Authors, Think Like a Publisher: Why Positioning Comes First

Oct 7

Most authors start with words. Publishers start with positioning. Here’s how to think like a publisher — and why doing so can make your book more visible, credible, and irresistible.

When I was Creative Director at Columbia and then at Oxford University Press, I attended numerous “new book” meetings. Picture the scene: editorial, marketing, sales, and design all gathered around a long table. We weren’t talking about sentences or chapter titles — we were talking about publishing strategy.

Before a single cover was designed, before a single page was laid out, we asked:

Who is this book for?
What shelf does it belong on?
What conversation will it join in the world?

Those questions weren’t abstract. They shaped everything that came next — the price point, the trim size, the typography, the tone. Even the color palette was a signal, whispering to the right reader: this book is for you.

That’s positioning.

It’s the invisible support beneath every successful book — and the reason some titles fly off shelves while others quietly fade. Traditional publishers do it for every book. Independent authors often skip it entirely.

But here’s the truth: if you’re self-publishing, you are the publisher.

And that means positioning isn’t optional. It’s your most powerful creative and business tool. When you position your book with intention, everything else — from design to marketing — becomes easier, more aligned, and far more effective.

Without it, even the most meaningful book risks being invisible.

This is the first in a four-part series on thinking like a publisher — exploring how authors can position their books for visibility and impact.

Over the next few weeks, I’ll break down the framework I use with my clients — the same one publishers rely on — to help you clarify your why, map your market, and shape a book that connects with the readers it’s meant for.

Next up: the first two questions every smart publisher asks before a book ever goes to print — and how you can use them to build your own publishing strategy.

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Meet Me at Author Nation

This November, I’ll be attending Author Nation in Las Vegas (?!) as IngramSpark’s guest and partner, sharing insights on how positioning can transform your publishing path.

If you’ll be there, stop by the IngramSpark booth to say hello — we’ll also be raffling a free Book Roadmap, my signature strategy intensive that helps authors clarify their why, what, who, and how to develop strong book positioning.

See You at author nation ❥

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Introducing The Strategic Author

And if you can’t make it to Author Nation, you can still join the conversation: Applications are now open for the next cohort of The Strategic Author — my signature group program that helps writers think like publishers, position their books for discoverability, and move forward with clarity and confidence.

Apply to the strategic author ❥

Smart publishers don’t guess. They position.

And so can you.

Ciao, Linda

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By combining design thinking with process experience, Studiolo Secondari evaluates your ways of working, assesses how your audience feels about your brand or your website, and oversees those big design projects that you don’t have the capacity or ability to manage. And if you’re looking to drive storytelling and showcase your message to the world, we also provide full-service book design and production — from editorial and design to composition and manufacturing.

Get in touch! ❥

Linda Secondari

I’ve spent more years than I care to mention honing my skills at preeminent academic publishers. As the Creative Director for both Oxford University Press and Columbia University Press, and Art Director for Russek Advertising (where clients included Shakespeare in the Park and John Leguizamo), I felt the call to take what I’d learned and what I’d done and start my own design studio (or studiolo).

Using intelligent design strategy and inspiring design solutions, I believe we can improve the world through better communication. I’ve been fortunate to do that for independent authors, major publishers, NGOs, educational institutions, nonprofits and think tanks. And while the industries might be varied, the one unifier is a desire to reach their audience and get their big ideas noticed.

Whether I’m cooking up a batch of puttanesca or helping an organization rethink their look, message and go-to-market strategy, I always strive to create an end result that wows.

My clients often remark how I interpret what they need from what they say and that I’m the calm voice of reason in their often frenetic industry. (must be all that meditating.)

If you have a project that could use some transformation, let’s turn the page together.

http://linda-secondari.squarespace.com/