the ultimate book launch checklist for self-published authors

Here’s what you need for a successful launch

Photo by Kat Stokes on Unsplash

If you’re in the process of writing a book — and you’re going to self-publish — you should already be planning your book launch.

I rushed my first book and didn’t think about a “launch” until the book was already out. It took me months of hard work after the release date to obtain that glorious “#1 Bestseller” banner on Amazon. With my second book, however, I had a 6-month launch plan that helped me get a “#1 New Release” banner on day one.

You’re spending hours and hours writing and perfecting your book. Don’t let that hard work go to waste by not having a launch plan! I’ve compiled a checklist so you know exactly what you need in order to have a successful book launch. Let’s get started!

Pick a launch date

First thing’s first: you need to pick a date to release your book. The nice thing about self-publishing is that you can pick any date you want. However, there are some best practices involved in releasing a book:

• Book releases from traditional publishers usually fall on a Tuesday. Maybe you’ll choose to release your book on a Tuesday to align with traditional publishers, or you’ll pick a different day of the week with the hopes there won’t be as much competition.

• A strategic, well-planned book launch starts at least six months before your release date. So, when you pick your date, give yourself plenty of time to promote your upcoming book.

Hire a cover artist

Unfortunately, people do judge books by their cover. So you’ll want to take the time to ensure your cover is professionally done. A beautiful book cover can come at a high price, but it doesn’t have to. Use a website like Fiverr to find an artist to work with you on a book cover.

Once you have the title and know what the book is going to be about, start looking for an artist so they have plenty of time and you don’t have to rush through the process. Make sure you have some sort of contract in place with the cover artist in terms of payment and delivery date.

Identify beta-readers and an editor

Beta-readers are people who read a book before it’s published to offer suggestions and feedback. Usually, they’re not paid. Plan to identify a few beta-readers early on, when you’re nearly finished with your book.

If you’re active in the writing community on social media, you may already know writers who are working on books of their own. Offer to beta-read their book if they beta-read yours. It’s a great way to make connections, as well as get thoughtful feedback on your book.

When you have determined your beta-readers, send them a digital version of your book, and suggest some questions for them to think through, such as:

• Which chapter (or poem) do you feel is strongest?

• What chapter (or poem) is the weakest?

• Where do you see areas of improvement?

• Is there anything about the book that confuses you or is left unanswered?

Similarly, it’s important to have an editor look over your book. Editors, unlike beta-readers, will make grammar and spelling suggestions. They will also make recommendations to enhance the book, like character development and overarching themes.

When hiring an editor, you should look for someone who specializes in your genre and make sure they seem like a good fit for your book. Social media is a good place to look for editors, as well as Fiverr or Reedsy. You can also do a simple Google search for editors in your genre. (if you’re looking for a poetry editor, i would love to work with you on your book!)

Identify early readers and bloggers

Later on we’ll talk about how you can promote your book and build hype for the launch. But it’s also important to have early readers and bloggers to help build up hype too.

You can use a similar approach as the previous step to help you find early readers and bloggers. Spend some time on social media and the internet researching people to send your books to. Look for book bloggers who love reading your genre, or bloggers who write about topics related to your book.

Once you have your list, reach out to them and offer a print or digital copy of your book. Many bloggers will have a preferred contact method on their website, so pay attention to that! Keep in mind that some bloggers have the right to deny the request if they don’t think the book is a fit for them.

Similarly, early readers are people who will leave a review the day your book is released. Reviews are really important because they’ll help future readers decide if a book is right for them. Identify followers on social media or your mailing list who may be interested in receiving an advanced reader copy in exchange for a review.

Once you’ve asked them, send a print or digital copy. Then, remind them on the day of the book launch that your book is out and it’s time to leave a review. (Pro-tip: utilize these reviews on social media to further promote your book! Make graphics of your favorite reviews or link to blog posts that bloggers write about your book.)

Write a captivating book summary and ad copy

Your book summary should not be an afterthought. Like a book cover, online shoppers will be reading the summary to see if the book is a good fit for them. The summary should be captivating. Ask your editor or hire a professional writer for help crafting your summary. (If you’re doing it on your own, look at popular books in your genre to get ideas — but of course, don’t copy them!)

Once your book is launched, you will have the ability to change your book summary. Therefore, plan to have a few different copy options to test out and see if certain messaging leads to more sales. Similarly, if you plan on using paid ads on Amazon or social media to promote your book, write out your ad copy in advance so it’s ready to go on the day of your launch.

Add your book to Goodreads and claim your author profile

If you’re not already on Goodreads as an author, you should be. Goodreads is a platform for book lovers to keep track of books they’ve read, add books to future reading lists, and leave book reviews. Readers can follow authors for updates, and like and comment on other people’s book reviews. They also have an annual awards program for readers to nominate their favorite books of the year.

Your book needs to be added on Goodreads before you can apply for the author program. First, make an account. After 7 days, you can manually add your book by clicking here (you can do this before your book is published).

Then, click here to request an author page. Once approved, you’ll be able to make changes to your book listing, use the paid advertising and giveaway features, and manage your author profile. Your profile and book pages will also show a “Goodreads author” tag, which lets readers know they can follow you for updates.

Encourage your early readers to leave a review of the book on both Goodreads and Amazon (and any other retailer you would like). Unlike Amazon, reviews can be posted to Goodreads before the release date. This is a great way for potential readers to see what people think before your book even comes out!

Photo by Rumman Amin on Unsplash

Plan a launch day event at a local bookstore

Launch day events are a great way to celebrate all of your hard work and attract local readers. Contact a local independent bookstore, or a Barnes and Noble, and ask if they would like to work with you on a book signing or reading at their store.

Many small bookstores like to host author events because it brings traffic into their store. However, in exchange for hosting the event, they may ask for a percentage of the book sales you make during the event. Make sure you have an agreement in place before the event so there is no confusion afterward.

Hosting an event like this doesn’t need to be expensive. Work with the store to create flyers or signage to advertise the event and post about it on social media to get the word out. You may choose to have some refreshments or small snacks, but all you really need is a table to display your books!

Remember to use the event to your advantage on social media. Promote the event beforehand through social media posts and create a Facebook event for people to RSVP. During the event, take pictures and videos so you can share them with your followers afterward.

Ask local bookstores to carry your book

Some bookstores have rules around carrying self-published books, which is unfortunate, but many independent bookstores love to support independent writers. Call, email, or stop into local bookstores and ask about their consignment policy. You may be able to find a form on their website.

Some bookstores will want to see the finished book first. In that case, you’ll have to wait until after the launch to get their approval. Still, you should have a list of stores researched and ready to go so you can send them your book and get on their shelves as soon as possible.

Promote your book over time

It can be really tempting to announce everything about your book all at once, but a great book launch should be promoted over time. Use the 6-month time frame (or longer) to tease your book to your audience on social media and your mailing list. You might choose to announce that you have a book coming out and reveal the release date. Then a month later, announce the title, then the cover, the synopsis, short excerpts… you get the picture.

Post reminders about the book regularly. If you have pre-ordering available for your book, share the link a couple times a week. However, be careful not to overload your followers. Mix non-promotional posts in with your posts about your book.

Use various social media tools to your advantage. For example, the “Countdown” feature and “Q&A” features on Instagram stories are perfect for book launches.

Other marketing ideas:

• Record yourself opening your first author copy and flipping through the pages and share it on tiktok

• Share why you wrote the book/why it’s so important to you

• Record yourself signing books for your advanced readers/bloggers

• Host a giveaway of your book on social media to build hype and see the type of people interested in your book (this can help you identify your target audience when creating social media or Amazon ads)

Develop a launch calendar

As you can see, there’s a lot that goes into a book launch. To stay organized, create a calendar for all of your book launch activities. Below is a sample calendar with a very high level overview. Feel free to use this or a similar format to organize your launch!

Your book launch checklist

This article covers a wide range of launch ideas, so here’s a condensed checklist that you can easily copy and paste somewhere that’s useful for you.

• Pick a launch date

• Hire a cover artist

• Identify beta-readers, editors, early readers, and book bloggers

• Write your book summary and ad copy

• Add your book to Goodreads and apply for an author account

• Identify local bookstores and reach out about stocking your book

• Plan a launch-day event at a local store

• Market your book over time on social media

Congratulations on your upcoming book, and best of luck with your book launch!

If you’d like to work with me on your self-publishing or book marketing strategy, learn more here.