The 4 Main Secrets to a Successful Book Launch

When a new author prepares to launch, the first image that comes to mind may be more of a lemming hurling itself from a cliff, rather than a bird taking flight. Don’t worry, I’ve planned for that. Let’s start from scratch.

To begin with, what is a book launch anyway?

Basically, it’s a celebration of your book in order to give you a boost in audience growth. It takes place in the weeks and months before and after your publication date. This celebration can include social media, events, podcasts, media, public relations and advertising. Your first launch can be short and simple, and as you grow your audience and your confidence, add new strategies. Every time I coach a book launch I like to stretch the author’s comfort zone with at least one new element. I do the same for myself.  

Consciously choose where you want to focus. Study how to do these things well, and don’t beat yourself up for not doing more. It’s far better to try two or three options strategically and amplify them based on results over time. 

1.       Social Media

Just as early trade routes formed around rivers, now authors and entrepreneurs hack their wears on social media feeds. But this river isn’t made of water, it’s made of words. That’s great news for writers. Communities no longer form around common geography, but like-minded people. Honestly, this is where I did the majority of my community building in the beginning. It’s free, it’s always available  and you can chat with several people at once. It breaks the limitations of space and time.

However, just as a craftsperson wouldn’t want to set up shop at both the Euphrates and the Tigris during his first year in business, it’s difficult strut your ideas on two social media streams at the same time. It might seem like you’re putting your words in front of twice as many eyes, but the value isn’t just in the visibility, it’s in the exchange. 

Getting the true value out of the social media isn’t about flashing a post and moving on, it’s all about interacting and creating relationships. Therefore it’s best to get to know one platform really well several months before you launch. Seek out conversations that engage you. When you’re meeting new readers and enjoying yourself at the same time, you can’t go wrong.

2.       Events

What’s the sound of one champagne glass clinking? This isn’t an enigmatic Zen koan, it’s how writers often feel when they get to the momentous final word of their manuscript and they don’t know how to celebrate. One antidote is to organize an event. It can be a small launch party with friends at your independent community bookstore or an enormous stadium tour. Both are lovely.

Surviving a global pandemic has given all of us a heightened appreciation for gathering at events. If you prefer this style of networking, dive into the conference circuit in your niche or genre. You have a huge advantage for connecting with other influencers at events. One in-person introduction can be worth more than a batch of carefully composed emails.  This goes hand in hand with building partnerships, which we’ll touch on next.

3.       Influencers, Media and Public Relations

One of the best ways to increase visibility is by partnering with other influencers and authors. This doesn’t require any sort of off-the-wall charisma. Begin with your own social media following. Get comfortable expressing yourself in public, especially on video. Then start to build social media partnerships on top of that. Connect with other authors and share one another’s books. People read more than one book, so it’s safe to be generous. When you’re ready, you can start to pitch the mainstream media, blogs and podcasts. Target websites and influencers you love and more readers will find you there. Create a strong foundation for your pyramid, and you can reach for the stars. That’s what root chakra growth strategies are all about.

4.       Ads

Purchasing ad space is a time-honored system for driving sales, and there are plenty of opportunities on Facebook, Instagram, Amazon or Book Bub. You can also buy ad space on specific websites that appeal to your readers. However, it’s not as simple as flashing your cover and waiting for the sales to roll in. You need to have an intimate understanding of your readers and how to catch their attention.

The art and the science of successful advertising is constantly in flux. As soon as a certain ad market or strategy gets popular, it’s likely to become more competitive. Following the herd can be an expensive proposition.

Do your research before you have money riding on an ad campaign. You can test ideas for free with organic traffic on social media. Even testing within small groups gives you a huge advantage once you understand how to engage the people you care about. Experiment with surveys and A/B testing that try out different images and descriptions. Then be courageous with what you’ve learned and take it to the ad market. Done right, this can seriously speed up your growth.