Funding Your Book Launch with Preorders with Ashley Shepard
Is it really possible to make money from your book before it even hits the shelves?
My friend Ashley Shepard says yes!
Ashley is the author of several books including Profitable Publishing with Preorders: How to Grow Your Audience, Presell Your Book, and Cover Costs Before Self-Publishing.
We met a while back on Threads as I immediately spotted her as an incredible resource to help me on my own self publishing journey.
Today's episode is especially for you if you're just dipping your toes into the self-publishing waters. It's never too early to learn.
Plus if you're looking to make your next book launch more sustainable, impactful, AND profitable, just push play below!
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Profitable Publishing: What Does It Mean
So, right from the top, Ashley wants us to break through that old, tired stereotype of the “starving author.” You know, the one where you write a book, pour your heart and soul into it, and then hope to someday, maybe, make back your publishing costs—after years, if ever.
Ashley shares that regardless of whether you are self-publishing, going indie, or are working with a traditional publisher, you as the author have the power to publish profitably. That means recovering your costs—cover design, formatting, editing, marketing, you name it—before release day.
Ashley's done it herself four times and now she helps clients do the same. It’s not about greed, she says, but about serving your audience and fueling your mission further.
The truth is, if you want to reach more people, you need margin for things like hiring help, running ads, or just not going broke every time you help your readers.
Reframing the Profit Mindset
Kim echoed something a lot of authors feel—especially those writing from a faith-based or ministry mindset—they want to serve, and sometimes think wanting profit is selfish. Ashley’s take is so refreshing. Profit isn’t just about lining your pockets; it’s the fuel that allows you to actually keep writing and serving.
If you want to reach more people, you need resources to keep doing your work, whether that’s the next book, a workbook, or a group program.
There are always more expenses than you think. Even if you are traditionally published, you’re footing the bill for so much of the marketing yourself. Ashley’s book (she says it’s as visually organized as a teacher’s lesson—she was an educator for ten years!) walks you through this step by step, with graphics and super actionable points.
The Power of Preorders
One of the highlights of the episode is Ashley’s approach to preorders. She sees them not just as a marketing tactic, but as a practical tool. Think financing your book project.
With preorders, you get paid *before* your book is out, and can use that profit to cover expenses and invest in reaching even more readers.
Ashley is not focused on the bestseller badge or vanity metrics. Instead, she’s thinking about what serves the reader. Preorders are her way of making book publishing sustainable. If she can do it with a six-month-old at the start of the pandemic (and after a pay cut), you can do this too. Her first preorder made $1,400 in six weeks, enough to cover her costs and turn a profit—all before launch day.
Marketing Is Inviting People Into Your Journey
Now, let’s talk marketing—because, as Ashley says, this is the fun part! Most authors focus all their energy on publishing and forget to bring people along on the marketing journey. Think beyond “buy my book.”
Attract readers who need your book but don’t know you yet.
Ashley compares book marketing to seeing a friend’s kid grow up on Facebook. Your audience wants to follow your book’s journey, too. Marketing isn’t slimy, it’s just sharing the behind-the-scenes, the process, and the heart behind your work. Share insights, sneak peeks, ask your audience questions, and use content that didn’t make it into the final edit for social media or a blog post.
It works for everyone—whether your book is about Christian living, mental health, or any nonfiction space where you are helping people overcome something. The earlier you start talking about your book—the better! Don’t just pop up on launch day and expect people to buy it.
Preorder Bonuses That Make a Difference
So what makes readers preorder? Bonuses! And Ashley says, make these bonuses practical, reader-centric, and tied to your book’s promise. Here are some ideas straight from Ashley’s author-educator mind:
– A live or virtual group session or challenge—especially if your book guides readers through a journey (think faith, devotionals, mental health).
– Bonus resources for group or church study, with extra incentives for bulk orders.
– Accountability tools, like a checklist or action steps card so readers can map their progress through your book’s framework.
– Surprise upgrades—Ashley sent color editions to her early readers. It wowed them and made them feel valued.
– Repurpose journal prompts, extra chapters, or cut content as exclusive preorder downloads.
The secret is to overdeliver in a sustainable way. You don’t need to deplete your energy or budget. Just add something intentional and unexpected that helps your reader succeed.
One pro tip: host your preorder outside of Amazon. This way, you can collect your readers’ info, communicate directly with them, and deliver your bonuses hassle-free. Ashley loves using her own website for this. That way she can email, offer surprise perks, and make the process more personal.
It's More Than a Book Sale
To wrap it up, profitable publishing isn’t out of reach. It just takes a mindset shift, some intentional planning, and a willingness to market with generosity and sustainability. Your book isn’t just a product; it’s the beginning of a relationship with your readers.
Profitable publishing allows you to reach and help way more people.
Happy book launching!
📚 RESOURCES MENTIONED 📚
Profitable Publishing with Preorders
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