10,000 Books Sold: Instagram Growth, Retail Strategy & Marketing Moves That Made It Happen
Building a successful author career today takes more than publishing a great book. For children’s poet and author Sherry McMillan, reaching 10,000 book sales came through a thoughtful mix of creativity, business strategy, retail partnerships, and intentional audience building.
In this blog, Sherry shares the lessons she learned transitioning from a decades-long career in tech into the world of publishing, how she grew her retail network to more than 40 stores, and why showing up consistently online matters more than many authors realize.
If you’ve ever wondered how to market your books more effectively, approach bookstores with confidence, or grow your author platform authentically, you can watch the full video or listen to the podcast linked below.
Prefer to watch or listen rather than read this article?
From Tech Professional to Published Children’s Author
Before entering the publishing world, Sherry spent years working in tech as a business analyst and product manager. That background gave her a perspective many creatives struggle to embrace at first: books are deeply personal and creative, but they are also products that need positioning, visibility, and clear communication in order to reach readers.
Rather than seeing marketing as separate from creativity, she learned how the two could support each other. The same strategic thinking she used in her corporate career became useful when approaching partnerships, retail outreach, and audience building as an author.
Celebrating 10,000 Book Sales
Sherry recently reached the milestone of selling 10,000 books, which is a significant achievement for any author! During our conversation, we talked about how easy it can be to move immediately to the next task or next goal without fully acknowledging what has already been accomplished.
We spend so much time building, planning, promoting, and creating that milestones can pass by without much reflection. Taking time to recognize growth matters, not only because it helps us appreciate the work we’ve done, but because it reminds us that progress is often happening even while we’re focused on what still needs to improve. (So take some time to celebrate your own wins today too!)
The Three Sales Channels That Changed Everything
One of the most helpful parts of Sherry’s journey is that her success did not rely on a single platform or one viral moment. Instead, her business grew through multiple sales channels working together over time.
Online sales helped make her books accessible to readers everywhere, while retail partnerships expanded her visibility in physical spaces where new readers could discover her work organically. She also continued showing up at farmers markets, community events, and craft fairs, which gave her opportunities to connect directly with readers and hear firsthand how people responded to her books.
That combination created a more stable and sustainable business model because no single channel carried all the pressure.
Why Instagram Became an Important Part of Her Strategy
When Sherry first decided to approach Instagram intentionally, she had never even downloaded the app. Instead of trying to figure everything out through trial and error, she invested time into learning how to use the platform strategically. She purchased my Instagram training guide, Accelerate Your Author Instagram, which is designed specifically for authors.
One of the biggest shifts came from thinking about her profile through the perspective of the audience. That clarity helped her create a profile that immediately communicated who she is, what she writes about, and what kind of experience readers could expect when following her work.
Building Retail Relationships Over Time
Retail became one of the strongest parts of Sherry’s business almost accidentally at first. Her debut book, What The Seal Saw, featured illustrations inspired by a local museum. When she contacted the museum to ask for permission to include the illustrations, they offered to carry the book before it was even released. That early experience gave her confidence to continue reaching out to bookstores, museums, and gift shops in a more intentional way. Over time, those relationships expanded into more than 40 retail partnerships. What stands out in her approach is that she treats those stores as long-term relationships rather than one-time sales opportunities.
The Retail Email Strategy That Generated 146 Orders
One strategy that made a significant difference for Sherry was creating consistent retailer communication through email. Rather than contacting stores only when she had a launch or promotion, she began treating retailers similarly to an email subscriber list. Her quarterly emails include clear ordering information, seasonal relevance, pricing, and direct links or instructions that make it easy for stores to place orders.
That system recently generated 146 book orders within 24 hours. The strategy itself is relatively simple, but the consistency behind it is what makes it effective. Retailers are busy, and clear communication helps remove friction from the ordering process.
Common Mistakes Authors Make When Approaching Retailers
According to Sherry, one of the biggest mistakes authors make is approaching stores without a clear plan. Nerves often consume so much energy that authors walk into stores unprepared, unsure what to say, or unaware of the store’s existing consignment policies.
She recommends:
Researching the store beforehand
Understanding their policies
Visiting their website first
Preparing materials in advance
Thinking about the retailer’s needs, not only your own goals
Final Takeaway
Sherry’s journey is a strong reminder that sustainable growth usually comes from consistency and connection rather than urgency. Her success was built through visibility across multiple channels, thoughtful relationship-building, and a willingness to continue learning new skills as her business evolved. Whether through Instagram, in-person events, or retail partnerships, the goal remained the same: helping people discover and connect with her work in a genuine and accessible way.
Want to Grow Your Author Instagram?
If you want to create a clearer and more intentional Instagram presence as an author, my Accelerate Your Author Instagram Guide walks through how to structure your content, improve visibility, and build a profile that supports your larger business goals as a creative. You can learn more here.
Thank you for taking the time to read this. I hope these insights give you a clearer understanding of how intentional strategy, consistent visibility, and strong relationships can work together to support real book sales, not just attention, but meaningful, long-term growth in your author business.