By Chris Olsen

For more author tips, free resources for writers, and invitations to virtual meetups and workshops, join Women Writers Connect.

Every new author’s worst nightmare might be the scene in the viral social media posts with “Aunt Barb” and her children’s book, “Just Cuz.” Videos on TikTok and Instagram showed her sitting behind a table at an empty bookshop waiting for people to arrive. Only no one showed up.

It turns out no one was there because it was staged. But the scene resonates with many authors because it’s not an uncommon occurrence, especially for those who self-publish. Oftentimes, bookstore and library events are attended by just a few people. And sometimes those people are staff.

The good news is that every event, whether well-attended or not, is practice for the next one. You gain confidence as you learn how the process works—how to connect with booksellers, how to pitch your book, how to plan and set up your event, how to interact with readers. Even having just one person interested in learning about you and your book is something to celebrate.

Let’s say Aunt Barb’s event wasn’t staged. Several steps were skipped in planning for her book launch—event details weren’t shared in advance, her website wasn’t live until the day before, the list goes on. If you’re an author with a book launch in your future, here are seven ways to prepare:

Establish an Online Presence

One year before you launch, create your author website—it could be as simple as a landing page with an email signup. Set up your social media pages and plan to post regularly about your journey writing and publishing your book. Consistently share information with email subscribers.

Seek Literary Praise

Six months before your book goes to press, conduct outreach for literary endorsements and editorial reviews and include them on the cover and/or inside the book. Consider offering advance reader copies (ARCs) to targeted reviewers and publications that promote books. Share reviews on your website and social media.

Seek Media Coverage

Six months prior to launch, create a news release announcement and media kit for your book. Make a list of targeted media outlets, podcasts, influencers, etc., and determine how your book relates to each audience. Customize pitches and conduct outreach. Participate in interviews and group discussions.

Plan and Promote a Launch Event

Six to three months before you launch, secure a date and location for your event. Consider a venue with built-in traffic. Plan what you’ll do at the event—read an excerpt, sell and sign books, etc.—and make a schedule. Secure a moderator if need be. Promote event details via your marketing channels leading up to the event.

Announce a Cover Reveal

Three months before your launch, use your cover art to create a book mock-up graphic and announce a cover reveal. Build excitement with a countdown on your social media. Share the inspiration for the cover design and details about the designer and/or illustrator.

Take Pre-Orders

Three months prior to launch, add a pre-order page to your website. Share details with your email subscribers and on your social media. Offer those who pre-order something exclusive—a personalized copy, book collateral, VIP seating at your launch event, etc.

Order Books and Collateral

Two months before your launch event, order print copies of your book to fulfill pre-orders and sell at your event. Consider ordering other book-branded collateral such as bookmarks, postcards, pens, stickers, mugs, apparel, etc. Also, consider book-branded decor for your event.

This list is by no means exhaustive, and your timeline may vary, but these tactics will help you build a solid foundation for bringing your book to the world.

For more author tips, free resources for writers, and invitations to virtual meetups and workshops, join Women Writers Connect.

About the Author

Chris Olsen is a book designer, publisher, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded publisher dedicated to educating authors and elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.