How to Publish Your First Book: Expert Advice from Chandler Bolt

Publishing a book may seem like a daunting task, but as I discovered in my recent conversation with Chandler Bolt, the CEO and Founder of Self-Publishing School, it’s more achievable than you might think. 

Whether you’re a local digital marketing agency serving chiropractors, restaurants, plumbers, and real estate agents, or a first-time writer looking to self-publish your manuscript, Chandler’s advice will guide you through every stage of the process.

If you’ve ever dreamed of writing a book, this is your ultimate guide to making that dream a reality.

Why Books Matter: Leveraged Impact

Books can change lives—not just for readers, but for the authors themselves. Writing a book forces you to clarify your ideas, and once published, it creates what Chandler Bolt calls “leveraged impact.” The effort of writing a book continues to pay off, as it spreads your ideas and influences countless people long after it’s been released.

Chandler emphasizes that books are more than just words on paper. They’re powerful tools that can impact a large audience; once you’ve written it, the book works for you. Chandler puts it this way:

A book is a way to impact a huge number of people. You do the work once, and that book goes on to work for you.

Your book is an opportunity to reach new readers, build your personal brand, and even grow your business. Chandler’s approach to publishing is centered around using books strategically—not just as a creative outlet but as a way to attract leads, close sales, and secure referrals.

Message vs. Mechanism: Starting with Your “Why”

Chandler explains that the journey to becoming an authority begins with a simple yet powerful concept: your message.

“You’ve got your message, and then there’s the mechanism,” he says.

For many aspiring authors, the message is clear—they have something important they want to share with the world. However, choosing the right mechanism to deliver that message can be overwhelming. For Chandler, that mechanism turned out to be a book, though it wasn’t the obvious choice at first.

Chandler reflects on his journey, mentioning how he struggled as a C-level English student and college dropout. Despite not being naturally skilled at writing, he recognized that the importance of his message far outweighed the medium through which he delivered it.

This mindset led him to embrace writing and publishing as tools to crystallize his beliefs and share his methodology with the world.

Why a Book Builds Authority

Publishing a book is more than just a marketing strategy; it’s a powerful declaration of your expertise. Chandler likens it to “planting your flag” and showing the world what you stand for.

“Writing a book forces you to clarify what you believe, and it becomes a way to impact a huge amount of people,” Chandler explains.

The concept of leveraged impact is central to Chandler’s philosophy. Once you’ve written and published a book, it continues to work for you, reaching readers and creating new opportunities for growth and recognition.

Writing and publishing a book doesn’t just allow you to share your story—it helps you establish credibility and build authority in your field. Writing a book forces you to clarify what you believe, and it becomes a way to impact a huge amount of people.

One of the most powerful ways to leverage your book is by using it as the starting point for meaningful conversations. After all, a book isn’t just a finished product—it’s a tool for building relationships, increasing visibility, and driving business.

Here’s how Chandler recommended maximizing the impact of your book:

1. Podcast Interviews: Use your book to land guest appearances on podcasts. It’s a great way to share your expertise and expand your reach.
2. Media and PR: Pitch media outlets and journalists with stories related to your book’s content. This can help you build credibility and get featured in the press.
3. Speaking Engagements: Leverage your book to secure speaking opportunities. Whether it’s on stages or at conferences, speaking engagements allow you to grow your visibility and connect with larger audiences.
4. Networking: Your book can serve as a powerful tool for networking. By sharing it with others, you create opportunities to connect with people in your industry and beyond.

By focusing on these strategies, you can make your book work harder for you and open doors that lead to more business opportunities.

Should You Create a Course First or Write a Book?

I asked Chandler a common question many aspiring authors face: What if writing isn’t your strength? What if you feel more comfortable creating videos or courses instead of tackling a book? His answer was both practical and encouraging.

He broke it down into two key parts. First, he tackled the classic “chicken or the egg” dilemma: Should you create a course first or write a book? There’s no one-size-fits-all answer, but Chandler shared what worked for him. He started with a book. The book gave him a high-level framework—the 10,000-foot view—and he built a course from there.

Chandler shared the story of Ruth Sukup, who took a similar path. Her book, How to Blog for Profit, sold about 500,000 copies and became the foundation for her course-based business, Elite Blogging Academy.

He then addressed the issue of writing itself, offering a solution for those who don’t consider writing their strength. His advice? Play to your strengths.

If you’re better at writing, then write. If you’re better at speaking, then speak. Either way, the process stays the same.

He described the step-by-step process he teaches at Self-Publishing School:

1. Start by creating a mind map for your book.
2. Turn that mind map into an outline.
3. For each chapter, repeat the same process: mind map the chapter, outline it, and then create the content.

If you’re a writer, you can spend 45 minutes to an hour and a half writing each chapter. If you’re a speaker, record yourself speaking the chapter in 10-minute increments. Either way, it’s about breaking the process into manageable steps and staying consistent.

As someone who creates a lot of content myself, I loved how simple and actionable Chandler’s method is. Whether you prefer writing or speaking, the key is to start with what works best for you and build momentum from there.

Turning Your Book Into a Course: A Seamless Transition

I was curious how authors can take their book to the next level by turning it into a course. Do the chapters naturally become the framework? Should you build exercises around them?

Chandler’s perspective made the process surprisingly simple. He explained that many people overcomplicate this step, but the book already provides the foundation. Its outline serves as a ready-made curriculum, guiding your teaching structure.

From there, it’s about going deeper. If the book offers a 10,000-foot overview, the course goes into the weeds. Some might worry that they’re just repackaging the same content, but Chandler has a simple philosophy:

If you give away your best stuff for free, people will pay you to tell it to them again.

He shared an example from his own experience. When he speaks at events, he hands out books like candy. People read them on their flight home, then book calls with his team and enroll in Self-Publishing School. It works because the book establishes trust, and the course provides a chance for deeper engagement.

One of the most critical tips Chandler shared was this: sell, then build. Chandler admitted that he learned this lesson the hard way. Early on, he built a program no one wanted because he didn’t validate it with customers first. Now, his approach is different. He launches every course with a beta program, offering a lower price and a high-touch experience. This benefits everyone: students get early access and more personalized coaching, while Chandler’s team collects invaluable feedback to refine the course.

For example, Chandler’s team recently completed a beta program on PR and speaking for authors. Before launching it evergreen, they used feedback from beta students to optimize the curriculum. By the time the course went live, they had testimonials, proof of concept, and a polished product that delivered better results for students.

This iterative process ensures happier students and a more effective course. It’s a win-win for everyone involved.

Building an Audience When You Don’t Have One

Chandler explained that a book can be the ultimate audience-building tool. He shared how his first book helped him grow an email list of 4,000 subscribers, even though he didn’t have anything to sell at the time. While results vary, the strategy is universal—a book isn’t just a product; it’s a gateway to building connections and establishing your presence.

In the early days, Chandler relied on scrappy, guerrilla marketing strategies. He hosted free webinars and personally reached out to his Facebook friends, asking them to share his training with anyone interested in writing a book. He also formed relationships with a few key strategic partners who believed in his mission. In exchange for affiliate commissions, these partners promoted his webinar to their networks. Chandler made it clear:

I don’t know if this will convert well, but I’ll deliver so much value that the worst-case scenario is your audience will thank you for sending them.

This approach worked. That grassroots effort helped build trust, momentum, and a growing network. Chandler emphasized that, done right, strategic partnerships can be transformative. While his business now relies heavily on paid media, such as Facebook ads, the foundation was built on relationships, creativity, and delivering value.

The takeaway is simple: if you don’t have an audience yet, start small, leverage your connections, and focus on giving value first. From there, you can grow organically.

The Relationship Angle vs. The Expert Angle

A common question arises: What if you’re not an expert in a specific field but excel at building relationships? Can you succeed by curating knowledge and connecting people instead of being the expert yourself?

Chandler offered a great perspective. He explained that you don’t have to know everything—you just need to know more than the person you teach. Many people underestimate how much they know compared to others. Often, your greatest value lies in the expertise you take for granted—the things you find yourself repeating or explaining to others.

Chandler also highlighted the value of being a connector. If your strength lies in relationships, you can create massive value by curating insights, bringing experts together, and packaging their knowledge in ways that help others. Sometimes, the most powerful role is being the conduit—connecting people, ideas, and resources to create something bigger.

Whether you lean toward expertise or relationships, the key is recognizing the value you bring and using it to serve others. The gap between what you know and what others want to learn is often where the best opportunities lie.

Overcoming Imposter Syndrome to Write Your Book

I asked Chandler how he differentiates between imposter syndrome and someone genuinely not being ready to write a book. His insight was straightforward: most of the time, it’s just imposter syndrome.

Many people feel like they aren’t “enough” or haven’t learned enough to share their knowledge. But here’s the truth—if you know more than a handful of people on a topic, you’re already qualified to teach or write about it. Even if you’re not the ultimate expert, you can still add value by being a conduit—gathering and sharing knowledge in an accessible way.

Chandler shared a powerful perspective on this. A friend once asked him, “Do you think everyone should write a book?” Initially, Chandler said no. But then his friend challenged him to imagine having a book written by his grandfather, capturing decades of wisdom and life lessons. That shifted Chandler’s mindset. A book isn’t just for today—it’s a legacy. It’s something that can be passed down to your children, grandchildren, or even future generations.

When you weigh the fear of imposter syndrome against the opportunity to create something that outlives you, the decision becomes clear. Push past the doubts and write. Your unique perspective and experiences are worth sharing—whether or not you see yourself as an expert.

Writing a Book as a Young Adult with Limited Experience

Chandler shared his experience of writing his first book at 19, right after dropping out of college. He didn’t have years of experience, but he focused on one thing: running a successful painting company through a student internship. In his first year, he became the number-one performer in the country and then went on to train others.

Chandler’s first book was based on his experiences with productivity for entrepreneurs. It started as a simple PDF to help a few friends, but he thought, “Why not put it on Amazon?” He marketed it, and it started gaining traction.

Chandler emphasized that you don’t need years of experience to write a book. Often, people relate more to someone like you—someone they can connect with. They might not resonate with big-time authors, but they will connect with you. If you feel like you don’t have enough experience, go out and gain it. Master a skill. Spend six months to a year focusing on one area. With that time and effort, you’ll have enough valuable insights to write about and create something meaningful.

Building a Personal Brand

Chandler noted that building a personal brand isn’t about hype or superficial marketing tactics. It’s about adding real, tangible value. Early in his career, he didn’t focus much on branding in the traditional sense; instead, he focused on getting quick results and building trust through action. But as his business grew, he realized that branding does matter—and it’s something that develops over time.

For Chandler, using his real name was a strategic decision. He wanted people to connect with him as an individual, rather than hide behind a pen name. However, there’s a balance. Initially, he was the face of everything, but as his company scaled, he intentionally pulled back. This is similar to what Ryan Dice did with Digital Marketer—transitioning from the “Ryan Dice show” to focusing more on the company’s brand, building something larger than just his name.

The key takeaway? Your personal brand builds over time. Once you’ve earned it, it becomes an asset that adds value to future ventures. But be cautious not to let it define you to the point where it becomes your job. If you make yourself the centerpiece of everything, you risk trapping yourself in the business, which ultimately makes it harder to scale or sell. It’s a balance—build the brand, but don’t let it be the business.

Scaling from Personal Brand to Company Brand

As Chandler’s business grew, he realized that scaling meant moving beyond being the face of everything. It required building systems, processes, and teams that could run the business without him. This is a critical area where many entrepreneurs struggle—while they focus on the visionary side of things, they often overlook the importance of operations.

For Chandler, scaling meant creating content that addressed common challenges entrepreneurs face, such as hiring their first employee, setting clear KPIs, and creating job scorecards. By producing videos and podcasts on these topics, he was able to scale his impact and help both entrepreneurs and their teams.

Scaling a business effectively comes down to three key elements: systems, rhythms, and KPIs.

1. Systems: Standardized processes that act as your company’s playbook.
2. Rhythms: Accountability structures—clear check-ins and processes that ensure everyone stays aligned.
3. KPIs: Performance indicators for every team member, so they know if they’re meeting expectations.

But none of these elements work without great people. Chandler emphasized that systems, rhythms, and KPIs only work if you have the right talent. If you have strong processes in place, you’ll attract and retain top talent. Hiring and developing the right people is crucial. At Chandler’s company, employees are motivated to be their best because they’re supported by systems, training, and mentorship.

This approach helps build long-lasting wealth and creates a business that can endure beyond the founder. Chandler believes this is how you build a company that lasts, not just a brand or a product.

Developing People, Processes, and Systems

Building a successful business starts with leadership. It’s crucial to be intentional about developing your leadership skills and, just as importantly, nurturing leadership within your team. This is where the fundamentals come in.

For example, when hiring, always create a job scorecard before you start the process. You also need structured meeting rhythms—daily huddles, regular one-on-ones, and clear KPIs for everyone. Quarterly off-sites, such as a book club or strategy retreat, can help foster leadership growth within your team.

A company’s success is directly tied to leadership. That’s why Chandler is always focused on improving his own leadership abilities and supporting his team in their development. It’s an ongoing process that involves observing team dynamics, identifying bottlenecks, and managing stress points effectively.

In one recent virtual offsite, Chandler’s team discussed their top concerns for the next 90 days and shared what they appreciated about one another. This exercise not only helped break down barriers but also strengthened personal connections, enabling the team to focus on what really matters: serving customers and achieving success together.

Leadership is an ongoing journey, but it’s the core driver of a business’s growth and success.

Common Mistakes When Publishing Your First Book

One of the biggest mistakes Chandler sees with first-time authors is not focusing on completing the rough draft. Until the draft is finished, nothing else matters. Getting that first draft done is the key to making progress. Once it’s complete, you’ll begin to believe in the process and see the light at the end of the tunnel.

Chandler doesn’t integrate selling the book into the writing process, but he emphasizes the importance of focusing on the sales process once the draft is done. The key is to write with a specific person in mind, crafting your book as a solution to their problem. You’re not writing for everyone; you’re writing for someone with a particular need.

When it comes to sales, Chandler recommends building buzz before the official launch. Share behind-the-scenes content, such as writing sessions or cover design ideas, and engage with your audience for input. This approach not only creates excitement but also helps market your book before it’s even finished, setting the stage for a successful launch.

Setting Realistic Expectations for Publishing and Marketing a Book

Setting realistic expectations is crucial in the book publishing process. Let’s get one thing clear: you’re probably not going to hit the New York Times bestseller list right away, and you won’t sell a million copies overnight. The New York Times bestseller list, in particular, is based on editorial decisions, not actual sales. Instead, aim for lists like USA Today or the Wall Street Journal, which are based on real sales data.

It’s essential to be upfront about what publishing and marketing a book will take—the costs, the time commitment, and the effort involved. Being honest from the start is far more valuable than having to manage unrealistic expectations later on.

Using a Book to Build Authority and Drive Business

Publishing a book can be a powerful tool for building authority within your community. Once your book is published, incorporate it into your marketing strategy. Send copies to ideal clients to start conversations and establish credibility.

Think of your book as a “Trojan horse” for business. It can help you get your foot in the door and increase your chances of doing business with clients. A book adds credibility and can make you stand out in a crowded market. Additionally, it opens the door for referrals—clients who read and appreciate your book will share it with others, expanding your reach even further.

Scaling Businesses and the Future of Books

One question I wish people would ask more often is about scaling companies. While I’m known as the “book guy,” my true passion lies in using books as a tool to build and scale businesses. That’s where I really thrive, and I love diving into the complexities of growing a company.

As for the future of books, I don’t think they’re going anywhere. Despite the rise of digital formats like Kindle, physical book sales are still growing. Books have been around for centuries and will continue to be a powerful tool for communication.

While books are a great way to start conversations, not everyone finishes reading them. Statistically, only around 20% of books that are started are completed. For business owners, this isn’t a problem as long as the book serves as a conversation starter, not just something that collects dust on a shelf. Include lead capture early in the book to maintain momentum and keep driving your business forward.

How to Transition from Solopreneur to Manager

When you’re starting out as a solopreneur, it can feel like you need to do everything yourself. However, to scale, you have to move beyond being a one-person operation and learn how to manage a team and build systems and processes.

Chandler learned to manage by reading key leadership books, including Extreme Ownership and The One-Minute Manager. Extreme Ownership taught him the invaluable lesson that “there’s no such thing as a bad team, only bad leaders.” This mindset shift was a game-changer. The One-Minute Manager provided practical, actionable leadership tools in a quick, digestible format.

For hiring, Chandler highly recommends Who: The A–Method for Hiring. This book introduces the Four S’s of hiring: 1) Create a job scorecard; 2) Source the best candidates; 3) Select the best fit; and 4) Sell them on working for you. The best candidates may be hard to sell, but if they’re the right fit for the role, it’s worth the effort.

Another important lesson Chandler learned was the value of fast failure. At Self-Publishing School, one of their core values is to “fail fast, fail forward, fail often.” Fast failure allows you to learn quickly, adjust, and improve at a faster rate.

The Magic of Books: More Than Just Words

When I picked up Chandler’s book, Published, I expected it to be a quick read. It wasn’t. It wasn’t because the book was long or difficult; it was because I kept stopping to take notes. Every few pages, I found myself reflecting on how I needed to rethink my approach to writing, planning, and organizing. It took me two flights to finish, and by the end, I realized just how impactful a book can be compared to other mediums like podcasts, blog posts, or webinars. This book wasn’t just a source of information—it was a blueprint.

Chandler’s perspective on books resonated with me. He explained why books are his primary learning tool, calling them “$15 mentors.”

The smartest, most successful people on the planet have taken years to crystallize the best things they’ve learned into a book. For $15 and a few hours of your life, you can learn from them.

Books are a formulaic process for learning. Whenever Chandler tackles a new subject, he turns to books and audiobooks as his go-to resources. It’s a simple yet incredibly effective approach, and I couldn’t agree more.

Books are more than just words on a page. They force you to think, reflect, and apply what you’ve learned in ways no other medium can. For me, Published wasn’t just a book—it was a mentor in disguise, helping me rethink and restructure my approach to work and writing.

If you’re ready to take the first step toward writing your book, don’t overthink it—start today. We’ve got a free course to guide you. Ready to make your dream a reality?

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How to Write Your First Book | BlitzMetrics