Successful book launches all share a common denominator: Successful planning. And good planning starts with a checklist. Your pre-launch checklist will serve as a roadmap to lead you down the path toward a successful launch.
In the April Issue of The Indie Advantage, we start with Part 1 of another 3-Part series where we investigate how to execute a successful book launch.
The following pre-launch checklist is based on observations we’ve seen put into play by bestselling indie authors over the years but is not intended to be rigid, nor all encompassing. Your timelines and strategy may, and probably will, vary. Have fun and enjoy the process of sharing your next book with the world!
6-12 Months Before Launch
- Define YOUR goals ( e.g. sales, visibility, new readers, reviews, media splash, etc.):A novelist with a decade of experience may aspire to hit the New York Times Best Sellers list, while a memoirist may simply want to publish solely for their family. Consider what goals are important to YOU, then build your path to get there.
- Identify your target audience:This may sound obvious, but perhaps you’re trying a new-to-you subcategory or writing under a pen name for the first time in a new genre. You’ll want to investigate where readers of your genre tend to congregate online, and what the tropes are that pique their interest.
- Determine your book’s BISAC codes: BISAC (Book Industry Standards and Communication) codes help retailers and libraries accurately classify books by subject matter, thereby making it easier for readers to find your book.
- Carefully define your budget: If you’re fortunate enough to have a publishing budget, be cautious about how much you plan to spend. Cautious budgeting is especially important for newer authors because the act of publishing a book doesn’t guarantee sales. If you’re a newer author, DIY as much as you can to reduce unnecessary expenses. A cautious approach to budgeting will help you focus on the essentials and build a more sustainable author career.
- List your upcoming book as a preorder: Preorders are among the most effective, yet most underutilized book launch marketing tools for indie authors. The amount of time you list your book as a preorder is up to you, but most major retailers allow a preorder for up to 12 months. Stay tuned, because we’ll explore preorder strategy in next month’s edition of The Indie Advantage. If you can’t wait until next month, this D2D webinar describes what preorders are and how to set one up at D2D.
- Communicate your intentions: The moment you know you’re going to write and publish your book is the moment to start talking about it.
- Your author website: Your website is your home base. It’s where readers will go to learn more about you.
- Your author newsletter: Newsletters are extremely important because they allow you to communicate with subscribers however and whenever you like. Your subscriber email list will grow as you grow your author career, and it will always be yours. The best part is that readers who subscribe want to hear from you! If you don’t have a newsletter, check out Draft2Digital’s AuthorEmail service to get you started.
- Your social media: Focus on the platforms you enjoy most, because that’s where you’ll naturally spend the most time. Remember, it’s not about selling. It’s about genuine interaction.
- Complete the first draft, then seek professional editing:
- Developmental Editor: Provides high level feedback on story arc, style, and character development. The most expensive ($2,000-$5,000) form of editing, but also the most important if the author can afford it.
- Copy or Line Editor: Fixes words and sentence structure so the story flows naturally and the words don’t get in the way of the story.
- Proofing Editor: Finds and fixes typos and other big glaring errors.
- Beta Readers: While not professional editors, beta readers volunteer to read a book before its released and provide the author with feedback. The feedback can range from developmental editing guidance to copy editing. If you enlist beta readers, be sure to go beyond your tight circle of family and friends.
3-6 Months Before Launch
- Finalize your book cover design – Consider hiring a professional cover designer (can be expensive and time-consuming) or investigating premade covers which can be procured within minutes and typically cost less than $100. Check out Draft2Digital’s SelfPubBookCovers.com marketplace if you need a cover and our blog post “How to Choose a Premade Book Cover” if you want some pointers.
- Format your manuscript for ebook and print – Assuming your book has been professionally edited and revised, it’s time to format the interior. Many authors use formatting tools like Vellum, Atticus or Scrivener for added control. A lot of D2D authors simply upload a Microsoft Word doc file and then use one of our many design templates for that finished, professional look readers expect.
- Write a compelling description – If your cover art piques a reader’s interest, your description will close the deal. You wrote an entire novel, so a description should be easy, right? Not so fast! Condensing your manuscript down to a compelling paragraph or two can be very challenging, so don’t wait until the last minute.
- Research promotional opportunities (book blogs, podcasts, reviewers, newsletter swaps etc.): Seek bloggers, podcasters and reviewers who are interested in similar books to yours. Ask your author friends or writing club (if you’re in one) for their advice if you’re not sure where to start. If you know authors who write in the same or similar genre as you, ask them if they’d be willing to help promote your new book in their newsletter if you promise to return the favor.
1-3 Months Before Launch
- Order a print proof – A print proof is a physical copy of your print-on-demand (POD) paperback book. If something’s amiss, you still have time to make changes.
- Design promotional graphics and teasers – Now’s the time to get extra creative with online promotions. A cover reveal, for example, is a fun marketing technique to share with readers who’ve been eagerly awaiting your new book.
- Plan and schedule social media content – Hopefully you’ve already been sharing news of your upcoming book with your followers, but now you’re approaching crunch time. If your upcoming book is listed as a preorder, consider discounting the preorder and communicate that the price will go up soon after release. This creates a sense of urgency and guarantees your followers are rewarded with the lowest price.
- Finalize your ARC (Advanced Reader Copy) distribution: ARC’s are typically provided to book reviewers prior to a book’s public release. There’s never a guarantee that a book will be reviewed, even after a prospective reviewer promises to do so. Our advice is to limit the number of review copies to only those who express the most fervent interest.
- Plan a physical book launch event: Begin contacting local bookstores, libraries or other potential venues 2-3 months in advance. Remember to let them know how you plan to get readers in the door, rather than focusing on what they can do for you. For more tips on how to market your POD books, be sure to review issue #3 of the Indie Advantage newsletter.
- Order author copies of your print book: If you’re planning a physical launch event, you’ll need some physical books to sell and sign. While a proof copy is meant as a draft copy for your review, an author copy is the finished product that you can order for book signings, selling at the back of the room if you’re a public speaker, and other in-person events.
1-4 Weeks Before Launch
- Prepare press release and pitches for media: Compose a short news announcement for news media who might be interested in your story. Even if you’re an unknown or debut author, local media are often searching for interesting stories with a local angle. Study a few stories from media or bloggers you’re targeting and personalize your messages. Nobody wants to be spammed.
- Plan a virtual launch event – Virtual events are relatively easy to set up and manage, they’re inexpensive, and they allow you to interact with readers from multiple time zones. Platforms like Zoom or Streamyard make it a breeze. Be sure to give yourself enough time to become comfortable with the platform you choose if you’re not already familiar with it. On the day of your event, allow enough time to answer reader questions and interact with your audience.
Launch Day
- Announce your book’s release everywhere: Social media, blogs, local news media, etc.
- Email your newsletter list: Remind them that today’s the day. Make it easy for your readers to purchase your book by including a free Universal Book Link (UBL) from Books2Read.com, D2D’s sister site. The UBL is a single link that lets readers purchase your new book from their preferred online retailer. So, instead of you providing multiple links to multiple online stores, one link is all you need.
- Engage with readers: It’s celebration day! Express your gratitude to all the readers who are showing up on release day and are taking an interest in your new book.
- Pat yourself on the back: You did it! You’re a published author. Take a quiet moment to reflect on everything you’ve just accomplished and the gift you’ve brought to the world.
As you’ve read, a successful book launch takes a lot of time, preparation and hard work. If you’re feeling overwhelmed, remember that your book launch is not solely about you or your book. It’s about your readers. It’s always about serving the readers.