Self-publish The Bestseller Inside Of You: A How-To

self-publish bestseller

Amazon said, “Let us know when you are next in Seattle. We want to do some stuff with you.”

I had no plans to be in Seattle. Zero.

So I booked my ticket and called them back. “Guess what! It turns out I’m going to be in Seattle next week.”

Great! Let’s do some videos.

I shot about 20 videos for Amazon. As always, it’s an education to spend time with the largest bookstore in the world.

I’ve self-published many of my books, including my three best-selling books: “Choose Yourself“; “Reinvent Yourself“, and the “Choose Yourself Guide to Wealth“.

One person once wrote me, “Do you only self-publish because no publisher wants your books.”

I didn’t write back. He was mean! But I’ll answer here: No.

Maybe back in 2011 I didn’t want to go through the process (AGAIN) of begging a publisher to publish my 7th or 8th book.

I love self-publishing. I will tell you why. I hope you do it as well.

Why do I hope you do it? I don’t really know. Maybe you feel you need “permission” from editors, agents, peers, publishers, marketers, bookstores.

Maybe this is a love letter to my dear friend: you don’t need permission. You are special and worthy of love without it.

I’m going to list the reasons why I like to self-publish, how to get started on writing, and whether or not there is any negatives.

Let us go then, you and I!


I live and breathe on challenges. I make every day a game. The other day I had to hug someone for 30 seconds or more. A stranger.

I was with a friend and I told her the challenge. I told her I was too afraid to do it. I was terrified.

She said, “Ok, if you don’t do it within 20 minutes I’m going to do it first. I will shame you.”

The next person who walked by… I said, “Can I hug you?”

He said, “Uhh, ok?”

And so I hugged him and I wouldn’t let go. He said, “Is this good now?” And I said, “No” and kept hugging. He said, “Uhh, I have to get to work now.” And after 30 seconds I let go.

Challenge done.

I gave myself another challenge a few years ago. Write and publish a small novel in a weekend.

I did it. I finished by Sunday night and uploaded it to Amazon under a pseudonym. In world history, you would never have been able to write AND publish a book in a single weekend.

With a traditional publisher, you write an outline and a few chapters, you get an agent, who submits to editors, who convinces a marketing department, who convinces a publisher, who begs bookstores to buy it. Then they buy it from you.

I love traditional publishers and agents because they loves books. I love talking to editors about books. I still want the love of editors. So this is not against them.

But I like speed. From the first time you put words on a paper, until you see your book traditionally published, will take you one to two years.

I took a weekend on a novel. My typical self-published book is around six months.

Another friend of mine publishes a book every two or three months. Another friend writes fantasy novels –maybe two or three a month.

He’s sold over two million copies of his books. All through self-publishing.


Seth Godin asked me, “How do many people pick the books they buy?”

I don’t know.

He said, “They see the books on the bestseller table.”

His point: people SEE a book. You have to make your cover look like a bestseller.

The best designers in the world are freelance. They pick and choose their clients.

For my last book, “Reinvent Yourself” I noticed something unusual. People wouldn’t just say, “I’m reading “Reinvent Yourself”. I always noticed they tweeted the photo.


Because it’s beautiful. It’s a work of art. The designer (cc Pamela Sisson) spent about four or five months working on nothing but that cover.

Cost: $3000. But I’m sure the cover alone has sold more than that many copies.

Interior design was also key. I hired the best interior designer (cc Erin Tyler). And my own editor. And someone to help me format it right for Amazon.

Then I determined the price. I want readers more than money (I’m a big believer in Kevin Kelly ‘s “1000 true fans” concept).. So I price as low as I possibly can.

Then I get to determine all of the marketing. Then I get to raise and lower price or offer the book in various bundle deals to subscribers of my email newsletter. And so on.

Soon I will make the audio book. I control those rights as well. And I hired a foreign rights agent to sell the rights in other countries.

Choose Yourself“, a self-published book, I’ve sold the rights in over 12 countries.


The first writing we can decipher has to do with basic accounting. “I made 4 here, and lost 3 there.” Something like that. Profit and Loss.

The oldest story in the world: Money.

The people with the money controlled the information. Controlled the stories.

When Gutenberg made his little press,one group was very upset: Monks.

Would easy distribution take power away from the Monks who were the publishers of the 1400s.

The answer was yes.

And now anyone can write and publish a book. The dissemination of how YOU feel about he world can now be written down and published.

Nobody can tell you “no. “No publisher in NY or LA can say, “the market is not ready for this.”

YOU and I are ready for this. So let’s write it.

Have I told you yet how much I love you? I’m a slut for words.


  • You don’t need to be a good writer.
  • You don’t need to have a good story
  • You don’t need to have anything to say.

Write a book of blank pages. Write a book of graffiti written on toilets.

Or, write the best science fiction novel of all time (both “Wool” and “The Martian” were originally self-published).

You now have permission to write.


In 1995 I wanted to make a website. I never did it. But here was the idea.

Every day I’d take a picture of the most beautiful person (woman or man) that I saw. I’d write down WHY.

Then I’d take a photo of the ugliest person I saw (other than the man in the mirror) and write down why.

I’d put the photos on a website each day and invite comments.

I know. It’s mean. The web can be cruel. Meaning, the humans who make it can be cruel. And, believe me, much cruelty has been inflicted on me on the world wide web.

But maybe this would be a fun idea for a book.

Or not. But nobody can stop me.

I have so many stupid ideas for books it’s almost scary how stupid and mean I am.

One of these days I will write all of them. Or one of them. I don’t know. Some of them. Certainly some of them.


Here are my advances from traditional publishers (I’m trying to remember them since it’s over the space of 13 years).

Trade Like A Hedge Fund“: $5,000
Trade Like Warren Buffett“: $7500
Supercash” (I finally got an agent): $30,000
The Forever Portfolio“: $100,000
Investing for the Apocalypse“: (I fired my agent and had to find my own deal): $60,000
The Power of No“: $15,000

Here’s what I made from just one of my self-published books:

Choose Yourself” (priced mostly at 99 cents): between $300-400,000 (including foreign rights, which sold to many more countries than my traditionally published books.)

The Rich Employee“, “Choose Yourself Guide to Wealth” and “Reinvent Yourself” are all on a similar course.

But that’s not all. I kept begging my publishers to help me focus on career choices rather than just how to make a single book a success.

With “Choose Yourself” I was able to focus on number of readers. Then I was able to provide additional services and opportunities for readers and for other writers who I felt offered valuable opportunities to readers.

I made a little business out of that. The business has books, podcasts, courses, special reports, etc. Because I have control over my writing I can control my success.

I will care for my career if nobody else will.


Marketing for a book is very difficult.

After 18 books, I think I am starting to have a grasp on it. One time I tried to show a publisher some tricks of how I did marketing.

She said to me, “I’ve been marketing books for 19 years, I think I know what I’m doing.”

And I hit myself because it’s my fault I didn’t present better.

I tried to help some more. I wrote some ad copy for the book for them to send to their email list.

They wrote their own copy and sent that. Inside of their own copy for my book they had links out to ads for other books. They didn’t really care about me. They sold almost none of my book on a two million person list.

I should have just rented their list and put my copy on it.

Well, now I could do whatever marketing I want.

I can rent email lists. I can bundle with other products. I can hold contests and do giveaways.

I can control price. I can build Facebook “look-a-like” lists and market to those lists. I can advertise on Snapchat, LinkedIn, Twitter.

I can test with small amounts of money and see what the most profitable routes are so I can scale.

I can try out different types of copy to see what works the best.

And on and on. This is an entire topic by itself.


I look at my friends who self-publish or “alt-publish” and I learn so much. I try to learn from everyone.

Kamal Ravikant wrote his book, “Love Yourself” a few years ago. He claims I convinced him to write it but I think he forgets the real story.

I DIDN’T want him to write it. I wanted to take his story and make it a blog post. I am totally selfish and willing to screw over even my own friends!

But he said, “Uhh, I think I’m going to make this a book.”

And then he did something that ZERO publishers would say “yes” to.

He wrote and published a 70 page book. Publishers HATE 70 page books. For them a book is a strict 60,000-80,000 words. NOT 10,000 words.

But Kamal proved them wrong. 2300 positive reviews later he proved them VERY wrong. It’s one of those most inspirational books ever written.

For me, he changed the definition of what a book could be. It could be small. it could be too big. it could be whatever you want.

And one time I was watching a talk being given by my friend, Tucker Max. He blew my mind with one thing he said.

In the talk he says, “What if you want your great-grandkids to know your family’s history. You can now write it in a book and publish that on Amazon.”

Nobody will buy it! Only your great-grandkids. And their great grandkids.

But there it is: your family history. Never before could someone do that because no publisher would have deemed it worthwhile.

But it IS worthwhile. Your family history is priceless to your descendants. And now it can be made into a book.

So the definition of a book is up to you. It’s no longer up to a handful of four publishers with a small army of editorial assistants who have the power to “yes” or “no” a good idea.


Publishers are getting smart. They often look at self-published books as the minor leagues of publishing.

“Wool” was self-published, sold a few hundred thousand copies and then went to Simon & Schuster for a big advance and mass distribution.

Same with “The Martian” which not only became a huge bestseller, but a movie (note: both Hugh Howey (“Wool”) and Andy Weir (“The Martian”) have come on my podcast to tell the story.

And a tiny book called “50 Shades of Grey” was self-published, sold about 250,000 copies before it was picked up by (I think) Simon & Schuster and then sold 150,000,000 copies. More than every book in the Harry Potter series combined.

Another friend of mine is about to take his self-published book and offer it to publishers. He thinks he will get about a $500,000 advance .

For “Choose Yourself“, I got the call from publishers after it was self-published. But I decided not to go that route. I am afraid I am too much of a control freak.

The other day, for the first time, I saw two copies of “Choose Yourself” in a bookstore. Go Amazon!


We all have at least one horrible book in us.

In 1991 I wrote a novel called, “The Porn Novelist, The Romance Novelist, the Prostitute, and They’re Lovers” , riffing the title off of a movie: “The Cook, The Thief, The Wife, and Their Lover”.

I never did anything with it.

But now, if I want (which I don’t), I can publish it.

People often have the hardest time with the first book they write. It’s a milestone. It’s what divides the “writers” from the “book writers”. Well…take that horrible book out of the box you put in storage and publish it.

Then write your next book.

Every great writer I know wrote a horrible first book.


In any industry, there’s an urge to stereotype. If you write finance books, a publisher won’t want you to write a dystopian novel. And so on.

I’ve written non-fiction, fiction, a children’s book, personal improvement, finance, etc.

It doesn’t matter. I will write whatever I want. And I’ll write forever.

Nobody can stop me.


Let’s say you are up for a consulting or speaking gig.

One person wrote a book and the other didn’t.

Who will get picked?

It might seem unfair that it boils down to that. But I will tell you for sure: 9 times out 10 the person with the book will get the gig.

Nobody can tell who is 10 or 20% better or worse. All they see is the book.

[RELATED: How to Self-Publish a Bestseller: Publishing 3.0]



A lot of people have a story. A message. A vision. But have no time to write a book. It’s hard to write a book.

This is why I like Tucker Max’s business model, “Book in a Box” – tell them your book, they interview you extensively, and six months later (maybe less) your book is published. You now have a book.



I have two very smart, very talented friends, who are having a hard time getting a publisher.

Both of these friends are being jerked around by everyone who keeps throwing ideas at them.

But they should just write their books and publish them. Instead, they say things like, “I need a traditional publisher. Too much stigma.”

Fair enough. I can’t argue with someone’s beliefs. I know only what is good for me. And even then, I usually don’t even know that (I have to be honest about this).

But let’s go to the data.

AuthorEarnings. com has good data.

Here are the facts:
A) Self-published books have higher star ratings than traditionally published books (on average).

In other words, they are better.

B) Self-published books have better ranks (on average) than traditionally published books.

In other words: they sell more.

Is there a stigma? That’s up to you and your private thoughts at three in the morning.



That’s ok. I hate marketing also.

Ultimately there is only so much marketing a person can do.

Here are the two real secrets of book marketing:

a) Write a book people will share.

Your readers are your best marketers. Write the sort of book someone will tell their friends about.

It doesn’t matter how many ads, reviews, podcasts, book signings, letters, whatever you do.

If a reader won’t tell a friend about your book, then your book is no good and won’t sell.

b) Write the second book.

“The Martian” was Andy Weir’s second book. His first book sold ZERO.

“Wool” was Hugh Howey’s tenth (I think) book. I never heard of him before “Wool.”

And EL James had 5 million fans of her Twilight fan fiction on fan fiction. net before she wrote her first book.

But here’s the important thing. Publishers won’t market your book either. They can “announce” your book. But a week later they have five more new books to announce.

You are the one one in charge of your marketing, your career, your process.

Nobody else.

For your entire life. For every project you ever do. For every relationship you have.



The typical National Book Award Winner (in the United States) will sell 2500 copies of their book.

Less than most blog posts.

So why write a book?

A blog post is a certain format. You can write a blog post in a day or a few weeks. A book is a different format.

With a good book I get the sense that the author takes his or her very best thoughts and crushes them down like coal into diamonds before fitting them in between two covers.

That’s ok if a book sells only a few copies. You deliver your very best thoughts to your very best readers.

And then both sides celebrate. Because a book is an event.

It’s a party of words. It’s a bloodbath of your fears. And now you’ve given them as a gift. To me.



I don’t really know. I wanted to be a writer when I was 12 years old. I wanted to publish a novel when I was 23 because I wanted to be a prodigy and I so clearly wasn’t.

I wanted to write because I felt it was the only way I could express myself so people would like me. I was too shy to express myself in other ways.

I wanted to write because I wanted people to think I was smart and clever and look up to me. I felt if I wasn’t special in some way that I would have a bad life.

I was wrong. I was so wrong about everything. What I really needed was therapy of some sort.

I’ve done many things since my first desire to write a book. And most of them have twisted themselves into misery.

But I love books. I love writing. I want to share that with you. I want you to have the pleasure I have felt from seeing my own book out there.

And maybe I want to justify my choice. But I believe in this also. I want you to share my pleasure.

And I want you to read my next book. And yes, I want you to love me because perhaps I don’t love myself as much as I would like.

Ultimately a book is a love letter. From me/you to all the strangers in the world I am afraid to talk to but I want to. I really want to.

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  • Forgive me for being a new reader, but do you generally share articles on Twitter and Facebook before posting on your blog? It’s an interesting strategy I haven’t heard of yet.

  • Andreas Moser

    But do you also print the books yourself?

  • Richard Linn


    Everything you write is amazing – filled with raw emotion, honesty, and vulnerability. It is wonderful. I am also very impressed with the amount of content you produce consistently.

    I have been writing my first nonfiction book for the last couple of months. As of today I am at 25,911 words. I read your posts regularly for inspiration and encouragement. Thank you for the ways you let those of us who have a dream and are going for it to feel that we can do it too!

  • Writing a book is hard stuff, especially when it is your first book. James is a pro at it, but the first one is going to be a real pain. And you have to go through it yourself if you want to learn. I have a book coming out this June (I hope) and all I can say is that this book was supposed to have been completed a year ago.

    • instructorp

      I give you credit for trying making an effort to self-publish.

  • Angie Clark

    “I’m a slut for words.” is the the most poetic verse I’ve ever read.
    Why are you encouraging people with no writing talent to self-publish unreadable books? Sorry, that was my internal b*tch typing. Do we really want to democratize creativity or even bad ideas? If I were to write such a book, there’d be total mayhem — eyes twitching, gnashing of teeth, rivers of tears, chides in horror, fingers pointed in reprimand! Sometimes it’s best not to unleash evil genius on humanity.

  • IgnacioE

    Hi James,

    I am reading Reinvent Yourself, and the chapter on Dayton John and the “Power of Broke” is a real teaching lesson – and funny.

    Another huge takeaway from your blog that is spot on – your Feb 23 blog post and the “How to Master Any Game” graphic by Pamela Sisson is a gem: “#8 Study the History: If you don’t love the history of what you want to master, then you will never master it. The history of your field is your virtual mentor if you don’t have a direct mentor”.

    This is a great litmus test for somebody like me who is making a career shift. I am loving reading up on the history of my new field; if not, then maybe I picked the wrong one out of haste?

    Thanks for all that you do, Ignacio


      I have made 104,000 thousand dollars previous year by doing an online job a­n­d I did it by w­o­r­k­i­n­g part time for 3+ hours /day. I was following work opportunity I found on-line and I am excited that i was able to make so much extra income. It’s very newbie friendly a­n­d I’m just so grateful that i found it. Here’s what I do…


      After ending my old employment 1 year before, i’ve had some good luck to experience this website which was a life-saver as for me… They have jobs in which people are able to work using the internet from their home. My most recent paycheck after doing work for them for 4 months was for $4500… Awesome thing about is that the only thing needed is very simple typing skills and access to internet…Read facts about it here >>

  • Marlene Sery

    Bonjour James,
    Like with all of your posts , there would be so much to comment about….the only sad thing is that I wanted to contact you after listening to you and reading you and about you during the whole week end ..but did not dare..just yet I wanted to make an ebook(s) from your different topics & books and translate it into French. I had this idea / vision this week end and now i read that you’ve sold your rights of ‘choose yourself” to foreign publishers ….also after reading this post, i wonder if you could write a step by step guide /post on “how to” self publish..i wonder how to market a self published book or ebook ( non fiction) in the wilderness of Amazon and how to promote to attract even potential readers towards something they don’t know even exists. And as a final thought , not every body can write …even at rock bottom James you are a gifted person…again listening to you, when hitting rock bottom , not everyone would dare to send letters to one of the top hedge fund manager or the editor in chief of a online / tv show etc…you aim high ?…whereas I feel so defeated that even with my Masters but with my big gp in cv I am thinking about surviving and doing as your friend said ” a low level” job and probably wont be able to evolve as you reach 45- 50 , you’ve got very little chance and opportunity to turn it around in France …anyway it seems to me you’re missing some of the variables …that you’re very gifted, creative and smart ..your brain is like a pentium 7 with a talent for story telling in such a way that i think of you as the Woody Allen of business and finance :-) you’re hilarious at times and very prolific for someone who pretends to be lazy !

    • I was paid 104000 dollars last year by doing an internet based task furthermore I was able to do it by w­orking in my own time f­o­r quite a few hours on a daily basis. I used job opportunity I found on the net and so I am excited that I was in the position to make such decent earnings. It is actually newbie-friendly and I’m so blessed that I found out regarding it. Read through exactly what I do…

  • Kanika Coleman

    Hey JAMES, I am almost half way complete on a 10,000 word book about the hustles of a pretty woman. I have run, as always into a state of stagnancy, do you have any suggestions. I am looking for every excuse not to complete it, but i think the staggering is fear of ANOTHER failure. I have haulted on expressing my creativity because i dont think i can endure anymore No’s or failure. Any advice…. Thank you(.)

  • Back in the late 90’s I retired at a young age having sold my car and truck rental business. Within a couple of months I WAS BORED! So, I took a website development class at my local community college. I had planned to take Spanish but I got side tracked.

    I needed a class project so I built a website selling a book I wrote a book about lendng money to make money. I had just paid a pawnshop operator $600 for a 3-day workshop to teach me how to offer payday loans. Thanks to Saddleback Community College, I coded this website in HTML and added credit card processing.

    The website went ‘live” with the book, “How to Start a Payday Loan Business” priced at $137.00. (Hell, I had just paid $600 to learn THIS business :-) I figured there must be a few entrepreneurs out there willing to pay $137.00 for a 90 page Kinkos book.

    I sold 2 books in the first 48 hours. I had no book! I wrote 18 hours straight to write one. Huge fonts! Big white space top and bottom of each page. I wanted the Manual to look BIGGER. I mailed the books USPS an PRAYED I would not get a credit card chargeback. Instead, I received a HUGE thank you from one buyer. It’s been 15+ years and $3M in sales since. Today this book is Version 41 and I’ve written several others.

    Eventually, I opened payday loan stores, car title loan stores, personal loan stores and last but not least Internet lending and lead generation websites. Then, launched a consulting business, mentoring programs… I live on a small island in Newport Beach, Calif. as a result of these efforts.

    YOU CAN DO IT! Do the “work.” As James A. says, “Choose Yourself” [I bought it, read it and MOST IMPORTANTLY, I implemented James’ ideas.

    Everyday: WRITE something. LEARN something! DO something. Jer – Trihouse

    • Xandria Xanerchek

      Inspiring story, Jeremy. Thank you for sharing?


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  • Brent Heilman

    Question for James and all – I have several ideas for self-publishing.. but wondering if there is a ‘best’ framework to do this. A high level flow i.e. Chapter 1 – intro of self and idea, Chapter 2 – foundation, Chapter 3 – 7 listing of the idea components.. or, should you start with the table of contents and go from there? (non-fiction)

    • With non-fiction, you typically are trying to help your audience experience a transformation in their lives – be happier, more confident, a better parent, travel the world on their budget, etc…

      Structure I like is to open Chapter 1 or Intro with a story that triggers empathy in your reader. This should reinforce the notion that you GET what they are going through AND have a unique way to help them get where they want to go.

      I also like to develop “systems” or “technologies” that outline a solution – Chapter 2 is often to explain that system and why it works. Remaining chapters are used to work through each step, tip, technique or phase followed by conclusion that wraps everything up. Sometimes I will include a “common pitfalls” section. This gives you something to think about

  • bryner4266

    This is so more better contribution from amazon and i think user are now got more helps from here. Actually this is more well for technology and we also find more easy life in here those we wanted.

  • Alisha Peck

    I found this in my archives. It was a little finding me. I’m always late, maybe insane but at the very least I’m writing .
    Take it easy James don’t let the sound of your own wheels drive you crazy .
    Talk to you soon :)