Crush Your Book Launch: 12 Tips You’ll Want to Try
There are as many ways to launch a book as there are books, as many budgets, as many reasons. Is this your first book launch? You’ll have different needs than someone launching book five of a series that has a strong following. Are you launching with the help of a PR firm or influencers? Do you have incredible social media savvy? All of this will matter.
But if you have none of this, then your best friend is time. Which is why this post is about launch strategies, but part two, my next post, will be about recommendations for launch schedules.
Fifteen is a lot of suggestions, so don’t expect to tackle them all. Pick the ones that resonate with you and your needs, and of course, your budget. Maybe three or four to begin with? For example, you may not be starting early, but you can still create a timeline, or you might combine your cover reveal and teasers. You might not have the bandwidth to run a street team early in your career. Fine, table that one for a future release.
With the notion that this isn’t one size fits all, let’s dive into some of the proven strategies that help a book launch succeed.
1. Build an Author Platform Early
If you have the time, start your launch activities at least 6–12 months in advance. If you haven’t already, create a professional website with a blog or news section, or begin a newsletter on Substack. Start growing your email list with a compelling lead magnet (like a short story, a chapter or sneak peek), and choose one or two social media platforms where you feel comfortable. This is important because you will need to post and respond consistently. This is all about networking, about building genuine connections, and not just selling. If you can connect with other authors, great, but this is about finding readers and getting them interested in you and your book long before it hits the shelves.
2. Create a Launch Timeline
It is super important to think about and map out a detailed launch calendar, especially if you plan to use several of the strategies listed in this post. I will offer more about recommended timelines in my next post (part 2 of this launch post special). You will need to consider pre-launch, launch week and post-launch activities and note the deadlines required for tasks like distributions to your Street Team, making sure you have teasers and covers ready for your reveals, and social media posts and videos are set for your campaigns. Launches include a lot of moving parts, and keeping a timeline keeps all of these in order.
3. Create Bonus Content
Bonus content makes readers feel special and gives them a reason to subscribe to your mailing list. Ideas include a prequel short story, character playlists, maps, artwork, or behind-the-scenes content. Make it easily downloadable or deliver it via an automated welcome email. Remember that your readers are bombarded by emails and you need to stand out. Get creative.
4. Use a Pre-Order Strategy
Decide if you plan to offer your book for pre-order. Many authors believe that a pre-order can help with sales that count toward your launch day rankings on platforms like Amazon. If you can, include bonus content or an incentive to encourage early buyers, should you choose to go this route.
5. Run a Cover Reveal Event
You can make a big deal out of revealing your cover. Turn it into an event by planning a coordinated release across multiple accounts, offering a giveaway tied to the reveal, and by hyping it up in the days leading up to the announcement on social media, on your website and in your newsletter Consider using a cover reveal tour service to amplify reach.
6. Create a Teaser Campaign
Like your cover reveal, you can hype your story by teasing it out to your readers in advance. I like to share character descriptions, quotes and snippets from the book, the book description or blurb and teasers as far in advance as I can, beginning with my newsletter, for preferred readers and ending on social media for a wider audience. Remember to use consistent branding and hashtags as you spread teasers across social media, your email newsletter, and even your website banner.
7. Build a Street Team
Do you want to get early readers and reviewers for your book? I love when this comes together, but I’ll be honest, managing a street team is a lot of work. First, you must invite people to join, more people than you expect to actually participate. Then you must send them regular correspondence, as well as provide them with exclusive materials: early access to the book, quote graphics, promotional images, and sample social media posts. Keeping them engaged via a private Facebook group is another option, but again, it takes a lot of your attention.
8. Offer ARCs for Reviews and Influencers
There are other ways to get reviews besides using a street team. You can send ARCs (Advanced Reader Copies) 4–6 weeks before launch to key reviewers on Goodreads, book blogs, TikTok (BookTok), and Instagram (Bookstagram), podcasters and book bloggers. Include a call to action in your ARC email asking for an honest review on Amazon, Goodreads or Bookbub (or all three) right after release.
Similarly, you can reach out to micro-influencers in your genre for partnerships. Offer them free copies in exchange for honest reviews or aesthetic content. Some may agree to interviews, reels, or TikTok vlogs. Be respectful of their time—build relationships, not just transactions.
9. Host a Virtual Book Launch Party
Pick a date and promote it widely. During the event, do a live reading, host Q&As, run giveaways, and share behind-the-scenes stories. Use platforms your audience already uses (Instagram Live, Facebook Live, Zoom, etc.), and record the event for those who can’t attend live. Invite other authors and friends to help you launch. Wear festive clothing. Be sure to keep that party vibe going.
10. Tap into Book Communities, Book Bloggers, and Podcasts
Get active before you want to promote your book in communities like Reddit’s r/books, Goodreads groups, and Facebook genre groups. Share your writing journey, ask for feedback, and participate in conversations. When the time is right, announce your book to an audience that already knows and trusts you and you will not appear self-promoting.
Create a media kit (author bio, headshot, book blurb, and sample questions) and use it to pitch yourself to book bloggers, local newspapers, and podcast hosts whose audiences align with your book’s genre or themes. Offer a unique angle—like a personal story or how your book relates to current events. Don’t limit yourself to book sites. If your book is about food, consider food bloggers, about gardening, gardening podcasts. You get the idea.
11. Use Book Promotion Sites
I love using paid promotions around launch week or shortly after. Sites like BookBub (especially Featured Deals), Freebooksy, Bargain Booksy, and BookSends help me expose my book to thousands of readers. Consider stacking promotions across multiple sites for maximum impact. Choose the promotion sites that best fit your book’s genre and your budget.
12. Submit to Awards or Lists
Consider applying for awards like the Indie Book Awards, Writer’s Digest Self-Published Book Awards, or genre-specific contests or submitting to curated book lists on blogs, magazines, or platforms like BookLife and Kirkus. If you win or are shortlisted, it will increase your credibility and visibility, opening additional doors for your launch.
After the Launch
After launch week, don’t go silent. Remember, there are post-launch phase activities too, that are just as important as launch phase activities. Don’t overlook them!
Send thank-you notes to your street team, influencers, and early reviewers. Continue posting about reader reactions, new reviews, or awards. Tease your next project and keep engaging your audience with fresh content like Instagram Lives or serialized fiction. Remember, it’s about connecting with your readers, and that means you cannot always be in sell mode. Keep connecting with news and updates about this book and your upcoming works, sharing the successes of people in your network, give a shout out to your readers. Keep the momentum going.
Additional Reading:
How to Market Your Romance Novel: Strategies for Authors
This comprehensive guide from Lulu.com emphasizes the importance of author branding and community building.
14 Book Launch Strategies to Build Buzz and Excite Readers
Authorversity,com outlines a 14-step plan to generate excitement for your book launch, many of which I included above.