The Launch Day

Everything in this blog series has been leading up to the book launch. To get the most out of it takes a lot of planning and preparation. Your book launch will likely be the most important moment of its publication. not just because it’s your book’s big day, but because the sales on this day will likely set the tone for the entire run.  Get it wrong and you may be struggling for every sale afterward. 

And yes, I got it wrong. But I've learned a lot since then.

M.A.D Syndrome

-by guest blogger, author Isabella Redwood

M.A.D – Marketing. Argh. Dread.

When I began my self-publishing journey, marketing was one aspect that I gave little thought to. I was too busy preparing my novel, getting cover design sorted and having it edited. Once that was complete, I concentrated on formatting and proofreading until my eyes turned red. Marketing was the furthest thing from my mind and now I am paying for it.

After setting my book up on Amazon with KDP Select, my numbers were steady and the only marketing I had to do, if you can even call it that, was during promotional times. Amazon was sending me emails trying to sell me my book, and I assumed they were doing the same to others. I was doing better than I had hoped for from a sales point of view.

The problem started when I left KDP after my 90-day period had finished. I had been amazon exclusive and now what was I going to do?

I had no plan and no ideas.

Swag

In recent years, swag has become an increasingly important element in book promotions. In some genres, it's an absolute necessity, especially in the environment of a writer’s convention. Romance and young-adult seem particularly gripped with the idea that merchandise equals a book to be taken seriously. But not all genres have embraced it to the same extent. And outside of in-person events, the value of it remains questionable.

What is swag? It’s T-shirts, baseball caps, travel mugs, key chains, pens, fridge magnets, and just about anything else you can put a logo or a promotional image on and give out to fans and prospective readers. It is also ephemera like bookmarks, postcards, bumper stickers, and posters—much cheaper to produce and much more likely to end up in the trash. 

Swag is extremely enticing to writers. I know myself, I wanted people walking around with my book on their T-shirt. There is no denying it, merchandise for your book is fun. It's a step toward feeling like a big Hollywood movie. But it is important to understand that unless your publisher is flipping the bill, swag can be a mounting cost that will eat away your royalties.

Party Time

Prior to publishing, Facebook parties were no secret, although I had never attended one. Truth is, I didn't like Facebook and never focused on it much as part of my writer’s platform. I wish someone had told me I was making a big mistake by ignoring this valuable resource. Today, I often think: if only someone had pulled me aside and told me to plan a launch party on Facebook (and really I can’t figure out why no one did).

Since the release of my book, I have attended several Facebook launch parties and even guest hosted at one. My experience has left me convinced that it is an absolute must for any author releasing their book into the wild.

Why do I say that? Because love it or hate it, Facebook is one of the biggest, most used social platforms on the Web. And hosting a party on it is some of the best free advertising you’re ever going to get.

Review as Preview

It won’t come as any surprise to you that good reviews are important to a successful book, but did you know it was vital to get good reviews before the book is even released? If you did, than you are a step ahead of where I was when I went to publish my novel.

My publisher mentioned wanting a review or two for the back cover but never stressed what that would entail. In fact, there is something I'm about to tell you, which I only learned long after the book was for sale. It was so completely absent from the information and advice I received that it felt like a great secret when I figured it out.

Fools Rush In

On New Year’s 2014, I made the resolution to publish my first novel before the end of the year. When I made that vow my plan was to self-publish quick and dirty, but then in June, I miraculously had a publisher contact me with interest in Mr. 8. I spent two weeks asking questions, researching them online, rereading the contract, having heart-to-hearts with a published friend of mine, and then I made the decision to sign.

My publisher, Booktrope, operated on a new model, where project teams collaborated and earned a share of the profits rather than any upfront payments. As the author, I was the head of my team and got to choose when my book would be launched. I decided on the week before Christmas. The novel takes place at that time of year, sales are high with holiday shopping, and I’d fulfill my resolution. It all made sense.

What could possibly go wrong?