Can Authors Succeed in Tough Times? Absolutely!
Economic uncertainty can be daunting, but it also presents opportunities for authors to stand out. Many successful self-published authors have used tough times to connect with their audiences and grow their platforms. If you’re ready to position yourself as a thought leader, solve real-world problems, and build a thriving author business, this guide is for you!
Watch the video to uncover actionable strategies, and keep reading to learn how you can ensure your author business thrives, not just survives.
Table of Contents
1. Shift Your Mindset: Be a Driver of Change
When the world changes, your message can make a difference. Ryan Berman, author of Return on Courage, says, “When you drive change, there is an immense amplified return on your efforts.”
How to adapt your message:
- Focus on what people need right now.
- Pivot your book’s marketing to align with current conversations.
For example, self-published authors like Lanae St. John, author of Read Me, shifted her messaging to help families tackle communication challenges during lockdowns. Similarly, Todd Nyholm’s Why Do You Trouble Me So Much? gained relevance as people navigated their relationships with food while staying home.
2. Create and Share High-Value Resources
Providing free, useful resources is one of the most effective ways to increase your book’s visibility, build trust with your audience, and grow your platform. By offering something valuable that aligns with your book’s topic, you can attract readers who are genuinely interested in your expertise and keep them engaged for the long term.
For example, one self-published author created a downloadable homeschooling calendar to help busy parents stay organized. This single resource resonated deeply with their target audience and added 7,000 people to their email list in just a few weeks. Imagine the impact a similarly tailored resource could have for your book!
High-value resources work because they:
- Solve a specific problem for your audience.
- Showcase your expertise in your subject area.
- Provide an easy, no-risk way for potential readers to connect with you.
But it’s not just about creating any resource—it’s about creating the right resource.
3. Don’t Fall for Myths: People Are Still Buying Books
It’s easy to think, “Nobody is buying books during a crisis,” but this is far from the truth. History shows that books offering solutions, inspiration, or entertainment often see a spike in sales during challenging times.
How to stay visible:
- Write guest blogs on popular sites.
- Leverage platforms like LinkedIn or Medium to showcase your expertise.
- Explore digital marketing books to grow your audience and boost sales.
Self-published authors can stand out by positioning their books as solutions to their audience’s problems.
4. Plan Ahead for Resilience
Resilience in self-publishing means building systems that help you adapt to challenges and seize opportunities. One powerful question to ask yourself is, “What systems do I wish I had in place three months ago?” Use this reflection to strengthen your approach now.
Top priorities for self-published authors include building a strong email list with tools like Kit.com, which simplifies your email marketing and helps you connect with readers directly. Establishing a consistent content creation schedule—whether blogs, videos, or social media—is another key strategy to maintain visibility and engagement. Finally, invest in your author platform with an optimized website and active social channels.
By planning ahead, you create a foundation that not only supports your current efforts but also ensures your long-term success.
5. Use Social Proof to Showcase Success
Highlight examples of successful self-published authors who adapted during tough times. Real-life stories inspire and motivate your audience.
Examples:
- Jeff Ruby’s Red Rock Leadership became essential reading for leaders managing crises in their organizations.
- Lanae St. John pivoted her book’s marketing to address communication challenges at home, meeting her readers where they were.
Key Takeaways for Authors
Economic crises don’t have to stall your author career. By adapting your message, creating valuable content, and positioning yourself as a leader, you can not only survive but thrive. Successful self-published authors who take action during tough times often emerge stronger and more influential.
Take Your Author Career to the Next Level with Book Launchers
Navigating an economic crisis as a self-published author may feel overwhelming, but with the right strategies, you can turn challenges into opportunities. Whether it’s refining your message, creating valuable resources, or mastering digital marketing, the key is to stay proactive and focused on serving your readers.
At Book Launchers, we specialize in helping non-fiction authors write, publish, and promote books that make an impact. From crafting your manuscript to implementing winning marketing strategies, we’re with you every step of the way. The best part? You keep 100% of your rights and royalties.
Ready to take the next step in your author journey? Talk to a strategist about your book today and learn how we can help you make your book—and your author career—a success!
