The forthcoming launch of any book is a heavy lift, rife with news to announce, people to call, and updates to publicize.
But if you’re launching a debut? It’s an especially daunting endeavor because, well, you’ve never done this before! And the pressure is high: a splashy, big hit debut can make an author’s career. But conversely, a debut launch that doesn’t meet author or publisher expectations can be difficult to stomach, and this puts additional weight on second or third titles.
How is a debut author to know what, exactly, should be on his or her “task list” in the months approaching their big book launch? No doubt, authors publishing via the indie route will have more on their plate, but even traditionally-published authors are expected to take on much of the heavy lifting these days.
Below, I’ve pulled together a “playbook” for debut authors. Consider it a list of ideas for debut authors in the year leading up to their launch.
By all means, take this list with a grain of salt: there may be items on here that don’t apply to your specific circumstances or a suggested timeframe that needs to be reworked.
9-12 months until launch
- Make a splashy book deal announcement! Consider a video announcement or a cool visual on social media. Celebrate big!!!
- Create a professional, simple website. This should include an “About Me” section, at least one decent photograph, and contact information (including newsletter signup instructions).
- Establish author pages on Facebook, Instagram, Twitter, etc., and begin to build your following on social media. Engage regularly with bookstagrammers, readers, and other authors.
- Ensure your book’s information on Goodreads and Bookbub is accurate and that your user profile is assigned as the author of the book.
- Decide on any conferences, book fairs, or festivals you want to attend in the next year. Register and contact event organizers to determine whether promotional opportunities exist.
- Invite author friends to give your book an early read and post early reviews on Goodreads.
- Make note of people who say they want to pre-order. Retain their contact information.
- Before your first advance payment, consider financial and tax implications. Speak with a tax professional and consider the pros/cons of separate bank accounts or credit cards for your writing income and expenses.
- Invest in a good planner or calendar system, if you haven’t already. You’ll need it for the inevitable deadlines from your publisher/printer, merged together with pre-launch commitments and events.
6-9 months until launch
- When pre-order links are live, publish them far and wide! Websites, social media, LinkTree, etc. Reach out to those individuals who stated interest in pre-ordering and provide the link.
- Send a newsletter with a six-month countdown to pub date.
- Promote your cover reveal far and wide; consider collaborating with a media outlet, bookstagrammer, or a team of other authors to reveal your cover.
- Determine whether you will be hiring an independent publicist. If so, begin interviews now and hire as soon as possible; good publicists book up early.
- Begin working on The Next Thing. It will keep you sane in the months to come, I promise.
- Whether you’re publishing traditionally or going the indie route, you’ll need to ask for blurbs (endorsements). As others agree to blurb you, send them copies (physical preferred) as soon as possible.
- Begin making a list of publicity-related questions to ask your publicist during your initial pow-wow call.
- Start drafting up “back-matter,” namely the dreaded Acknowledgements (I say “dreaded” because it’s so hard to distill names into just a few pages–and often quite emotional!)
- While things are (relatively) calm, begin outlining (or even writing) essays related to the themes in your book. You or your publicist will pitch these as your launch gets closer.
- If your book will be available on Amazon, ensure your profile is updated. Encourage others to follow you on Amazon so they’re made aware of your new titles in the future.
3-6 months until launch
- Run your first pre-order campaign on social media (incentivize preorders with bookmarks, bookplates, etc.)
- Begin sending newsletters monthly. Consider featuring a different independent bookstore or Bookshop.org in your newsletters. Every single newsletter should include pre-order links!
- Add a “Press” section to your website and begin adding links to lists, buzzy press, interviews, etc.
- Create a YouTube channel and upload a few videos about your research. Don’t forget to promote your upcoming debut with sales links in the comments.
- Scope out contests and awards for which your debut might be eligible; make note of entry deadlines on your calendar to ensure you submit by the deadline.
- Show off your unboxing (ARCs) on social media.
- Write a concise author bio and post this, along with a decent headshot, on your website. Designate it as a “media kit” and update as needed.
- Pitch the essays (which you’ve now drafted, hopefully!) to various media outlets.
8-10 weeks until launch
- Run a pre-order campaign on social media (incentivize preorders with bookmarks, bookplates, etc.)
- Engage with reader groups on social media and begin arranging Facebook Live or Instagram Live events, “page takeovers,” etc. during the week of your launch.
- Contact local (or virtual) book clubs and libraries notifying them of your impending launch and asking if their club would be interested in a visit.
- Post social media and newsletter reminders stating that pre-orders extend to ebooks and audiobooks, if applicable. Publicize both!
- Contact your network (far and wide!) Think alumni associations, old schoolmates, former colleagues. Let them know about your upcoming book and invite them to share any potential publicity opportunities, if they arise. You never know what may result from old connections; people love to help.
- As trade reviews come out, post positive blurbs on your website.
4-6 weeks until launch
- Begin planning in-person launch events (venue rentals, etc.) and book signings.
- Continue submitting essays to media outlets and guest blogs with topics relating to themes in your book.
- Consider paying for a blog tour if your publisher is not running one for you.
- Share your full launch-event lineup/schedule on social media.
- Create Facebook events for your launch-event lineup. Invite collaborators as needed to co-manage events on Facebook.
- Develop a downloadable book club kit with questions and “behind the book” information that can be found on your website.
- Add a list of research resources to your website in the event that future readers want to learn more about your book’s topics or themes.
- Do a few “getting to know you” videos or posts on social media. Be vulnerable, witty, informal. People love to know who’s behind the book they’re about to read.
The month leading up to launch
- If you intend to send token gifts of gratitude to your publishing team or the authors who endorsed your book, order them now.
- Run your final pre-order campaign on social media (incentivize pre-orders with bookmarks, bookplates, etc.)
- Plan run-of-show schedules for your launch events.
- Send bookplates to indie bookstores.
- Show off your unboxing (finished copies) on social media.
- Practice reading whatever short excerpt you’ll be doing during upcoming book readings.
- Promote, promote, promote. Don’t worry about overwhelming your followers: now is the time to post pictures of your book cover, pre-order links, etc. Be fearless and make no apologies!
The week before launch
- Finalize in-person and virtual launch events (venues, run-of-show, etc.) Perform tech checks if applicable; the last thing you need on launch night are audio or video hiccups.
- Send token gifts of gratitude to your publishing team or authors who endorsed your book.
- Pop into your local indie bookstores to sign stock.
Day of launch
- Celebrate!!! Start the day off with some form of exercise to focus and chill your nerves. Get dressed up, maybe splurge on something unnecessary. Set aside some time to monitor your social media (which will be exploding) but, more importantly, turn off the phone for a bit and celebrate with loved ones.
- Send a newsletter announcing that today is pub day and encourage early readers to post reviews as soon as possible on Amazon, Goodreads, etc.
- Send an email to your publishing team, if applicable, thanking them for helping you cross the finish line.
- Drop a copy or two in a local LFL (Little Free Library).
- Visit a local bookstore to see your book on the shelf!!
What other “playbook” tasks would you add to this list, whether for traditionally-published or indie-published authors? Is there other advice you’d give to debuts as they approach their launch?