In 2017 a new record was set with more than 1 million books being Self-Published.
Today the average U.S. nonfiction book is unfortunately now selling less than 250 copies per year and less than 3,000 copies over its lifetime. Very few titles are big sellers. Only 62 of 1,000 business books released in 2009 sold more than 5,000 copies, according to an analysis by the Codex Group (New York Times, March 31, 2010). So the odds are against you, making your fortune. But you can get your message out there.
While adult nonfiction print unit book sales peaked in 2007 and have declined each year since then, according to BookScan (Publishers Weekly, January 2, 2012). Similarly, bookstore sales peaked in 2007 and have fallen each year since then, according to the U.S. Census Bureau (Publishers Weekly, February 14, 2012). So there are fewer readers to get your message.
For most books the marketing today is done by authors, not by publishers. Publishers have managed to stay relevant in this worsening marketplace only by shifting more and more marketing responsibility to authors, to cut costs and prop up sales. In recognition of this reality, most book proposals from experienced authors now have an extensive (usually many pages) section on the authors’ marketing platform and what the authors will do to publicize and market the books.
“Achieving publishing success is 5% writing a good book and 95% marketing.” Is today’s mantra in publishing.
So, it makes more sense to be self-published since most of the responsibility rests on you anyway, and so plan to self-market the hell out of your books. Websites, social media, podcasts, book signings and free copies to those who will review and publish those reviews are good ways to start the process.
Good luck, you will need it.