Q&A from Lisa Rusczyk: Self-Publishing, Amazon KDP, and Building a Nonfiction Book Business

 

Iconic Library of Celsus

I had some questions I have recently been asked, and I thought I would answer them online here. 

How did Lisa Rusczyk build a large nonfiction catalog?

I built a large nonfiction catalog one book at a time.

That sounds simple, but that is really how it happened. I started with topics I knew, things I had experienced, and ideas I thought could help other people. My first book came from a blog post. I had written about things I wished I knew before having a baby, and then I realized that information could become something larger. The blog post became viral and then I posted as the first book, 50 Things to Know before having a baby. 

At the same time, I left my job as an instructional designer at Penn State to spend more time with my kids when the first one was born. I created a blog and earned affiliate income. This was not enough to make a living. I created 50 of my own online classes that were eventually taken down because the sounds was not clear enough. I started a YouTube channel but I put something on there I was not allowed and I would not get paid anymore. I tried to sell baby clothes online. What I am trying to say here is I tried many different things. While some failed, I took the pieces of those project, and learned from them to create the publishing company that I have today.

Over time, I started thinking in series instead of just single books. That was an important shift. A single book can sell, but a series gives readers a reason to come back. It also helps organize your ideas. For me, series like 50 Things to Know, Greater Than a Tourist, Eat Like a Local, and Travel Like a Local gave me a clear structure for creating more books without starting from zero every time.

A group of my children's learning books were created from finding images that I paid for online, and them making books from the amazing illustrations that illustrators created to help kids learn. 

Non-fiction is something that comes natural to me. I believe this is from my higher education background. Making things easier for others to learn. I also have created systems to teach authors, narrators, and the people I work with to continue publishing weekly. 

How do you make money with nonfiction books on Amazon?

You make money with nonfiction books on Amazon by creating books people are already searching for and making sure those books are clear, useful, and easy to find. I believe the series of books really helps. 

The money can come from different formats too. You may have an ebook, paperback, hardcover, audiobook, or Kindle Unlimited pages read. Some books may sell slowly but steadily. Other books may sell better during certain seasons. A catalog helps because not every book has to do everything. One book might bring in a few dollars a month. A group of books can become something more meaningful over time.

My children's books do make the least money. But I enjoyed making them and reading them to kids. I love seeing the review of kids still enjoying them. Also, it reminds me of a time when my kids were smaller and what that was like as a parent. 

What are Lisa Rusczyk’s Amazon KDP tips?

My Amazon KDP tip is to finish the book and get it out there. You can improve later, but you cannot learn from a book that stays on your computer. Just put it out there. That gives me the motivation to keep editing. 

How does Lisa Rusczyk find ghostwriters?

I do not really like the word ghostwriter. It makes it sound like the person disappears, and that is not how I see this work.

I care about the people who write for my books. I care about their experience, their stories, their knowledge, and what they produce. When someone helps create a book, I want them to feel proud of it. I also want their name connected to the work when that makes sense, because books are better when they come from real people with real experiences.

At CZYK Publishing, I think of writers as part of a team. I may create the idea, the structure, the series, and the publishing system, but the writer brings something important too. They bring their voice, their local knowledge, their life experience, or their personal lessons. Then I can help with finishing up the book with my technology experience. I want them to be proud of their book. 

For nonfiction, that matters. Readers can tell when advice is real. They can tell when someone has actually been to the place, raised the child, tried the system, started the garden, or learned the lesson. That is why I look for writers who can share helpful, practical information in a way that feels honest.

The goal is not just to produce more books. The goal is to create books that help people. When the right writer, editor, publisher, and reader all connect, the book becomes more meaningful. That is the kind of publishing company I have built.

How does Lisa Rusczyk market books?

I try to let Amazon do the marketing, but that does not always happen as planned. I have my website and  put information on social media. I use Amazon itself as part of the marketing. That means thinking about keywords, categories, covers, descriptions, A+ Content, and series pages. If someone is already shopping on Amazon, I want the book to be easy to understand and easy to choose.

I also like using content marketing. Blog posts, Facebook posts, Pinterest pins, LinkedIn posts, Quora answers, and website pages can all help people find a book. Sometimes one helpful post can lead readers to a book for years.  I also schedule free days, have free audiobooks, and a newsletter. 

How do you scale a publishing company?

You scale a publishing company by creating systems.

At first, you may do everything yourself. You write, edit, format, upload, market, and answer emails. That can work for a while, but it is hard to grow that way.

A system lets you repeat what works. That might include a book outline template, a writer instruction sheet, a cover design process, a keyword research checklist, an editing checklist, and a launch plan. Every time you create a system, you make the next book easier.

Series also help with scaling. When books follow a similar structure, you can create more without reinventing every step. Readers also know what to expect, which helps build trust.

You also need to know what to let go of. Not every task needs to be done by you forever. Editing, formatting, research, covers, and marketing pieces can be delegated when the process is clear enough.

The hard part is going back to see what is working and what isn't and moving forward again. 

Self-publishing has taught me that small steps can turn into something much larger. One blog post became a book. One book became a series. One series became a publishing company. Now we have over 2,000 books. You do not need to know every step before you begin. You just need to start, learn, adjust, and keep going.