I wish I had done market research on which book covers in my genre were selling the best. I used to choose the cover images I liked, and readers weren’t able to tell what genre my books were based on my early covers. I lost sales. My advice would be to research bestselling books in your genre so that your book cover can compete alongside them. Better yet, work with an experienced cover designer who is knowledgeable in your genre.
One decision I would approach differently is trying to make the message suit everyone. When you write too broadly, it loses bite, and you end up with content that feels generic instead of useful. If I were advising a first-time author, I would say pick a clear audience and a clear location or context and go deep, because being specific makes you memorable and credible. Do not try to dominate the world with your first piece, dominate your patch and become the trusted voice there.
One decision I would have approached differently was underestimating how much time, skill, and support self-publishing would require. I chose to self-publish to protect the workbook at the heart of Beyond the Ladder after traditional houses said they could not handle that format. That choice gave me creative control but also meant I had to learn editing, layout, printing, logistics, and distribution on the fly. My recommendation to first-time authors is to decide early whether you need that level of control and, if so, assemble a team and a clear plan before you commit. Self-publishing is not the easy road, but it may be the right one if your message or format is unconventional.
One decision I wish I had approached differently was doubling down on traditional, keyword-stuffed SEO when we first published financial literacy content for Gen Z. That approach produced minimal traction because the audience was asking conversational, problem-specific questions on AI platforms instead of searching generic keywords. We shifted to bite-sized, conversational answers written to match those questions and backed them with precise sourcing. My recommendation to first-time authors is to write to the specific, emotional queries your readers use, cite credible sources to build trust, and design content so it can be easily shared in private channels like direct messages.
The decision I regret was delaying our release to chase a perfect design for the Duryn water pitcher. We spent eight months refining the design when launching a good enough version six months earlier would have been better. My recommendation to first-time authors is to prioritize getting your work into readers’ hands and then refine based on real feedback. I now follow a simple rule: ship first, refine continuously.
When I published my e-commerce book, I skipped all rounds of editing on my drafts under the deluded assumption they were sufficiently polished. This left me with inconsistent edits throughout my drafts, which negatively impacted their readability. Studies indicate that unedited, self-published books receive an average of 30 percent more one-star reviews than books that receive an edit, such as through traditional publishing on Amazon (see "Publishing Month" by Atticus Publishing [2025]). I regret not setting aside enough funds for developmental and copyediting at the outset of my publishing project. Reports from various publishing industry sources indicate that 70 percent of new authors wish they had not rushed through the editing process. To those of you just getting started, I recommend budgeting 20-25 percent of your overall budget toward multiple editing passes as well as obtaining beta readers very early. This will enhance both your credibility as a writer and your likelihood of making sales because you will be able to provide a polished product from the very beginning.
I am an author who has generated €100,000 in book sales, and my biggest regret wasn't the writing. It was the packaging. I rushed the cover design by hiring a cheap freelancer for €50, and it nearly killed my launch. My budget cover screamed "amateur." In the first three months, 87% of people who clicked on my book left immediately without buying. I calculated that I lost over €1,000 in potential sales simply because my cover repelled the very entrepreneurs I was trying to reach. My advice to the first time authors includes some crucial rules. Follow "The 2.8-Second Rule". Readers judge your book in less than three seconds. Your cover is your #1 sales employee; treat it that way.Next is "The 20% Rule". Budget at least 20% of your total marketing spend on the cover alone. Use professional platforms like Reedsy or 99designs. In the end, run a small $50 Facebook ad to test two different cover designs. Let the data tell you which one people actually want to click. By following the same approach, my sales velocity tripled overnight, and the book eventually hit #17 in its Amazon category.
I wish I hadn't allowed my own fears and imposter syndrom to overtake opportunities presented to me. Early on, I had several instances in which I was presented to opportunities to submit to publications or to be a part of a publishing team, and at the time, I didn't believe I could do it. I wish I had quieted my inner critique and said yes to the opportunity, acknowledging that I had a lot of work to do to ensure of our success. But it was work I was more than willing to do.
One decision I would approach differently is trying to follow every program and formula that promised fast results instead of trusting my own approach. During the publishing process, that mindset left me drained, discouraged, and spending time and money on strategies that didn't fit my personality or working style. I eventually learned to step away from forcing myself into other people's methods and focus on what felt natural and sustainable for me. For example, I stopped telling myself I had to sit down every single day and write just because someone said I should—even if it was only one sentence. If I didn't feel like writing, I didn't. And when I did feel inspired, I wrote. That flexibility helped me stay connected to my work instead of resenting it. My recommendation to first-time authors is to set goals that align with your values and energy. Choose a few actions you can realistically maintain, and don't bully yourself into timelines or routines that don't fit you. Steady, believable progress built on self-trust will take you much further than forcing someone else's formula.
(1) I tried to make the book feel "finished" before it was fully alive. I over-edited early drafts, tightening the language so much that some of the heat and honesty got sanded down. Later, I had to reopen scenes and sentences just to bring the breath back in--because readers don't fall in love with perfection, they fall in love with presence. (2) For first-time authors: don't lock the door too early. Let your first draft be messy and emotional, then edit in layers--structure first, voice second, polish last. And get outside eyes sooner than you think, but choose readers who protect your voice, not people who try to turn your book into something safer.
(1) I wish I'd treated distribution and marketing as part of the "product" earlier instead of assuming a great manuscript would naturally find its audience. We finalized content before pressure-testing positioning, keywords, and channel fit, which led to late-stage rewrites of the subtitle, back-cover copy, and a few chapters to better match what readers were actually searching for and asking. In hindsight, we should have done lightweight discovery up front: 15-25 structured interviews with target readers, plus a simple landing page or ad test to see which promise and language resonated before locking the outline. (2) For first-time authors, I recommend building a feedback loop before you polish. Start with a one-page concept, a draft table of contents, and two sample chapters; then get input from the exact reader you want to serve, not just peers. Treat the book like a product launch: validate the problem, the audience, and the framing early, and reserve your most time-intensive editing for after you know the message matches real reader intent.
(1) I waited too long to lock the manuscript and start marketing the book like a product launch. In hospitality, you never open the doors and then figure out how to get guests in; with publishing I initially treated marketing as something you do after the book is "done," and it created avoidable pressure and rushed decisions at the end. (2) Treat your book like an operating plan: define the reader, the promise, and the one outcome you want for them, then build a simple pre-launch runway while you write (email list, a few podcast/press pitches, and a small group of early readers). Also, set a hard "no more edits" date and stick to it--polishing forever is just delay dressed up as quality control.
One decision I would approach differently is underestimating the power of early positioning. I once advised a founder who finalized his manuscript before clearly defining his target reader, and it limited his reach once the book launched. We later had to adjust messaging, redesign the cover, and rebuild the marketing funnel, which delayed momentum and increased costs. That experience reinforced for me that clarity must come before printing. At PuroClean we never begin a project without a defined scope, and publishing should follow the same discipline. I recommend first time authors validate their audience, test messaging, and build interest months before release. A strong strategy protects both credibility and investment.
One decision I wish I had approached differently was not separating my personal and publishing finances early enough in the process. Mixing accounts caused confusion and made it harder to stay organized during the launch. My advice to first-time authors is to keep personal and publishing accounts distinct from the start. Prioritise savings for both yourself and the project so you have a financial cushion and can make clear choices. This simple discipline makes it easier to focus on the work rather than managing mixed finances.