What to Do Pre-launch to Get Your Book Noticed

My book Writing That Gets Noticed: Find Your Voice, Become a Better Storyteller, Get Published distills my years of experience as a magazine editor, journalist, and writing teacher into 352 tip, trick, and strategy filled pages of the essay writing tips, pitching strategies, reporting tactics, and editor intel that helps me and my students get the attention of editors and get published.

To see how I maximized my book launch week, check it out here.

But before my book was published, I had to lay some groundwork. Here’s what I did three months pre-launch to set myself up for success. It proved surprisingly effective.

Build a Pre-Launch Team

My publisher’s publicist asked me to create a launch team of close friends, students, and family. I have seen that other people successfully did this with strangers or people from groups, but she specifically asked me not to do this, so I didn’t. She asked them to pre-order the book, and send her the order number, then she sent them a PDF of the book and scheduled them to leave reviews.

Estelle’s Edge: Luckily I have lots of students who wrote reviews, but I definitely had to ask. I also asked them to ask local bookstores and libraries to carry my book.

Have Your Publisher Set Up an Amazon Page

Optimize your book’s Amazon page by crafting a compelling book description and choosing appropriate categories (mine is Journalism Writing Reference (Books), Authorship Reference and Success Self-Help). Later you can add in quotes from excellent reviews from credible reviewers such as Publishers Weekly and MidWest Book Review (both of which my publisher included on my site). Others include Library Journal, Booklist, Shelf Awareness, and for a fee, Kirkus.

Estelle’s Edge: I didn’t do it this time, but for my next book, I’m going to do what several of my author friends have done, which is to leave a request at the end of the book to review it.

Befriend Librarians

Reach out to local libraries and ask them to consider adding your book to their catalog. Many of them also have local author shelves/walls. Ask for yours to be included. When it is, take a photo and share it on social media or in your blog.

Estelle’s Edge: I checked with the reference librarian and confirmed that they were ordering a copy. I also followed up and asked who to contact to do an event at the library. Some libraries even have a budget for speakers.

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Update Your Website

If you haven’t yet, get yourself a website. It doesn’t have to be pricey either. Some authors use Squarespace. Some organizations like the Authors Guild offer members free author sites. I had my website redesigned. My publisher asked me to include a landing page for my book with direct ordering links to Amazon, B&N, and Indiebound. I also included a link to my bio, social media, a newsletter sign-up option. Later, I included blurbs I received.

Estelle’s Edge: When I knew I had a firm book title, I also ordered a URL for it. So WritingThatGetsNoticed.com is mine even if I never do anything at all with it. I recommend you do the same, and also set up a hashtag for your book. Mine is #WritingGetsNoticed.

Leverage Your Email List

Being able to email people is an important reason to have a website or a Substack. Use your list to notify your subscribers about your book launch and encourage them to leave reviews. Offer exclusive content or incentives, such as bonus chapters or author insights, plus book giveaways. Get them excited about your book by regularly sharing updates, exclusive offers, and news about your writing journey.

Estelle’s Edge: As I suggest in my book, I set up a Google alert for topics connected to my book, and for my name and the book, so any time it got mentioned, I’d know. As a “lede magnet,” I offer a free pitching guide to entice readers to sign up for my newsletter. Others have offered 10 tips, chapters, behind the scenes tea, writing prompts, and meditations (I actually offer one in my book).

Do a Cover Reveal

Build excitement before your big reveal. Share teasers, cover reveals, and snippets from your book to pique readers’ curiosity. Encourage pre-orders to boost your launch week sales and generate early reviews.

Estelle’s Edge: Some people enlist popular bookstagrammers, bloggers, reviewers, or influencers to help, especially by offering ARCs (also called galleys) to them.

Film an UnBoxing Video

Share an unboxing video or live event when you first get the box filled with books, to build enthusiasm with your followers and supporters.

Estelle’s Edge: I asked my daughter to film me, and it took just a few minutes. I posted on TikTok, my website, and Instagram. Make sure to cross out your mailing address on the box using thick marker.

Create Giveaways/Promotions

Offer limited-time discounts or promotions to entice readers to purchase your book. Some people even offer a time to get a free Kindle version. To get your discounted book out to a wider audience, leverage platforms like BookBub, Freebooksy, or Bargain Booksy.

Estelle’s Edge: You don’t need to rely on a company. You can set up your own promotion through doing Instagam reels, TikToks, newsletter and Substack mailings, or advertising through Facebook or other venues.

Create Realistic Press Outreach

Whether you hire an outside publicist or feel content with the publicity support from your publisher, it’s important to have a media kit available that you can share with local newspapers, radio stations, and online publications for coverage. It should include your author photo and a compelling press release highlighting the key aspects of your book and your journey as an author. The publicist sets up a few press releases to send to long lead publications

Estelle’s Edge: In your media kit, offer to provide interviews, speak at book clubs, write guest articles, or participate in podcasts.

Build a Book Club or Bookstore Bonanza

Reach out to local, online, and virtual book clubs that cater to your genre. Offer to provide discussion guides, participate in Q&A sessions, or even arrange a virtual author visit. Collaborate with other authors to expand your reach. Consider organizing joint author events, blog tours, or cross-promotions.

Estelle’s Edge: Think about adding questions for a book club visit to your website. Also, keep in mind that if you have a local location featured in your book, it will entice local books clubs and also help get you into those regional bookstores.

Repurpose Content

I didn’t do it, but you can create bonus content such as additional chapters, interviews with characters from your novel, or flash fiction or behind the scenes info that readers can only get if they provide proof of purchase. Also, pitch guest blog posts or articles related to your book’s themes, genre, or writing process to popular websites, online magazines, and literary blogs.

Estelle’s Edge: You want to try for these supplemental essays to be placed as close to book launch as possible. I had a piece on Micro Memoir in Writer’s Digest around the time my book came out, and since I teach the subject and include it in my book, it was a nice connection.

Sure, after all your hard work, it can be hard to martial the passion you started with as you move towards your launch date. But with your support team in place, taking these steps can make this pre-launch phase one of the most productive times in your publishing journey.