Tips for a successful book launch

I recently watched an online workshop on launching a new book, presented by Bryan Cohen of Best Page Forward. For those of you new(er) authors, like me, who may have a book launch approaching sooner or later, or maybe you’re just interested, I’ll outline some main takeaways in this post.

Being my second book launch, I’m looking forward to using the knowledge I gained last time, which will be a nice time-saver and guide. Build on your previous launch, Bryan said. Along these lines, some of the resources I have in my quiver are:

• List of bookstores who are carrying (or have carried my book)
• Local and regional publications and associations (for press releases)
• Author/book fair opportunities 
• Social media and other marketing ideas (posts, reels, photos, hashtags, groups)
• Book contests to consider entering
• Reviews to request (including some ahead of publication this time)
• Libraries where I’ve donated my book

A book launch can last longer than a month. In fact, Bryan suggested thinking of our book launch as the first three months. This takes off some pressure to have to “do it all” in a short timeframe. It’s a better strategy to spread your marketing efforts out to, hopefully, sustain your higher sales rankings longer. Spread your book launch’s marketing efforts over time by using various assets (social media, press release, emails, for ex.) on different days.

Target your existing readers/audience from social media, emails and other contacts. Tap resources, such as the audiences of other authors in your genre, through something called list swaps. This was new to me.

Regarding list swaps, a couple of resources mentioned that I hadn’t heard of are BookFunnel and StoryOrigin. If you’re interested, you can join them for a fee. Bryan’s suggestion was to “pull out all stops.” Scan the list for swap promotions and choose the highest (I guess in terms of audience size) that you’re eligible for. I need to research these further, cut StoryOrigin seems more aligned with my needs after a quick review. Since I don’t have an email list, I’m not sure if I’ll be eligible for a swap. But, I do have a decent social media following, relatively small, but it’s a start.

Between Facebook, Instagram and BlueSky, I have about 1,200 friends/followers. Unsurprisingly, I gladly said adios to Twitter a few months ago, as well as Threads, since it was yet another Meta product (like FB and Instagram). BlueSky is a rapidly growing alternative to Twitter where many creative people are landing. It seems an increasing number of “big names” are heading to bluer skies. I was happy to see that Pete Buttigieg joined recently.

Bryan emphasizes the importance of growing our own lists. This is a tough one to accomplish, because it’s a low priority and gets pushed off. The 80/20 rule is that for most authors, unless you are pretty big time or even a best seller, 80 percent of launch results are from our own contacts, the people we know and who know and trust us, even if it’s just an online relationship. This is why it’s vital to grow our own lists. Consider potential sources for future list swaps that could help your growth. If you know another author in your genre, you could ask them to swap lists, as long as your lists are similar in size. I’m thinking, if their list is larger, they could send your book information to a smaller segment of their list.

The suggestion is to send three to four emails to our list, starting three to four weeks prior to the launch date, on these topics:

1. Release date
2. Cover reveal
3. Book excerpt
4. Build excitement about your book

Bryan recommends adapting your emails to a series of social media posts, creating two to three posts per topic. Publish six to 12 social media posts before your release. Including six or more scheduled for the week of the release.

A lead (“leed”) magnet (or reader magnet) is a small promotional item that will draw readers to you and your book. If I understood correctly, you offer it to interested people who provide their email to add to your list for updates. It can be a free digital copy or preview of one of your books, for example. I’m thinking I can offer a free digital copy of How Happy Is a Lark, for example.

At the Ann Arbor book fair, an author next to me had really cute dog tag style necklaces, the tag imprinted with an image from her book. She said they were left over from her book launch and she was handing them out at the event. I’ll check into these necklaces and other possibilities. For my promotional printing so far, I’ve used Standard Printing in Ypsilanti. I like to support a smaller, local business. They’ve done a great job and are less expensive than some of the large print chains.

As time allows, write and schedule future social media posts and seek more followers. Creating relationships with other authors can help you down the road, like during your next launch.

I haven’t done a Facebook ad for my book previously, but I may look into it. The workshop suggested a small daily budget of $5/day ($150/month) for an ad that redirects to your contact page where people can sign up for your email list in exchange for an appealing lead magnet/freebie.

On launch day, have one or two social media posts written and scheduled ahead of time. Email your list (If you have one) and post to social media before, during and after your book launch. Launch your book at full price. Wait at least three months for any discount promotions.

I’m new to this, so if you have further tips (or questions), please get in touch via my contact page in the menu above. 

Speaking of upcoming book launches, my next book, Into the Thicket is based on a real-life adventure when my (then) young son found an injured baby rabbit). Presales are anticipated in early spring 2025 with a book release in later spring — a time when baby rabbits abound.

The story follows the journey of young Patrick and the rabbit. The book encompasses an appreciation for wildlife, compassion, overcoming fears, loving and letting go, and how even small acts of kindness make a difference in a great, big world. Illustrations by renowned Ann Arbor artist John Megahan. Here’s an earlier blog post interview with John.

I was excited to see that John sent me several more stunning illustrations today! My excitement is bubbling over.