The Amazing Authorities Podcast

Episode: The Truth About Publishing: Why Authors Must Market Their Own Books

Host: Mitch Carson
Guest: Terry Whelan
Date: November 10, 2025

Episode Overview

This episode explores the often-misunderstood realities of book publishing and author success, busting the myth that publishers drive sales and revealing why authors must take control of their own marketing. Mitch Carson speaks with veteran author, editor, and publisher Terry Whelan about his prolific career, pivotal publishing lessons, and the actionable strategies every aspiring author needs.

Key Discussion Points & Insights

1. The Power and Purpose of Books

• Books change lives: Both Mitch and Terry underscore their passion for the life-changing potential of books.
  • “[Books] change people's lives.” — Terry Whelan [01:26]
• A discussion on how even in today’s world, a mere fraction of purchased books are read fully, but their impact remains significant.

2. Terry Whelan’s Publishing Journey

• Career highlights:
  • Over 60 books written for traditional publishers.
  • Secured multiple six-figure advances.
  • Several books sold over 100,000 copies. [02:38]
• Currently an editor at Morgan James Publishing—21 years in business, 20 million+ books sold, 6,000+ titles published. [03:06]

3. The Book That Changed a Life

• Formative experience: Terry shares the story of reading “Jesus the Revolutionary,” which altered his career trajectory from journalism to Bible translation and authorship.
  • Personal story of translating the New Testament into a Mayan language (Southwest Kachikal, Guatemala), including developing a written alphabet for the language. [05:12]

4. The Value of Travel and Cross-Cultural Experience

• Both reflect on the value of travel in broadening perspective and deepening empathy, especially as it relates to storytelling and understanding readers. [05:55 - 07:57]

5. Terry’s First Foray into Publishing

• Debut book: Originated from a children’s editor’s challenge; leveraged hybrid picture/cartoon style to inspire global awareness in children.
  • Title: “When I Grow Up, I Can Go Anywhere For Jesus,” focusing on real-world occupations. [09:20–11:01]

6. Nonfiction Focus and Building Authority

• All of Terry’s books have been nonfiction; developed a reputation for reliability and expertise within the industry.
  • Connection to Mark Victor Hansen and the realization at Mega Book Marketing University of the need to personally market his books. [11:24–12:56]

7. The Marketing Epiphany: Authors Must Promote Their Own Books

• Inspired by Jack Canfield (Chicken Soup for the Soul) and the “Success Principles”:
  • "I will take 100% responsibility for my own success." — Jack Canfield, cited by Terry Whelan [12:35]
• Terry started a weekly blog, “The Writing Life,” which positioned him as a top content producer.
  • Over 1,700 blog entries since 2004. [14:04]

8. Tactical Steps: The Rule of Five

• Adopted the “Rule of Five”: Do five things every day to promote your book (e.g., blog posts, podcasts, articles, social media).
  • “Every day, they did five different things to be telling people about their book…” [15:37–16:53]
• Grew strong social media followings: 175k+ on X/Twitter, nearly 20k on LinkedIn.

9. Exploring and Choosing Promotional Platforms

• Terry’s approach has been organic: newsletters, print publications, physical marketing materials, rather than paid prestige platforms or heavy focus on YouTube or Substack.
• Practical advice: Find and double down on what works for you rather than try everything at once. [17:30–18:20]

10. The Value of Reviews and Giving Back

• Highly values both gathering and writing reviews for books.
  • Has written 1,000+ Amazon and 900+ Goodreads reviews.
  • "They're important for you to gather them, but also for you as a writer to do them, to encourage other people…" [18:30]

11. Co-Authoring and Ghostwriting as a Strategic Path

• Some of Terry's biggest advances came from co-authoring or ghostwriting for celebrities.
  • Strategy: “Get hooked up with a higher profile person” to gain access to larger advances and bigger opportunities. [19:08–20:31]
  • However, co-authors rarely receive the same recognition as lead authors.

12. Relationship-Building in Publishing

• Importance of building ongoing relationships with industry figures.
  • “Keep building those relationships and connections because you never know when it's going to be an important one in your own life.” — Terry Whelan [21:28]

13. The Truth About Publishing Myth-Busting

• Discusses his current book: “10 Publishing Myths: Inside Secrets Every Author Needs to Succeed.”
  • Many authors have dangerously unrealistic expectations, such as assuming, “My publisher will market and sell my book.” [23:54]
  • Key insight: Publishers provide resources, but authors must be the driving force in promotion.
  • Each chapter ends with a "Myth Buster Action"—a practical step for authors.

14. “Rented” vs. Owned Platforms

• Warns against over-relying on social networks—accounts can be shut down at any time.
  • Advocates building a platform on assets you control: personal website, blog, and email lists. [24:49]

15. Direct Sales and Unusual Tactics

• Promotion of his publishing myth-buster book via PublishingOffer.com, offering $200+ in bonuses with purchase.
  • Example bonus: Audio interview with an author who systematically sold thousands of books directly to libraries by calling them daily. [25:43]
  • Discussion of another author who spent over $200,000 sending copies to every U.S. library, boosting New York Times rankings (albeit at great cost). [26:47]
  • Terry confirms that organic strategies can still lead to national bestseller status with the right tactics and persistence. [28:39–29:24]

16. The “Oprah Myth”

• Offers an 11th bonus chapter: “If I send my book to Oprah Winfrey, she’ll book me on her show”—debunking the fantasy of quick, magic-bullet media exposure.
  • “If that's where you want your book to be, fine. But I think there's some more effective things that you can do…” [30:53]

Memorable Quotes

• Terry Whelan: "Books change people's lives." [01:26]
• Terry Whelan: "I will take 100% responsibility for my own success." (Citing Jack Canfield) [12:35]
• Terry Whelan: "The tactical steps that I did is something, again, I gained from Jack. Jack talks about following the rule of five … every day, they did five different things to be telling people about their book." [15:37]
• Terry Whelan: "Reviews are very important … They're important for you to gather them, but also for you as a writer to do them, to encourage other people…" [18:30]
• Terry Whelan: “Keep building those relationships and connections because you never know when it's going to be an important one in your own life.” [21:28]
• Terry Whelan: "Myth: My publisher will market and sell my book ... what they're going to be able to do is much divided than you're going to be able to do as the author." [23:55]
• Terry Whelan: “In the business, we call those 'rented platforms' because I don't control those platforms. ... you're better off as an author building your platform on your own website, your own blog, your own newsletter..." [24:49]
• Terry Whelan: “If that's where you want your book to be, fine. But I think there's some more effective things that you can do than mailing a book to Oprah Winfrey.” [30:53]

Important Timestamps

• 01:26 – Books change people's lives.
• 02:38–03:06 – Terry's publishing statistics and role at Morgan James.
• 03:37–05:11 – How a book changed Terry’s entire life course.
• 09:20–11:01 – Genesis and process of Terry’s first published book.
• 11:24–12:56 – Realization at Mega Book Marketing University about author marketing.
• 12:35–14:04 – Adopting the “Success Principles,” launching and maintaining a top industry blog.
• 15:37–16:53 – Implementing the Rule of Five for continuous book marketing.
• 18:30–18:53 – On the necessity of book reviews.
• 19:08–20:31 – Strategy behind co-authoring/ghostwriting for celebrities.
• 21:28 – Relationship-building as a career strategy.
• 23:54–25:43 – Top publishing myths and practical “myth buster” actions.
• 26:47–29:24 – Library sales tactics and organic bestseller strategy.
• 30:53 – The Oprah Winfrey “myth” and bonus chapter offer.

Resources and Offers

• Book: “10 Publishing Myths: Inside Secrets Every Author Needs to Succeed”
  • Special offer: $10 with $200+ in bonuses at publishingoffer.com.
• Bonus Chapter: "The 11th Myth (Oprah's Book Club)"—free at terrylinks.com/11thmyth.

Tone and Style

• Upbeat, conversational, and practical.
• Terry is candid and humility-driven, infusing seasoned wisdom and actionable takeaways.
• Mitch is enthusiastic, seasoned, and keeps the focus on real-world, implementable advice for aspiring authors.

For New Listeners

If you haven’t listened, this episode is a clear-eyed, jargon-free guide to what it really takes to succeed as an author in today’s publishing world—directly from a veteran who’s done it all, and who generously shares what works, what doesn’t, and what you can start doing now.