a female doctor holding a book illustrating the concept of bestselling health book

What makes a health book a bestseller?

Some time ago I co-authored a book, The Arthritis Cure, which instantly leapt to the top of The New York Times bestseller list, sold over a million copies, was translated into several languages, and quickly led to a follow-up book.

The Arthritis Cure was certainly a bestselling health book!

But what made it so? What are the elements of a bestselling health book?

There are many, including:

- A healing promise
- Building on prevailing beliefs
- Taking leadership
- Great writing
- Employing early and excellent PR
- Enlisting supporters

In other words, a bestselling book is a beautiful package, tied up with a bow and heralded by trumpets. Let’s take a look at these elements of a bestselling health book.

The Arthritis Cure, a bestselling health book by ghostwriter Barry Fox

What makes a health book a bestseller?

Some time ago I co-authored a book, The Arthritis Cure, which instantly leapt to the top of The New York Times bestseller list.

The book sold over a million copies, was translated into several languages, and quickly led to a follow-up book.

The Arthritis Cure was certainly a bestselling health book!

But what made it so? What are the elements of a bestselling health book?

There are many, including:

- A healing promise
- Building on prevailing beliefs
- Taking leadership
- Great writing
- Employing early and excellent PR
- Enlisting supporters

In other words, a bestselling book is a beautiful package, tied up with a bow and heralded by trumpets. Let’s take a look at these elements of a bestselling health book.

A Healing Promise

The healing promise is, above all else, hope.

It’s not just a statement that you will get better, that your level of X will drop by 58%, or something similar.

The healing promise is a vision of a future without the pain, impairment, dread, or whatever else has been pulling you down into the dark, cold pit with no bottom.

This hope is far more important than any improvement in lab levels or X-ray results, more tangible than mountains of stats and studies. For people in pain, for those who despair, hope is everything.

Of course, the hope must be backed up by solid evidence.

There is no formula for creating a powerful healing promise, but it must be clearly stated and aligned with the distress caused by the disease or condition being discussed. It must flow seamlessly from the text and be evident from the start — in the book’s title, cover design, table of contents, and opening words.

And the healing promise must capture the prevailing beliefs.

a bestselling health book represented by a doctor holding a glowing orb

A Healing Promise

The healing promise is, above all else, hope.

It’s not just a statement that you will get better, that your level of X will drop by 58%, or something similar.

The healing promise is a vision of a future without the pain, impairment, dread, or whatever else has been pulling you down into the dark, cold pit with no bottom.

This hope is far more important than any improvement in lab levels or X-ray results, more tangible than mountains of stats and studies. For people in pain, for those who despair, hope is everything.

Of course, the hope must be backed up by solid evidence.

There is no formula for creating a powerful healing promise, but it must be clearly stated and aligned with the distress caused by the disease or condition being discussed. It must flow seamlessly from the text and be evident from the start — in the book’s title, cover design, table of contents, and opening words.

And the healing promise must capture the prevailing beliefs.

Building on Prevailing Beliefs

The Black Plague ripped through Asia and Europe in the mid-14th century, wiping out a third of the population in some communities. Those were the lucky towns, for the death toll rose to half in many places.

Some people felt they had a way to survive. Called Flagellants, they dressed in rags and wandered barefoot from village to village, chanting prayers and psalms while beating themselves with whips.

Flagellants genuinely believed that praying and showing their devotion to God by scourging their bodies and starving their bellies would arouse pity in the Almighty, who would protect them.

Most of us wouldn’t consider scourging an effective healing modality today, but we believe in something. At any given time, in any given place, large numbers of people cling fast to beliefs about healing. Perhaps they feel that strong medicines are best, or maybe they place their faith in diet, meditation, colonics, surgery, or homeopathy.

Bestselling health books capture these beliefs—the spirit of the time. They tap into the national zeitgeist, speaking to a wide audience eager to hear their message. They don’t urge homeopathy on a nation that prefers allopathic medicine, or prayer services on a population that believes in surgery.

Instead, their healing promise is based on what people believe is possible. They understand the mood of the time, speak to it, and expand upon it. In so doing, they lead readers into a better future.

Building on Prevailing Beliefs

The Black Plague ripped through Asia and Europe in the mid-14th century, wiping out a third of the population in some communities. Those were the lucky towns, for the death toll rose to half in many places.

Some people felt they had a way to survive. Called Flagellants, they dressed in rags and wandered barefoot from village to village, chanting prayers and psalms while beating themselves with whips.

Flagellants genuinely believed that praying and showing their devotion to God by scourging their bodies and starving their bellies would arouse pity in the Almighty, who would protect them.

Most of us wouldn’t consider scourging an effective healing modality today, but we believe in something. At any given time, in any given place, large numbers of people cling fast to beliefs about healing. Perhaps they feel that strong medicines are best, or maybe they place their faith in diet, meditation, colonics, surgery, or homeopathy.

Bestselling health books capture these beliefs—the spirit of the time. They tap into the national zeitgeist, speaking to a wide audience eager to hear their message. They don’t urge homeopathy on a nation that prefers allopathic medicine, or prayer services on a population that believes in surgery.

Instead, their healing promise is based on what people believe is possible. They understand the mood of the time, speak to it, and expand upon it. In so doing, they lead readers into a better future.

Taking Leadership

Bestselling health books are not written by the faint of heart.

That’s not to say they’re penned by braggarts or charlatans, but their authors are bold.

They take a position—in advance of current understanding—and hold it strongly. Rather than couching their ideas in qualifiers and waffle words, they speak clearly and courageously.

In 1961, President John F. Kennedy proclaimed to a joint session of Congress:

“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.”

Kennedy didn’t say, “It might be worthy,” or “I think it may be possible.” He didn’t say we should send an astronaut toward the moon, or into orbit around it. He didn’t qualify or waffle. He wasn’t timid or hesitant. He challenged us to do the impossible—and we did.

That’s the kind of leadership bestselling health book authors take. They must back their claims up with solid evidence, but they are bold enough to stake their claim and lead readers into the new future.

And, of course, they must write a great book.

A man standing on a mountain holding book to illustrate the concept of bestselling health book

Taking Leadership

Bestselling health books are not written by the faint of heart.

That’s not to say they’re penned by braggarts or charlatans, but their authors are bold.

They take a position—in advance of current understanding—and hold it strongly. Rather than couching their ideas in qualifiers and waffle words, they speak clearly and courageously.

In 1961, President John F. Kennedy proclaimed to a joint session of Congress:

“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.”

Kennedy didn’t say, “It might be worthy,” or “I think it may be possible.” He didn’t say we should send an astronaut toward the moon, or into orbit around it. He didn’t qualify or waffle. He wasn’t timid or hesitant. He challenged us to do the impossible—and we did.

That’s the kind of leadership bestselling health book authors take. They must back their claims up with solid evidence, but they are bold enough to stake their claim and lead readers into the new future.

And, of course, they must write a great book.

Great Writing

Defining great writing is like solving, to quote Winston Churchill, “a riddle wrapped in a mystery inside an enigma.”

That’s because great writing is not just about the words. Instead, it’s a broader term encompassing word choice, tone, structure, the beginning, alignment between the book’s type and contents, and more—including the readers.

For our purposes, great writing begins with the readers. Who are they? What are they feeling, physically and emotionally? What are their expectations, and what disappointments have they suffered? Who and what would they believe? What are they willing to do, and what are they able to do?

Answering these questions tells you what great writing looks like: it looks like a book these readers will embrace.

Now you have to create that book. You do so by:

- Employing clear, understandable, relatable writing — bestselling health books are not meant to be literary masterpieces. Instead, their goal is to convey information and hope to the intended readership. (For more, see our “12 Rules For Readable Writing.”)
- Selecting the right type of book for your message — there are many types of health books, from “a new treatment” to “prove it!” ( See “Hey ghostwriter, are there different types of health books?”)
- Crafting a strong beginning — there are numerous types of beginnings, including “a typical patient” and the “personal inventory.” (See “How to Begin A Health Book” for more.)

It’s also vital that you understand why you are writing this book and what you hope to achieve for yourself. The wrong motivation—for example, to become rich and famous—can doom your book before it’s written. (For more, see “Why Should I Write a Book?”)

Finally, to ensure your writing is indeed great, you must make certain every single word in your book supports the healing promise, aligns with prevailing beliefs, and leads your readers to a better tomorrow.

And don’t wait to market your great book. Start the process before you even finish writing!

Great Writing

Defining great writing is like solving, to quote Winston Churchill, “a riddle wrapped in a mystery inside an enigma.”

That’s because great writing is not just about the words. Instead, it’s a broader term encompassing word choice, tone, structure, the beginning, alignment between the book’s type and contents, and more—including the readers.

For our purposes, great writing begins with the readers. Who are they? What are they feeling, physically and emotionally? What are their expectations, what disappointments have they suffered? Who and what would they believe? What are they willing to do, and what are they able to do?

Answering these questions tells you what great writing looks like: it looks like a book these readers will embrace.

Now you have to create that book. You do so by:

- Employing clear, understandable, relatable writing — bestselling health books are not meant to be literary masterpieces. Instead, their goal is to convey information and hope to the intended readership. (For more, see our “12 Rules For Readable Writing.”)
- Selecting the right type of book for your message — there are many types of health books, from “a new treatment” to “prove it!” ( See “Hey ghostwriter, are there different types of health books?”)
- Crafting a strong beginning — there are numerous types of beginnings, including “a typical patient” and the “personal inventory.” (See “How to Begin A Health Book” for more.)

It’s also vital that you understand why you are writing this book and what you hope to achieve for yourself. The wrong motivation—for example, to become rich and famous—can doom your book before it’s written. (For more, see “Why Should I Write a Book?”)

Finally, to ensure your writing is indeed great, you must make certain every single word in your book supports the healing promise, aligns with prevailing beliefs, and leads your readers to a better tomorrow.

And don’t wait to market your great book. Start the process before you even finish writing!

Employing Early and Excellent Marketing

Shortly before The Arthritis Cure was published, The New York Times ran an article on arthritis that mentioned the book. That was phenomenal marketing!

And it was timely, too, which raises an important point: marketing efforts must begin before the book is finished.

Begin promoting your book on podcasts, in interviews, and in writing, before it’s completed. Give your readership a taste of your healing promise so they will be eager to buy your book the day it’s published.

I recently completed ghostwriting a business book. Before I wrote the first word, the marketing/PR expert hired by the book’s author began work. She developed the “brand kit,” including the brand logo and colors. She began developing relationships with key podcasters, revised the author’s LinkedIn page, and set up a YouTube channel.

She did many other marketing/PR activities and now, a month before the book is scheduled to be published, the author already has a following. It’s not a massive following, but it’s enough to ensure the book will sell well from day one, attract those all-important reviews on its Amazon page, and otherwise create buzz.

There are marketing/PR experts and programs to fit every budget. There are also marketing mavens who have extensive experience with health books.

Whichever path you take, don’t wait until the book is published.

Get started well before your book is published. And don’t try to do all the marketing/PR on your own. Look for supporters who will publicize your book for you.

marketing strategy for a bestselling health book

Employing Early and Excellent Marketing

Shortly before The Arthritis Cure was published, The New York Times ran an article on arthritis that mentioned the book. That was phenomenal marketing!

And it was timely, too, which raises an important point: marketing efforts must begin before the book is finished.

Begin promoting your book on podcasts, in interviews, and in writing, before it’s completed. Give your readership a taste of your healing promise so they will be eager to buy your book the day it’s published.

I recently completed ghostwriting a business book. Before I wrote the first word, the marketing/PR expert hired by the book’s author began work. She developed the “brand kit,” including the brand logo and colors. She began developing relationships with key podcasters, revised the author’s LinkedIn page, and set up a YouTube channel.

She did many other marketing/PR activities and now, a month before the book is scheduled to be published, the author already has a following. It’s not a massive following, but it’s enough to ensure the book will sell well from day one, attract those all-important reviews on its Amazon page, and otherwise create buzz.

There are marketing/PR experts and programs to fit every budget. There are also marketing mavens who have extensive experience with health books.

Whichever path you take, don’t wait until the book is published.

Get started well before your book is published. And don’t try to do all the marketing/PR on your own. Look for supporters who will publicize your book for you.

Enlisting Supporters

Back in the late 1990s, my wife and fellow ghostwriter, Nadine Taylor, wrote Green Tea: The Natural Secret to a Healthier Life. The publisher, for reasons of its own, offered minimal marketing support. Essentially, they left the book to die.

But Nadine kept getting royalty checks, which meant the book was selling. It turned out that Green Tea was being featured by companies that sold green tea on their websites. They loved the book because it offered scientific evidence that green tea—which they sold—had medicinal effects on the human body.

A few years later, Jamba Juice launched green tea juices and featured the book in their many stores. Green Tea eventually sold some 70,000 copies, largely due to the marketing/PR support it received from its supporters.

This raises an important question: Who might support your book? Who would happily feature it on their websites and in their mailings? Who would invite you to appear on their podcasts, speak at their meetings, or contribute a piece to their newsletter?

Research this carefully—or have your marketing team do it for you—and start enlisting supporters before your book is finished.

Green Tea, by Nadine Taylor, representing the concept of a bestselling health book

Enlisting Supporters

Back in the late 1990s, my wife and fellow ghostwriter, Nadine Taylor, wrote Green Tea: The Natural Secret to a Healthier Life. The publisher, for reasons of its own, offered minimal marketing support. Essentially, they left the book to die.

But Nadine kept getting royalty checks, which meant the book was selling. It turned out that Green Tea was being featured by companies that sold green tea on their websites. They loved the book because it offered scientific evidence that green tea—which they sold—had medicinal effects on the human body.

A few years later, Jamba Juice launched green tea juices and featured the book in their many stores. Green Tea eventually sold some 70,000 copies, largely due to the marketing/PR support it received from its supporters.

This raises an important question: Who might support your book? Who would happily feature it on their websites and in their mailings? Who would invite you to appear on their podcasts, speak at their meetings, or contribute a piece to their newsletter?

Research this carefully—or have your marketing team do it for you—and start enlisting supporters before your book is finished.

Don’t Paint By the Numbers…

You might feel as if writing a bestselling health book is a simple matter of checking the boxes: Healing promise, check! Leadership, check! Prevailing beliefs, great writing, PR, supporters, check, check, check, and check!

It’s not that simple.

The six elements of a bestselling health book I’ve discussed in this article are just that — elements. Pieces of a puzzle. Ingredients for a recipe.

There’s no single way to measure, mix, and bake these and other elements. Each bestselling book will have different mixes and measures, and some will mix in other elements.

Celebrity endorsements, for example, can help book sales. So can a catchy title, or outrageous promises not backed up by the material in the book. And, if you’re willing to spend the money, you can even buy your way onto a bestselling list.

So yes, there are other ways to make your book a bestseller. But I believe I’ve identified the key elements of a bestselling health book.

There’s one more I should mention: writing from your heart, with your readers in mind, to better the world. That may be the most important element of all.

If You’d Like Help Writing Your Health or Wellness Book…

Barry Fox explains how to begin a business memoir or autobiography

Contact us!

We’re Barry Fox and Nadine Taylor, professional ghostwriters and authors with a long list of satisfied clients and editors at major publishing houses.

You can learn about our health ghostwriting work and credentials on our Health Book Ghostwriter page.

For more information, call us at 818-917-5362 or use our contact form to send us a message. We’d love to talk to you about your exciting idea for writing a book!