Leveraging Your Book: From Pages to Profits

Speaking at a luncheon hosted by Cairns Business Women's Club about how resilience has shaped my business journey.

Writing a book is a huge achievement, but what comes next is just as important. Whether you're an author, entrepreneur, or both, understanding how to leverage your book can turn it from a hobby or one-off passion project into a powerful business resource.

Here are some key tips on how to maximise the impact of your book:

1.    Create Once, Sell Forever

One of the greatest advantages of writing a book is its longevity. Unlike services or products that expire, a well-written book can generate value for years, particularly in non-fiction or business genres. This is the essence of leverage - you put in the work once, and it can continue to deliver income, impact, and opportunities long after publication.

2.    Play to Your Strengths

Focus on what you do best. Are you a natural storyteller? A confident public speaker? Do you have an engaged social media following? Lean into those strengths. For everything else - editing, design, marketing, and distribution - either take the time to upskill or outsource to professionals. Don’t let inexperience prevent your book from reaching its full potential. Professionalism matters, especially if your book is intended to promote a brand, career, business or set foundations for the sale of future publications.

All too often, self-published authors let ego get in the way of producing the best possible book. They resist seeking help or investing in quality, and the result is a book that looks unmistakably self-published—unpolished layout, off-brand covers, and content that doesn’t meet industry standards. If you want your book to be taken seriously, treat it like a serious product.

3.    Promotion on Any Budget

You don’t need a huge budget to promote your book. Leverage platforms like:

• Podcasts (either start your own or be a guest)

• Social media (organic posts, reels, and stories)

• Amazon advertising or other targeted ads (scale up or down as needed)

The key is consistency. Keep showing up and telling people about your book.

4.    Turning Your Book into a Business

Books that solve problems or educate readers are especially powerful. These books position you as a thought leader, and can naturally lead to:

• Coaching or mentoring

• Online courses or memberships

• Public speaking gigs

• Sales of future books or related products

Delivering a workshop on Self-publishing at the Cairns City Library.

When readers connect with your message, they’ll often want more from you. That’s where the real business opportunity lies.

Book Funnels: Your Secret Weapon

I like to explain this using two types of book funnels:

1. The Book Business Funnel

This funnel starts with visibility through media, marketing, or content. A percentage of those who see your book will buy it. From those buyers, you can capture email addresses (using lead magnets or special offers). Once they're on your list, you can nurture them through email campaigns that promote your services, products, or next books. It’s all about building long-term relationships and recurring income.

2. The Author-Only Funnel

This is for authors focused solely on book sales. You can run paid ads (like Facebook or Amazon campaigns) to sell your book, and collect buyer emails through an opt-in offer. You then use that email list to promote future releases, pre-orders, or special editions, helping build a loyal reader base over time.

In Summary, leveraging your book means thinking beyond the bookshelf. Whether you’re selling one title or building a whole business around it, your book is a tool - a bridge between your message and your audience. When you learn to use it strategically, the possibilities are limitless.

For some inspiring stories about authors who’ve successfully leveraged their books, check out these authors:

Debra Gavranich (The Girl Who Left) was published traditionally in Australia. One book, a powerful message, and successfully retaining interest, following and sales. Facebook

Tony Park (Far Horizon + 22 others) was published traditionally in Australia and then transitioned into self-publishing. Many books, successfully leveraged into other business ventures and writing services. All Novels written by Tony Park International Author