Release day gets the attention, but a successful launch is mostly preparation. Planning ahead gives you time to build interest, line up support and make sure your book pages are ready for the readers you send to them.

The timeline below is a flexible starting point. Adjust it to fit your genre, budget and the time you have available.

Three months or more before launch

  • Define your reader. Identify who your book is for and list comparable titles those readers enjoy.
  • Finalise your cover and description. These two elements do most of the selling on retailer pages.
  • Set up your author platform. Make sure your website and mailing list sign-up are working.
  • Plan your release date. Avoid clashing with personal commitments that would prevent you promoting the book.

One to two months before

  • Recruit early readers. Offer advance copies to readers who may be willing to share honest reviews, following each retailer's review policies.
  • Prepare promotional assets. Graphics, excerpts, a short trailer and newsletter copy.
  • Reach out. Contact relevant bloggers, podcasts, local media and communities, respecting their submission guidelines.
  • Consider a pre-order. Pre-orders can help you build momentum and set a firm date.

Launch week

  • Announce the release to your mailing list and social channels.
  • Remind early readers that the book is available.
  • Share behind-the-scenes content that gives people a reason to engage, not just a buy link.
  • Check that your book pages, links and formats all display correctly.

Protect your reputationNever buy reviews or ask friends to post reviews posing as unconnected readers. Retailers actively enforce their review policies, and the risks far outweigh any short-term benefit.

After launch

Many authors stop promoting after the first week, just as early readers are beginning to finish the book. Plan follow-up activity for the following weeks and months:

  • Share reader reactions (with permission) and any reviews.
  • Run a time-limited promotion to reach new readers.
  • Write articles or posts related to your book's themes.
  • Review what worked and refine your approach for the next book.

Set realistic goals

Launch results vary widely, and few books become overnight successes. Useful goals are specific and within your control: building your mailing list, reaching a number of early readers or publishing a set number of promotional posts. Long-term success usually comes from consistency and from writing the next book.