What Every Author Should Know Before They Launch
When you hear the words “book launch,” what comes to mind?
- A party?
- A bookstore signing?
- Lots of social media?
- Becoming an Amazon bestseller?
- Autographing books for adoring fans?
Those are all things people associate with a launch. And they can all be part of one… but none of them by themselves is a book launch.
So, What’s a Book Launch?
Quite simply, a book launch is the process of introducing your newly published book to the world and helping the right readers discover it. My upcoming book walks aspiring authors through the three processes of getting your book into the world:
- Writing
- Publishing
- Marketing
This blog is adapted from a chapter on book launches, and as we explain, a book launch is where numbers 2 and 3 converge!
Ready? Let’s get into it.
A Book Launch Is Bigger Than a Party
A huge misconception first-time authors have is thinking the launch is a single event. It’s not.
In fact, a book launch has many components:
- making sure your book is available for sale
- gathering reviews
- letting people know it exists
- reaching your ideal readers
- creating ongoing visibility
There are many ways to accomplish all of this:
| podcasts | content marketing (blogs, guest posts, articles) |
| local media | launch teams |
| social media | community events |
| speaking engagements | email marketing |
Some authors hire help, such as virtual author’s assistants or book marketing or publicity firms. Some do it themselves. Others find support from their publisher. For example, one service my coauthor, Ella Ritchie of Stellar Communications Houston, offers is to collaborate with the author to build their marketing strategy and teach them how to run it. Then, they can either do it themselves or hire a VA or intern to help.
If you decide to hire professional marketing help, however, be careful. While there are excellent, legitimate PR firms and book marketers out there, there are also companies that promise bestseller status, celebrity interviews, or massive publicity for thousands of dollars that leave authors disappointed and with very little ROI.
Getting cold calls or emails where someone seems to be offering the moon? Be skeptical. Do your homework before spending your money. The most expensive marketing isn’t necessarily the most effective.
Hard Launch vs. Soft Launch
There are two common ways to launch a book: a hard launch and a soft launch.
A hard launch revolves around one specific release date. You build excitement, collect preorders, create countdowns, and focus everything on that one day.
That can work beautifully, but it’s also stressful. What if Amazon flags your files? What if your metadata has an error? What if your books don’t arrive in time? What if there are printing problems? These things happen more often than authors realize, and as Ella and I discuss in our book, we know people who’ve experienced those mishaps!
A soft launch takes a different approach. You publish the book first, make sure everything works correctly, receive your author copies, fix any issues, and then schedule your public celebration a few weeks later.
You lose a little urgency, but you gain a lot of peace of mind. For many first-time self-published and hybrid authors, it’s an approach well worth considering.
But what about building anticipation for a date? Well, you can still say things like, “Coming Autumn 2026” or “Release in April 2027.”
Your Launch Event Can Be Simple
Your event does not need to be elaborate. Ella and I talk about launches happening in:
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Separate Celebration from Selling
One of my favorite ideas while researching this chapter came from author Angela Hughes. She recommends separating your celebration from your selling.
Celebrate because you finished the book. Go out to dinner. Have cake. Invite friends. Take pictures. You’ve spent months—maybe even years—getting to this point, and that accomplishment deserves to be celebrated whether you sell ten books or ten thousand.
Then treat book signings, bookstore events, library appearances, speaking engagements, and conferences as marketing opportunities. They have a different purpose.
In other words, her advice is to separate the emotional celebration from the business of selling your book. That can take a tremendous amount of pressure off.
Build a Launch Team
A launch team can help you create early momentum. That might include people who:
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But here’s the reality check: Most people mean well, but they get busy. Expect roughly 20% follow-through, so if you want 20 people actively helping? Ask 100.
Make It Easy For People
Don’t just say, ‘Please support my book.’ Be specific. Give people:
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The easier you make it, the more likely people are to help.
Set Realistic Expectations
Quick heads up if you’re working with a traditional publisher. A lot of writers assume publishers handle all of these things… but that’s often not true. Even many traditionally published authors need to drive their own visibility.
Research Ella and I did for our book showed that many authors were very disappointed with the publicity and marketing their publisher did for their book. This is your business and your career—you have to own it.
Don’t Focus on Bestseller Labels
People love the idea of becoming a bestseller. But some bestseller labels are more about optics than meaningful sales. Instead, focus on real outcomes:
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Those things matter more.
One final thought: many authors expect launch week to determine whether their book succeeds.
It doesn’t.
Sales may be slow. Reviews may trickle in. Friends and family may not be as supportive as you hoped. (In fact, Ella says that if you want 20 book reviews, you should ask for 100!)
That’s OK. Publishing is an event. Building readership is a process.
So celebrate your accomplishment. But learn from each launch. And keep showing up.
Maintain the Momentum After Launch Day
Launch day isn’t the finish line. After launch, make sure you:
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A book launch is a long game.
Ready to move your book idea forward? Attend my upcoming writing retreat October 9-11 at Camp Buckner. See the link for details and registration.