I am often asked questions about my book launch process for Made Like Martha. So I’ve compiled some key takeaways from the experience. If you are a writer, want to be a writer, or know a writer, I hope you find this information helpful in regards to launching a book.
What I Learned from Launching My First Book
There is so much I could share about the book launching process. This is definitely not a complete list but hopefully it will give you an inside look into the process. I am a planner—a type-A, modern-Martha—who enjoys getting things done. But this firstborn girl met her match with all there was to do, to get ready for a successful launch. I don’t say this to scare you but to communicate that launching a book is a big task!
1. Prepare for the Marriage (not just the wedding)
Launching a book is similar to planning a wedding. There are some aspects of the process that are thrilling and other parts that are daunting. But it’s important to diligently check items off the list so you aren’t left with too much to do at the end. When I planned my wedding, I was excited about the ceremony but I was more excited about the marriage.
However, when I planned for my book launch, I was more focused on the wedding (a.k.a “the launch date”) than the marriage (the time after the book launched). Since I had never launched a book before, I underestimated the energy, time, and communication that would be required after the book had released into the world.
When launching a book, make sure you prepare for the marriage, not just the wedding.
So my advice would be, pace yourself. Get anything done that you can ahead of time. For example: while you’re waiting to get edits back from your editor, gather mailing addresses from those you will be sending books to (endorsers, influencers, etc.).
Be mindful that interview requests, guest post promotions, speaking events, and such, will require your time after your book comes out. This is not the time to retreat. People want to hear from the author, they are excited about your message. But also remember, you are only one person and your loved ones will still have needs (and wants) during this time too. Which leads me to the next point…
2. Gather a Team
Don’t be a lone ranger as you prepare to launch a book. Gather a team of trusted advisors who can encourage you and help spread the word about your fantastic message. Much of book writing is done in isolation, but launching your book should be done within community. Curb burnout by enlisting the assistance of those who are excited about your book.
Launch Team Manager: One way I did this was by hiring an experienced and organized launch team manager.
*Don’t hire a manager without talking to others who have used that person and have been pleased with their work. Also, if you are traditionally publishing, find out if your publisher has a preference on who you use and if they will be hiring them or if you will be.
Book Launch Team: Some people aren’t using launch teams as much to help get their message out there, but I can’t imagine what launch would have been like without Team Martha! This group of get-it-done ladies, faithfully shared about the book with their audience, friends, family, librarians, women’s ministry leaders, etc. They prayed, they cheered, they left book reviews, they encouraged, they shared like crazy. Team Martha was an invaluable asset to spreading the book’s message of hope and freedom.
Launch Week Reinforcements: Since I had prepared for the wedding instead of the marriage when it came to launching my book, I found myself feeling completely exhausted on the days right after launch. I stayed up into the wee hours, trying to respond to comments on social media and email requests and I hosted two book launch events a week apart. On top of that, I had numerous guest posts being published on various sites.
I hit a wall…physically and emotionally, so I finally asked for help. I gave a trusted, tech-savvy friend my login and password and she responded to social media comments and scheduled links to go out on social media. It was such a gift. In the future, I will either enlist or hire an extra person to help the week before, during, and after book launch, so that I don’t find myself exhausted and overwhelmed.
Don’t schedule too many guest posts or interviews to go live all on the same day, try to spread it out just a little bit, so they don’t get lost in the noise.
When launching a book, gather a team to help amplify your message and encourage you.
3. Define Success
It’s important to set goals ahead of time and define what success will look like. If you don’t do this, you are likely to change your definition of success as you go. It’s tempting to want more and more instead of pausing to celebrate what has already been accomplished.
These were the goals I shared with Team Martha (a month before Made Like Martha launched):
- 100 Amazon reviews by July 13th
- #1 Bestseller in one of the book’s categories on Amazon
- Each Team Martha member share the content that my fabulous book launch manager will post in our Facebook Group.
- I’m praying for lives to be impacted with the good news and captives to be set free through this book. Join me in that prayer? (Isaiah 61:1)
We didn’t hit 100 reviews on the 13th but we did a month later. Martha hit #1 bestseller on Amazon (in 4 of her categories) on launch day! While not all launch team members were active (or able to be, due to unforeseen circumstances), many of them went above and beyond and faithfully shared. And most importantly, lives were impacted and freed through this message (and that’s what really matters).
While setting tangible goals is great, don’t forget to set goals that will outlast launch week.
There is always more you could do to promote your book, but if you try to do it all, you will hit a wall (and it won’t be pretty). Prayerfully consider what is a good fit for your personality, work hard, and let the rest go. What worked for me, may not for you. Know yourself—your strengths, your bandwidth, and your weaknesses.
When launching a book, decide ahead of time what success will look like.
4. Celebrate (Big Time!):
I am so glad that I didn’t stay home all day and stare at my computer or phone on launch day (looking at Amazon stats or refreshing my phone non-stop to see what people were saying). Launch day is what you make it. You’ve worked hard, so celebrate! Don’t wait for the party to come to you.
I also hosted two book launch parties (one was two days after launch and one was the next week). I wouldn’t recommend scheduling an event for the day of launch. I think next time, I will schedule one event (instead of two). They were a lot of fun but a lot of work to coordinate. It was fulfilling to celebrate with people in real life and not just online.
Bonus Tips:
- Reach out to podcasters that you have a connection with, as soon as you can for interview consideration (8-9 months ahead of launch is not too early!)
- Pre-sales are very important. My marketing team was able to secure a guest post on Ann Voskamp’s blog the day before launch day, which helped get the word out.
- Pre-order incentives should serve your audience well and motivate them to purchase your book. But also don’t discount the value of your book (it’s worth the $, by itself)!
- Remember that launch isn’t just a day, it’s a season. Make a 3-6 month plan as to how you are going to keep promoting your book in creative ways. Schedule some guest posts and interviews that will run within this window of time.
- Speaking engagements are a great way to get the word out. When people meet you, trust you, and are encouraged by your talk, they are more apt to purchase your book vs. just seeing it online.
- There is a let-down period after launch. It’s normal. Give yourself grace and space to reflect. While launching a book is very exciting, it is not more important than people. Your worth is not wrapped up in your ranking or in how many books sell or don’t sell.
P.S. It is a joy to coach writers through their book launch process. Reach out to schedule a coaching call to develop a workable launch plan for your important message.