Introduction
Are you an author or coach wondering how to make your book actually work for you instead of merely collecting dust on a shelf? We’ve all heard the promise: publish a book, become the authority, attract clients. Yet too many authors stop right there. In our experience at Bestseller Publishing, the true game‐changer is turning your book into a funnel for clients.
In this case study we explore how Wall Street Journal bestselling author Josh Coats created a powerful book funnel around his 2019 book F*** Leadership and generated $25,000 in just 30 days by investing around $2,000 in ad spend. If you are ready to publish, promote and profit, this is the model you need.
Why the Book Funnel Matters
When you write a book, you’re creating an asset that has longevity. It sits on shelves. It can build credibility. But without a plan it rarely moves the needle for revenue. A smart book funnel turns that asset into a lead generation system, one that nurtures readers and converts them into paying clients.
- Creates an entry point. The book gives readers a reason to enter your world.
- Nurtures the reader. It gets them consuming your content and building trust.
- Converts them into clients. They’re already warmed up, so the sale becomes easier.
Josh’s funnel did exactly that: he spent between $20–$30 per book in ad spend and recouped far more as high‐ticket clients started entering his pipeline. According to his interview, “In the first week… one girl paid upfront $5,000… then two others jumped in.”
How Josh’s Funnel Worked: The Process Explained
We’ve broken down the steps he shared so you can replicate this in your own business.
1. Offer the book at a low (or no) cost
Josh charged only shipping for his book. He offered the audiobook instant download. By reducing friction, he got more people to opt in. This is the funnel entry point.
2. Use targeted ad spend
He invested roughly $2,000 in ad spend and acquired book buyers at $20–$30 each. With that volume, you can scale. According to Josh, “it cost between 20 and $30 a book for me.”
3. Personal follow-up outreach
A key differentiator: he personally sent text messages from his phone saying: “Thank you so much for ordering my book. I just wanted to check in …” He found that his ideal clients (six-figure earners) responded at a much higher rate when personalized.
4. Invite them into deeper conversations
From the text thread he moved to Zoom consults for those who fit and were interested. He asked thoughtful questions around their business and offered his higher-level programs.
5. Turn the funnel back on after a pause
Interestingly, Josh turned his funnel off after launching a new book, but crunched the numbers and realized his top producers came from the original book funnel campaign. He turned it back on and began seeing results again with minimal changes.
Proof: Metrics from the Funnel
Here are data points he shared that act as proof you can model this yourself:
- Ad spend: ~$2,000.
- Book acquisition cost: ~$20–$30 per buyer.
- Within one month: Book funnel turned on, five clients joined in two weeks.
- One high‐ticket client paid $8,500 after reading the book.
- Top producers for his business came from the funnel launch week.
These aren’t outliers but replicable results when you execute the model with discipline.
How You Can Apply This Today
You might ask: how do I know this model works for my niche or industry? The core idea is universal: give away or deeply discount your book → drive targeted traffic → build trust via consumption of content → move to personal connection → convert to client.
- Ensure your book has a strong funnel setup (landing page, checkout, upsell, thank-you sequence).
- Drive targeted paid or organic traffic to the offer.
- Automate the book delivery but include a manual personal touch where feasible.
- Follow up quickly and personally with people who opt in.
- Offer a consult or strategy call to your ideal clients as the next step.
Outcome & Transformation
By treating your book as more than a promotional tool — instead as your landing page, lead magnet, and sales conversation starter — you transform the asset into a client‐generation engine. As we’ve seen with Josh, consistent execution means scaling from six figures into seven figures.
If you’re ready to leverage your book as a funnel, you’re moving from being just an “author” to being a business builder.
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