It’s good to learn from your mistakes.
Do you know what’s even better?
Learning from other people’s mistakes.
(A little wisdom from Warren Buffett.)
That’s why I smiled when Judd Labarthe asked me about other people’s mistakes.
Judd is a globally experienced marketing consultant and the founder of Planner At Large. He has helped guide brands like Volkswagen, Mastercard, and Nestlé, taught strategy and marketing in Europe and Asia, and contributed to acclaimed industry publications. And he just released his debut book, Swimming Downstream (Marshall Cavendish Business, 2025).
Judd is a master at asking the right questions. During the publishing process, Judd asked:
“What are the mistakes that people in my position tend to make?”
What a relief it is to educate authors on the potholes in book publishing and marketing. I could’ve said many things. Here are three.
Mistakes authors tend to make:
1. Not taking feedback on your manuscript.
After months or years of developing a manuscript, authors are often tired and tempted to rush toward the finish line. Slow down and get input from a developmental editor and beta readers, who can improve your book’s readability, marketability, and overall appeal. Here’s everything you need to know about a developmental editor and beta readers.
2. Choosing the wrong publisher.
Some authors have found themselves stuck with the wrong kind of publisher, making for a very unhappy journey. Whether you opt for a traditional publisher, hybrid publisher, or publishing services team, take precautions to make sure you and your book are in good hands. Here’s how to choose the right publisher for you.
3. Expecting your book to sell itself.
Many authors are surprised by how hard it is to sell books. The market is saturated, and you’ve got to persuade people that your book is worth their limited reading time. Begin by defining the outcomes that will satisfy you – and how you’ll measure them. Then, budget your time and money wisely to achieve results, either through consultations or a marketing team, understanding that it’s a lifelong endeavor. Here are the six aspects of book marketing.
Want to know what authors would say?
I asked some published authors in the Nonfiction Authors Association:
“What’s one mistake you made in the publishing or marketing of your book?”
Here’s what they said.
“I waited to write my book.”
Amanda C. Bauch, Writer, Editor & Teacher, Author of One Nation Under God: 40 Devotions for Patriotic Women (Post Hill Press, 2025), amandabauch.com:
One mistake I made with the writing of my book was waiting to write it. I came up with the idea a few years ago, but for lots of different reasons, I kept putting off getting started.
One day, I told myself, “No more excuses!”
I decided to start writing during the two hours a week my kids are in karate. It didn’t seem like much, but it was more than what I’d been doing, which was nothing! And it felt incredible to finally be working on one of my own projects. Before I knew it, I had a publishing deal, and I was kicking myself for not having written more, because a tight deadline meant I had to rush to complete the manuscript.
So, if you have a book idea on your heart, start writing! Even if it’s just an hour or two a week, you’ll start to build momentum and be pouring yourself into something that means a lot to you and adds value to your life.
“I built the manuscript around material I couldn’t use.”
Gary Metivier, Host of the Heart of the Story podcast and YouTube series, Author of My Mask. My War (Legacy Books Press LLC, 2023), metiviermedia.com:
The biggest mistake I made while writing My Mask. My War, a WWII memoir, was building the manuscript around extensive research and historical graphics I ultimately couldn’t use. I spent years compiling interviews, newspaper articles, and archival photos, even hiring a European archivist to dig up rich historical context. My goal was to pair Norma Thoeming’s personal recollections with a parallel narrative that explained the larger wartime events around her, like why bombs rained on her town, or what the V2 rockets she remembered were really targeting.
The final manuscript was a blend of intimate stories and historical insight, enhanced with original images and documents. I thought publishers would love it. They didn’t. The cost and legal complexity of securing photo rights made it unfeasible. I had to scrap years of work and reframe the book as a more traditional memoir, based on additional interviews with Norma, by then in her 90s and nearly blind.
The lesson? Deep research is valuable, but don’t let it bury the heart of the story.
The silver lining: I’m now repurposing the unused materials for social media, school visits, podcasts, and Substack—a treasure trove of “beyond the book” assets.
“I could’ve gotten a more structured list of marketing deliverables.”
Natasha Williams, Writer, Author of The Parts of Him I Kept: The Gifts of My Father’s Madness (Apprentice House, 2025), natashawilliamswriter.com:
I hired a publicist, which I would do again to give my book the best chance of getting into readers’ hands. In hindsight, I wonder if I could’ve gotten a more structured list of deliverables from them. For example, in our contract it says:
Publicist would advise Natasha on effective social media strategy, which platforms to make the best use of and how, ways to approach content creation for the best engagement, and tactics for growing her following, etc. They will work with Publisher and Natasha to craft a content calendar of pre-approved posts tied to the themes in the book to go live several times weekly in the weeks leading up to and following publication. Assist Natasha with the timing of these posts to ensure a proper rollout over the course of the publication cycle.
To my mind, this is a specific and measurable outcome, but in reality, although we identified platforms, we still haven’t worked on tactics for growing my following and have only developed a handful of pre-approved posts.
At the end of the day, I wonder if spelling out the number of posts, pieces of content creation, and a calendar for posting might have been helpful. Also, specifying the memoir/creative nonfiction-specific outlets and strategies they will use, as I think they are accustomed to working with larger presses and more mainstream writing.
“I wrote my book in haste.”
Julia Torres Barden, Author of How Could They Not See? A Memoir about Trauma, PTSD and Resilience, juliatorresbarden.com:
I first wrote and published my memoir in 2013, and it was a hot mess! I wrote it in haste and didn’t take the time to incorporate my creative writing skills. As an award-winning Journalist, I should have known better than to waste money on publishing the first version of my memoir. I also launched a very specific marketing plan focused only on my Puerto Rican community, which severely limited the growth potential of my brand.
This time around, I worked harder on writing a more universal storyline – one that reflects the trauma I experienced, which transcends cultures and is simply part of the human condition. I also wanted to inspire my readers to know that they are not alone in their trauma and that there is empathy and support out there.
I’m proud of my new, revised memoir, as it is my best work and a defining moment for my legacy.
“I wish I’d created community.”
Joy Resor, Author of Designed to SHINE! Read-Aloud Rhymes for Any Size Heart and Designed to SHINE! Volume Two:
I wish I’d created community earlier to share the journey along the way. In-person community was lacking early on because I’m a sensitive introvert who didn’t extend myself lots.
In 2023, I went to a used book sale, not to buy books but to see who I might connect with. Amazing connections unfolded – and which continue to unfold. I joined the group, American Association of University Women (AAUW), including attending lunches, gatherings, and working at the book sale, all of which allowed me to continually connect with new women. Now, I’m experimenting. I led a monthly Artist’s Way book study group this past year, which started with 12 women. This fall, I’ll invite women to a twice-monthly Women’s Wisdom Circle. It’s a gift to connect as we’re able. It fills my heart, adds to my joy, and gives me chances to express myself while inspiring others onward.”
“I didn’t collaborate with a co-author.”
Eric Butow, Owner of Butow Communications Group, Author of 50+ books, including his recent release, Bluesky For Dummies (For Dummies, 2025), butow.net:
I’ve been writing computing, social media, and business/finance books since 2000, and my biggest mistake came from writing a LinkedIn book with a co-author in 2007. My co-author was a new author, and she asked me a lot of questions. I wasn’t interested in answering them because I was busy writing my part of the book, so I asked her to contact our editor. The editor wasn’t helpful, either, and as a result, the material she submitted was little more than an outline. I ended up writing most of her part of the book based on that outline on a tight deadline, and though that helped my bank account, it gave me much more stress I didn’t need. Since then, I’ve always been happy to answer my co-authors’ questions, and that approach has brought me many more book contracts with first-time authors. As a result, my co-authoring work on books has often included editor and project management roles, and these added responsibilities make my editors happy and help my co-authors’ expertise and authority shine.
“I wrote a book in a few weeks.”
Bob Rich, Author of 20 books, including his latest, The Hole in Your Life: Grief and Bereavement (Loving Healing Press, 2025), grief.lhpress.com:
I had a very successful self-help book with Penguin, called The Earth Garden Building Book: Design and Build Your Own House. So, when I expanded into fiction, they agreed to have a look at it. I had spent centuries’ worth of time polishing the first volume of the fiction, but then had a brainstorm and wrote another book in a few weeks. This was my current favorite baby, so I did a last-minute switch. They said, “Thank you, but no thank you.”
The lesson: a highly polished jewel is better than a rough diamond.
Final Thoughts
Publishing and marketing your nonfiction book can be rewarding for both you and your readers. Spare yourself unnecessary mistakes and learn from others by scheduling consultations with pros, joining a publishing association, or talking with other authors.
Congratulations to Judd Labarthe on his new release. And thanks to the authors from the Nonfiction Authors Association who shared their mistakes so that other authors can learn from them!
Ella Ritchie is the founder of Stellar Communications Houston, the “missing piece” in premium, end-to-end nonfiction publishing, marketing, and PR team for self-publishing memoirists, business leaders, nonprofits, families, and corporations. Subscribe to the blog at https://stellarwriter.com/blog.