Your Path to Book Publishing

How do you land a traditional publisher for your business book, and is it the right publishing path for you? Even Stephen R. Covey, backed by FranklinCovey and Simon & Schuster, had a book that didn't take off as expected.

In the first episode of a four-part series on publishing paths, Zach Kristensen, Cofounder & CEO of Juxtabook draws on a decade at FranklinCovey to walk nonfiction authors through what traditional publishing really takes, and what it really pays.

In this episode:

• Why a big name and a big advance still don't guarantee a successful book launch
• The steps to a traditional book deal, from proof of concept to signed contract
• What a $100,000 advance actually looks like in your bank account, and why most authors never earn out
• List price vs. net receipts: the royalty detail that can cut your earnings in half
• Three contract clauses to read twice before you sign
• The three questions every publisher asks, and how to build an author platform that answers them

Timestamps
 00:00 Cold open: The 3rd Alternative
 01:15 Why a big advance wasn't enough
 03:45 The biggest traditional publishing myth
 06:15 Big Five vs. no-advance publishers
 08:15 The path to a book deal
 11:30 Follow the money: advances and royalties
 15:30 Contract clauses to read twice
 17:30 What publishers ask, and the 4DX story
 21:30 Is traditional publishing your path?

Books and resources mentioned:

• The 3rd Alternative 
• The 7 Habits of Highly Effective People 
• The 4 Disciplines of Execution 
• Jane Friedman's Key Book Publishing Paths 
• Publishers Marketplace
• The Authors Guild - Contract and Royalties

Free 190+ Publishing Resource

Next week: Self-publishing, where you hold all the rights, all the control, and all the responsibility.

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
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After a two-month pause, Your Path to Book Publishing is back, and we're returning to the basics of how to publish a book. All October, we'll break down traditional publishing, self-publishing, hybrid publishing, and a bonus option, professional publishing, so nonfiction authors can choose the right path for their book.

Coming up next week: traditional publishing. We'll cover who it's best for, how the process works, and what you give up in exchange for a publisher's backing.

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

Most nonfiction books on leadership and business are saying roughly the same thing — which means what sets yours apart has less to do with your idea and more to do with how you structure it and guide the reader through it. In this episode of Your Path to Book Publishing, Zach Kristensen closes out the month's series with the biggest takeaways from Juxtabook Press author Frank Rowe (The Leadership Stroke) and thought leadership strategist Peter Winick (The Thought Leadership Handbook).

It starts with your why. Once you know why you're writing, you start to see what only you can bring — the stories, the expertise, the angle nobody else has lived. Everything after that is craft, focus, and testing.

In this episode, you'll learn:

• Why your "why" is the fastest route to finding what only you can write
• The audience decision that unlocked Frank Rowe's book — and why narrowing his reader made the whole thing flow faster
• Why writing a book is a brand-new skill set, and what 40 years of rowing teaches about incremental gains
• The 1–2% precision that separates a finished manuscript from a book readers remember
• Peter Winick's case for picking one delivery method — speaker, coach, or consultant — before trying to do all three
• Why it's cheap to test your idea early and expensive to test it late

Books mentioned: 

The Leadership Stroke by Frank Rowe — https://amzn.to/4fxxiCz

The Handbook of Thought Leadership by Peter Winick — https://amzn.to/4b8hXa8 

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

Most nonfiction authors will never make real money from book sales — and if that's your plan, book marketing won't save you. In this episode of Your Path to Book Publishing, Zach Kristensen talks with Peter Winick, co-author of The Thought Leadership Handbook: How the Experts Elevate Their Big Ideas—and How You Can Too, about the business that should exist around your book — and why the smartest authors put on their CEO hat before they write a word.

Peter has spent close to two decades helping thought leaders, academics, and nonfiction authors scale and monetize their ideas. He's blunt about what most authors get wrong: they confuse activity with productivity, build before they validate, and treat a book as the destination instead of one place their ideas live.

In this episode, you'll learn:

• The hobby → practice → business progression, and why most experts are stuck in the middle tier without realizing it
• Why your book isn't the revenue generator — and what actually is
• How to pair your high-ticket, low-volume work (keynotes, coaching, consulting) with low-ticket offers you can sell at volume
• Why strategy has to come before building, and how clarity makes prioritization possible
• The four elements of thought leadership: core idea, content library, offerings, and platform identity
• Peter's counterintuitive advice to aspiring authors: don't write the book — with a very big asterisk

This is the third episode in our series on making your book stand out.

Book Link: The Thought Leadership Handbook — https://amzn.to/4bx2D71

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

For nonfiction authors wondering how to make a book stand out in a crowded market, this episode is a masterclass in turning your unique expertise into a book that actually sells. 

Executive coach and Juxtabook Press author Frank Rowe joins Zach to share how he wove 40+ years of competitive rowing into his book The Leadership Stroke: — and why a narrow niche became his biggest publishing advantage, not a limitation.

Continuing this month's theme on making your book stand out, Frank's story is the perfect real-world example: dozens of leadership books get published every year, but only one connects Olympic rowing to how leaders build trust, alignment, and performance under pressure. That's the power of writing what only you can write.

In this episode:

• Why "write what only you can write" is the key to standing out among the thousands of books published every year
• How Frank cracked his book's structure — the repeatable chapter template (quote → story → theme → examples → exercises) that finally made drafting flow
• Why writing for one clearly defined reader instead of two made the whole book tighter, sharper, and more compelling
• The "team sport" reality of publishing — leaning on reviewers, a designer, and even an audiobook narrator already in your own network (plus the reviewer who bought 40 copies at launch)
• The marginal-gains mindset: how getting just 1% better applies to rowing, leadership, and finishing your book

Grab Frank's book, The Leadership Stroke: Precision, Practice, and Performance Under Pressure, at your preferred retailer or directly at store.juxtabookpress.com.

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

What makes one nonfiction book unforgettable while others get forgotten? In this episode, Zach Kristensen kicks off a month on how to make your book stand out — starting with a truth most authors miss: readers rarely remember your frameworks, but they always remember your stories. Whether you're self-publishing, hybrid publishing, or traditionally publishing, here are four practical steps to surface the stories that make your book memorable and get readers recommending it to others.

In this episode:

• Why readers remember your stories, not your frameworks — and what that means for how you write
• The two ingredients of a book that stands out: unique content and unforgettable stories
• The 4 steps to stories readers talk about: capture them as they come, choose the ones that fit your content, make them matter to the reader ("so what?"), and test them before you commit
• How Juxtabook Press author Frank Rowe stood out in the crowded leadership market using rowing as his metaphor — and how it opened new podcast and media doors without narrowing his audience

Resources mentioned:

• The Leadership Stroke by Frank Rowe — https://amzn.to/4vdjcvG 
• Calling In by Loretta Ross — https://amzn.to/4y14LNX

Enjoyed this episode? Share it with an author who needs it, and leave a rating and review on Apple Podcasts — it helps more nonfiction authors find the show.

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

How long does it really take to write, publish, and launch a book? In this bonus episode, Zach Kristensen shares the honest, behind-the-scenes story of self-publishing his first book, Trust Me, I'm an Author — what worked, what he'd do differently, and the timeline lessons every nonfiction author needs before they hit publish.

In this episode:

• Why a book is really about trust — and the three kinds of trust that build confidence, momentum, and impact
• The #1 drafting lesson: get your first draft out fast (and why you start with your audience, not the page)
• Why editing always takes longer than you think — and what beta readers actually reveal about your book
• The case for setting deadlines and planning for delays when your timeline depends on a team
• Why your book should be finished at least 3 months before launch — and what happens when it isn't
• The launch math: ~6 months to build attention, 3 months for focused marketing

Resources mentioned:

• Trust Me, I'm an Author by Zach Kristensen — https://amzn.to/4xjQwUb 

Enjoyed this one? Leave a review, then grab your copy of Trust Me, I'm an Author — and tell Zach what spoke to you most.

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

Book marketing is changing, and authors can no longer rely on the same tactics that may have worked in the past. With more content, more competition, and the rise of AI, it is becoming even more important for authors to know their audience, build trust, and create meaningful connection.

In this episode of Your Path to Book Publishing, we wrap up the recent book launch series by looking at key takeaways from conversations with Josh Porter, author of The Last Human Marketer, and Marissa Eigenbrood, president and partner at Smith Publicity.

This episode explores why knowing your audience is still one of the most important parts of book publishing and book marketing. It is not enough to know basic demographics. Authors need to understand what their readers care about, where they spend time, what content they pay attention to, and what transformation they are seeking.

You’ll also hear why your book should be viewed as more than just a book. It is your content, your intellectual property, and a tool that can support speaking, consulting, coaching, thought leadership, and long-term brand building.

The episode also looks at why authors need to have a clear opinion in their content. In a world where information is easy to find and summarize, your perspective, meaning, and expertise are what help you stand out.

In this episode, you’ll learn:

• Why knowing your audience is essential for book marketing today
• How AI is changing the way readers discover and engage with information
• Why authors need to build trust, share their perspective, and create real connection beyond the book launch

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

Book launch publicity has changed. Big media opportunities can still be valuable, but the most effective book marketing often comes from knowing your audience, understanding where they spend time, and showing up with consistent value.

In this episode of Your Path to Book Publishing, we continue the book launch series with Marissa Eigenbrood, President and Partner of Smith Publicity. Marissa shares what authors need to know about publicity today, how publishing options have evolved, and why a successful launch starts with clarity around the real job of your book.

We also talk about why authors should prepare their network early, create content beyond the manuscript, and focus on audience-building opportunities instead of chasing visibility for visibility’s sake.

In this episode, you’ll learn:

•  Why book publicity is more targeted than ever 
•  How content and network engagement support a stronger launch 
•  Why “value over viral” is a better mindset for authors building their platform

Connect with Marissa and Smith Publicity

To learn more about Marissa Eigenbrood and Smith Publicity, visit SmithPublicity.com or connect with Marissa on LinkedIn. Smith Publicity works with nonfiction authors, thought leaders, and publishers on book publicity, author promotion, content strategy, and media outreach. 

Smith Publicity Website: SmithPublicity.com
Contact Email: [email protected]
Smith Publicity Phone: (856) 489-8654 

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook 

A successful book launch does not happen by accident. It takes planning, focus, communication, and a clear understanding of what your book is meant to do after it enters the world.

In this episode of Your Path to Book Publishing, we continue the book launch series with Josh Porter, author of The Last Human Marketer: Turning AI into Stories That Win Customers. Josh shares what it was like to turn his expertise in AI product marketing into a business parable designed to support his consulting work.

The conversation explores how Josh approached the book publishing process as a first-time author, from writing and editing to design, pre-launch marketing, and launch week strategy. You’ll hear how he built a launch team, used a virtual publication-day event to create momentum, and hosted an in-person book launch party to build connection, content, and business opportunities.

For nonfiction authors who want their book to do more than sit on a shelf, this episode offers a helpful look at how a thoughtful launch can build buzz, generate reviews, and support long-term author goals.

In this episode, you’ll learn:

•  How pre-launch marketing and a launch team can create momentum before publication day 
•  Why book launches work best when they create strategic moments, not just social media posts 
•  How a book can build authority, support your business, and open new opportunities 

Pick up a copy of The Last Human Marketer
Connect with Josh Porter at www.thunderwolf.co 

Learn more about Your Path to Book Publishing by visiting Juxtabook.com  and discover if traditional publishing, self-publishing, or hybrid publishing is right for you. 

Liked this episode? Share it and tag us on Instagram @juxtabookpress

Connect with the Host on LinkedIn: @ZachKristensen

Love the show? Leave a review and let us know!
CONNECT WITH US: Website | Instagram | Facebook