It’s exciting to complete your book and get ready to sell it. You are fired up about helping and educating your readers. But how many books will sell in the first few weeks? Few months? Will it be a success or did you spend every spare minute of your life writing and editing only to discover no one is buying it?
You can create a launch plan and have greater success immediately. Digital marketers have varying ideas on how to launch a book but most use similar steps. The steps I believe work well are listed below.
- ANNOUNCE the book is coming.
- Use a TEASER Campaign.
- PROMOTE the book.
- Provide SUPPORT for any questions or concerns your audience has.
Announce the book.
Tell your audience about the upcoming book to educate and excite them. Send an email twice a week to your subscriber list. Post on your social media channels. Create a one-minute YouTube video to promote the book. Include #Shorts in your short video’s title or description to help YouTube recommend your video as a Short across their channel.
Set up a teaser campaign.
Just 3 to 7 days before the book is available, send out a teaser email to your subscribers. Post a teaser on social media or promote it on Facebook or Google groups you belong to. Announce “The book is almost here and available to purchase on mm/dd/yy!”
Your Teaser campaign should offer a glimpse into your book content and what the reader will learn and come away with. Build excitement and expectations with your teaser content.
I have listed additional ideas to complement your initial announcement to create a great teaser campaign.
- Engage your readers by creating a contest or taking a survey. Build hype by developing a contest/survey on social media related to your book. Increase the likelihood that readers will get involved in the contest by offering bonus information or a discount. Or just write survey questions to help them determine if the book will have a positive impact on their life.
- Create a loyalty list. Ask readers to subscribe for book launch insider information. Use a separate book subscriber list and then email them a link to bonus information. The bonus could be a checklist, a purchase discount, a free consultation, or a private video.
- Organize a countdown to build excitement. Put an automatic counter on the website, reminding readers the book is coming. Add a manual countdown post each day during the 3 to 7 days before the book is available.
- Develop a message using consistent content and style across all platform posts.
- Design engaging quizzes. Create a post sharing the quiz and list it on the website. Example: What’s your engineering superpower? Take this quiz to find out! Or what kind of leader are you? Click on the link to find out! Make sure the quiz is relevant to the book content and don’t forget to mention the book and its launch date.
- Create a hashtag to represent your content. This can be the category/tag on the website and hashtag on social media, so the content is found by readers when searching.
- Create an intriguing call to action to do something now. List any discounts or other benefits for doing the action. The action should be placed with any of the ideas in the teaser campaign.
- Add a share link to all of your posts and landing page.
Promote the book.
The book launch day is here. Begin to promote the book starting on launch day for 7 days. Add a bonus for purchasing within a specific period. This can be an accompanying workbook, access to a private video, or a free consultation.
- Send a daily email to your subscribers to remind them the book is available.
- Post about the book 2 times a day on social media, like LinkedIn and member groups.
Support your audience.
Provide customer support for your book by promptly interacting with any comments or email questions your audience has. You can add a form online or enable comments on the landing page and social media posts. Are there any trending posts online related to your book content? Build a post around your response to the trending post.
Provide great content for your landing page.
To create engaging content on your landing page, it’s good to know something about your ideal audience. It helps to answer these questions.
- What do your prospective buyers want from reading your book? What is the problem your book can solve?
- Why might they say “no” to purchasing the book?
- How can you make your prospective buyers feel you understand them? Can you take them down an emotional buyer journey from having a problem to solving it with your book? You can use this prompt to help you. Book name HELPS specific type of person WITH this problem ACHIEVE these benefits THROUGH this unique solution.
- Why should prospective buyers trust your solution?
- What data supports this solution’s outcome?
- Create a Pain-Problem Loop to determine the pain point to address. Use this prompt to develop the loop.
- YOU ARE negative emotion/pain point #1 BECAUSE specific problem #1 AND, AS A RESULT, YOU feel/are negative pain point #2.
- Example: 1. You are feeling anxious because life has thrown you a few curves, and as a result, you are worried you won’t be able to pay your bills this month. 2. You are feeling embarrassed because you can’t afford to go out with your friends, and as a result, they have stopped asking you out and you sit at home eating comfort food to feel better.
- You can continue to add a #3 and so on to the list until you discover the worst pain point, they have and use that as your primary pain point.
- What benefits will make your reader feel empowered?
- What would you like to say to inspire prospective buyers to commit to a purchase?
- What are your book’s features and how do they benefit the reader?
- Are there any bonuses or free content you wish to entice the prospective buyer with?