The Splash-Launch vs. the Slow Build

My new book, Hot, Holy, and Humorous: Sex in Marriage, released the same week that my oldest son graduated from high school. Although I was excited to finally see my book out, this was not excellent timing for me and my family.

Consequently, I didn’t do a lot on day one, day two, or even a few days after the release to promote my book. I was too busy pulling together the final details of the cap-and-gown experience for my son. The way I figured, I’d spent a few years working on my book, but eighteen years working on the kid – so the latter won out.

But all that is okay, because I’m not a big believer in the splash-launch. Not that I’m against it in the least! It’s wonderful when a much-anticipated book hits the shelves with well-deserved fanfare. Seriously, a book is not easy to birth, so cue the fireworks! However, a big splash isn’t what really matters for the long-term success of a book.

In the music world, we all know about the one-hit wonders who burst forth on the scene with as much hoopla as Mardi Gras in New Orleans. And then…they were gone. Sure, the splash rippled outward, but eventually the waters calmed.

Meanwhile, Aerosmith’s first album only hit #21 on the charts. But we all still know who they, and lead singer Steve Tyler, are. This rock-and-roll band caught some attention right out of the gate, but they built that into a legacy.

I’m looking toward the slow build for my book, snowballing interest and excitement into long-term sales and a devoted readership.

How can you take the long view of book sales?

Spread out your marketing efforts. Rather than focusing all of your efforts upfront, choose strategic activities for your launch and hold off on tasks that can be effectively pursued later down the road. Maybe you need to focus on interviews now and delay the blog tour, or do giveaways at the beginning but hold a larger contest later in the year.

Create a marketing plan calendar. I’m blessed to have a writer friend of mine who sat down and developed a marketing plan for me that goes for a full year. Among her wonderful ideas were capitalizing on special days throughout the year—linking my book and sales specials to appropriate holidays or awareness days. Also look for local events, conventions, and ministry conferences that suit your goals.

Engage regularly with your audience. Some authors inundate social media with news, pictures, updates, etc. all around release time, and then it’s crickets-and-cicadas for the next six months. Continue to interact with your readers and potential readers! Those who’ve already read your book will feel more comfortable recommending it to others if you are less spambot and more real person. And potential readers will get that nudge from time to time and may finally buy your book – the one from that nice author they keep seeing.

Write more quality books. Of course, the best long-term approach to selling books is to write more quality books. Having more offerings gives you more shelf space, raises your discoverability in online bookstores, and makes you a brand in readers’ minds.

Indeed, I’ll be marketing Hot, Holy, and Humorous from now until it goes out of print, but I’m also working on the next book. And let’s hope that one doesn’t release in the same week my other son graduates.