What’s My ROI?

The average print book published today sells fewer than 300 print copies through US retail channels.

In total it will sell around 1,000 around the world in all formats, including e-books and audiobooks.

Of course, many books sell more than that. A lot more. But that means many also sell far fewer. That’s how the math works.

If you’re thinking of writing a business book, that might dismay you. It shouldn’t.

To be honest, you were likely never going to write a bestseller … but the whole point is that you don’t need to. Instead, you need to be laser-focused about the readers you need to reach in order to get your ROI. And remember that even a modest number of readers is fine if those readers contain the right people: the patient looking for a surgeon, the client who needs a lawyer, the investor who’ll fund your next start-up, or the CEO who'll hire you as a coach.

That’s where you’ll get your ROI. Not from your royalties.