Wandering Feels Right. That’s Why It Doesn’t Work.

The marketing trap smart authors fall into without realizing it

Most nonfiction authors wander.
That’s the problem.

They explore new platforms. Try new pitches. Chase exposure.
And wonder why the sales stay small.

I read a line in James Clear’s newsletter that nailed it:

“To learn, wander. To achieve, focus.”

It hit hard.
Because it’s true—and uncomfortable.

Most authors aren’t lazy. They’re just stuck between two modes:

• Learning, which rewards exploration

• Selling, which demands clarity

The mistake? Never choosing.

You’re Not “Marketing.” You’re Hiding in Motion.

Let’s be honest—wandering feels productive.

You experiment. You post. You network.
It looks like effort. It sounds like momentum.

But exposure without direction is just noise.
And noise doesn’t build trust.

If you don’t know what the exposure is for, the result is always the same:

• Scattered visibility

• Low-leverage wins

• No compounding impact

Marketing becomes an activity.
Not a system.

Most Authors Avoid the Real Work: Choosing

Here’s where it gets uncomfortable.

You don’t need more information.
You need to choose.

Choose who the book is for.
Choose what outcome you’re building.
Choose which problem you’re solving.

That’s when traction starts.

The amateur keeps trying.
The pro commits.

It’s not sexy. It’s not trendy.
But it works.

Learning Feels Safer. Focus Creates Results.

Wandering’s great—for a while.

You figure out what resonates. What stories land. What questions come up again and again.

That’s valuable insight.
But it doesn’t sell books.

Authors get stuck in exploration mode.
They keep researching, tweaking, testing—when they should be building depth.

Eventually, learning becomes procrastination with good branding.

Focus forces you to bet on yourself.
And that feels risky.

Which is exactly why it matters.

Authority Comes From Repetition, Not Reinvention

Let’s kill a myth: your best idea isn’t your first one.

It’s version four. Or version ten.

But most authors quit by version two.

They get bored. They chase something new.
They call it “expanding,” but really—they’re dodging the discipline of depth.

Want bulk sales?
Stick with one idea long enough for people to trust it.

Get known for something specific.
Not everything broad.

Stop Competing. Start Aligning.

Lao Tzu had a line that cuts through modern marketing noise:

“When you stop competing, comparison loses its power.”

That’s the unlock.

Trendy authors start to sound the same.
Focused authors start to sound credible.

When you stand for something clear, the right people recognize it.
You stop needing to be louder.

You just need to be aligned.

So here’s the real question:

Are you still learning—or are you avoiding the commitment focus requires?

Because wandering feels good.
But focus is what creates demand.

👉 Paid subscribers: Keep reading. I’ll break down how nonfiction authors turn focus into real leverage—bulk sales, inbound leads, and lasting authority—with five specific moves that make a book work. Plus, you’ll get the “Wander Less, Focus More Worksheet,” so you stop second-guessing and start building with confidence.

Don’t miss out on more good stuff that’s waiting for you in the Paid Section.

If your book isn’t selling, it’s not the book. It’s the marketing.
Let’s fix that.
If you’re done playing small, click here to brainstorm some simple and practical bookmarketing ideas.

Home | Blog | Podcast | Free Resources

Focus Builds the Business. Not Just the Book.

Let’s get practical.

Focus isn’t about doing less.
It’s about choosing with intention.

When authors get clear about the result they want, everything shifts:

• Messaging tightens

• Buyers show up

• Revenue compounds

Here’s how to do it.

1. Decide What the Book Is For

Not who it’s for.
What it’s for.

That’s the difference between a book that collects praise and one that generates revenue.

Are you trying to:

• Open doors to companies?

• Book paid speaking?

• Anchor your consulting?

• Build niche authority?

Trying to do all four keeps any one from working.

Do this:

Complete this sentence in one line:
“This book exists to __________.”

If the sentence feels shaky, your marketing will be too.

2. Stop Marketing to Readers. Start Marketing to Buyers.

Readers buy one copy.
Buyers buy in bulk.

Readers want inspiration.
Buyers want solutions.

Bulk sales happen when your book solves a problem for a group—teams, departments, associations, leaders.

Do this:

Identify one real buyer who could purchase 100+ copies.
Build your message for them first.

Fewer pitches. More leverage.

3. Repeat Yourself on Purpose

You don’t need new content.
You need a sharper version of the same message.

Authority comes from repetition with insight.
Not novelty.

The more you revisit one big idea, the more your thinking deepens—and the more trust you earn.

Do this:

Pick one key idea from your book.
Talk about it publicly for six months.
Same concept. New angles. Better stories.

That’s how you build recognition.

4. Say No to Things That Look Good

This one’s painful.

High-profile podcasts. Conference invites. Guest articles.
They all look legit. But not all of them build.

Every “off-brand” win drains momentum.

Do this:

Write down three things you’ll decline this quarter.
If it feels like a missed opportunity, it’s probably the right call.

Saying no fast-tracks your positioning.
People can’t remember you if you’re everywhere.

5. Stick Around Long Enough for the Market to Notice

This is where most authors flinch.

They think: “It’s not working.”
But really—it’s not working yet.

One author once asked me how long he should keep marketing his book. My reponse was, how long do you want to sell your book?

Focus isn’t about speed.
It’s about staying visible long enough for people to get what you’re about.

Do this:

Stay with the same message, audience, and offer for 6–12 months.
Let people catch up to your clarity.

That’s how you stop marketing and start attracting.

The Real Shift

When you stop wandering, your book stops being a task.

It becomes a tool.
It opens doors. It draws in clients. It earns repeat sales—without constant hustle.

People remember you because you stayed focused.

That’s how you build a career off a book.
Not just a product.

If your book isn’t selling, it’s not the book. It’s the marketing.
Let’s fix that.
If you’re done playing small, click here to brainstorm some simple and practical bookmarketing ideas.

Home | Blog | Podcast | Free Resources