After guiding more than 30 authors through the publishing process, we've identified patterns that come up again and again. These mistakes aren't exclusive to one type of author — pastors, professionals, ministry leaders, and writers of all backgrounds make them.
The good news is that all of them are avoidable if you know about them in advance. Here are the 5 most common ones and how to fix them.
Publishing without professional editing
This is, without a doubt, the most costly and most common mistake. Many authors believe that because they write well, their manuscript is ready to publish. But there's a huge difference between writing well and having a professionally edited book.
A professional editor doesn't just fix spelling errors. They review narrative structure, argument coherence, flow between chapters, redundancies, and strengthen the weak points in your text. It's like having a coach who helps you take your best effort to the next level.
What does NOT editing cost you?
A book with errors loses credibility with readers, bookstores, and platforms. Negative reviews frequently mention editorial errors, and once your book has that reputation, it's hard to recover. The investment in editing ($500-$2,000 USD) is minimal compared to the potential damage.
Solution: Always invest in professional editing. It's the service with the highest return on investment in the entire publishing process.
Not defining the target audience
"My book is for everyone" is the phrase we hear most often — and it's a red flag. A book that tries to speak to everyone ends up speaking to no one. Without a defined audience, you can't make smart decisions about tone, design, pricing, or distribution.
Think about the books that have impacted you most. You almost certainly felt like the author was speaking directly to you. That's not a coincidence — it's the result of an author who had clarity about their reader.
Practical example
Instead of: "This devotional is for any Christian"
Better: "This devotional is for Christian women ages 30-50 who want to strengthen their prayer life while balancing family and work"
Solution: Define your ideal reader with as much specificity as possible. Write for that person. Everyone else who identifies with it will be a bonus.
Underestimating cover design
"Don't judge a book by its cover" is a nice saying, but the reality of the publishing market is the exact opposite. The cover is the first (and sometimes only) contact a potential reader has with your book. On an Amazon screen or a bookstore shelf, you have less than 3 seconds to capture attention.
A cover designed in Canva or with a generic template immediately communicates "amateur." And by extension, the reader assumes the content is too. No matter how good your text is — if the cover doesn't measure up, many will never get to read it.
Solution: Invest in a professional editorial designer. A good cover costs between $200-$800 USD and is probably the best marketing investment you can make.
Printing too many copies
It's tempting to do a large print run. The cost per unit drops significantly when you print 500 or 1,000 copies instead of 100. But we've seen too many authors end up with boxes and boxes of books in their garage, with no idea how to distribute them.
The reality is that most first-time authors sell between 100-300 copies in their first year. If you printed 1,000, you have a storage problem and tied-up capital.
The numbers
100 copies at $5 USD each = $500 investment, 0 leftover books
500 copies at $3 USD each = $1,500 investment, possibly 200-300 unsold books
1,000 copies at $2 USD each = $2,000 investment, possibly 700+ unsold books
Solution: Start with 50-100 copies. Sell, measure demand, and reprint. The per-unit savings don't justify the risk of overstock.
Not planning distribution before publishing
This mistake is a silent one because it doesn't hurt until after the fact. The book is ready, printed, beautiful... and now what? Where do you sell it? How do you promote it? Who's going to buy it?
Distribution and marketing should be planned before printing, not after. Your distribution strategy even influences decisions like retail price, format, and the number of copies to print.
Distribution checklist (define before printing)
Will you sell on Amazon? (you'll need an ISBN and a specific format)
Will you sell at your church, events, or conferences? (direct sales)
Will you have a landing page or website for your book?
Will you use social media to promote it? Which platforms?
Are you planning a launch event?
Will you contact local Christian bookstores?
Solution: Define your distribution plan during the design phase, not after printing. Consider a launch package that includes a landing page and promotion strategy.
Quick Summary
Always invest in professional editing — it's the service with the highest ROI
Define your audience with as much specificity as possible
Don't skimp on cover design — it's your first impression
Start with short print runs (50-100) and reprint based on demand
Plan distribution BEFORE going to print
Want to avoid these mistakes from the start?
A professional editorial evaluation gives you a clear diagnosis of your manuscript and the right path to publish it.