The real (and surprising) ROI of business books

Do business books pay off? That's the never-ending question with one evergreen answer: it depends. It depends on why you're writing the book, how well you target it, how smartly you promote it, and—let's be honest—how compellingly you write the thing in the first place. It also depends on how you define "pay off."

There. Glad we cleared that up.

Now let's talk about what doesn't count as a payoff: becoming a millionaire from your Amazon royalties. If that's your plan, skip the manuscript and head straight for Powerball. Same odds, less stress.

But if you're writing a business book as a strategic move—to position yourself, attract better clients, land speaking gigs, or finally make sense of your hard-earned experience—then you're thinking the right way. And now, thanks to a first-of-its-kind study, we've got real numbers to back that up.

The math doesn’t lie

In mid-2024, four heavy hitters in the publishing support world—Amplify Publishing Group, Gotham Ghostwriters, Smith Publicity, and Thought Leadership Leverage—conducted the Comprehensive Study of Business Book ROI, surveying 350 authors across traditional, hybrid, and self-publishing routes.

Let's just say it was . . . sobering.

The median number of copies sold was 4,600 for traditionally published books, 1,600 for hybrid-published books, and 700 for self-published books. Only 18 percent of traditionally published authors sold over 20,000 copies. For hybrid authors, that number drops to 5 percent.

And yet—despite all that—89 percent said it was a good idea.

Let's unpack why.

Books Don't Make Money. They Make Things Happen.

The fantasy: You write a book, post a photo of it next to a cappuccino, and wait for the cash to roll in.

The reality: If your book's going to make you money, it'll be because of what it does for your business—not because of what it does at the cash register.

In fact, 18 percent of authors who had six months or more under their belt reported making $250,000 or more from opportunities sparked by their books—primarily from speaking, consulting, client leads, and other non-retail magic.

So, What's the Real ROI?

Want a door-opener? Write a book. Handing someone a copy of your book beats handing them a business card 100 times out of 100. Especially if it's well-written, targeted, and solves a real problem your audience faces. Many authors give their books away for free—and make a fortune doing it. Because apparently, the best business strategy is reverse psychology.

You know what else gets you taken seriously? Being introduced as "the author of . . ." It's the quickest shortcut to instant credibility and a great excuse to raise your rates. Suddenly, you're not just another consultant with a LinkedIn profile—you're an expert who literally wrote the book on whatever it is you do.

Books also lead to media opportunities you can't buy on LinkedIn. They get you podcast interviews, speaking gigs, industry panels, and contributor slots—none of which came from chasing algorithms or learning whatever dance is trending on TikTok this week. Your book becomes a passport to places where your future clients are hanging out, desperately hoping someone interesting will show up.

A book isn't just a megaphone, either. It's a magnet. People want to work with and for leaders who have a point of view—and the guts to share it. If your book articulates your vision and values, it'll attract like-minded collaborators and partners. Maybe even that COO you've been dreaming of, the one who actually reads books instead of just buying them for their office shelf.

For a lot of business leaders, a book isn't about sales at all—it's about posterity. A way to pass along what you've learned, explain what you built, or get your ideas out of your head and into the world before you forget them or retire to Tuscany. Books last. Tweets don't. And your grandchildren will probably find your book more impressive than your follower count.

What Makes a Business Book Actually Pay Off?

The study revealed a few key things that separated high-ROI books from expensive paperweights. Books supported by a proper launch campaign grossed over $55,000 on average, because it turns out that hoping people will magically discover your book isn't a marketing strategy.

Those who planned how their book would drive business—not just sales—averaged $96,000 in revenue. Revolutionary concept: having a plan makes things work better.

And here's one that might sound self-serving since I happen to ghostwrite books: books written with professional ghostwriters were four times more profitable than those written solo. If you're busy running a company, managing teams, and still trying to figure out Threads vs. X vs. Substack, hiring a ghostwriter isn't cheating. It's delegation. You know, that thing successful executives do with everything else.

Don't Write for "Everyone"

Here's where good intentions go to die: vague target audiences. The phrase "this book is for anyone who wants to succeed in business" is code for "this book is for no one in particular." The best business books speak directly to someone specific. A CFO in manufacturing. A founder navigating Series B. A leadership coach burned out on jargon. Whoever it is, write like you're in a one-on-one conversation—not giving a TED Talk to the universe.

The Intangibles Are Real

There's ROI you can't measure in cash, though your accountant won't be impressed. Many authors said writing a book gave them clarity, confidence, even catharsis. One admitted his primary motivation was "to prove I could do it." Among those who shared that goal, 94 percent said they succeeded. Sometimes, the book changes you before it changes your business. It's therapy that might actually pay for itself.

So, Is Writing a Business Book Worth It?

If you expect your book to pay off at the register, don't bother. The romance section has that market cornered. But if you view it as a strategic asset—a positioning tool, a conversation starter, a bridge to opportunities you couldn't reach otherwise—then yes, it's absolutely worth it.

Just don't forget: the most successful business authors think like business owners, not literary dreamers. They invest smart. They think long-term. And they understand that the ROI of a great book is measured in doors opened, calls returned, and deals closed—not just in copies sold.

Because at the end of the day, your book isn't really a book. It's a 200-page business card that people actually want to keep.