From Concept to Bookshelf

the seven stages of traditionally publishing your book

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Over the past month, I’ve connected with so many incredible writers here on Substack—mostly because my reintroduction note reached the right audience. A common theme in the responses I received was something like this: I’m a writer/an author… or at least I’m trying to be…

Every book starts with an idea—one that a writer teases into a full manuscript. But turning that manuscript into a published book, and truly stepping into the role of Author, well, that’s a different story (so to speak).

Let me be clear: if you put words to paper, you are a writer. Yet, I’ve noticed (even with my clients) that embracing the title of author is a much bigger hurdle—maybe we’ll cover that in a different post.

The requirement is simple (lol): get out of your comfort zone, and sell. First, you sell yourself. Then months—maybe even years—later, you’ll get to sell your book.

And to do that you need to make purposeful, strategic decisions, from the moment you decide this idea deserves to be published.

Note: The timelines listed below for each stage will vary based on individual circumstances; some may even overlap or recur. These seven stages will also be available on my new website, as a way to help authors identify where they can benefit most from my brand and marketing services.

1. Manuscript Development: Drafting & Editing

The best books start with a strong foundation. Understanding these key points will not only strengthen your writing, but will also set you up for success when it comes to marketing. Consider:

• Who is this book for? Your target audience shapes everything—from storytelling choices to marketing strategies.

• What makes it stand out? In marketing, we call this white space. Can you clearly answer: What is this story, and why am I the one to tell it? If so, you’ve found your unique position.

• What’s the long game? Is this a one-time opportunity to be published, or part of a larger publishing career? What do you want, and how does this book move you closer to that goal?

Once your draft is “complete,” the business of getting it published begins. Start by self-editing for structure, pacing, and clarity. Then, seek professional feedback from beta readers, critique partners, or independent editors. Be prepared for multiple rounds of revision…rarely does the first submitted manuscript become the final story!

The in-between: before a publisher offers a contract, many authors seek representation from a literary agent. Querying is a crucial step in this phase, requiring a strong pitch, a polished manuscript, and persistence. My author branding partnership, Turning Pages, fits in perfectly here.

2. Acquisition: The Publisher's Green Light

Once you’ve secured an agent (or if you're submitting directly to publishers), the acquisition process begins. If a publisher or commissioning editor has signed on your book—congratulations! This phase involves contract negotiations, discussions on editorial direction, and laying the groundwork for production and marketing.

Duration: 6 months to 2 years

• Understand your contract. Know your rights, royalties, and obligations. If you have an agent, trust that they’re advocating for your best interests at the negotiating table.

• Collaborate with your editor. They understand reader interests and market trends, so be open to their feedback—it will help shape the strongest version of your book.

• Think about positioning. Your publisher will have marketing strategies prepared, but bringing in your own platform and engaged audience strengthens their efforts.

3. Design: Bringing the Story to Life

Ready to have that “pinch me” moment? This is when your book starts to come together visually, and the fact that you’ll be a published author starts to feel real.

Duration: 3 to 6 months

• People do judge a book by its cover. Ensure the cover you and your publishing team land on is representative of both the story you’ve written and the genre in which it falls.

• The interior is just as important. Typography, formatting, and layout contribute to readability and the overall feel of the book.

• Give feedback wisely. Publishers work with experienced designers—trust their expertise while advocating for your vision.

4. Production: The Final Transformation

This is the phase where your manuscript is officially transformed into a physical and digital book. So exciting!!

Duration: 5 to 7 months

• Final proofreads are essential. This is your last chance to review your book before it’s printed. Attention to detail here is key to making sure there are no lingering errors. (Fun fact: I am a trained proofreader and used to proofread Stephen King’s books!)

• Formats are locked in. Whether your book will be available as a hardcover, paperback, ebook, or audiobook, each format needs a unique approach. The process varies depending on the medium, and it is essential to understand how each version will look and feel.

• Advance copies are printed. These copies (ARCs) are used for early reviews, promotional efforts, and to generate buzz before on-sale.

5. Marketing: Reaching Your Readers

This is the sweet spot for my book marketing partnership, The Narrative, where I help authors refine and optimize their strategies for maximum reach and impact.

Duration: Ongoing, often intensifying 3 to 6 months before release

• Leverage your author platform strategically. Engage with your audience across social media, through newsletters, offline events, and collaborations to build lasting momentum and visibility.

• Advertising plays a role. Publishers often run paid campaigns, but authors can amplify their efforts with personalized initiatives that align with their unique brand and audience.

• Preorders are powerful. Encouraging early purchases can significantly impact rankings, boost retailer interest, generate excitement before the official release, and sustain momentum, even after the initial marketing push.

• Have fun with it! You wrote a book! It’s getting published! Now is not the time to be humble or shy.

6. Publicity: Generating Media Attention

This is where press coverage, interviews, and reviews come into play.

Duration: Ongoing, with a focus around the book's release

• Cultivate relationships early. Establishing connections with media outlets and influencers can lead to long-term opportunities for your book.

• Be strategic with your outreach. Pitching to journalists, bloggers, and influencers, along with securing podcast appearances and speaking engagements, helps you get in front of the right audiences and build credibility.

• Reviews drive visibility. We’ve already talked about the value of this, but securing early reviews—whether from industry sources or readers—can even help with publicity opportunities.

7. Sales: Getting Your Book into Readers’ Hands

Your book is officially available for purchase!

Duration: Ongoing

• Don’t write off a book tour. In-person events are equally as valuable as virtual ones. Many readers are inspired to buy books simply after hearing authors speak about their work, whether at signings, virtual Q&As, or collaborations with booksellers.

• Retail placement helps. While authors don’t control the placement, the wider your book is available—across bookstores, libraries, and online retailers—the more opportunities you have for readers to find it.

• Long-term sales strategies sustain momentum. So much pressure is put on pre-orders and launch numbers, but I’m here to remind you that a book’s sales don’t end after launch day. Consistent effort, smart strategy, and a long-term approach are what sustain interest and keep your book relevant.

There you have it—the seven stages of publishing. It’s a lot to take in, I know. Turning your idea into a published book requires hard work, planning, and intentional effort. The authors who succeed are the ones who stay engaged in the process, make thoughtful decisions, and remain committed to their goals—even when imposter syndrome starts to creep in. And just think: the next time you introduce yourself in Substack note reply, you’re response can be something like this: I’m the author of…

Anyway, what stage are you in right now, and what’s your next step?!

xx

Jessica Sorentino specializes in branding and marketing for authors, helping them connect with readers and position their work for agents and publishers. With over a decade in publishing, she transforms stories into lasting brands through strategy, connection, and visibility.