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TikTok Turns Author Into Bestseller After Video Of Lonely Book Signing

March 27, 2025

In a heartwarming twist of fate, a lonely book signing turned into an inspiring success story for author Jonathan Stanley, all thanks to the power of social media and a single act of kindness.

Stanley had set up shop at a Barnes & Noble, hoping to promote his book “Purposeful Performance: The Secret Mix of Connecting, Leading, and Succeeding.” However, as hours passed, only a few people stopped by, leaving Stanley with a stack of unsold books and a sense of isolation.

Little did he know, a woman named Taylor, who was also at the store, would help turn his day around in an unexpected way.

Jonathan Stanley / @taymaed

Moved by the sight of the author sitting alone, Taylor decided to try and help him using social media.

“This sweet man is sitting at B&N with a stack of his books he wrote, and my heart is breaking every time someone passes him,” she captioned a video on TikTok.

What started as a simple moment of empathy quickly snowballed into something much bigger.

The video went viral, accumulating millions of views and hundreds of thousands of likes. Strangers from all over the world flooded the comments, offering words of encouragement and sharing their admiration for Stanley's work. People not only praised his perseverance but also took action, buying his book on Amazon and recommending it to others.

In just a few days, Stanley’s book became an Amazon bestseller, climbing to No. 1 in the Strategic Management section and No. 4 overall in the business category. The incredible wave of support continued to grow as more and more people learned about his story.

Amazon.com

Taylor, who never expected such a massive reaction, said, “I had just posted that TikTok thinking maybe it would encourage a couple people to go up to authors at book signings if they saw that happening. I never in a million years could have imagined that it would have become what it became.”

The outpouring of kindness didn’t stop there. In response to the viral video, Stanley started his own TikTok account, where he has since gained over 670,000 followers in just two days. On his new platform, he shared his gratitude and the many messages of hope and encouragement he’s received from fans.

“I’ve received thousands of messages – so many I can’t keep up. Words of encouragement. Stories of hope. Notes from people who said the book changed their perspective, helped them become better leaders, and reminded them of the importance of bringing humanity back into the workplace,” Stanley shared with his followers.