1.1 Finalize Your Book

• Complete Manuscript & Editing
  • Make sure your book is professionally edited and proofread. Upwork is a good place to find people to do this. Do not self-edit! Do not do your own proofreading!
  • This is a good time to employ beta readers if you have them!
• Do a Competitive Analysis of the Top Selling Books in Your Niche/ Genre
  • Make note of cover design trends, pricing, reviews of bestselling books
  • Follow bestselling authors on social media
• Finalize Cover Design
  • Invest in a high-quality, genre-appropriate cover.  This is not the place to save money!
  • Ensure any text (title, author name) is easy to read in thumbnails.
• Do Interior Formatting
  • Format both eBook and paperback/ print-on-demand versions properly.  Use Vellum or Atticus for this.
  • Use consistent fonts, spacing, and design. You want the book to look as professional as possible!
  • Check for any layout or pagination issues in eBook and print proofs.
• Research Metadata & Keywords
  • Set a clear title, subtitle, and author name. Decide whether to use a pen name or not.
  • Research relevant keywords to improve discoverability. Publisher Rocket can help with this.
  • Choose the most appropriate categories on retail platforms. Publisher Rocket can also help with this. 🙂
• Perfect Author Bio & Headshot
  • Craft a concise, engaging bio.
  • Take a professional author photo to use across all platforms.

Note:  If you’re still in this phase of your book, go on over to SelfPublishingChecklist.com and make sure you’ve done everything on THAT checklist!  🙂

1.2 Set Up Essential Platforms

1. Create Your Author Website
   • Your firstnamelastname.com
   • Keep your bio, contact info, blog, and purchase links up to date.
   • This is your hub of internet activity– all roads lead back here!
   • Some great author websites (for inspiration)
2. Pick Your Email Service (for your Newsletter) 
   • Choose an Email Marketing Platform: Popular options include:
     • MailerLite: Easy drag-and-drop editors, affordable plans.
     • ConvertKit: Built with authors/creators in mind; powerful tagging and automation.
     • AWeber: Long-standing service, strong support, multiple templates.
     • Note:  We no longer recommend MailChimp and here is why.
   • Create a sign-up form on your website and link it to social media profiles.
   • Develop a welcome email sequence to greet new subscribers.
3. Set Up a Reader Magnet
   • What Is It? A freebie (short story, novella, bonus chapter, or other resource) offered to readers who sign up for your mailing list.
   • How to Deliver: Use your email marketing service’s automation or third-party tools (e.g., BookFunnel, StoryOrigin) to distribute files (ePub, PDF, etc.).
   • Placement: Highlight your reader magnet on your website’s homepage, blog posts, and social media bios—anywhere potential readers can see it.
4. Create/ Flesh Out Your Social Media Profiles
   • Optimize existing accounts (or create new ones) where your ideal readers hang out (Facebook, Twitter/X, Instagram, TikTok, LinkedIn). You don’t have to use them all, but you do have to be represented.
   • Use consistent branding (author photo, banner images, handle names) to maintain a professional look.
   • Just to reassure you, you don’t have to be everywhere, all the time– just fill everything out, then focus on the one you like the most. We call this the “all, then one” strategy.

Once you’ve set all this up, you’re good to set a pre-order schedule and start sending out ARCs (advanced review copies) to garner advanced reviews.  HOWEVER (and this is a big however), if you have no audience at all and are starting from zero, you will need to stop and do the “follower funnel method” outlined below. This can take six months to a year (or more), but it is absolutely vital for you to have an actual audience to launch your book to. I am not even kidding! Do not rush your book’s launch just because you “want to be a published author.” I understand the impulse, and it is great that you finished your book and want to get it out there, but if you want to be a working author, you have to build a platform. Just putting your book on Amazon isn’t going to cut it, and you don’t want to put in all that work, only to be disappointed.

1.2.1 The Follower Funnel Method (If You Have No Audience)

If you have no existing audience at all, it’s crucial to build a foundational following before moving forward with an aggressive book launch. Here’s a simplified approach often called the “Follower Funnel”:

1. Identify Your Niche & Audience
   • Clarify who your ideal readers are (genre, demographics, interests).
   • Explore where they spend time online (specific social platforms, forums, etc.).
   • Identify the bestselling authors in that niche
2. Choose Your Main Platform
   • Pick one social media channel where you’ll consistently engage.
   • Focus your efforts on growing a genuine following there (Instagram, TikTok, Twitter/X, Facebook groups, etc.).
3. Create Engaging Content
   • Post regularly about topics related to your book or genre (fun facts, snippets, research stories, personal anecdotes).
   • Use polls, questions, and interactive stories to foster engagement.
   • Offer a reader magnet in your profile link to encourage email signup.
4. Follow the Followers of Bestselling Authors 
   • Send DMs to ask them to become your ARC readers (to read your book for free in exchange for a review)
   • Engage individually and personalize every message. You are looking to make actual connections!

Once you have a baseline of followers and a small but growing email list, you’ll be in a stronger position to execute the rest of your promotional plan.

1.3 Develop a Launch Plan

• Determine Launch Date
  • Pick a date that allows enough time for advance reviews, final edits, and pre-launch buzz. Do not launch without followers and email subscribers (see above)
• Set Goals & Budget
  • Clarify what success means to you (sales numbers, mailing list growth, review count).
  • Decide how much you can spend on ads, promotional tools, etc.
• Assemble a Launch Team
  • Recruit beta readers, early reviewers, and a “street team” (friends, fans, influencers) to share about your book. Now you can see the value in taking the time to build up that audience!!
  • Offer them ARCs (Advance Reader Copies) and remind them to post reviews on launch day.
• Create a Marketing Calendar
  • Plot all promotions on a timeline, counting backward from launch day.
  • Include social media posts, email newsletters, advertising schedules, and any interviews or guest posts.

2. Advance Review & Buzz Building

Setting a strong foundation is crucial for your book’s success. This is the phase where you’re finalizing your manuscript, establishing your online presence, and creating a strategic launch plan. Whether you’re starting from zero or have an existing platform, you’ll learn how to prepare your book and build the audience it deserves.

2.1 Advance Reader Copies (ARCs)

• Distribute ARCs
  • Send digital or physical copies to trusted reviewers, influencers, and bloggers.
  • Consider specialized services: NetGalley, BookSprout, BookFunnel, or your own mailing list for distribution.
    • BookFunnel can automate the process of sending secure eBook files to reviewers and offers digital watermarking to discourage piracy.
  • Provide clear instructions on how to leave honest reviews on retailer sites, Goodreads, BookBub, etc.
• Encourage Early Reviews
  • Use your street team and ARC readers to generate social proof ahead of launch.
  • Collect blurbs or quotes to use in marketing materials.

2.2 Pre-Orders

• Set Up Pre-Order Pages
  • On Amazon KDP, Apple Books, Kobo, or Barnes & Noble Press, if available for your genre and region.
• Announce Pre-Orders
  • Share links on social media, in your newsletter, and on your website.
  • Possibly offer exclusive early-bird bonuses (e.g., extra short stories or discount pricing).

2.3 Teaser Content

• Cover Reveal
  • Post the cover on social media or your blog to generate excitement.
  • Encourage shares and comments by asking questions or running a small giveaway.
• Sneak Peeks/Excerpts
  • Post brief quotes, short chapters, or behind-the-scenes tidbits on your site or social channels.
  • Use graphics or images to make the teasers more visually appealing.
• Countdown Posts
  • As launch day approaches, create fun posts counting down the days with interesting facts or quotes from the book.

3. Launch Week Activities

Launch week is your time to shine! In this phase, you’ll optimize your retail presence (online), coordinate email campaigns, run effective social media promotions, and leverage paid advertising to create maximum visibility when your book hits the market.

3.1 Optimize Your Retail Pages

• Book Description/Blurb
  • Write compelling copy with short paragraphs, bullet points if helpful, and a clear hook.
  • Highlight the main conflict or benefit for the reader.
• Keywords & Categories
  • Refine metadata for improved discoverability on Amazon and other retailer sites.
  • Use keyword research tools to find relevant, high-traffic terms.
• Author Central (Amazon)
  • Claim your author page, add bio, author photo, and any additional info.
  • Link all versions (eBook, print, audiobook) under one listing, if applicable.

3.2 Email Blast

• Personal, Engaging Subject Line
  • Example: “It’s Here! My New Book Launches Today”
• Launch Announcement
  • Include the book cover, short description, and direct purchase links.
  • Mention any time-limited deals or bonuses.
• Call to Action
  • Ask readers to leave a review, share on social media, or forward the email to friends.
  • Provide buttons or easy links to do so.

3.3 Social Media Campaign(s)

• Frequent Updates
  • Post daily (or near-daily) about the launch, including behind-the-scenes details or teasers.
  • Vary your content: videos, graphics, quotes, personal anecdotes, etc.
• Live Video Sessions
  • Host a launch-day Q&A on Facebook, Instagram, TikTok, or YouTube Live.
  • Encourage viewers to ask questions and comment to boost engagement.
• Online Launch Party
  • Consider a structured virtual event on Facebook or Zoom with giveaways and interactive elements.

3.4 Paid Advertising

• Amazon Ads
  • Run Sponsored Product or Lockscreen Ads targeting relevant keywords and similar authors.
  • Monitor performance and adjust bids regularly.
• Facebook/Instagram Ads
  • Use eye-catching visuals and test different audiences.
  • Keep ad copy concise and targeted.
• BookBub Ads
  • Target readers by genre, author comps, and device preference.
  • Experiment with different images and messages.
  • These can be expensive, so make sure you have the budget (and the proper setup, cannot emphasize this enough!)
• Promotional Services/Newsletters
  • BookSends, Bargain Booksy, Freebooksy (if running a free promo), etc., depending on your budget and genre.

3.5 Giveaways & Contests

• Goodreads Giveaway
  • An option for building awareness and garnering early reviews (though it can be pricey).
  • Decide on how many eBook or print copies to give away.
• Social Media Contests
  • Encourage likes/shares/comments for a chance to win a signed copy or book swag.
  • Partner with other authors for bigger, cross-promotional giveaways.
• Cross-Promo Giveaways
  • Collaborate with authors in your genre to broaden your mutual reach.
  • Bundle multiple eBooks or goodies as a collective prize.

4. Ongoing Promotion & Visibility

Whether virtual or in-person, events create meaningful connections with readers. This section guides you through organizing and maximizing both online and offline appearances, from book signings to workshops, helping you create memorable experiences that turn readers into devoted fans.

4.1 Continue Building Reviews

• Personal Outreach
  • Politely request reviews from friends, family, and early buyers without being pushy.
  • Include a short note in the back of the eBook asking for an honest review.
• Review Blogs & Bookstagrammers
  • Maintain a list of reviewers interested in your genre; contact them periodically with new releases or updates.
  • Be professional and courteous in all communications.
• Author Follow-Up
  • Send periodic reminders to your mailing list or social followers about your book and the value of reviews.

4.2 Author Interviews & Guest Posts

• Podcasts
  • Pitch relevant podcasts in your niche or genre—offer unique angles or topics for discussion.
• Blogs & Online Magazines
  • Write guest articles or offer interviews that tie into your book’s themes or expertise.
• Local Media
  • Reach out to local newspapers, radio stations, or TV programs, especially if the book has a regional angle or human-interest story.

4.3 Book Clubs & Readers’ Groups

• Online Book Clubs
  • Offer free copies or discounts for group reads.
  • Propose a Q&A session via Zoom or a private Facebook group.
• Local Book Clubs
  • Provide discussion guides or questions.
  • Offer to attend in person or virtually to engage with readers.
• Library Outreach
  • Donate copies to local libraries.
  • Suggest author talks or workshops (especially useful for non-fiction topics).

4.4 Retargeting & Ongoing Ads

• Amazon Ads Maintenance
  • Continually adjust keyword bids and refine targeting based on performance metrics.
• Facebook/Instagram Retargeting
  • Use the Facebook Pixel on your website to show ads to people who visited but didn’t purchase.
  • Serve them fresh creatives or limited-time discount offers.
• Seasonal Promos
  • Tie campaigns to holidays, cultural events, or timely subjects if relevant to your book.

5. Events & Appearances

Whether virtual or in-person, events create meaningful connections with readers. This phase is about organizing and maximizing both online and offline appearances, from book signings to workshops, helping you create memorable experiences that turn readers into devoted fans. Remember to always be building that email list!

• Virtual Book Launches
  • Host follow-up events or special readings.
  • Cross-promote with other authors if possible.
• Webinars or Workshops
  • Great for non-fiction authors to teach concepts from the book.
  • Provide actionable value to attendees, then offer the book for deeper exploration.
• Online Conferences
  • Look for opportunities to speak at summits or conferences related to your genre or topic.
  • Promote your session, encouraging attendees to buy or review your book.

5.2 In-Person Events (If Feasible)

• Book Signings
  • Arrange signings at local bookstores, libraries, or coffee shops.
  • Promote the event on social media and through local press if possible.
  • These will usually only happen if you have the ability to bring people in to that bookstore or venue (meaning you have followers and people on your email list).
• Speaking Engagements
  • Seek out literary festivals, community groups, or specialty clubs related to your book’s theme or genre.
• Workshops
  • If your book is instructional, host a workshop at a local community center or bookstore.

5.3 Collaboration with Other Authors

• Joint Signings or Panels
  • Split costs and audiences, creating a more appealing event.
  • Consider thematic matches (e.g., historical fiction authors, romance authors, etc.).
• Book Fairs & Festivals
  • Share booth fees and cross-promote with fellow authors.
  • Collect email addresses from interested readers and offer them your reader magnet.
• Cross-Promotions
  • Do newsletter swaps or social media takeovers to expose each other’s audiences to new reads.

6. Long-Term Strategy

Success in publishing is a marathon, not a sprint. Here, you’ll learn how to develop a sustainable author platform through content marketing, brand building, and data-driven decision making. This phase is where you create a foundation for long-term success and prepare for future books.

6.1 Content Marketing

• Author Blog
  • Post regular updates, writing tips, or behind-the-scenes details of your creative process.
  • Always include a CTA to sign up for your reader magnet or check out your other books.
• Email Newsletters
  • Continue sending valuable content (writing progress, new releases, personal stories) to keep subscribers engaged.
  • Experiment with frequency and content format.
• Social Media
  • Maintain a consistent posting schedule, mixing personal insight, writing updates, and reader interaction.
  • Go back to the “follower funnel” method and start messaging people individually

6.2 Build an Author Brand

• Consistent Branding
  • Use the same headshot and color scheme across platforms.
  • Maintain a cohesive tone in your content—whether formal, casual, witty, etc.
• Public Speaking
  • Seek additional events to boost your reputation and connect with readers.
  • Share highlights or recordings on your website and social channels.
• Networking
  • Engage with other authors, editors, agents, and industry professionals.
  • Participate in writing groups or online forums (e.g., Facebook groups, Reddit).

6.3 Track & Analyze

• Sales Data
  • Monitor trends via retailer dashboards, focusing on spikes and dips to identify cause-effect.
  • Track income sources (Kindle Unlimited page reads, direct sales, audiobook sales, etc.).
• Review Feedback
  • Look for patterns in reader reviews to see what resonates or could be improved.
  • Use positive quotes in marketing materials and learn from constructive criticism.
• Platform Analytics
  • Check website traffic, email open/click rates, and social media engagement.
  • Refine your strategies based on what’s working best.

6.4 Plan Future Projects

• Write Your Next Book
  • Keep momentum going with new releases or content.
  • Share progress updates to maintain interest between books.
• Series & Spin-Offs
  • If your book is part of a series, start planning the next installment.
  • Consider a spin-off with popular side characters or a related theme.
• Leverage Momentum
  • Use your existing audience as a launchpad for the next release.
  • Invite them to beta read, join ARC teams, or help name characters.

7. Bonus Tips & Reminders

• Stay Organized
  • Use project management tools (Trello, Asana, spreadsheets) to keep track of tasks and deadlines.
• Consistency Over Perfection
  • Marketing is a marathon, not a sprint. Aim to work steadily rather than burning out with sporadic bursts.
• Experiment & Adapt
  • Try different tactics. Track results. Keep what works, drop what doesn’t.
• Celebrate Wins
  • Acknowledge milestones (first 10 reviews, reaching a sales goal, finishing a new draft) to keep morale high.

Final Thoughts

Promoting a book is a multi-step, long-term process. By building or funneling in other people’s followers (if you start with zero audience), setting up your platforms (website, newsletter, reader magnet), gathering reviews, scheduling launch activities, and sustaining ongoing efforts, you can maximize your book’s exposure and build a lasting readership. Tailor these strategies to your unique goals and genre, and you’ll be well on your way to a successful book launch—and beyond!