How to Plan and Promote Your Book Pre-launch

Pre-launch time is really packed: you need to edit the text, look for the best book cover design, a timeless font with a hype to it, and write your hundredth version of your blurb. Is there anything more to handle? You bet. Quite a few marketing tactics.

In this article, you’ll find ways to promote your book during pre-launch and a plan to do it methodically. Let’s get started.

💡 Even though this article primarily focuses on self-published and hybrid authors, traditionally published authors shouldn't overlook the importance of marketing their books. While publishers often provide promotional support, engaging with your readers can significantly boost sales and reach.

A. Set Your Launch Date

First things first. Set your launch date. This might seem simple, but it's crucial for planning your pre-launch promotion strategy. Your launch date is the anchor for all your marketing efforts, giving you a clear timeline to work with.

When choosing a launch date, consider:

• The time needed to complete your book and have it professionally edited
• The season (some genres sell better at certain times of the year)

📌 Note: If your writing is seasonal (e.g., a beach romance or a Christmas story), it's crucial to take full advantage of the appropriate season. Plan your launch to coincide with or slightly precede the relevant season to maximize interest and sales.

📌 Additionally, consider if there's a date with significance or historical resonance that relates to your book's theme or content. Launching on or near such a date can add an extra layer of meaning and promotional opportunity.

• Avoiding major holidays or big events in your genre
• Allowing enough time for pre-launch marketing (ideally 3-6 months)

Once you've set your date, mark it on your calendar and start planning your promotional activities.

B. Create Content-Related Strategies

1. Craft a compelling book description

Your book description is not just a summary; it's a powerful marketing tool that forms an essential part of your book's metadata.

Metadata includes your author name, title, subtitle, categories, keywords, and description and helps search engines rank your book in relevant queries, boosting its discoverability. A well-crafted description can convince potential readers to pre-order your book.

• When writing your book description, aim to hook readers early with a compelling opening line.
• Keep it concise (around 150-200 words) and use formatting to make it easily scannable.
• Highlight your book's unique selling points and create intrigue without giving away too much.
• For fiction, hint at the main conflict; for non-fiction, emphasize the problems your book solves. Include relevant keywords naturally to improve searchability, and don't forget a strong call-to-action encouraging readers to pre-order.

💡 Note for first-time authors: Don't be afraid to revise multiple times. Get feedback from your target audience and beta readers to refine it. Consider hiring a professional copywriter if you're struggling to create a compelling description.

2. Develop a content calendar

A content calendar is useful to keep your marketing consistent. Start by brainstorming different types of content you can create: blog posts, social media updates, newsletter articles, videos, and infographics. Then, map out when and where you'll share each piece of content.

Your content should serve multiple purposes:

• Educate your audience about your book's themes
• Showcase your writing style
• Build anticipation for the launch, and encourage pre-orders

Mix up your content types to keep your audience engaged. For example, you might share a behind-the-scenes look at your writing process on Monday, a quote graphic on Wednesday, and a blog post expanding on a theme from your book on Friday.

Don't forget to align your content calendar with key dates in your pre-launch timeline. For instance, you might ramp up content production when you open pre-orders or in the week leading up to your launch.

Use a tool like Trello, Asana, or even a simple spreadsheet to keep track of your content plan.

3. Create teasers and excerpts

Teasers and excerpts are powerful tools to promote your book pre-launch. They give potential readers a taste of your writing style and story, enticing them to pre-order or mark their calendars for your launch date.

📌 When selecting excerpts, choose passages that are intriguing but don't give away major plot points. Look for sections that showcase your writing style, introduce key characters, or hint at the central conflict of your story.

📌 If you're writing non-fiction, select excerpts that provide valuable insights or provoke curiosity about your main arguments.

Present your teasers and excerpts in various formats. You could create graphics with short quotes, record audio snippets of you reading from your book, or even create short video teasers. Share these across your social media platforms, on your website, and in your newsletter to build anticipation.

4. Design eye-catching graphics

In our visual-centric social media landscape, eye-catching graphics are great assets to promote your book pre-launch.

Start by creating a consistent visual style that aligns with your book's theme and genre. This might include a specific color palette, font choices, and imagery style. Use these elements across all your graphics to create a recognizable brand for your book.

Types of graphics you might create include:

• Quote images featuring compelling lines from your book
• Character introductions (for fiction)
• Infographics highlighting key concepts (for non-fiction)
• Behind-the-scenes photos of your writing process
• Countdown graphics leading up to your launch date
• Pre-order call-to-action images

Use tools like Canva or Adobe Spark to create professional-looking graphics, even if you're not a designer. Remember to include your book cover, website URL, or pre-order link on each graphic to drive action.

5. Produce a book trailer

A book trailer is a powerful way to promote your book pre-launch.

When creating your book trailer, focus on evoking the mood and themes of your book rather than trying to summarize the entire plot. Use a combination of text, images, and music to create an emotional impact. Keep it short: 30 to 90 seconds is ideal for keeping the viewer interested.

You don't need a Hollywood budget to create an effective book trailer. Tools like Animoto or Adobe Spark Video allow you to create professional-looking videos using stock footage and your own images. If you have the budget, consider hiring a videographer or animator to create something truly unique.

Once your trailer is ready, share it widely. Post it on YouTube, embed it on your website, share it across your social media platforms, and include it in your newsletter. Don't forget to add a clear call-to-action at the end of the trailer, directing viewers to where they can pre-order or learn more about your book.

6. Write guest posts and articles

Guest posting is an excellent way to reach new audiences and establish yourself as an authority, which helps promote your book pre-launch. Start by identifying blogs, websites, or publications that your target readers are likely to follow. Look for those accepting guest contributions and have an engaged audience.

When pitching guest post ideas, focus on topics that align with themes from your book but provide standalone value to the publication's readers. Your goal is to offer genuine insight or entertainment, not to write a sales pitch for your book. However, most publications will allow you to include a brief author bio at the end of your post, where you can mention your upcoming book and include a link to your website or pre-order page.

Remember to tailor your writing style and topic to each publication's specific audience and guidelines. A guest post for a casual blog will be very different from an article for a professional journal. After your post is published, be sure to engage with commenters and share the post on your own social media channels to maximize its reach.

💡 Note for first-time authors: Start with smaller blogs in your niche and work your way up to more prominent publications. Building relationships with bloggers and editors can lead to more opportunities down the line.

7. Develop a press kit

Your press kit provides journalists, bloggers, and other media professionals with all the information they need to cover your book. A well-prepared press kit increases your chances of getting media attention and makes it easier for others to spread the word about your book.

Your press kit should include:

• Author bio high-resolution author photo
• Book synopsis
• High-resolution images of your book cover
• Sample interview questions and answers
• Any praise or reviews you've received
• Release date and publisher information
• Contact information for media inquiries

📌 Don't forget to update your press kit regularly, especially as you receive new reviews or media coverage.

C. Tap into Networking-Related Strategies

8. Build your street team

A street team is a group of dedicated fans who promote your book pre-launch. These are people who are excited about your work and willing to spread the word to their own networks.

📌 Note for first-time authors

To build your street team, start by reaching out to your most engaged followers on social media, your email list subscribers, and any beta readers or early reviewers who expressed enthusiasm for your book. Invite them to join an exclusive group. This could be a private Facebook group, a Discord server, or even an email list.

Offer your street team members exclusive perks in exchange for their help. This could include:

• Early access to chapters or bonus content
• Behind-the-scenes information about your writing process
• The chance to influence aspects of your book (like voting on the cover design)
• Signed copies
• Recognition in your book's acknowledgments

Be clear about what you're asking from your street team. This might include sharing your social media posts, leaving reviews on launch day, or telling their friends about your book. Provide them with resources like shareable graphics or sample social media posts to make it easy for them to help.

Remember, your street team is not just a promotional tool – it's a community. Engage with them regularly, ask for their input, and show genuine appreciation for their support.

9. Connect with book bloggers and reviewers

Book bloggers and reviewers are strong allies when it comes to promoting your book pre-launch. They have their own audiences and can provide early reviews that build buzz for your book.

If you're just starting, research bloggers and reviewers who cover books in your genre. Look at their review policies and submission guidelines carefully. Many will have specific requirements for how far in advance of the publication date they want to receive books.

When reaching out, personalize your approach. Mention specific reviews they've written that you enjoyed, or explain why you think your book would appeal to their audience. Offer them an Advance Reader Copy (ARC) of your book in their preferred format (ebook or physical copy if your budget allows).

Be professional and courteous in your interactions, and don't be discouraged if some don't respond or decline. Reviewers often receive more requests than they can handle. If a blogger or reviewer agrees to read your book, follow up politely closer to your launch date, but respect their process and timeline.

📌 Note for first-time authors: Consider using services like NetGalley to distribute digital ARCs efficiently. Such platforms can help you reach a wider pool of reviewers and make the process of managing review copies easier.

10. Engage with your email list

Your email list is one of your most valuable assets when it comes to promoting your book pre-launch. Your subscribers have already expressed interest in your work, making them prime candidates for pre-orders and launch day sales.

Start by segmenting your list if you haven't already. You might have different content for long-time fans versus newer subscribers or for readers of different genres if you write in multiple categories. Tailor your messages to maximize impact.

Plan a series of emails leading up to your launch. You might start with a general announcement about your upcoming book, then move on to more specific content like:

• Exclusive excerpts or bonus content
• Behind-the-scenes looks at your writing process
• Character introductions or worldbuilding details (for fiction)
• Exploration of key concepts or research (for non-fiction)
• Pre-order incentives
• Countdown emails as the launch approaches

Remember to provide value in every email, not just promotional content. Mix in writing tips, book recommendations, or personal stories to keep your subscribers engaged. And always include a clear call-to-action, whether it's to pre-order, share with friends, or join your street team.

11. Spread the word on social media

Social media is a powerful tool to promote your book pre-launch. The key is to choose the platforms where your target audience is most active and to engage consistently.

Develop a content strategy for each platform. For instance:

• Use Instagram for visually appealing quote graphics or behind-the-scenes photos
• Post on Twitter for quick updates, engaging in writing community chats, or running teaser campaigns
• Use Facebook for longer posts, hosting live Q&A sessions, or building a community around your book
• Consider TikTok for short, creative videos related to your book or writing process

Engage with your followers by responding to comments, asking questions, and participating in relevant conversations. Use hashtags strategically to increase your visibility, but don't overdo it. Two to three relevant hashtags per post is usually sufficient.

Consider running targeted ads as you get closer to your launch date. Start with a small budget and test different ad formats and targeting options to see what works best.

12. Collaborate with other authors

Authors in your genre are another great channel to promote your book pre-launch. Start by connecting with authors whose work complements yours but isn't direct competition.

You might reach out to authors you already know or join author groups on social media to find potential collaborators.

This is what you could propose:

• Cross-promotion on social media or in newsletters
• Joint virtual events or live streams
• Bundle giveaways where each author contributes a book
• Guest posts for each other's blogs
• Collaborative content like "if you like X book, you'll love Y and Z"

When approaching potential collaborators, be clear about what you're offering as well as what you're asking for. The best collaborations are mutually beneficial. Be professional, follow through on your commitments, and always be grateful for the other author's time and effort.

13. Reach out to podcast hosts

Podcasts can be an excellent medium to promote your book pre-launch. They allow you to reach engaged audiences and provide a platform for you to discuss your book in depth.

Start by researching podcasts in your niche. Look for shows that interview authors or discuss topics related to your book. Listen to a few episodes to get a feel for the show's style and audience before reaching out.

When pitching yourself as a guest, focus on the value you can provide to the podcast's audience. What unique insights or stories can you share? How does your book relate to the podcast's usual topics? Personalize your pitch for each show, demonstrating that you're familiar with their content.

Prepare for your podcast appearances by:

• Practicing your "elevator pitch" about your book
• Preparing anecdotes or examples that illustrate key points
• Thinking of questions the host might ask and how you'll answer
• Setting up a quiet space with good audio quality for the recording

During the interview, be yourself and let your passion shine through. While you should mention your book, avoid making the entire interview a sales pitch. Provide value to the listeners, and they'll be more likely to check out your book.

After the episode airs, be sure to share it on your own platforms and thank the host publicly.

14. Plan virtual or in-person events

Events, whether virtual or in-person, create excitement and provide a way to engage with your readers as you promote your book pre-launch.

For virtual events:

• Live Q&A sessions on platforms like Facebook Live or Instagram Live
• Virtual book clubs discussing themes related to your book
• Online workshops or webinars on topics related to your book

For in-person events:

• Readings at local bookstores or libraries
• Launch parties at relevant venues
• Workshops or talks at conferences in your field

When planning your event, think about how to make it interactive and engaging. Could you include a giveaway? A trivia contest about your book's themes? A guest speaker who could provide additional insights?

Promote your events heavily across all your platforms. Create Facebook events, share on social media, and send invitations to your email list. After the event, share highlights to continue the buzz and engage those who couldn't attend.

💡 Note for first-time authors: Start small. Even a simple Facebook Live event can be an effective way to connect with readers and promote your book pre-launch. As you gain experience and build your audience, you can plan larger, more complex events.

D. Create a Timeline

Now is the perfect time to start working on your pre-launch marketing plan. Choose your tactics and, more importantly, set your goals.

📌 For a full plan example, check our article on how to create a book marketing plan, which includes tactics for planning, pre-order, and post-release.

Remember that flexibility is key in your marketing timeline. As you start, be prepared to adapt based on the results you're seeing. Regularly analyze your performance metrics and change tactics if certain strategies aren't delivering the desired outcomes.

Conclusion

Success in your pre-launch promotion is a mix of saying the right thing to the right people. Maximize your content related strategies as well your industry connections, plan, adjust if needed, and set off for your launch day.

For everything publication related, PublishDrive is here to support your journey.