Time Line for Launching a Book
NOTE: This post assumes you plan to self-publish your book as an author-entrepreneur. If you plan to publish via a traditional publishing house, not all of the information in this post will apply to your situation.
When you finish writing and revising your book manuscript, it moves from writing into production. For you, that means copy editing and typesetting. It could also include cover design, though that can be done while you’re writing. (That will depend, in part, on whether your cover designer and typesetter are the same person.) It also means getting serious about your launch and marketing plan.
Truth be told, you can (and shouldn) start marketing your book during the writing phase. “Too early” does not exist when it comes to book marketing. “Too late” doesn’t either. Start now no matter where you are in the writing process (or even if your book has already launched). The closer you get to launch, though, the more important book marketing becomes.
Because every author-entrepreneur’s goals are different, every lauch and marketing plan looks different. Another important consideration is budget. Book marketing can be done on a shoestring budget, and at the opposite end of the spectrum is hiring a book publicity firm for upward of $10,000. Time is an important resource to consider as well. How much time are you willing to commit to book marketing — before, during, and after the book launches?
Get creative and build a marketing plan that you’re excited about. Pay attention to what others are doing to see what kind of ideas their activities spark for you. Book marketing looks different for every book, but here are some tasks that apply to just about every author-entrepreneur’s book:
While You’re Still Writing (Months before Launch)
Create your book sales page and make it available. This page is the portal for building buzz around your book. You can add to this page as new materials become available: your cover, early book reviews, a link to obtain a free chapter as an opt-in, your author photo, ordering information, an excerpt. Think of your book sales page as a working document.
Share early and often that you’re writing a book. When you have a cover, share it. When you finish writing, share that. When you turn your manuscript over to an editor share that. These are not marketing tasks, per se, but they are ways to generate interest in your book, which helps build marketing momentum.
Build your author platform and audience for your book.
Create a marketing budget. Consider whether you will pursue advertising or rely on work of mouth.
1-2 Months before Publication
Order any promotional material (aka) swag you want: bookmarks, postcards, bookplates to sign, etc.
Finalize launch ambassadors/cheerleaders. These are the people who will share the news of your book launch with their own audiences.
Plan any events you want to have: a launch party, or readings at bookstores and/or libraries.
Add “author of XXX” to your email signature and social media bios.
2-4 Weeks before Publication
Upload your book files to Amazon, IngramSpark, and any other printer in time to order and review a proof copy. Typically it only takes a few days before your proof ships, but this depends on time of year (the closer to the holiday season, the longer it takes), any shipping issues around the globe, and more. Better safe than sorry!
Gather reviews. Amazon does not allow reviews until a book is live. You want reviews prior to that. After the book has been edited, but often before it has been formatted and proofread, many authors send the book in PDF form to a select group of people for early reviews. (Hopefully these people will also go to your book page on Amazon after the book has been published and leave a review there as well.) Use these reviews everywhere you’re talking about the book: social media, your email newsletter, your book sales page.
1 Week before Publication
Count down to the launch on social media.
Share swipe copy and graphics with launch ambassadors. The easier you make sharing about your book, the more likely they will do so.
Post-Launch
Decide how you will keep the book top of mind once the excitement of the launch wears off. How often will you mention the book on social media? In your newsletter?
Have you started your book marketing plan yet? Remember: It’s never too early!