Deborah Kevin is the founder of Highlander Press, host of the STORYTELLHER podcast, and an unapologetic disruptor of the status quo. A proud alumna of Stanford University's Creative Writing Program (novel emphasis) and holder of a master's degree in publishing from Western Colorado University, Debby brings a rare blend of literary craft, publishing expertise, and heart to every project she touches. She formerly served as an editor for Little Patuxent Review, with graduate projects including the UnMasked Anthology and a republishing of Bram Stoker's The Jewel of Seven Stars.
Debby is the author of The Author's Toolkit: Mastering the Art of Author Visibility, Shelf Life: A Field Guide to Long-Term Author Success, Heart-Centered Marketing, Your First Year, and You've Written Your Book. Now What?—all designed to empower authors and changemakers to thrive in their publishing journeys.
An adventurer at heart, Debby has trekked the Camino de Santiago and loves exploring the world with her family. A believer in magic, a French Press coffee devotee, and a master of irreverent humor, she's passionate about elevating women's voices, challenging outdated systems, and helping others tell the stories that can change the world.
You've successfully published and launched your book…
But then, crickets…
Are readers bored with your posts?
Do they hate your book?
No! Chances are your readers aren't yet aware that your book exists! Shelf Life: A Field Guide to Effective Post-Publishing Marketing is an essential companion for authors looking to sustain and grow their book's success long after the launch. Packed with actionable strategies, this guide walks you through the often-overlooked steps of post-publishing marketing, from engaging readers through social media and email campaigns to securing book reviews, organizing book tours, and leveraging partnerships with bookstores, libraries, and book clubs.
Whether you're a debut author or a seasoned writer, Shelf Life empowers you to navigate the evolving world of book marketing with confidence and creativity. Learn how to build a loyal readership, maintain visibility, and give your book the shelf life it deserves.
"Deborah Kevin's insightful, organized, and information-packed guide is the perfect toolbox for authors at any level. It can easily become an author's number one resource for generating, increasing, and sustaining book sales and loyal readers."
– Lorraine Donohue Bonzelet, author in the Mindful Writers Retreat anthologies"An outstanding and essential resource. Deborah Kevin's experience as a publisher has given her deep insight into the ways writers can advocate for themselves and claim agency over their careers' trajectories. For the many writers – like me – for whom marketing sometimes feels like an impossible challenge, Shelf Life is game-changing. From more familiar techniques, like building a website, to fresh ideas, like choosing the energy you want to bring to your marketing, Kevin presents proven ways for writers to build their communities and maximize their outreach without sacrificing authenticity. Her supportive, engaging style transforms the potentially-scary into easy-to-understand steps that are not only actionable but exciting. If you're a writer looking to become your own best advocate, this book is for you!"
– Kris Faatz, award-winning author of Fourteen Stones"a If you're searching for insights from a publishing visionary who reveals how to set your book up for success, then Shelf Life is the guide for you. Deborah does more than lay the groundwork for why marketing after a book launch is critical. She also provides clear, easy-to-follow steps for those who may feel frozen with indecision on where or how to start. She takes away the guesswork that many authors find themselves trapped in, and her compassionate and encouraging tone emphasizes her genuine desire to see each book find its audience and reach its full potential."
– Jennia Herold D'LimaINTRODUCTION
Hurrah! You've written and published your book. The launch went wonderfully, and your friends and family really showed up. However, you may have experienced a visibility hangover post-launch. So you stopped talking about your book (aren't people tired of hearing about it anyway?)…and then, crickets. What should you do next? You have no idea. I hope, after reading this book, that adrift feeling evaporates.
You are not alone. I noticed several things when opening Highlander Press's doors to would-be authors. First, misinformation about the publishing industry and process abounds. Second, the belief that if authors got a traditional publishing deal, they could simply hand off their brilliant manuscript and move on to the next thing without engaging in marketing. Third, there is a lack of understanding that authors love their books more than anyone else—just like a parent's love for their child is greater than anyone else's.
So, I began speaking truth to authors through classes, presentations, interviews, and social media. This book is a culmination of all the wisdom I've gained by writing, editing, and publishing hundreds of books by all kinds of authors. I often say, "This is not the Field of Dreams—if you write it, they will not come—unless you tell them your book exists!"
I believe it's crucial to have one's eyes wide open when looking at the realities of writing and publishing a book. My goal in sharing the following statistics is not to discourage you or have you drop your project. On the contrary, I want you to be empowered with facts—so you can make an effective plan to market your book to have the kind of impact you want, whether it's to grow your readership or expand your business or raise awareness. Here are a few "fun" facts:
•Traditionally published nonfiction books average sales of 250-300 copies in the first year.1
•Traditionally published debut novels see average sales between 500-3,000 copies sold in the first year.2 During the antitrust lawsuit regarding Penguin Random House's proposed acquisition of Simon & Schuster, it was revealed that most traditionally published books sell fewer than 250 copies.3
•Self-published books sell an average of 250 copies in the first year. However, the majority sell fewer than 100 copies, with only a small percentage achieving higher sales.4
But these numbers aren't all doom and gloom. You actually have more control than you realize! According to Scribe Media.5
•Sales typically decline sharply after the first year unless ongoing marketing efforts are in place.
•Consistent engagement with readers and periodic promotional activities are crucial to maintaining visibility and sales .
•Authors who invest in long-term marketing strategies, such as building an email list and engaging on social media, tend to see better sales performance over the two-year period.6,7
With this book, I'm taking a stand for YOU. I want you to feel so much pride in writing your first—or seventh or twentieth book and getting it out in the world, whether you independently published it, got a traditional pub deal, or worked with a hybrid publisher. The wisdom shared between this book's covers is relevant to every book, every genre, and every author. The tools and insights you gain herein will empower you to take control of your book's longevity and ongoing sales.
Here's the bald truth: You must become an expert marketer. Taking a two-pronged approach is crucial to extending the shelf life of your book:
•Initial Push: The first year is critical for setting the foundation for a book's success. Effective launch strategies and initial marketing efforts can significantly impact long-term sales.
•Ongoing Engagement: Continued engagement with readers through social media, email newsletters, and promotional events is essential to sustain sales beyond the first year.
You may think, "Who are you, and why should I listen to you?" Fair enough, really! Not only am I an author, but I've graduated from Stanford University's Creative Writing program in Novel Writing (I write historical fiction) and earned a master's degree from Western Colorado University's Graduate Program for Creative Writing with a concentration in publishing. I started my company in 2012 as a marketing copywriting agency before transitioning in 2019 full-time into book editing and publishing. I've also been an editor at Little Patuxent Review, a Maryland-based literary journal, and managing editor at Inspired Living Publishing, where I've edited and published eight ILP anthologies. With Highlander Press, I've published dozens of well-received books and am known as a straight-shooter and unfailing supporter of our authors.
I suggest that you read Shelf Life from cover to cover. Assess what you're already doing and how well or how consistently you're doing it. Note what feels like low-hanging fruit and implement those tasks next. Think of book marketing as juggling: get a few balls going well and increase your comfort and consistency before adding a new ball to the mix. In some cases, you may first need to return to basics, taking a step backward to catapult yourself forward.
My goal in writing this book is to help you understand your role in marketing your work and learn practical solutions to increasing visibility for your book and you as an author.
I believe in you!
