As a grassroots marketer and entrepreneur, I’ve always loved the idea of a book launch. It just feels so classic and full of opportunity. And now that I am six months past my debut novel’s release date, I can say this process has been just as fun as I hoped.
We got news on the book’s release day that the entire first print run (4,000 copies) had already sold out—a huge testament to the preorder push and the incredible support we’ve received from the beginning. And at the time of this writing, we’ve already sold 10,000 copies of The Brunswick, which was my audacious goal for year one! (I’m a debut author with no platform and a smaller publisher, so I knew it’d be a stretch.)
My intention with the book launch was to create a solid foundation—a book worth recommending, an intriguing cover and premise, and clear communication—that fuels an intentional word-of-mouth flywheel.
So, for anyone looking for some super-specific ideas on what to do in this landscape of infinite things-to-do, here’s how I went about:
Launching a Novel
My publisher and I spent a few months really building a solid foundation:
A book I feel great about (well, years not months!)
An eye-catching cover
A clear and compelling premise
A one-sentence answer to what the book is about
Crisp designs: one “coming soon” book cover image, one image with the book and my face, and one postcard to hand out
A Goodreads listing and early reader reviews
A bonus to include with preorders (see the tree watercolor print below)
Leading up to this, I also created:
An Amazon affiliate link (Ask Chat how to do that, and then use your affiliate link any time you post a link to your book!)
My “Coming Soon” image
The postcards
The art print included with preorders
A Few Months Before Launch Day
I committed to a few channels of communication.
I decided on an Instagram profile, a Facebook author page, and a Substack newsletter.
I made sure all profiles were updated so new followers would know quickly what to expect.
I created a spreadsheet to track everything.
The tabs included Influencers, Events (book clubs, podcasts, etc.), and People/Groups to Contact.
I have since started keeping track of Book Club leaders, Book Store contacts, and “Super Readers” here as well.
I created a single website link to share, where I viewed everyone as my launch team.
I wrote this as if I were writing to my best friends, making sure they really feel like they were a part of this (because they are!)
I separated the page into clear sections for easy browsing, knowing that some folks will scan and choose one thing while others (hi, Mom) will meticulously follow every step.
I included a sign-up form to join a smaller launch team. This is for those who are all-in. I’ve heard 50-100 is a great goal for a launch team group like this. (I had 44.)
About six weeks before the book release date
I created a social media “super post.”
I included all the info I wanted to share in this one social media super post, making it the one thing I wanted people to read and share themselves.
I pinned this to the top of my profile.
I asked my friends, newsletter, and launch team to engage with this one specific post.
I put a little money ($20) behind boosting it to people specifically in my town, where the book is set.
(I shared this Coming Soon post six months before release date.)
I made direct asks.
I posted the social media super post and then linked that to my launch webpage (calliemurray.com/book).
I sent individual texts to just about all of my friends, personalizing some version of this:
I’m unleashing all the pre-release stuff for my novel, The Brunswick today. Here is the big launch link!! There’s a registration link in the depths of this page for our big release event May 19. Would love for you to join! Thanks so much for your support and hype along the way. Means the world 💛https://www.calliemurray.com/book
I started utilizing the launch team.
I emailed them a few very specific asks: Emailing/visiting local bookstores to ask to carry the book, posting early reviews on Goodreads, and sharing launch event promos with friends, for instance.
I planned and promoted launch events.
I didn’t want to travel all over, so I decided to get really intentional about a few launch events. These events create more opportunities to reach out, and they also create deeper relationships and raving fans. Here’s a lot more about that.
Partnering with other people means that each event draws in a different and new crowd, so this also helped me reach new audiences.
Here’s the audio recording from my big event, and here’s a local magazine write-up about it.
I made an events page here.
On Release Day
On release day (May 19), I spent a few hours at my local bookstore for a book pickup party and then hosted our big launch event that evening.
As people received preorders in the mail, there was a natural buzz online. A lot of the early reviewers also published posts.
Publisher Support for My Novel’s Launch
While I am under a smaller traditional publishing house, I was still incredibly pleased with how they supported the launch in the weeks preceding and following launch day.
They:
Sent fifty early copies of books to social media influencers of my choosing, with a personal note from me. (I had to form relationships and get addresses for these influencers.)
Participated in an UpLit influencer campaign. This led to 60 “bookstagrammers” receiving a NetGalley copy and an early release hard copy in order to review and post. I added their emails to my newsletter and followed them on Instagram.
Booked me on about 15 podcast and guest post appearances.
Submitted me to Publisher’s Weekly and Booklist for reviews.
Connected me to similar authors who have reshared posts and offered newsletter and giveaway partnerships (as well as encouragement and friendship!)
Sent an email to their list of bookclub leaders.
Created social and postcard images.
Connected me to a social media strategist for an hour of consulting.
Ran social media ads, Goodreads giveaways, and newsletter inclusions.
Submitted the book for awards.
Beyond Launch Day
I connected with book stores and my local library to host book events. (These had anywhere from 10-80 attendees at each. Overall, they were great for reader and bookseller connections.)
I reached out to local media, which led to coverage on Channel 2, our local newspaper and magazine, and a handful of local email newsletters.
I connected with book clubs. I was able to meet with a few in person at the beginning, and I’ve since started sending personalized videos to book clubs who send in questions. I created this website to help encourage book clubs to choose my book: https://www.calliemurray.com/book-club
I continue to post every few weeks on social and my Substack.