You've probably heard it before: "Self-published books don't make money." But what if we're measuring success with the wrong metrics? Eric Jorgensen, CEO of Scribe Media and million-copy bestselling author, challenges this conventional wisdom with a simple but powerful insight: "A book does not have to make money to make you money."

Rethinking Book Success

The math is compelling. While most self-published books won't sell millions of copies, even reaching 1,000-5,000 targeted readers can transform a business. Look at any major conference - roughly half the speakers include "author" in their bios, often listing it before achievements that took far longer to accomplish. Why? Because books build authority at scale.

Forget the image of the solitary author in a cabin. Today's most successful business authors work with teams, use structured processes, and leverage technology. As Jorgensen notes, "There's such thing as writer's block, but there's no such thing as talker's block." Modern book creation is about converting expertise into written content, often through conversation and collaboration.

Technology as the Game-Changer

While AI won't replace human authors, it's revolutionizing the process of creating books. From organizing content to generating ideas and processing existing materials (like podcasts and talks), technology is making book creation more accessible. The key is understanding that "options are now free, and the judgment to choose the options remains human."

The Audio Advantage

Audiobooks now generate up to one-third of book royalties for some authors. However, the format decision extends beyond financial considerations. For consultants, speakers, and experts, narrating your audiobook creates a powerful trust bridge. When prospects hear your voice for hours before meeting you, you've already built significant credibility.

Strategic Over Mass Market

Success isn't about maximizing hardcover sales. It's about reaching the right readers. One Scribe Media author who helps financial planners transition their businesses found that readers who connected with his book became clients. Another, a lawyer, converted readers into high-value customers. The book became their most effective sales tool.

The publishing world has changed. Success no longer means hitting bestseller lists or selling hundreds of thousands of copies. Instead, it's about strategically positioning your expertise and reaching the readers who can become your best clients, partners, and advocates.

A well-executed book isn't just another product, it's a business transformation tool that works while you sleep.

Want to get started? Begin by defining your ideal reader and the change you want to create. The technology and teams are in place to support everything else.