Three Top Tips for Launching Your Book

Do you feel book-launch timid? In the writer circles I’m part of, I meet incredible writers with amazing books who feel like reluctant hawkers when it comes time to launch. Most writers are more at home behind the screen than in front and in creating than selling. I’ve been there. And yet we need to sell well if we’re going to get our words to those who need them. 

Marketing what we create doesn’t have to be overwhelming or off-putting. Just like we can learn the craft of writing, we can learn the art of marketing. I’m still learning. But after launching both self-published and traditionally published books, I’m sharing my three top tips for launching your book. (And a bonus at the end!) 

1. Focus on your strengths. 

You can’t do everything. You can’t be all places. Scrolling through social media, it looks like every author is doing all the things, but that’s an illusion from the collective impact on our feed. Just before my book launched, a friend texted, “Do what you can, and trust the rest to the Lord.” It was the permission to exhale I needed in what could have been daunting. 

Where is your strength? Is it your email list or local community? Instagram or a Facebook group? A podcast or YouTube? Several months before your book releases, identify your area of strength, and focus on meeting your readers there. 

2. Tell them again and again and again. 

I know it seems like everyone must know about your book because it’s been the focus of your every waking moment for months, but assume most people don’t — less than half of email subscribers open emails. The average reach of an Instagram post is less than 7% and Facebook is 3.6%. People are busy, and the world is noisy.

Though it may feel impolite or downright bossy to post about your book over and over, it’s how most people will learn about it. A time-tested marketing principle says people need to see something seven times before they’ll buy. I now realize I could and should have shared more when I launched. Use multiple book quotes, various graphics and different ways to help readers discover your book.

3. It’s a long game. 

While I’d worked for months leading up to my second book’s release, I naively thought the crunch time would be two weeks before and two weeks after. Surprise! I learned launching a book opens opportunities to share, which I couldn’t see before. I was able to do podcasts, guest posts and even media appearances that weren’t in my initial book launch plan.

Build in time in the months following your book’s release to continue sharing. Your book’s message is likely as relevant a year after launch as the week of release. Create a plan, and look for opportunities to share your book long after it’s published.

Bonus: Carve out a weekend after book launch to get away, rest, and thank God for this work. See what’s working and what’s not. You’ll return refreshed and ready to share your book’s message well into the next year. 

Marketing your book doesn’t have to be scary. If God gave you this message, it’s meant to help others find solutions and hope. Focus on your strength, share it again and again, and know it doesn’t all have to be done launch week. In the words of my friend: “Do what you can, and trust the rest to the Lord.”

Cheering you on,
Lisa 

What is your area of strength, and how can you use that to its fullest to share about your book? We’d love to hear your thoughts!