Whether you are about to launch your second book or your twelfth book, you have a valuable opportunity to learn from your past publishing experience and prepare for future success. Some aspects of your previous book launch may be worth repeating, while others may need enhanced and upgraded. Consider the following ways to learn from the past and prepare for the future in the publishing world:
- Your book launch team: Ultimately, your overall book sales will be as good as the people you recruit to your book launch team. Are they passionate about your topic, committed to spreading enthusiasm about your new book, and connected to other potential readers? Send early copies of your book to those who will take the time to read it and write a thoughtful review. To differentiate between those who will politely accept a book but are unlikely to follow through on writing a review or spreading enthusiasm about your book within their circle of influence and those who will help your book succeed, ask yourself if this person has ever reviewed or promoted anyone else’s book before. The people who have an established track record of reading, reviewing, and promoting books will be most likely to do the same for you and your book. Help the marketing director for your book locate thriving publications in which to place ads for your book. These publications should connect with readers interested in your topic and have wide circulation. Try to time the ads to coincide with any articles you are publishing in a given magazine.
- Your publicity team: People need to know that your book exists before they can read it, enjoy it, and benefit from it. The people who serve on your publicity team help people learn about your book. Think of your publicity team as comprised of both formal and informal members. Formal members include the group of publicists at your publishing house. They will set up radio interviews, create press releases, and coordinate dissemination of books to potential reviewers. Work closely with these publicists to make sure the opportunities they send your way are a good fit for your overall goals as a writer. Informal members of your publicity team include anyone who can coordinate speaking engagements in the six months leading up to your book release and in the first year following your book release. They also include anyone who helps you design a newsletter or other promotional materials suitable for emailing or for distribution at conferences or bookstore events. As the author, you will need to coordinate the efforts of both formal and informal publicists for maximum impact on book sales. Give everyone enough advanced notice before a speaking engagement or promotional event so that they can do quality work. Your publicists want to help your book get in the hands of readers, but you are the one responsible for increasing your own book sales.
What have you learned from publishing your previous book that can help your new book succeed?