Think Like a Publisher: How to Position your Book for Self-published Success

Before you start Chapter One, or even write your first word, pause and think like a publisher.

Publishing isn’t just about writing a good book. It’s about knowing exactly where your book fits, who it’s for, and how to make it stand out. That’s called positioning, and it can make the difference between a book that gets noticed and one that gets lost in the crowd.

Why Positioning Comes First:

Traditional publishers don’t rely on luck. Before they even agree to publishing a manuscript, they decide:

• Who the audience is

• What genre it belongs to

• Which books it will sit alongside

• The right price point

Every choice - from the cover to the trim size - sends a signal to readers.

As an indie or self-published author, you take on all these roles yourself. Positioning helps you step into the publisher’s mindset and make sure your book is discoverable, appealing, and aligned with reader expectations.

What Positioning Really Means:

Positioning is your book’s identity.

Ask yourself:

• Who is this book for?

• What shelf does it belong on?

• Which other books are its peers?

• How should it look, feel, and be priced to meet reader expectations?

When you answer these questions before writing, you gain clarity, and writing becomes easier because you know who you’re writing for and why.

The Four Key Questions for Self-published Authors:

1. Why are you writing this book?

Your “why” shapes everything, from format to marketing.

• Sharing your personal story? Maybe a hardcover memoir fits best.

• Teaching business strategies? A crisp, affordable paperback might work better.

• Building your author platform? Your purpose will guide design, pricing, and promotion choices.

2. What other books are like yours?

Do some research. Study 5-10 comparable titles in your genre. Look at:

• Titles and subtitles

• Cover designs

• Price points and formats

• Keywords and categories

This isn’t about copying. It’s about understanding the market so your book fits the patterns readers recognise, and can be discovered easily.

3. Who exactly is your reader?

Stop thinking in broad terms like ‘women aged 25–65.’

Instead, picture one person. Ask:

• What problem are they trying to solve?

• Where do they look for books; TikTok, bookstores, online searches?

• What kind of story or information excites them?

The clearer you are about your reader, the easier it is to write a book that speaks directly to them.

4. How will you deliver on your promise?

Everything about your book, format, design, price, should support the experience your reader expects.

• A romance paperback should feel different from a business workbook or a children’s picture book.

• A $35 workbook needs to be durable and functional.

• An illustrated children’s book needs vibrant colours and a sturdy format.

Every detail reinforces that your book belongs in its genre and is worth the reader’s attention.

Why Positioning Protects Your Investment:

Publishing a book takes time, money, and energy. Without positioning, your beautiful manuscript may go unnoticed.

With positioning, every decision works harder. It ensures your book reaches the right audience, builds momentum, and delivers on the promise you make to readers.

A Simple Exercise to Get Started:

Write this sentence and pin it somewhere visible:

“My book is perfect for [specific reader] who loves [theme or topic], and it belongs on the [genre/category] shelf alongside [comparable titles].”

If you can complete it, you’re ready to write with focus and intention. If not, use it as a guide to refine your positioning before you begin.

Positioning is strategic.

When you think like a publisher, you give your book the best chance to succeed. You gain clarity, purpose, and confidence, and suddenly, the writing process feels less like a gamble and more like a plan.