We’re not being melodramatic. We mean it. All too often, we see great books launch into silence. Why? There is no plan in place to give the book a fighting chance. Today’s book marketplace is highly competitive. You need to bring you’re A-game not only on the craft side, but on the business side. Here are six crucial steps that you should take before launching your book.
1. research your audience and genre
Here’s a revealing exercise. Make a list of ten current, popular books that are similar to yours. If you can’t make that list in an hour or less, you don’t know your audience or genre very well. Stop writing until you’ve made that list and read every book on it. Next, study everything about these ten books and their authors. Study the books’ covers, reviews, synopses, genre categories, recommendation loops, and metadata. Also study the author bios, websites, blogs and social channels. Sign up for their newsletters. These books are not only your competition, but they are your models for success. Learn everything you can from these books and authors, and don’t launch your book until you have thoroughly researched your audience and genre.
2. line up fifty reviews
Yes, that is a lot of reviews. When you reach fifty reviews, it triggers algorithmic rewards at major online retailers. It builds “social proof” for you and your book, showing the world that you’ve written something of quality. To get this many reviews before you launch, you’re going to have to have a strategy and a copy of your book that is ready for prime time (no typos!). To accompany review copies, you should create a “sell sheet” for your book with basic info, your bio, and a well-written synopsis. When mapping out the timeline for your book launch, remember that you’ll need to give reviewers time to read the book and prepare the review.
3. create a system to gather emails
If you are serious about your success as an author, you must build an email list. Create a system to capture reader emails well before you launch your book. This is where blogging and social media can play a huge role. Create some type of early, exclusive access or free giveaway that readers can download by providing a first name and email address. Share this offering everywhere that readers in your genre hang out (you know where they are because you followed Step 1). If you don’t have a website (which you really should), at least create a landing page to capture this information. Tie the email capture into a service provider like MailChimp (also free). Then, refer to Step 6 to keep in touch with your growing audience by providing great content on a regular basis.
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4. make sure your book is professional
Fact is, you’ve probably got about ten seconds for a reader to make a decision about whether your book is worth their attention. If your cover looks unprofessional, you’ve lost. DO NOT skimp on a great cover. If you’ve been able to get a reader to open up your book and read a sample (or a book bubble on Bublish), you also have only a very short time to win them over. Make sure the book is properly edited and has been read by at least a small group of beta readers (not friends) who will give you honest feedback. Take the time to polish your manuscript before you publish it.
5. form a marketing support team or “street team”
This can be a group of fans, fellow authors, a paid publicist or marketing service or family and friends who will share your news, blogs, releases, etc. with the world. Street teams, for example, are organized groups of super fans committed to spreading the word about your work. There are also many examples of successful author collaborations. You might consider hiring a publicist or marketing service. It’s an investment, but can lead to increased exposure and sales. There are plenty of options. Choose one and create a marketing support network that can start building buzz and helping you grow your email list long before you launch your book.
6. create a content and event calendar
Six to nine months before you launch your book, spend a couple of days mapping out your content and event strategy for the next eighteen to twenty-four months. Be specific. Assign topics and dates for your blog posts and newsletters. Look at seasonal opportunities for discounting your book. Schedule real-world and virtual events. Assign marketing and sales targets. Figure out the tools, resources and budget you’ll need to effectively execute on your plans. Don’t try to wing it on marketing. You won’t be pleased with the results.
It’s a lot of work to be an author. It is even more work to be your own publisher. The opportunity for those who master both is tremendous, but it takes time and commitment. Indie publishing is not for the faint of heart. Creating a detailed roadmap well before you launch your book is a great way to set yourself up for success.
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