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Once upon a time, book launches involved parties at swanky Manhattan addresses where everybody wore turtlenecks and ate cheese that smells like old socks and pretended to care about things like "purity of artistic inspiration" when they were really just interested in if the author would still be sleeping with the editor after the second print run.
That's because, once upon a time, only a very small cadre of people (most of them wearing turtlenecks) were "in charge" of most of the buzz surrounding books. It was a fine example of trickle-down economics, as the literary crowd from the coasts spread their influence through word of mouth (and carefully-timed magazine pieces) to the flyover states via a controlled distribution network of booksellers and librarians and the mysterious alchemy that went into the bestseller list of the New York Times.
Fast-forward to the "Indie Revolution" where a perfect storm of affordable digital devices and widespread direct distribution turned "Publish" into a button and democratized the face of publishing like never before.
I launched a book today. In my PJs (which are not a turtleneck). Then I made lunch, walked the dog, and did laundry, and played Monopoly Jr. because the kids had a snow day and were bored.
Book launches have changed...and they've stayed the same. Follow me below the spaghetti squash and under the hood of the literary catapult.
First things first. There are a number of good courses, videos, discussions, coaches, and theories on how to do a book launch. Some very smart and marketing-savvy people, such as Tim Grahl and have made careers out of "The Book Launch." Most of them are much better than this column. They have videos. Sometimes cartoons. Proven theories, and success testimonials. So why are you still here?
Because long before that, you should probably have some idea of what a book launch is, and why you would want to launch a book, and why you need instructions to throw something. Plus, I'm cheap. Like free-as-in-speech-AND-beer cheap.
Why To Launch?
The first question you have to answer--before looking into the strategies on how to launch your book, is why.
In a traditional distribution situation--from publisher to distributor to brick-and-mortar bookstore shelf for a finite time period--a book that does well right out of the gate will continue on a trajectory of success, and that precious, finite shelf space will continually refresh as copies move. In a physical distribution situation, early sales indicate customer interest, because the discoverability channels are already well-established.
In a modern distribution situation, the democratization of publishing has removed most of the barriers to publication, but opened wide the avenues of discoverability. A dearth of sales right out of the gate does not mean customers aren't interested. It's more likely to indicate they just don't know about your book yet.
Modern book launches aren't so much there to drive early sales. They're there to raise awareness.
Now, if you want to go the route of the traditional book launch, keep in mind some of Joel Friedlander's advice, and get your party plan on. You are probably more socially-skilled than I am, and I bet you host an awesome party. Try to have it at a bookstore so that people who come will remember to buy your book.
A Book Launch On A Budget or, The Elements Of A Modern Launch
If you've got access to free money by the truckload, you can afford to create an event around a book launch. But if you are not so lucky, you can still make an event out of your book. Money or no, the elements of a book launch are the same for you as they are for JK Rowling. You must:
1. Let the right people know about your book
2. Tell people how to acquire your book
3. Call people to action to get your book
You must also have the two critical elements of any successful advertising campaign (which is what a book launch is):
1. A clear goal or measure of success
2. Means by which to identify when you've reached that goal
This is all terribly simple, which means it's also indescribably hard. Most of the time, my book launches involve me calling my mom and telling her, "Hey, I put a book up on Amazon." She will say, "That's nice, dear. We'll look for it next time your father downloads the internet, if he doesn't break it again." This is my cross to bear, though. My point is that, even if you have a mom with a big mouth, you still need to tell more people than just her.
Number 1 is where it is for a reason. You need to tell the right people about your book. When you started writing your book, you had an idea of a reader in mind, even if that reader was just you. Contrary to what your mom thinks, you are not that unique of a special snowflake that you share no tastes with anyone else. Chances are, there are plenty of other people out there like you. It's your job, when you launch your book, to find those people.
The virtual shelf is endless, and your product has an eternal shelf life. Your Scottish Highlander book may languish for two years, but then Diana Gabaldon's Outlander comes out on HBO, and all of a sudden, everyone wants ALL THE HIGHLANDERS, and your wallflower, waiting patiently and tapping her foot to the music, suddenly finds her dance card full of eager readers (some of whom will like you better).
I hate to say it, but Facebook, in this case, can be a boon. Number One rule of any promotional campaign you do for any book, is to GO WHERE THE READERS ARE. Do not make the rookie mistake I made and announce your book to a bunch of writers, because while they will be very happy for you, and are undoubtedly some of your (most ardent) readers, they are not where the bulk of your readers live. The one exception for this is if you wrote a book on writing, or if you wrote a book on social media. Then, writers are your audience. GO WHERE THE READERS ARE, and the readers, my friends, are on Facebook.
You can seek out Facebook groups that cater to readers of your subject matter. Most of them are already aware that there are authors seeking them out, and they have rules or guidelines for announcing your book. Follow those rules because you want to be a good guest in other people's homes.
You should already have a Press Kit of some sort put together. It does not have to be complicated, but it does have to include direct links to buy your book, a good book description, and a link to your author newsletter. What's that? You don't have a newsletter? Get one. I use the free version of MailChimp (Disclaimer: That's an affiliate link so I get mailchimp stuff if you begin using it--if DKos has one, feel free to replace it), and I have all of two dozen subscribers at last count. But none of them are my mom (she can't figure out how, bless her heart).
I haven't yet sent out a newsletter, although I will be doing so tomorrow, because I have a new book coming out (see what I did there? This is probably the longest lead-up to a product announcement in history). I only use it to announce new releases, and if I run a (rare) discount on a book.
If you have more time than money, there are hundreds of book bloggers out there who will announce your book, and may review it. However, this takes time to compile, because they change all the time--book bloggers are hobbyists and soon become overwhelmed.
The Long-Term Strategy (or: Go ahead and make a career of it)
If you are planning on being in this publishing gig for the long haul, the book launch becomes less significant. The absolute 100% best, most consistent promotion for a book is always the next book. The more titles you have, the more staying power you have. You get so many lightning strikes in a decade, but the people out there with electricity are the ones who find a way to generate it without relying on stormy weather.
Your books aggregate their sales over time and your notoriety as an author steadily increases with the release of each new title, and you achieve modest success through consistent and steady work. It ain't glamorous, but even the ringmaster of the circus takes a turn shoveling the elephant shit. If you are in this for the long haul, take everything I've said with a nice helping of Pink Himalayan gourmet salt.
And wear a turtleneck.
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Athenap has been lurking around Daily Kos since 2004-ish, and writing for publication since 1996. Athena Grayson has been published traditionally, with small e-press, and is currently an indie author self-publishing whatever the hell she wants, because if there's a market out there for "The Virgin and the Velociraptor" there sure as hell is a market out there for Sci-Fi Romance, Romantic Comedies, Second Adulthood Romances, and Pagan-themed Romances that feature quirky characters finding their own crazy ways to "Happily Ever After." You can follow Athena at her newsletter, her website, facebook, or right on The 'Zon by clicking the "Follow" button under her picture.
Her latest release is "Huntress of the Star Empire" - A sexy Sci-Fi Romance Serial about an uptight bounty huntress and the telepath who opens her mind and her heart, set in a distant star system with aliens, intrigue, and the occasional corny sex joke.
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