As more and more of the writing coach clients I work with get published or opt to self-publish, I find myself increasingly talking about launching a book. So, let’s talk about launching your book.
You’ve fretted and sweated to write your book. If you’ve finalized your draft, having invested in a line edit, copy edit, and proofreading, congratulations! If you’re still driving toward the finish line, kudos to you for already thinking about the launch. Not only will this make your book seem like a reality rather than just a dream, but you’ll also be that much further ahead once you hit the end. Either way, the fact that you’re already thinking about launching your book will help ensure that people actually read it.
The hard truth is that your book, no matter how good, won’t sell itself. So, your work isn’t done even if your book is—you have to add marketing to your to-do list. That starts with the book launch. And setting the groundwork for that book launch starts a lot earlier than you might imagine.
I’ll warn you right now that launching a book is a lot of work. I’ll also tell you that this is not my strong suit. That’s why I did a ton of research on the topic, which I compiled into a book launch package containing a checklist for launching your book as well as templates for: 1) an endorsement request, 2) a book launch email blast, 3) a request for reviews from friends, and 4) a request for reviews from professional book reviewers. Since I struggle with writing all of these since they make me uncomfortable, I figured that having a basic template would make life easier for me and everyone else.
But, I’m getting ahead of myself. With apologies, let’s start at the beginning.
You might not think of your book cover as a promotional tool, but that’s where launching your book begins. As Jane Friedman makes clear in her comprehensive book marketing resource list, which I highly recommend you consult, this–along with everything from the book’s description and price to the endorsements and reviews you secure–is your marketing foundation.
If you’re planning on publishing a single book, you may not want to bother with creating an author website. But you’re going to have to find a way to direct traffic to your book’s sales pages. Social media can help with that. A newsletter might or might not. Part of your book launch strategy includes figuring out what works for you and your audience. Obviously, if you don’t have a huge author platform and a substantial following, you’ll want to try and align yourself and your book with influencers and reviewers who do.
Self-published authors can even pay for book reviews from prestigious places like Kirkus. Just be aware that money doesn’t guarantee you anything but the review itself, so your book may still get panned. On the other hand, a positive Kirkus review can be a beautiful thing. I’m sure the Kirkus review I got was a big part of why Open Road Integrated Media picked up my self-published book Busting the Brass Ceiling.
A long pre-sale period–when as vigorously promoted as my client Jeff Swaney is marketing his ass-kicker memoir, None of the Answers–can help increase the buzz about your book and positively impact algorithms. When it comes to those algorithms, running a promotion for two or three days where your book is seriously discounted or even offered for free can be a game-changer. Ditto for making sure it’s listed in the Amazon online categories that can propel it to the top of the lists, even if that’s only for a brief time.
At some point, you’ll want to try and get publicity for your book from the media, as well as podcasts, blogs, and other outlets. Just be aware that hiring a publicist can be an expensive long game, with results often not promised for six months despite hefty retainers.
I know you’ll want to consider in-person events. Most new authors do. They work for some, but most book readings I’ve been to are attended solely by friends and family. Online events are an increasing option. If you try those, let me know how it goes.
Finally, there’s advertising. While print ads are usually horrendously expensive, online ads are the opposite and can pay off in a big way for those who do them right. That’s not me, I have to confess. But it has sure worked for at least one of my writing coach clients, who was able to quit her day job as an attorney to become a full-time novelist.
However you decide to proceed, I wish you the best of luck with your book launch and offer my heartfelt congratulations on finishing (or nearing the end of) your book. Now, go get ’em!
