The Amazing Authorities Podcast

Episode Title: The Long Game of Authorship — Thomas Freiling on Lasting Influence, Sustainable Book Sales, and Legacy Leadership

Date: November 6, 2025
Host: Mitch Carson
Guest: Thomas Freiling

Episode Overview

This episode features an in-depth conversation between host Mitch Carson and guest Thomas Freiling, a seasoned publisher, ghostwriter, and authority on legacy-building through books. The episode dives into the enduring power of authorship, what it takes to achieve lasting impact (beyond fleeting bestseller status), and practical wisdom for aspiring and existing authors who want their work to resonate for years—even centuries—to come.

Key Discussion Points & Insights

1. Books as Legacy: Why Everyone Should Consider Authorship

• Books Are Legacy, Not Just Products

  • Thomas emphasizes that writing a book is about leaving a legacy that endures beyond one’s own lifetime.
  • Quote: “It’s the only way, it’s the only way to leave a lasting legacy… If we didn’t have books written about [historical figures] or by them, we wouldn’t remember them.” – Thomas Freiling (08:16)

• Authorship Is Wide Open

  • There is no single “type” of person who becomes a bestselling author—everyone has a story.
  • “If you want to be remembered forever, write a book. It’s the best way. Maybe the only way.” – Thomas Freiling (10:46)

2. The Modern Publishing Landscape

• Evolving Gatekeepers & Opportunities

  • Bookstores are no longer the gatekeepers—Amazon and digital have changed the industry.
  • Democratization of publishing means more competition (noise), but also more opportunity.

• Retail Space & Bestseller Mechanics

  • Airport bookstores still matter, but are “pay to play” (15:21).
  • The coveted New York Times Bestseller list is opaque and as much about timing and channels as about total sales (16:50).
  • “Being on the New York Times list, it’s really not an indicator that your book is literally selling better than all the others… There are a lot of books that outsell books on the New York Times charts that never get there.” – Thomas Freiling (16:52)

3. The Long Game: Sustainable Book Sales

• Short-Lived Fame vs. Enduring Sales
  • Chasing a one-week sales spike (to hit a bestseller list) often pales in comparison to moving steady volume over time.
  • “If you can sell 100 copies of your book every month and do that for 10 years, you’re going to sell a lot more books than someone who was on the New York Times list for one week.” – Thomas Freiling (18:26)

4. Marketing Realities & Strategies

• Amazon Best Seller Status

  • Amazon rankings are easier to achieve briefly and remain credible, but are not equal to traditional bestseller lists (19:01).

• Importance of Reviews

  • “Reviews are probably the most important thing you can do as an author… If you can’t generate 25, 30, 40 reviews, it’s going to be tough going.” – Thomas Freiling (21:02)
  • Leveraging friends, family, and especially social media book reviewers is essential for review traction (22:00–22:42).
  • Large numbers possible with persistent outreach—a thousand reviews is achievable with effort (22:29).

• Book Awards: Buyer Beware

  • Literary awards are less trusted now due to “pay to play” proliferation (20:39).

5. Who Should Write a Book?

• Everyone Can. Most Should.

  • There’s no specific profile—what matters is desire to leave a mark.

• Fiction vs Nonfiction

  • Readers consume books either to solve problems (nonfiction) or escape problems (fiction) (13:23–14:03).
  • “You don’t have to be Ernest Hemingway to write a book to help somebody figure out how to solve their problem.” – Thomas Freiling (14:44)

6. Beyond Book Royalties: Real-World Impact & Revenue

• Books as Business Cards, Not Just Products

  • Few authors make fortunes on royalties. Impact often comes from leveraging the book:
    • For speaking gigs (credibility and bookings, 27:10)
    • Publicity for CEOs and professionals
    • As lead generation or nurturing tools in business
    • Internal company uses (motivation, training)
  • Quote: “Most of my authors are publishing books for reasons other than just selling a lot of copies… They’re usually generating more income as a result of the book in other ways than just royalty.” (27:10–28:18)

• Surprising Success Cases

  • Major hits sometimes arise where least expected (26:36).
  • “Even the best publishers don’t always know what’s going to work… You don’t always know.” (25:17–26:07)

7. Platform Building: Articles & Thought Leadership

• Contributing to Major Media

  • Thomas writes for Forbes, Fast Company, Entrepreneur, INC—emphasizes persistence and starting small.
  • “I just kept on working at it… It was writing and submitting, doing that over and over again.” (29:38)
  • Recommends authors stay visible, posting regularly on LinkedIn or outlets like Medium and Substack (31:44).

• Paid Contributor Networks

  • The rise of “pay-to-play” contributor models in major media—fine for credibility, but know what you’re buying (30:29).

8. Tactics for Aspiring Authors

• Getting Reviews

  • Push your network and leverage book reviewer communities on social media (22:00)
  • Direct outreach and providing advance copies can dramatically boost counts

• Choosing Awards/Submissions

  • Awards can add credibility but are less powerful with the rise of “purchased” accolades (20:39)

• Optimizing Amazon Presence

  • A+ content and persuasive book pages are important (20:56–20:58)

Notable Quotes & Memorable Moments

• On Book Legacy:
  “If you want to be remembered forever, write a book. … It’s the best way. Maybe the only way.” – Thomas Freiling (10:46)

• On Bestseller Lists:
  “Being on the New York Times list… [does not mean] your book is actually literally selling better than all the other books. … It is the gold standard and we all desire to be there… but my answer is we don’t know how to get there.” – Thomas Freiling (16:52)

• On Review Importance:
  “Amazon reviews I think are the most important thing you can do as an author.” – Thomas Freiling (21:02)

• On Writing for Influence:
  “You gotta stay out there. You gotta stay in front of people.” – Thomas Freiling (29:16)

• On Building Authority:
  “People approach [John Maxwell] and say ‘I want to do what you do.’ And his answer is, ‘Well then you have to did what I did.’” – Thomas Freiling paraphrasing John Maxwell (29:54)

• Personal Vulnerability:
  Mitch reveals 41 years sober, connecting personally to the power of narrative and redemption in book form (03:18).

Important Timestamps

• Introduction & Guest Books: 00:48–03:54
  Thomas showcases powerful client stories (“Black People Can’t Swim,” “The Solitary CEO”).
• Legacy & Authorship for All: 08:10–11:21
  Why writing a book matters for legacy—not just fame or money.
• Publishing Industry Changes: 15:21–16:26
  Bookstores, Amazon, and democratization of publishing.
• Reality of Bestseller Lists: 16:50–18:40
  The truth about the New York Times and strategies for long-term success.
• Amazon Reviews & Marketing: 21:01–22:42
  How to realistically accumulate reviews and build traction.
• Alternative Revenue: Books for Influence: 27:10–28:18
  Leveraging books for credibility, speaking, and business expansion.

Actionable Takeaways

• Write Your Book for the Long Game: Focus on enduring influence, not fleeting accolades.
• Invest in Reviews and Relationships: Proactively seek social proof—don’t wait for it to happen.
• Diversify Your Visibility: Write, speak, and publish on various platforms to amplify your message.
• Leverage the Book Beyond Royalties: Use your book as a credibility tool, lead generator, and door-opener.

Connect with Thomas Freiling

• LinkedIn: Tom Freiling
• Twitter/X: @TomFreiling
• Agency: frylingagency.com

For more insights on building unshakeable authority and sustainable influence, subscribe to The Amazing Authorities Podcast with Mitch Carson.