Featherstone 
The Business of Being an Author: Andrew Griffiths on How Non-Fiction Authors Can Build a Business Around Their Writing
I laughed at the opening line of Andrew Griffiths’ new book…
“After my first book was published, I sat back and waited for the Maserati to arrive.”
It didn’t, of course. And if you’ve published a book and experienced that mix of hope and anticlimax too, you’ll know exactly what he means.
The Business of Being an Author is Andrew’s 19th book in 30 years, a fact that is itself an argument for everything inside it. This is not a book written from theory. It’s written from three decades of figuring out, book by book, and through huge changes in the publishing industry, how to make words on a page do work off it.
Beyond Royalties
His latest book isn’t about writing craft, getting a publishing deal or waiting for royalties to add up to something meaningful.
As Andrew puts it: “This is for people who want to build a business around their book, creating opportunities, selling products and services, building credibility, gaining media coverage and ultimately generating profit.”
The Five Non-Negotiables
I agree with the five principles he uses to guide non-fiction authors:
- Your books have to be world-class in every way
- Publishing is the start gun, not the finishing line
- Treat your book like an asset
- Be prepared to play a long game
- Build substance before you seek the spotlight
And I love how he dismantles the idea that visibility is something you chase rather than earn. But what I really love about this book are all the examples and ideas authors can put into play.
What a Book Can Actually Do
I’ve had the pleasure of knowing Andrew for a while now. I went to a talk he gave back in 2010, I later interviewed him for my own book Look-It’s Your Book!, and we’ve served as fellow judges at the Australian Business Book Awards. We also recently caught up at Hobart’s Lēoht Café (where I enjoyed one of the best mint teas I’ve ever had!) and when he shared the draft, I was delighted to provide an endorsement.
Here’s what I wrote:
‘Andrew invites authors to think bigger, revealing how the right book can open doors, build community and create long-term value. Read this if you want to create not just a book, but long-term opportunities.’
That’s the heart of it. A book can be a credential, a conversation starter, a sales tool, a speaking platform, a community builder, and a legacy, and it’s so much easier if you approach it that way from the beginning. I say that now, but for many of my books I’ve written them out of pure passion…then had to reengineer around them once they took off!
Hear Andrew in Conversation on the ALLi Podcast
If you’d like to hear Andrew talk through some of these ideas before you dive into the book, I recently had him as a guest on the Self-Publishing with ALLi Podcast. We covered bulk sales (one of the most overlooked distribution channels for non-fiction authors), strategic gifting, premium production, and the long game of building a business around your books.
The episode generated some enthusiastic listener feedback so definitely worth a listen.
On Collaboration
One of the things I appreciate most about Andrew and this latest book is that he practises what he preaches.
Like the approach I take in Look-It’s Your Book!, Andrew makes a strong case for collaboration over competition. The idea that other coaches and experts in your field are rivals is one he actively dismantles, with plenty of real examples of what becomes possible when you work with people rather than around them.
He also walks the talk. We’re both author coaches, which might make us competitors on paper. In practice, Andrew buys my books in bulk to share with his clients, we have interviewed each other for podcasts, judge together on the Australian Business Book Awards and recommend each other for writers with different circumstances, focus and needs. That’s not a networking strategy, it’s collaboration, kindness and commonsense in action.
Get the Book
The Business of Being an Author is available now. If you write non-fiction with any intention of building a business around your expertise, add it to your list or ask your local library to get it in.
And if you’re a business author, the Australian Business Book Awards are well worth having on your radar too.
And back to the Maserati, that’s not really the point. For many writers we just want the financial ability to keep writing and know that our books are out there doing something meaningful. But as Andrew makes clear, a well-positioned non-fiction book can do that and, if it’s your goal, build a thriving business at the same time.
So here’s to your writing and publishing, and taking the action you need to make things happen. Here if needed.
Bestest, Anna