How to Self-Publish a Bestselling Book (Even If You Have No Audience)
The Proven System for Writing, Publishing, and Selling Your Book Without a Publisher
You don’t need a literary agent, a big-name publisher, or even a large audience to publish a book that sells. The truth is that self-publishing today gives you access to the same tools that traditional publishers use. If you follow the right system, you can write, publish, and market a professional-quality book—and make actual sales.
I know because I’ve done it.
I’ve self-published 18 books, 14 of which became #1 bestsellers on Amazon. I started with zero audience, no connections, and no experience in publishing. But by following a repeatable system, I could create books people wanted to buy—and you can do the same.
This guide will walk you through that exact system step by step. If you follow these steps, you won’t just publish a book—you’ll create something that readers want to buy, review, and recommend to others.
Before we discuss the steps, I want you to see examples of people doing it independently, becoming bestsellers, and making substantial incomes.
Proof That This Works: Bestselling Books Without a Big Platform
Many believe self-publishing success requires a massive email list or a big social media following. But here’s the reality: Amazon and other self-publishing platforms have built-in readers. If you position your book correctly, readers will find you.
Here are real-world case studies—including my own—proving that you don’t need a huge audience to succeed:
Case Study #1: How I Self-Published 20 Books and Hit #1 on Amazon 16 Times
When I first started, I had no audience, connections, or idea how to publish a book. But I was determined to make it work. I focused on writing books that solved specific problems for my audience.
I optimized my Amazon categories and keywords to rank in searches. I also learned to use early reader reviews to boost credibility. Lastly, Promoting my books through email marketing and social media changed my outcomes.
The result:
• 20 self-published books
• 16 #1 Amazon bestsellers
• Thousands of copies sold—without a big publishing deal
And now, I help other authors do the same inside The Minimalist Author Way.
Case Study #2: Lise Cartwright – From No Audience to Full-Time Author
Lise is one of the authors who inspired me to write my books and do things independently. She is a self-published author with a healthy catalog of books. Most of all, her book Write and Grow Rich has over 350 reviews!
Lise Cartwright started with zero email subscribers, but she had a clear strategy: she focused on niche, solution-based books for busy professionals. She wrote short, actionable books (20,000–30,000 words).
She optimized her Amazon book descriptions and leveraged categories. She published consistently, building an audience book by book. Now, she’s published over 30 books, earns a full-time income from royalties, and teaches others how to do the same.
Case Study #3: Steve Scott – $40,000/Month from Self-Publishing
I found Steve because he partnered with Hal Elrod on a book called Miracle Morning for Writers. This book introduced me to his work, and the more I learned about him, the wilder his story seemed to me.
Steve Scott cracked the Amazon algorithm by focusing on and dominating one niche. He wrote a series of books (rather than one-off titles). He used Amazon ads strategically to drive sales. He built an email list by offering free bonuses inside his books.
His results? Over 70 self-published books and $40,000+ per month in book royalties Which have lead to a business built entirely from self-publishing.
Case Study #4: Elana Johnson – From Unknown Writer to Bestselling Fiction Author
Elana Johnson wanted to break into fiction but didn’t have a traditional publishing deal. She made it work by writing in popular genres (romance and fantasy) and using rapid-release publishing (publishing books in quick succession).
She also leveraged Kindle Unlimited to boost her visibility. She has bundles of books that sell every day, and with her Kindle Unlimited success, she has been able to achieve the success she desired without traditional publishing.
Outcome: She’s now a six-figure fiction author and all her success has come from self-publishing.
Only Four Stories!
These are just a few examples of what’s possible when you follow the right system. You can find hundreds of other authors who have created a full-time business by self-publishing books.
Now, let’s break down exactly how to do it.
5 Steps to Writing and Publishing A Bestseller
These are the five main things I would focus on to write your book, get it ready for publishing, and then publish and promote your way to a bestseller.
Yes, there are more steps to the process. And yes, it will take a lot of work. But, if you familiarize yourself with the steps that work, then you can make things happen and see that book as a bestseller.
Step 1: Choose a Profitable and Marketable Book Idea
Most self-published authors fail before they even start because they write books no one searches for. Your book needs to meet existing demand.
And don't be afraid to write in places that seem saturated. What looks like a crowded market might actually be your meal ticket if you do things right. So, spend some time researching and validating your idea.
Here’s how to validate your idea:
Search Amazon – Look at the bestselling books in your genre. What topics and themes are performing well?
Use Kindle Best Seller Categories—If books similar to yours are ranking well, that’s a sign of demand.
Check Reader Questions – Read the reviews of books in your niche. What are readers asking for? What gaps can your book fill?
Pro Tip: If you’re writing non-fiction, solve a specific problem. If you’re writing fiction, lean into popular tropes and established genres that already sell well. These are the places to write and get started.
Step 2: Write Your Book in 30–60 Days Using a Simple Framework
Writing a book doesn’t have to take years. Here’s a simple structure to help you finish your draft fast. Use these structures to help you outline before you start writing. And outline only to the degree that will help you write your book. Please don't overdo it.
For Non-Fiction:
Introduction – Hook the reader and explain the transformation your book provides.
Main Content (5–10 Chapters) – Each chapter should solve one problem or provide one step toward a solution.
Conclusion + Call to Action—Summarize key takeaways and tell readers what to do next (e.g., join your email list, buy your next book).
For Fiction:
Compelling Hook – Start with action or intrigue to grab the reader.
Three-Act Structure:
Act 1: Introduce your protagonist and the central conflict.
Act 2: Raise the stakes and build tension.
Act 3: Deliver a satisfying resolution.
Memorable Characters & Emotional Payoff – Readers remember characters more than the plot. Make them care.
Pro Tip: Use dictation software (like Otter.ai or Dragon) to “speak” your first draft. Many authors write much faster this way. I do this in the early stages. Here's a bonus tip: use content you've already written.
Step 3: Edit and Format Like a Pro (Without Spending a Fortune)
Your book must look professional, but that doesn’t mean you must spend thousands on editing, design, and formatting. If you are going to spend money, these would be the places to do it, but you don't have to break the bank.
Here’s how to self-edit effectively:
First Pass: Read your book out loud to catch awkward phrasing.
Second Pass: Use Grammarly or ProWritingAid to fix grammar and clarity.
Final Pass: Get beta readers or hire a freelance editor on Fiverr or Reedsy.
This editing method, which I call the RGR Method, is what I have used for several of my books. Now, if you miss things, that's okay. If you publish and someone catches something, you can go back and change it—no big deal.
Once your book is polished, format it using:
Vellum (Mac) – Best for professional formatting.
Atticus (PC & Mac) – Affordable and easy to use.
Amazon Kindle Create – Free option for basic formatting.
Formatting on your own is an easy enough skill to learn, and when you learn it and own the software—I prefer Atticus—you can do it over and over again with all of your books.
Step 4: Publish on Amazon (And Expand for More Sales)
Now, there are a lot of platforms you can use, but I prefer using Amazon KDP (Kindle Direct Publishing). I like it because it is the best place to start. It's easy to use, and Amazon is a search platform for people looking for books. So sales come easy too. Here’s how to publish like a pro:
Upload Your Book to Amazon KDP – Follow the prompts to set up your book.
Set Your Price – $2.99–$4.99 is ideal for ebooks; $9.99+ for paperbacks.
Enroll in Kindle Unlimited (Optional)—This can boost early visibility. (I suggest you give it a try at first.
Expand to Other Platforms—Use Draft2Digital to distribute to Apple Books, Kobo, and more. Do this after you establish yourself with a good number of sales.
Pro Tip: Create a Kindle (ebook) version, a paperback and hardcover version, and an audio version with Amazon's new Voice AI. Having your book in all the formats can help capture all possible readers for your book genre.
Once your book is published, the real work begins: making sales and making it a bestseller.
Step 5: Launch and Market Your Book for Maximum Sales
A great book without marketing is like a billboard in the desert—no one will see it. Here’s a simple launch plan:
Leverage Amazon’s Algorithm: Get 10+ early reviews from beta readers. Run a Kindle Countdown Deal or $0.99 launch promo to boost rankings.
Promote on Free and Paid Book Sites: Facebook groups, Reddit, Twitter, and your email list are free promotion spaces. Bargain Booksy, Fussy Librarian, and Written Word Media are paid promotion options.
Use Amazon Ads ($5/Day Strategy): Start with Automatic Targeting and let Amazon find your readers. Then, use category and Keyword Ads to refine your targeting.
Pro Tip: Publishing more books makes it easier. Treat your first book as the foundation for a long-term author career. A solid book series can help you sell a ton of books and help you grow your platform very quickly. And you never know, it might make a significant income for you too.
What Results Can You Expect?
If you follow this system, here’s what’s possible:
Publish a professional book in 90 days (without hiring a ghostwriter).
Sell 100–1,000 copies in your first month (even without a big audience).
Hit Amazon bestseller status (by leveraging categories and early reviews).
Create a passive income stream that grows with every new book.
But most importantly—you’ll finally be a published author.
Your Next Step: Take Action Now
You can keep dreaming about publishing a book… or make it happen.
Option 1: Follow this guide and do it yourself.
Option 2: Get personalized coaching and resources inside The Minimalist Author Way—where I help writers go from idea to bestseller.
Click Here to Join The Minimalist Author Way Today
What’s stopping you from self-publishing your book? Drop a comment below! 👇
My name is J.R. Heimbigner and I am a #1 Bestselling Author on Amazon with 20 self-published books. I have something I want to share with you:
Learn more about The Minimalist Author HQ First.
Second, I have a short book to help you write books with your Substack posts called Substack Books.
Third, I have a short resource to help you breakthrough the barriers keeping you from writing and publishing your book!
Also, this post may contain sales or affiliate links, so I might get a little kickback if you purchase anything. Thank you in advance!
This is such an awesome post, shared it on Notes but going to share it in three of my newsletters too!
Thank you for sharing this