Alright – so today we’ve got the honor of introducing you to Janis Robinson Daly. We think you’ll enjoy our conversation, we’ve shared it below.

Janis, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

Authors today, especially those publishing through small, independent presses or self-published, skate on thin ice to realize any significant profit. More likely, they write with a desire to tell stories rather than find the means to pay the electric bill. One of the biggest challenges comes from the multitude of expenses which arise even before a title is listed on Amazon or pitched to a bookstore. First, even if the writer aspires to finding an agent, they must invest in their product. Those expenses may include travel for research, hiring an editor—and not just “an” editor, but a slew of professionals to polish a manuscript: a developmental editor who will find plot holes and character flaws, a copy editor who will track continuity and serve as the grammar police, and a proof-reader with hawk eyes to track down stubborn typos which refuse to surface despite multiple read-throughs by multiple sets of eyes. Cover designs are another expense that writers may need to self-fund. Once a book publishes, outstretched hands will pocket cuts. Booksellers take a cut. Publishers take a cut. Distributors take a cut. If you have an agent, they take a cut. After all the subtractions, the net revenue on a single sale can be pennies on the dollar, especially when Amazon’s market share and the growth e-book sales (which may be priced at $5.99 or less) are taken into consideration. Further, there’s only so many sales that will be made by your immediate circle of family and friends. And more likely, many of them will look for a free, gift copy. To drive sales, the book must be promoted. In today’s competitive environment, in order to break through and capture mindshare for a title, authors must not only contribute, but often manage their own marketing campaigns, with more expenses tied to paid advertising, reviews, influencers, publicity tours, contest entries, etc. etc. etc.
To level set expectations, I shared the following stats with a client who has self-published a memoir as a means to understanding the publishing landscape, defining appropriate marketing strategies and setting realistic goals:
 The average book sells nearly 200 copies in a year and 1,000 over its lifetime. This includes both traditionally published and self-published books. (1)
 90% of self-published books sell less than 100 copies; the average self-published author makes $1,000 per year from their books. (2)
 In 2023, Amazon controlled 71% of all paperbacks purchased in the U.S. (3)
 The non-fiction genre (which would include a memoir) comprises ~ 5% of all indie published books. (4)

CITED SOURCES
(1) 27 Important Book Sales Statistics To Know (2024 Data)
(2) Self-published Books & Authors Sales Statistics [2023]–WordsRated January 2023
(3) Chart: Amazon Dominates Book Sales Almost Everywhere | Statista
(4) Survey Results: The State of Indie Authorship – Written Word Media

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

I began writing my first novel in my late fifties, driven by the desire to bring forth a story of women in history whose lives have remained in the shadows. Upon discovering the existence of the Woman’s Medical College of Pennsylvania and researching its students and graduates, I felt these pioneering women in medicine deserved recognition for their accomplishments. When I published THE UNLOCKED PATH in August 2022, I realized many other female historical fiction authors had also embraced the same objective. Kate Quinn, best-selling author of THE ALICE NETWORK, THE DIAMOND EYE, and other historical fiction featuring strong female protagonists, summed it up well: “At important moments in history, I paused to ask, what were the women doing?”

Turns out, they were doing a lot. But we needed writers to find those stories and write them. By the end of 2022, I sat down and started a list. Could I find thirty-one books which celebrated and honored women in history, whose accomplishments and achievements, like the graduates of the Woman’s Medical College? The list opened my eyes as to how historical fiction could educate and inspire—an appropriate theme to complement Women’s History Month in March. With the books identified, I crafted a marketing program to build awareness of the titles, their authors, and the subjects of the books. #31titleswomeninhistory would anchor the promotion through social media spread. However, I needed expanded reach beyond my social channels. In the vein of a literary citizenship effort, I contacted the other thirty authors represented on the list. I provided them with details about the promotion and sent them ready-made graphics, which would tie the books together with a templated design for consistency. Together, we would lift all boats in the name of celebrating women’s history. And we did. Nearly every one of the thirty other authors shared the promotion through their channels. From the star names of best-selling authors published through the Big Five houses to indie and self-published authors looking for help in building awareness for their books and subjects, the program was a complete success. Best of all, the marketing outlay was zero to none, just a bit of time and effort.

This year, 2025, marks the third year of the release of another carefully curated list of #31titleswomeninhistory. A few authors appear again with new releases. Other authors have joined the program with their debut novels. Each selected title follows the same criteria I’ve used for the prior two years: include a diversity in the author’s cultural and personal identity and the type of publisher and a diversity in the subject’s cultural identity, time period, and profession. Just as the list has evolved, so too has the marketing effort. Besides sharing through social platforms, in 2025 we are scheduled for joint podcasts, virtual book clubs, in-person events at libraries, publicity materials for bookstores, media outlets and bookstores, a book giveaway, and a survey to measure the success of the program in building awareness and increasing author mailing lists. I’m looking forward to developing another list for 2026, 2027, 2028, 2029, 2030, 2031, 2032, 2033, 2034—until we have #365titleswomeninhistory.

Can you talk to us about how your side-hustle turned into something more.

After 18 years with the same company, one of the biggest curve balls in my working life hurtled toward me. For the first time in my career, I was let go from a senior position in sales and marketing. The company’s business strategy had shifted, and my position was being eliminated. After picking myself up off the floor, I sat down and evaluated my situation. I could either swing and miss for my next endeavors, or with the right aim, I could lean in and hit that sucker out of the park.

I dug my toe in, re-positioned my stance and set my sights on a new ball game. It may be the bottom of the ninth in my career, but for me, I say bring on the extra innings. There’s plenty of time to add some more W’s to the record. When the video call came in on that Friday morning, complete with the HR rep on the line, I was three weeks away from launching my second novel which I had researched and wrote during nights and weekends over the prior two-and-a-half years. With an incredibly supportive spouse at my side, we identified adjustments for our household budget. I filed for unemployment for the first time in my life–why not? I’d been paying into it for the past forty years. And, with barely a glance back, I embarked on a new chapter. I would devote my time and energies to my writing and the launch of Janis Robinson Daly Author Marketing Services.

Using the contacts I had networked with through my Women’s History Month project, as well as other authors working with my publisher and referrals, within five months, I’ve completed projects for eighteen authors. Each project capitalized on the success I’ve found for marketing my books. Using list segmentation tools, I’ve targeted book clubs and libraries for other authors. I’ve parlayed a Canva subscription into use for custom graphic designs. With my marketing background, I’ve crafted marketing strategies for debut authors who are self-published or working with indie presses. Most recently, I’ve completed a comprehensive, integrated program for another author to replicate my Women’s History Month promotion to tie her book and twenty-nine other titles to an Earth Month list. Here’s what she’s had to say: “I cannot say enough good things about Janis. She is creative, professional, easy to work with, speedy, and reasonably priced. I could never have pulled this massive project together without her expertise and efforts. If you ever have the need for a promotional or marketing project or plan, large or small, I recommend reaching out to Janis. You will not be disappointed.” – Joan M. Griffin, best-selling author of the memoir, FORCE OF NATURE.

Contact Info:

• Website: https://www.janisrdaly.com
• Instagram: https://www.instagram.com/janisrdaly_writer
• Facebook: https://www.facebook.com/JanisRobinsonDalyAuthor
• Linkedin: https://www.linkedin.com/in/janis-daly-2650589/
• Twitter: https://www.facebook.com/JanisRobinsonDalyAuthor