Writing a book is only one part of becoming an author. Once the manuscript is finished, you still need to think about editing, publishing, positioning, audience development, and marketing. This is where the 90/10 rule for authors often comes into the conversation. However, the phrase does not have one universally accepted definition. Some authors use the 90/10 rule to describe spending roughly 90% of their working time on writing and 10% on marketing, while others use it in the opposite direction, arguing that authors may need to devote significant effort to marketing once a book is ready for readers. The most useful way to understand the idea is not as a strict mathematical formula but as a reminder that authors need both a strong book and a deliberate plan for reaching readers.
What Is the 90/10 Rule for Authors?
The 90/10 rule is often used as a way to think about how authors divide their time and attention between writing and the business side of publishing. One common idea is that authors should spend around 90% of their time working on their books and 10% on marketing. This helps keep the focus on creating quality content while still making sure readers know the books are there. Some writers see the rule differently saying that at times marketing can take up more than 10% of their time especially when launching a new book or building a following.
The key thing is that no one has to follow the 90/10 split. What matters is that your priorities shift depending on where you’re in the process. When you’re writing a manuscript it makes sense to focus on writing. When you’re getting ready to publish you may want to spend time on the business side. Once your books are out you might need to balance promotion, with new writing. It’s not about sticking to a number. It’s about doing what works best for the stage you’re in.
Why Does the 90/10 Rule Matter?
Many first‑time authors think that finishing the manuscript is the end of the job. In truth finishing a book is usually the start of a publishing journey. Readers cannot. Recommend a book that they never find. Marketing cannot keep a book alive forever if it does not meet the needs of its audience.
The 90/10 concept shows the need, for balance. Authors must give time to writing while also building an audience and learning how to show their work. Reedsy for example calls the 90/10 idea a long‑term guideline but says that the balance can shift when a book launches, when marketing naturally becomes more important.
The 90/10 Rule Is Not a Magic Formula
One of the mistakes authors can make is treating the 90/10 rule as a strict unchangeable formula. When you’re writing the draft of a novel it makes sense to spend most of your time actually writing.. If your book is launching next month you’ll need to spend a lot more time on promotion. That includes doing interviews sending out newsletters running ads posting on media attending events and other things that get people to notice your book.
Your stage in the author journey matters a lot. When you’re working on your manuscript writing should be your focus. Once you’re in the editing and production phase your attention should shift to making the book better. As you get closer to launch, marketing and getting your audience ready become more important. After the book is out you might split your time between promoting the book and starting work on the next one.
So the 90/10 rule is more of a guide for making decisions. It’s not a law you have to follow. It helps you think about how to use your time based on where you are, in the process.
Should Authors Spend 90% of Their Time Writing?
For many authors, especially those building a long-term catalog, prioritizing writing makes sense. Your books are the foundation of your author business. Without a finished manuscript, there is nothing to publish, sell, recommend, review, or build a readership around.
Spending most of your time writing also helps maintain creative momentum. If an author becomes so focused on social media, advertising, networking, and promotional activities that the next manuscript never gets finished, marketing can actually become counterproductive.
This is particularly important for fiction authors. A single novel may generate temporary attention, but developing additional books can create a larger catalog and give readers more opportunities to continue reading your work.
Why Marketing Still Matters
Writing a book does not automatically guarantee that readers will discover it.
Publishing is competitive. Authors must find ways to tell readers what their book is about and why the readers should care.
Marketing can involve building an author website creating an email list keeping media profiles making a book launch plan getting reviews appearing on podcasts linking with relevant communities speaking at events working with bookstores, running ads and creating useful content about the book.
The exact marketing plan depends a lot, on the author’s genre, audience, platform, budget and publishing model. A business author may promote a book through networks and speaking events while a fiction author may focus more on reader communities, newsletters, ads and a series plan.
When Should the 90/10 Balance Change?
The amount of time you spend on marketing should change based on your priorities. When you are in the stages of writing most of your work time should go into research, outlining, drafting and revising. As your book gets closer to publication you can slowly start preparing for promotion.
When the launch is near marketing may become your focus for a while. You might need to organize announcements, schedule interviews work with advance readers create media posts send out email campaigns design promotional graphics, run ads and plan launch events. After the first wave of the launch is over you can shift your attention back, to writing your project.
This flexible method makes sense than trying to stick to a strict 90% writing and 10% marketing schedule every single week of the year. It allows you to adapt to what’s needed at each stage.
How Should First-Time Authors Apply the 90/10 Rule?
If you are writing your book your first priority should be to finish a strong manuscript. Before you think about marketing campaigns make sure you understand what your book is about who your book is for how your book is organized and what readers should take away, from your book.
Begin by developing your idea and making an outline. Your outline does not need to map every sentence. It should give enough structure to guide the manuscript. Next set a writing schedule. You could write five hundred words a day two thousand words a week. Set aside several focused sessions to work on the manuscript.
At the time you can start building your author platform. You might create an author website, set up profiles that fit your audience look at similar books and learn about the readers you want to reach. This way you grow visibility while keeping marketing from taking up the time you need to write.
How Many Words Should You Write Before Marketing?
There is no specific word count at which an author must begin marketing. However, it is useful to separate audience research from intensive book promotion.
You can research your market before writing the manuscript. Understanding your intended readers, genre expectations, comparable books, and positioning can actually improve the writing process. What you generally want to avoid is spending so much time promoting an unfinished book that the manuscript stops progressing.
Once your manuscript is substantially developed and your publishing timeline becomes clearer, marketing activities can become more deliberate.
What Should Authors Do With the 10% Marketing Time?
When you choose an approach you want your marketing time to be focused, not scattered. Do not try to use every platform at once. Find the places where your readersre most likely to spend their time.
With that limited marketing time you can build an email list produce social posts join the communities that matter look into ways to promote reach out to podcast hosts build ties with reviewers or get ready, with material for your next launch.
The goal is not just to be. The goal is to keep reaching the people who will most care about your book.
Does the 90/10 Rule Apply to Self-Published Authors?
Yes, but self-published authors often have additional responsibilities because they may be responsible for coordinating activities that a traditional publishing team would otherwise handle. Depending on the publishing arrangement, an independent author may need to think about editing, proofreading, cover design, formatting, metadata, distribution, advertising, promotion, and reader outreach.
This means the traditional idea of 90% writing and 10% marketing may not accurately describe every stage of self-publishing. Your time may be divided among several activities rather than just writing and marketing.
The practical lesson is to understand what responsibilities you are taking on and determine which tasks you can handle yourself and which are better delegated.
Can a Ghostwriter Help Authors Follow the 90/10 Rule?
For authors who have a book idea but not much time to write professional ghostwriting can make a big difference in how they use their time. Of spending hundreds of hours writing every chapter themselves an author can share their ideas, knowledge, source material, interview notes, feedback and direction. A professional writer then takes care of most of the writing and manuscript development.
This approach works well for entrepreneurs, executives, life coaches, consultants, subject matter experts and other busy professionals who want to write a book but can’t step away from their current jobs or daily duties.
The ghostwriting process often includes steps, like developing the core idea doing research conducting interviews creating an outline writing the manuscript making revisions and more—depending on what the project needs. Throughout this process the author stays involved in decisions. They guide the vision while the writer provides support to bring the book to life.
How Does Professional Book Writing Work?
Professional book writing usually begins with understanding the author’s concept, intended audience, goals, tone, genre, and desired outcome. For nonfiction, the writer may gather information through interviews, research, notes, existing documents, and other source materials. For fiction, the process may involve developing characters, plot structure, setting, conflict, pacing, and narrative direction.
Once the concept is established, the writer can create an outline before developing the manuscript. This gives the author an opportunity to review the overall direction before thousands of words are written.
After the manuscript is drafted, revisions and editing help improve structure, clarity, consistency, pacing, and readability. Additional proofreading and formatting may be needed before publication.
How Long Does It Take to Write a Book?
The time required depends on the book’s genre, length, research requirements, writing speed, complexity, and revision process. A 60,000-word manuscript written at an average of 500 words per day would require approximately 120 writing days for a first draft. That does not include outlining, research, editing, revisions, proofreading, or publishing preparation.
This is one reason authors should think about the opportunity cost of writing. If you have a demanding business or professional career, spending months or years trying to complete a manuscript may prevent you from focusing on other responsibilities.
Professional writing assistance can be useful when the author’s expertise and ideas are strong but their available writing time is limited.
How Many Words Should a Book Have?
There is no single word count that applies to every book. Genre and audience expectations matter. Many adult nonfiction books fall somewhere around 40,000 to 70,000 words, while many adult novels are longer. Memoirs, business books, self-help books, children’s books, and specialized nonfiction can all have different expectations.
Rather than adding words simply to reach a target, focus on delivering the complete reading experience your audience expects. A concise, useful book is generally better than a longer manuscript filled with repetition.
Common Mistakes Authors Make With the 90/10 Rule
The first mistake is assuming the ratio is a universal publishing requirement. It is not. The second is believing that marketing can replace a weak manuscript. It cannot. The third is allowing marketing activities to prevent you from finishing the next book. Another common mistake is attempting to market on every available platform without understanding where the target audience actually spends time.
Authors can also make the opposite mistake by writing indefinitely without developing any audience or learning how the publishing market works. The best approach is to protect writing time while gradually developing the business and audience side of being an author.
A Better Way to Think About the 90/10 Rule
Instead of asking, “Am I following the 90/10 rule exactly?” ask three more useful questions: What is my most important priority right now? What activity will move my book forward? And what work can someone else handle more efficiently?
If you are drafting your first manuscript, writing may deserve most of your attention. If your manuscript is complete and launch day is approaching, promotion may deserve more attention. If you are struggling to write because you do not have enough time, professional assistance may be the most efficient solution.
The percentages can change. The objective remains the same: create a strong book and make sure the right readers can find it.
Final Thoughts
The 90/10 rule for authors is not a rule to follow. It is like a gentle reminder that writing and marketing have different jobs. Writing builds the book. Marketing brings readers to the book. In each stage of an author’s career the balance between writing and marketing will change. When you are drafting, focus on the manuscript. When the book is close, to being published start preparing marketing. When the book launches promotion may take up most of the focus for a time.
If you have a book idea but find it hard to find time to write you do not have to pick between your job and your manuscript. A professional ghostwriter can turn your ideas into a well‑structured book while you still guide the creative direction. The important thing is not whether you stick to a strict 90/10 split. It is whether you keep moving toward the goal of making a book that you feel proud to show to readers.
The important thing is not whether you stick to a strict 90/10 split. It is whether you keep moving toward the goal of making a book that you feel proud to show to readers.
Frequently Asked Questions
What is the 90/10 rule for authors?
The 90/10 rule is a general guideline used by some authors to describe how they divide their time between writing and marketing. It is not a universally recognized publishing requirement, and different authors use the term differently.
Is the 90/10 rule 90% writing and 10% marketing?
One common interpretation is exactly that: approximately 90% of an author’s working time goes toward writing and creative work while 10% goes toward marketing. However, some authors use the rule differently, particularly during book launches.
Should authors spend more time writing or marketing?
It depends on the stage of the publishing process. Authors drafting a manuscript generally need to prioritize writing, while authors preparing for or conducting a launch may need to devote significantly more time to marketing.
Does the 90/10 rule apply to self-published authors?
It can be used as a planning guideline, but self-published authors often have additional responsibilities such as editing, formatting, cover design, distribution, metadata, and advertising. The actual time allocation will therefore vary.
How can a first-time author follow the 90/10 rule?
Start by prioritizing the manuscript while dedicating a smaller, consistent amount of time to understanding your audience and building an author platform. Increase marketing activity as publication and launch approach.
Can a ghostwriter help me write a book if I don’t have time?
Yes. A professional ghostwriter can help with research, outlining, interviews, manuscript development, writing, and revisions depending on the project’s scope. This can allow authors with demanding careers or businesses to contribute their expertise without personally writing every chapter.
How long does it take to write a book?
The timeline varies significantly based on word count, genre, research, writing speed, and revisions. A first draft can take several months, while the complete process from concept to publication can take considerably longer.
How many words should my book be?
There is no universal word count. The appropriate length depends on your genre, audience, subject, publishing goals, and the amount of material necessary to deliver the book effectively.
Is marketing more important than writing?
Neither should be viewed as universally more important. A strong book needs readers to succeed, but marketing cannot permanently compensate for a book that does not satisfy its audience. Authors need both quality content and an effective way to reach the appropriate readers.
