This week I crossed something off my professional bucket list: Become a published author.
Not only that, but a #1 Amazon best seller.
I was honored to be invited by H7 Network to contribute a chapter to a collaborative book titled, “Cracking the Success Code: The Best Business Lesson I Ever Learned.”
As I mentioned last week, the book features 10 professionals, each sharing one powerful lesson that shaped their business journey. My chapter? It’s all about how one finely honed elevator pitch — developed during one of the lowest points in my career — helped me land a dream job.
But something else happened while working on this project: I got a firsthand look into how the “Amazon #1 Best-Seller” label actually works.
The Truth About #1 Best Sellers
I used to wonder, “How can so many books be a #1 best-seller?” It didn’t seem logically possible.
The phrase has become so overused, it’s a bit like the author who cried wolf.
It has to do with categories (more about that in a second).
But authors and their promoters love to use the “#1 best seller” term because it feeds the PR and marketing hype machine.
It creates buzz. It generates excitement. It gives you something to post about.
I get that. I really do. But it doesn’t always sit well with my core branding — which is built on authenticity, transparency and truth.
Why not just tell it like it is? Tell the complete truth — but do it with clarity, personality, and persuasive copy.
How Does This Work, Anyway?
It’s been fascinating to see how Amazon’s ranking system plays out in real time. The strategy behind becoming an “Amazon best-seller” often involves carefully selecting specific subcategories, pre-order promotions (that’s why this book was offered for only 99¢ the first 48 hours), and concentrated sales over a short window.
Some books climb to #1 in narrow categories with just 100 or so downloads. Others need thousands. It all depends on the competition, timing and traction.
A few things to note:
- Amazon allows authors to enter their book in up to 10 categories, but only shows 3 publicly.
- Rankings update hourly, based on sales velocity.
- Rankings vary between Kindle Store and Print Books — and are not combined.
That’s why we had to delay the release of the paperback edition. Our team was focused on getting the Kindle version into the Top 10 before releasing another format, which would dilute the total.
So, What Should You Say?
Regardless, it’s still an incredible accomplishment to have a #1 best seller in the Amazon Kindle Store in its category. In fact (as of today), “Cracking the Success Code” hit #1 in two categories and was top 10 in another:
- #1 in Small Business Sales & Selling
- #1 in Home-Based Business Sales & Selling
- #6 in Entrepreneurship
That’s pretty cool. But to put things in perspective, it was #15,508 in the Kindle Store.
With all that in mind, it’s more authentic (you know I’m big on that) to say:
“Amazon #1 Kindle Store Best-Seller in the Small Business Sales & Selling and Home-Based Business Sales & Selling categories.”
Or:
“#1 best seller in two Amazon Kindle Store categories.”
It’s the same as the Flo Filion Meiler story. At the age of 90, among other accomplishments she won gold medals last month at the Masters Indoor World Championships in the triple jump, hurdles, and pentathlon. She blew away the competition in her age group — women ages 90-94.
Be specific. Be proud. But don’t leave out any details to make it sound bigger than it really is.
The Bigger Win: Becoming an Author
Regardless of how this book achieved its #1 best seller ranking, this book launch was a major milestone for me. For years, I’ve wanted to be a published author — and now I am. And yes, this experience has motivated me to finish my solo book, “61 Slices of PR Wisdom,” by year’s end.
The Kindle (ebook) version of “Cracking the Success Code” is/was available for only 99¢ — but when that promotional price ends it’ll be $1.99. The paperback version is $9.99. Buy here.
(Oh, the psychology behind that crazy “9” pricing strategy! See this blog post.)
So, if you haven’t grabbed your copy of “Cracking the Success Code” yet, you can do that here.
To all my family, friends, and business associates who have already purchased this book: THANK YOU!
What’s My Chapter About?
In short: I share the story of how I went from working under a toxic, micromanaging boss to landing a dream job — all thanks to one strategically crafted elevator pitch. That pitch reversed a hiring decision and changed my career path.
My chapter also includes seven must-know tips (plus a bonus strategy) for crafting your own pitch — whether you’re job hunting, seeking new clients, or just trying to clearly communicate what you do.
A Thank You to H7
This opportunity came about through H7 Network, a national group headquartered in Cincinnati. I joined the group thanks to frequent visits to see our oldest daughter who lives in the area.
Earlier this year, they invited me to contribute to this anthology. I’m grateful they did. It’s been a gift.
The 3 Big Takeaways
- Tell the WHOLE story – Don’t purposely use an excerpt to make you sound better.
- Publishing is powerful – Being an author can help build your personal credibility, open doors, and inspire action. I’m hoping it works for me.
- Never stop telling your story – Whether it’s in a blog, a book, or a 60-second pitch, your story is your brand. You have to TELL it to SELL it, right?
I’ve edited several books for other authors in my career — and even typeset a few. Let me know if you need help adding clarity, impact and authenticity to your story in whatever form it’s written.
In the meantime, stay authentic (and the #1 best seller in your niche)!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
