best aligns with your vision. In my conversations with aspiring authors, I’ve noticed there are a lot of misconceptions around the publishing world. Most people don’t realize all the benefits of self-publishing.

With this newsletter, I hope to shed a little bit of light on the process through the lens of my own experience.

Lesson #1: Your Book Should Be One Piece of a Larger System

Many authors think their book has to contain their entire message.

They believe this one book has to capture every nuance of their life's work, so they cram every idea onto the page. The truth is, your book doesn’t need to be your whole system. It’s better to think of it like the doorway into a larger body of work.

I think of my books as the "business card" of my message.

Every book I’ve written has had some sort of “next step,” like a course, workshop, assessment, or now, coaching.

For example, when I published Freeway, I didn’t try to put every idea in the book. We created an entire experience. It included online videos, physical workbooks, and church groups. Because it was designed intentionally as a system, it did very well and sold around 150,000 copies in total.

The best part of this strategy is it frees you from having to say everything in the book. This allows you to write a lean book that people actually finish, which is unfortunately rare.

That leads me to my next point…

Lesson #2: Self-Publishing Allows You to Be Different, and Being Different Is an Advantage

Traditional publishers want you to fit into a safe, standard mold.

They want you to write about 60,000 words, follow a predictable format, and look exactly like every other book. I self-publish because I love the freedom and purity of the process. It allows me to say exactly what I want to say, exactly how I want to say it, and exactly WHEN I want to say it (it’s crazy to me that it takes 18 months to get a book into the world with a publisher).

For example, I think most books are too long. People don’t finish them.

That’s why my book, The Seven Primal Questions, is only 30k words. That’s half the length of a traditional book. According to Amazon reviews, readers love this shorter format. They feel accomplished when they finish a book in one sitting. It builds momentum and inspires them to take action. Also, some of them want more depth, which is good for the rest of my coaching business.

Here’s another example.

With Freeway, I didn’t even put my name on the front cover.

I put it on the back because the book wasn’t about me. It was about the reader. No traditional publisher would ever allow something like that. I also chose a high-quality, textured paper that felt incredible in your hands. People thought I was nuts for paying for this level of quality ten years ago, but today, plenty of books copy that same style.

Bottom line: self-publishing allows you to embrace your uniqueness, break the rules intentionally, and stand out in a world where most books look, feel, and sound the same.

Lesson #3: You Need to Know Exactly Which Game You’re Playing

I’ve never been on a New York Times Bestseller list.

Why? Because I’ve never tried to play that game, and I never want to. My game is influence, impact, integrity, and having a lifestyle I genuinely love. I’m not interested in scheming to sell 30k copies in one week to make it onto a list, only to have the numbers fall off a cliff and continue to decline over time (like most books).

I’m more interested in writing useful, recommendable books that gain traction as they age and that fuel the rest of my business.

That’s just me. You need to know what game you’re playing.

What do you want out of your book? What’s the end goal? There’s nothing wrong with trying to get on a list. It’s a great marketing badge to have, but that’s about all it is. If that matters to you, play that game and play it well.

My main point is this: healthy adults choose their own metrics for success. You need to get crystal clear about what's important to you so you don't waste energy playing someone else’s game. You’ll find much more joy and fulfillment along the way.

Lesson #4: Sales Aren’t the Only Measure of Success

Some authors worry that if they self-publish, they'll sell fewer copies, and they equate fewer sales with failure.

First, selling fewer copies isn't necessarily true when self-publishing. Even if it were, it’s not the whole story. Again, this is why it’s so important to see your book as one piece of a bigger system. But beyond business, there's something deeper here.

Writing a book is an incredible act of courage and creativity.

Most people talk endlessly about writing but never actually do it. If you finish a book and put your ideas into the world, even if it only sells a handful of copies, you've accomplished something amazing. You’ve shared your voice. You've honored your ideas.

Creating something in a world where most people sit back and critique from the cheap seats is success enough on its own. Period.

I have immense respect for anyone who follows through and completes their book, regardless of sales. I've published books that sold 150,000 copies and others that sold less than 10,000. Guess what? I'm equally proud—maybe even prouder—of the ones with fewer sales. I’d be proud of them even if they sold 5 copies.

Redefine success and celebrate the courage and creativity it takes to bring your book into existence.

This brings me to my final point…

Lesson #5: Done Is Better Than Perfect

A lot of people dream about writing a book.

They talk about it. They plan for it. They imagine what the cover will look like, who they’ll thank in the acknowledgments, and what they’ll say in podcast interviews. But very few people actually follow through.

Here’s my advice: poop or get off the pot.

You don’t have to write a book, so either write the thing or stop talking about it.

You're never going to feel ready. The timing will never be perfect. You just have to start, even if it flops.

Nobody ever knows if their idea is going to “work”.

I’ve had plenty of ideas that didn’t take off the way I wanted them to. When I released The Seven Primal Questions, I didn’t know what would come of it. I didn’t know it would spark a new movement, blow up my coaching business, and open doors for speaking. It was a risk, and none of this would’ve happened if I had sat on the idea, trying to make it perfect.

Here’s what I believe: Good things happen when we put things out into the world.

So stop sitting on your idea, and put it into the world to share with others.

If you’ve ever thought about publishing a book, do it! You don’t need a book deal. Write it. Publish it yourself. Share it with your friends.

Done is better than perfect, and finishing it is success enough.

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To your growth,
Mike Foster