PLAN YOUR BOOK LAUNCH LIKE A WEDDING: 8 CONNECTIONS TO CREATE MOMENTUM FOR YOUR BOOK LAUNCH

I’ve often used the analogy of a wedding to describe the planning and preparation required for a momentum-filled book launch. I recently traveled to Kentucky for the wedding of my niece, which inspired even more connections between how we involve our communities when we get married and how we can involve them on the occasion of a new book release.?

Here are a few connections and some action steps you can take to increase your success at launch.?

PHOTOS, PHOTOS, PHOTOS (AND VIDEO, TOO)

One of the ways I’ve shared the joy and anticipation of my niece’s upcoming nuptials was through her photos all along the journey: from her engagement at the Chicago Art Museum to her engagement photo shoot, and through her bachelorette weekend.?

At the wedding itself, my niece ensured that photographers and videographers meticulously captured every moment of the ceremony and reception. She had two photo booth opportunities, including one connected to a printer, instantly printing photo strips as a cherished party favor. Photos and videos extend the moments and include people not present in the excitement.

As you move from idea to writing to publishing and launching, photos and videos along the way will include people in your journey and give them a glimpse of your life and work. Here’s a powerful example from Sara Taylor, who shared her response to unboxing her latest book.?

Action Step: Take and share more photos to capture your journey as an author.?

THE WEDDING WEBSITE/YOUR BOOK MARKETING WEBSITE

Because I got married before the widespread adoption of the World Wide Web (I didn’t even have email), we did not have a wedding website. My niece’s wedding website has all the information anyone needs to participate in her wedding, including a countdown to the celebration.?

Every book also needs a dedicated web presence, usually a page on your existing website. The page can include everything people might need to know about your book. It could include a countdown to release, as well.

Action Step: Instead of only looking to other book marketing websites for inspiration, look at some wedding websites to refresh your idea of engaging the audience for your book.

THE WEDDING PLANNER/THE BOOK LAUNCH STRATEGIST?

Just as a wedding planner is an invaluable resource to a couple and their families because of their experience with all the details needed to pull off the perfect wedding, an experienced book launch strategist demystifies the components of a successful book marketing campaign.?

I watched the wedding planner at my niece’s wedding in awe. From early morning until the sparkler send-off at the end of the event, she quietly and carefully attended to every moment of the day. She anticipated needs and filled them.?

Your book launch strategist or project manager plays that same role, ensuring that your book marketing efforts roll along seamlessly, reminding you of important milestones and deadlines, and anticipating your needs throughout the campaign.

Action Step: Enlist the support of a book marketing strategist to help plan and execute your launch campaign. If you are looking for someone to play this role during your upcoming book marketing campaign, the Weaving Influence team stands by, ready to help.

THE WEDDING PARTY/THE LAUNCH TEAM INNER CIRCLE?

Many brides and grooms select a wedding party — those close family and friends who are more involved in the wedding (and pre-wedding festivities.) Depending on the size of the wedding, this could be a select few or a dozen people who you can’t imagine doing it without. These people provide moral and practical support on one of the most special occasions of your life.?

As you plan for your book launch, consider whether you want to identify a VIP team, people who make an extra commitment to supporting your launch activities. You may involve these people throughout your preparation for launch, your inside circle. They may also be the ones who speak at your launch party. You’ll probably mention them in your book’s acknowledgments, and you may want to give them a launch gift as a thank-you for their support along your journey.?

Just as bridesmaids and groomsmen may have special, matching attire, why not gift your inner circle with branded clothing to represent your book during launch week??

Action Step: Identify an inner circle to support your launch activities. Make the experience special and meaningful for them. Find out more about how to mobilize your network in support of your book marketing efforts.?

GIFT REGISTRY/LAUNCH TEAM ASSETS AND ASKS?

People getting married usually have a gift registry, and people launching books have a list of ways for others to help. Without a gift registry, people guess at what you want. Without a list of asks, people may not know how to support you with your launch.?

We recommend authors make it as easy as possible for people to participate in supporting their launch activities by providing specific instructions on how to help and creating graphics and social media posts as assets that are easy to copy, paste, and share. We typically create a Google folder and provide the link to the Google folder to the author’s launch team.?

In addition to providing assets to make it easy for your networks to help share your book through social media, you can also create your “wish list” of ways people can support you. Your list could include:

• Write an Amazon review
• Write a Goodreads review
• Invite me to be on your podcast
• Introduce me to podcast hosts you know
• Host me for an online discussion of my book
• Host an in-person event
• Share about my book on your newsletter or blog
• Buy my book in bulk?

Action Step: Create your own wish list for ways people can support your book marketing efforts.?

THE RECEPTION/THE VIRTUAL LAUNCH PARTY

Involving people in your celebration (either a wedding or your book launch) is powerful and memorable. People are honored to be included.?

Consider how your virtual launch celebration can bring people together to celebrate your important milestone. Your event gives you the opportunity to rally the support of your community on your special launch day. An event focuses people’s attention on how they can help and support you.?

Action Step: Plan a virtual launch event and invite as many people as possible. See an example of a virtual book launch event here .?

THE HONEYMOON IS JUST THE BEGINNING

While every couple looks forward to the honeymoon, an author may experience a honeymoon of sorts during the month of the book’s release, with exciting opportunities to share about the book and lots of attention from their communities in amplifying the book.

Once the honeymoon is over, a lifetime of building a relationship begins for the couple. In the same way for an author, once the excitement of launch dims, the author can begin to consider how to continue to incorporate the book in their work over a long period of time.

Action step: Plan beyond launch for a lifetime of sharing your book’s message.?

INVESTMENT

A book launch, like a wedding, can be a bigger investment of time, energy, and money than you expect. Evaluating and identifying available resources before you start planning is helpful.?

Be realistic about what your budget can accomplish, and focus not only on the quantitative metrics (which may lead to disappointment) but also on the quality of your launch. Because, like a wedding, what’s more important than the event is the meaning you create and the joy you spread.?

Action Step: As you plan for your book marketing, identify the available budgets of time, energy, and money.

Which of these connections stands out the most to you when considering helpful approaches for marketing your book?

Becky Robinson is the Founder and CEO of Weaving Influence , a full-service digital marketing and public relations agency that enables thought leaders and authors to build their brands, drive visibility, and increase sales. Since launching more than 12 years ago, under Becky’s leadership, the firm has helped clients launch more than 225 books.

In April 2022, Becky published her first book with Berrett-Koehler Publishers titled, Reach: Create the Biggest Possible Audience for Your Message, Book, or Cause . In 2023, Reach received the prestigious Axiom Business Book award in the Advertising/Marketing/PR category.