by Kennisha Thornton

Recently, I listened to a traditionally published author share her perspective on the differences between self-publishing and traditional publishing. What stood out most was her honesty—she didn’t speak negatively about self-publishing, but she did highlight one of its biggest challenges: distribution.

In traditional publishing, authors often benefit from established distribution networks. Their books are more likely to appear in major bookstores, libraries, and widely recognized online retailers. This built-in reach can significantly increase visibility and accessibility.

On the other hand, many self-published authors struggle in this area. Without the backing of a traditional publisher, getting books into the hands of readers can feel like an uphill battle. However, the landscape has evolved. Platforms like Ingram Spark have created opportunities for independent authors to access broader distribution channels, including online retailers and bookstores.

While distribution is a valid concern, I believe one of the biggest challenges in self-publishing goes even deeper: marketing and sales knowledge. Writing the book is only part of the journey. Successfully selling it requires strategy, consistency, and an understanding of how to connect with your audience.

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3 Sales Strategies Every Author Should Use

1. Build a Relationship-Driven Audience

Your book sales are directly tied to your audience. Instead of focusing only on selling, focus on building trust and connection.

• Grow an email list and communicate regularly
• Share your journey, insights, and behind-the-scenes moments
• Engage with readers on social media authentically

People are more likely to buy from authors they feel connected to. When your audience feels like they know you, they’re more invested in your success.

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2. Leverage Strategic Partnerships

You don’t have to market your book alone. Collaborating with others can expand your reach quickly.

• Partner with influencers, bloggers, or podcasters in your niche
• Connect with organizations, schools, or community groups
• Cross-promote with other authors

Strategic partnerships allow you to tap into established audiences who are already interested in your message or genre.

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3. Create Consistent Sales Opportunities

Many authors launch their book once and stop there. Instead, think of your book as a product that needs ongoing visibility.

• Host book signings, workshops, or speaking events
• Offer your book as part of a service, course, or bundle
• Run promotions or themed campaigns throughout the year

Consistency creates momentum. The more opportunities people have to discover your book, the more sales you generate over time.

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Whether you choose traditional publishing or self-publishing, success doesn’t happen by accident. Distribution matters. Visibility matters. But most importantly, your ability to market and sell your book will determine how far your message goes.

Your book deserves to be read—and with the right strategy, it will be.

Ready to take your storytelling to the next level? Subscribe to my YouTube channel for daily tips, strategies, and inspiration!