99% of authors believe their job is to sell books.
Instead, it’s something much more fundamental than that.
As an author, your job is to grow an audience of readers who share an interest in the stories you create.
At the surface, this might not seem too different.
But this changes everything in publishing.
Instead of the story-first model of publishing, today I will show you what the Readers First model for publishing looks like.
Thousands of authors are already doing it… whether they realize it or not. And they are growing their readerships faster and making more money than ever.
Readers First publishing means going beyond the book to grow your business.
It means getting creative. Playing to your strengths. And most of all, rewriting the rules of publishing to help you and your story stand out.
Following are 10 weird ways that authors are doing just that… and making millions.
You can listen to the latest episode of the Beyond the Book podcast on Apple Podcasts here, Spotify here, and YouTube here.
Now for those who want a short breakdown of everything covered in the podcast, following are the highlights 😊.
0:00:57 #1: Card Games for Readers
Authors are making bank by creating card games tied to their books.
Skye Warren launched Romance vs. the World, a game designed for spicy romance readers. Holly Black created Enemies and Lovers, a card game based on her Cruel Prince series. The result? A staggering $650,000 in revenue from Kickstarter alone.
P.S. Does anyone know Holly Black? I’d love to have her on the podcast!
0:02:40 #2: Story Letters
Story letters transform storytelling by delivering physical letters to readers, unfolding a narrative over time.
Stories like Flower Letters and ScareMail have mastered this format, creating immersive, collectible reading experiences.
"Literally, I'm talking physical letters shipped off in an envelope, and mailed to your reader’s home."
This model not only engages readers but also builds a fanbase far beyond traditional books.
The really good news? David Viergutz (creator of the seven-figure story ScareMail) will be coming onto the Beyond the Book podcast next Wednesday and coaching fellow authors in building their brand beyond books live 📷.
Now is a great time to subscribe to Beyond the Book on YouTube if you haven’t yet so you can be notified as soon as it’s released 😃.
0:05:01 #3: Education and Consulting
Many fiction authors are monetizing their expertise through coaching and consulting.
Science fiction writers like Neal Stephenson and Eliot Peper consult on future tech, while thriller authors advise on crime accuracy, and romance authors offer relationship insights.
"Readers end up wanting to dive deeper."
If your fiction builds credibility in a niche, there’s a market for consulting & education products that both fund your writing and expand your readership.
0:07:31 #4: Content Tilt
Standing out as an author isn't just about writing—it’s about a unique content tilt.
Some create visual book summaries, blending reading with design. Others travel to real-world settings from their books or break down action scenes from fiction.
"It's about combining two unique skills into one."
Innovating with genre, as detailed in The Anatomy of Genres by John Truby, can also give authors an edge in marketing.
P.S. Does anyone know John Truby? I’d love to have him on the Beyond the Book podcast!
0:10:46 #5: Under-Utilized Attention Markets
Authors who find untapped attention markets gain a major advantage. Whether through book swaps, influencer partnerships, niche podcasts, or strategic presence in online communities.
"It’s better to have someone else talk about your books rather than you."
Even in-person events—like signing at local festivals—can help authors stand out where books aren’t the main attraction.
0:14:51 #6: Merch & Swag for a Broader Market
Smart authors design merch that appeals beyond their current readers. Onley James, a wildly popular MM romance author, sells genre-specific stickers and apparel that attract fans who later discover her books.
"Think about creating merch designed for discovery, not just for your existing readers."
This strategy increases revenue while serving as a gateway into your stories.
0:17:39 #7: Creating Content + Products for Readers
Some authors build full-fledged brands beyond books.
Haley Pham leveraged her BookTok fame to launch a best-selling book sleeve line.
Maggie Beeler is turning her Tropetails cocktail book into a drink mix brand (you can listen to the last Beyond the Book podcast here all about Maggie’s journey).
0:20:17 #8: The Community Play
Authors are “owning” their genres by building communities first.
Aleron Kong created a LitRPG Facebook Group with 25,000 members, branding himself as the "godfather of American LitRPG."
The Smuthood built a thriving romance reader hub.
"Instead of thinking about your reader group, think about the reader group that everyone in your niche wants to be part of."
0:22:22 #9: Indie Films
YouTube is the new Hollywood, and authors are turning their stories into films.
Jonathan Yanez raised $25,000+ via Kickstarter for a sci-fi short film based on his books.
The Lizzie Bennet Diaries web series raised nearly half a million dollars a decade ago (credit to Morgana Bevan from the Romancing Like Swift podcast for recommending this to me).
"We don’t need studios anymore."
Partnering with filmmakers or leveraging crowdfunding makes storytelling in new media formats more accessible than ever.
0:25:28 #10: URL to IRL with In-Person Experiences
Real estate meets storytelling with themed Airbnbs and immersive reader experiences. Imagine a fantasy Airbnb or a horror-themed escape room.
Final Thoughts: Readers First is the New Publishing Paradigm
Publishing isn’t just about books—it’s about influence.
"As storytellers, we are change-makers."
From inspiring what readers wear to where they vacation, authors have the power to shape culture.
The key?
"When you go beyond the book, and when you really put your readers first, everything changes."
If you want the deep dive into the 10 “weird” ways authors are going beyond the book to make millions check out the latest podcast episode wherever you listen to podcasts or on YouTube here 😊.
You can also join the waitlist for Beyond the Book Academy where I’ll walk you through actually going beyond the book yourself and turning your stories into an empire by putting your Readers First.
I’ll see you all early next week for another essay for Author Sidekick & a new episode of the Beyond the Book podcast.
ALSO… next week I have a fun little bonus to announce that everyone here will be getting for free (hint: it’s 50 Marketing Superpowers for Authors… it’s going to be awesome!).
In the meantime, don’t forget…
Together we are boundless,
Michael Evans
The Author Sidekick
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