Selling Books Isn’t the Publisher’s Job — Terry Whalin on Publishing Myths

My guest for Episode #307 of the My Favorite Mistake podcast is Terry Whalin, an accomplished editor and author of more than 60 books, several of which have sold over 100,000 copies. Terry is the owner of Whalin and Associates, a communications firm, and he serves as an acquisitions editor for Morgan James Publishing. Drawing from decades of experience in both writing and publishing, Terry shares a favorite mistake that changed the course of his career—offering valuable insights for first-time authors and seasoned professionals alike.

Episode page with video and more

His most recent book is 10 Publishing Myths: Insights Every Author Needs to Succeed.

Terry’s favorite mistake took place in 2007, when a high-profile publishing event jolted him into realizing just how little he was doing to promote his own books. Despite having secured multiple six-figure advances and a long list of published titles, Terry was receiving negative royalty statements—his books weren’t earning out. That wake-up call led him to take what he calls 100% responsibility for his own success, adopting a daily commitment to book promotion, content creation, and building an online presence. From that turning point, he launched a blog (now with over 1,700 posts), grew a substantial social media following, and became a consistent voice in the author education space.

In the conversation, Terry and Mark explore the myths and realities of book publishing—especially the misconception that a publisher will handle marketing. Terry outlines how today’s authors must become active promoters, the importance of building an email list you control, and why giving away ebooks can actually drive print book sales. He also shares hard-earned lessons about evaluating publishers, avoiding scams, and understanding how traditional and independent publishing models differ. Whether you’re writing your first book or navigating your next launch, Terry’s insights are a masterclass in professional ownership and long-term thinking.

Questions and Topics:

•   What’s your favorite mistake?
• Was it just a bad assumption to think publishers would promote your book, or do they sometimes mislead authors?
• Is the idea that a publisher will handle marketing one of the common myths in publishing?
• What specific actions did you start taking after realizing you needed to take full responsibility for your book’s success?
• Are you actively guesting on podcasts and using social media today to promote your work?
• Do social media efforts actually help sell books—or is it more about visibility and exposure?
• What’s your take on claims like “#1 Amazon bestseller”—do those really help authors sell books?
• Can you explain how the Morgan James model differs from traditional publishing?
• Why do you ask authors to commit to buying 2,000 copies of their own book?
• What role does giving away ebooks play in driving print sales?
• What should authors consider when deciding between traditional, hybrid, or independent publishing?
• How can aspiring authors avoid getting scammed by predatory publishing companies?
• What’s the role of an acquisitions editor, and how do you evaluate submissions?
• Do pre-orders really matter for bookstore placement?
• Why should authors consider writing for magazines or newspapers to build their platform?
• Do you think authors give up too early on marketing their books?
• Is building an email list still essential for authors, even in the age of social media?
• Should authors be cautious about relying too much on platforms like Facebook or LinkedIn?