How to Run a Profitable Pre-Sale for Your Self-Published Book

Turn Pre-Orders Into Profits: A Smart Strategy for Indie Authors

Self-publishing a high-quality book requires an investment. The costs of professional editing, formatting, and cover design can add up, especially when you factor in your marketing budget and the time and money it takes to build your author platform.

One way to offset some of your publishing investment is to host a pre-sale for signed copies of your paperback, after your files are uploaded to your printer, but before you turn on distribution and launch your book through online retailers.

The idea is simple: purchase author copies at the wholesale rate directly from your print-on-demand printer (we recommend IngramSpark, since they allow you to order wholesale author copies before turning on distribution), then resell them to your friends, family, mailing list, and social media audience at the retail rate. You keep the difference in profits.

Let’s say your paperback costs around $4 per copy to print. After factoring in shipping to receive the books, your cost per book may increase to around $6. If you sell those signed copies at $16, that’s a $10 profit per book.

If you receive 100 pre-orders, that’s approximately $1,000 in profit! Even 50 pre-orders would net you $500—enough to fund your first book order and give you a solid head start financially.

If you’re using your book to grow your business, a pre-sale can be even more powerful. Each pre-order becomes a new customer on your mailing list—someone already invested in your message. You can offer upsells during the pre-sale process (such as a workbook, 1:1 session, or mini course) or invite pre-order customers to an exclusive virtual event. These value-packed bonuses turn a simple book launch into a business-building opportunity.

You may be wondering: what about the cost of shipping signed books to my customers?

You have two options:

1. Charge customers for shipping separately

You can calculate shipping costs per order and ask customers to pay for it. However, we don’t recommend this approach. Many people are accustomed to free shipping (thanks to Amazon Prime), so they may decide to wait for your book to become available online where your royalty per sale is typically much lower.

2. Build shipping and tax into your pre-sale price (recommended)

Instead, slightly raise your pre-sale price and advertise it as a flat fee that includes tax and shipping. This tends to convert better because it simplifies the decision for buyers. The extra dollars cover shipping costs and any sales tax you may be required to remit in your state (check with your tax professional for details).

Tips for Pre-Sale Success

• Upload and approve final files first. Make sure your interior and cover files are finalized and approved by your print-on-demand printer. Always order and review a printed proof before starting your pre-sale.

• Set up a payment system. You’ll need a way to collect funds and shipping information from your customers. One easy option is to create a PayPal, Stripe, or Square payment button. You can embed it on your website or share the direct link. Be sure to check the box that requires a shipping address.

• Share your pre-sale with clear visuals and details. When promoting your pre-order, include a high-quality image of your book cover, the blurb/description, and relevant pre-sale info. Here’s some sample text you can customize:

I’m now accepting pre-orders for signed copies of my upcoming book, [Insert Title], for a flat rate of $__. This price includes tax and shipping within the continental U.S. Please contact me for international orders: [Insert Email Address].
All pre-orders will be shipped on publication day, tentatively scheduled for [Insert Launch Date]. Please allow 5–7 days for delivery once shipped.
Learn more: [Insert Short Book Blurb]
Pre-order your copy here: [Insert Payment Link]

• Include a small gift (optional). Some authors add a simple bonus like a bookmark, pen, or handmade item to increase perceived value and excitement.

• Use Media Mail when possible. If you’re only mailing the book (no additional merch), the USPS Media Mail rate can save you significantly on postage.

• Create urgency with a limited-time offer. We recommend running your pre-sale for 7–10 days and sending multiple reminders as the deadline approaches. People often wait until the last minute to purchase.

• Give yourself enough lead time. Once your pre-sale closes, you’ll know exactly how many author copies to order, and you’ll already have the funds. Allow time for printing and shipping from the printer, as well as time to sign and package each book for mailing. Ideally, you’ll have everything ready to ship out by publication day.

A well-run pre-sale can not only cover your printing costs but also give you a nice cash infusion. Even better, it can help you grow your audience, serve your community, and create momentum for your business.

At Transcendent Publishing, our signature 30-day Bestseller Launch Strategy incorporates a pre-sale as one of the three key phases of a successful book launch. We guide our authors through every step, from crafting a high-converting pre-sale offer to building buzz and launching with impact.

If you're looking for expert support to launch your book with confidence and clarity, we’d love to help. Complete the Get Started form today!