Determine the Launch That’s Right for You and Your Book
It is always beneficial to release your book to an existing audience. When it comes to book launches, you can decide to celebrate your book’s release or to release it without much fanfare. The best method for you and your book depends on your long-term strategy and personality. Your launch can be online or in-person. You could have what’s referred to as a soft launch or go big with a book tour. Here are some items to consider:
Will you have books on hand to sell directly to readers?
Are you willing to travel?
What is the end goal for your book?
Do you have a team to support you?
Let’s talk today specifically about four kinds of book releases:
Digital
In-person
Tour
Soft Launch
Digital
Host a live virtual launch party on platforms like Zoom, Google Meet, or Facebook Live. Invite your readers to participate in the celebration—you can read excerpts from your book, answer questions, and interact with your audience in real-time. You can choose to have a host interview you or go at it alone. Either way is fine. Plan some talking points and strategize how to include your readers in the celebration (keep reading—I have suggestions).
The other option for a digital party is to livestream from your in-person event. I only recommend this if you have a structured event or if you have an author talk planned at your event. Livestreaming people coming and going from your party isn’t what your online audience wants to see. Ensure you keep that portion of your audience in mind and included if you livestream from your in-person party. Consider camera angles and volume. Having a dedicated team member (paid or volunteer) to assist with this is wise.
In-person
Planning an in-person celebration has as many variables as publishing your book. You can choose to host a small intimate affair at your home, a coffee shop, or a friend’s house, or go larger at a library, bookstore, or conference center. Of course, bookstores and libraries can go either way depending on their space accommodations.
Tying your book launch into the theme of your book is always fun as well. I launched my first book, Save the Butter Tubs!: Discover Your Worth in a Disposable World at a vintage building that was a grocery store in the 1930s. It was the first place my grandmother ever worked outside of her family farm and was nostalgic. With that book, I started the celebration with a prerelease party the week prior to the book’s release and continued on an eight-week book tour across multiple states. My book celebration for A Moved Soul was hosted by the photographer who snapped the cover photo for the book. She offered months prior while at the photoshoot, and I took her up on it. It was a fantastic way to introduce me to her audience and the public as it was a public event. It also boosted the exposure of her studio since my existing audience was invited. Be creative. The celebration should be that … a celebration! Make it fun and memorable and don’t stress about sales. They will come if you market your releases strategically.
Book Tour
As I mentioned, with my first book, I relished the experience with an eight-week book tour over eighteen stops along the way stretching across multiple states. I had stops at churches, libraries, radio stations, book clubs, bookstores, an international conference, Chamber of Commerce events, and more. Here are my two keys to consider when planning your tour.
Will you have the opportunity to present an author talk? If not, it may not be worth the stop.
Do you have the capacity—to travel, keep up with the schedule, order books where needed for consignment or direct sales, set up, tear down, and talk for hours? Book tours are fun but they are work. Even with a team!
There are digital tours as well but don’t be fooled, those are work too. I did this with my Team Solution Series with great success. My co-author and I released four books in six months. The tour spanned that entire time. Between media, magazine articles, blogs, livestreams, and podcast interviews, we didn’t let the fact that we live in two separate states keep us from celebrating our four books. We even launched the first in the series on my birthday and the last in the series on hers. This launch strategy set us up well for what has become a strong income stream in our businesses.
Soft Launch
Often a book will have a soft launch before having a celebration or launch party. A soft launch means that your book goes live through your distribution channels without much fanfare. You may or may not even post about it on your socials. Think about it like a restaurant soft opening. They are testing the waters, working out any kinks, and planning for bigger marketing strategies. The same is true with a soft book launch. You may not have the desire for a celebration and want to use the resources it would take to have a party, to run ads instead. Or if you’re planning on celebrating at a large event such as a conference where you are the keynote speaker, you might have a soft launch ahead of time with the understanding that the attention your book deserves is coming with the larger event. There are many reasons for having a soft launch and sometimes authors have had a soft launch because they didn’t know how to host a launch party or have the resources at the time.
The good news is that you can have a book party anytime, anywhere. It doesn’t matter if your book has been out for a week or a year, plan the party and celebrate!
Keep in mind that book celebrations should be reader-focused. Yes, you are celebrating your book, but if you’re having a celebration it should be for your readers too. Be creative and think of fun ways to include them in your celebration whether you decide to have it in-person or online. Can’t decide which way to have it? You could do both if that suits you and your audience. Want to continue the celebration? Book a tour with multiple stops. And guess what, you can do that online too! A digital book tour can be done as a guest blogger or a guest on podcasts or livestreams across social media.
Ways to include your audience in your book launch:
Offering your fans or soon-to-be loyal readers an exclusive sneak peek of your book before the official release is a nice way to include them in the celebration. This could be in the form of early access to the first chapter or selected pages, creating a sense of anticipation and appreciation.
If you provide advanced copies you can encourage your readers to leave reviews for your book on platforms like Amazon, Goodreads, or your website. To motivate them, you can run a giveaway or a contest where participants have a chance to win signed copies or other book-related prizes. Just be mindful of the rules different platforms and distributors have for asking for reviews.
Other contests you can run to draw attention to your book and engage your audience, could include a swag box giveaway, or If your book has characters or themes that can inspire fan art, hold a fan art contest. Ask your readers to create artwork based on your book, and showcase the submissions during your release celebration. Offer prizes for the best entries. If you don’t want to give away a swag box just for the sake of a giveaway, it could be a prize for your art contest. Swag boxes can include gadgets, t-shirts, pens, bookmarks, you name it. Theme them around your book. You may think it’s silly but your fans love this kind of prize.
Organize a Q&A session where readers can submit questions to you or your book's characters if you write fiction. Respond to these questions in character, whether through videos or written responses, to add an element of fun and immersion. If your book is nonfiction, be creative in how you respond. Make it as personal to the reader as possible.
Partnering with book clubs or starting a virtual book club dedicated to your book is a great way to introduce your book. Engage with members, participate in discussions, and perhaps even host a Q&A session online or in person with the book club members.
Not as popular in the nonfiction genre, but still a fun gesture are bookplates. I offered this to anyone who preordered my book and emailed me their receipt. I mailed them a signed bookplate for their book. Offering personalized bookplates with the reader's name for signed copies of your book is a special touch readers can’t get without you. You could use this as a lead magnet, but keep in mind that these aren’t digital and require postage and supplies. Readers can request these bookplates, and you can send them out as a special token of appreciation.
Sharing behind-the-scenes insights into your writing process, inspirations, and the journey to publishing your book is always entertaining for your readers. This could be in the form of blog posts, videos, or social media updates. Talk to them as if you’re talking to one person right in your living room.
If appropriate for your genre, engage your readers in a collaborative storytelling activity. You can start a story, and each reader can contribute a sentence or a paragraph, creating a unique and interactive narrative.
Lastly, create a heartfelt thank-you video for your readers and share it across your social media channels and website. Express your gratitude for their support and let them know how they've contributed to the success of your book.
Remember to always be genuine and enthusiastic in your interactions with your readers. Their support is invaluable, and including them in your book release celebration is a meaningful way to acknowledge their importance in your author journey.
I’d love to be invited to your upcoming book releases. Tag me in your events @publishandtell across social media.
Did you find value in this article? Looking for additional resources for your author business? Join my Publish and Tell Coaching Membership, today!
