Preparing to launch your new book? Follow these essential steps.

Here at Ambition PR we have over 15 years of experience helping expert authors launch their books.?

Although no two are the same, with hundreds of book PR campaigns under our belts in a wide variety of niches, we know a thing or two about the most effective book launch tactics. Preparing your social media, websites and marketing collateral means you can hit the ground running on publication day.?

Here’s all you need to know to create the perfect pre-launch to-do list:

Profile Updates

Update Your Website - your website is often the first reference point for journalists and prospective buyers, so it needs to be accurate and a ‘one stop shop’ for everything they need to know about you. This could include up-to-date bios, case studies, testimonials, services and client lists.?

Including some example blog posts can also give editors a flavour of your writing style and topics so they are more likely to commission you to write for their publication.?

Update Your LinkedIn Profile - When journalists are scoping out potential contributors for their upcoming features, LinkedIn accounts can be a really useful expert directory. Making sure you’ve got a great bio and up-to-date career history, ideally including recent testimonials, will tick the initial verification boxes for a journalist.

In the past we’ve also seen authors create header images which include a picture of the book and information about where to get hold of a copy, like the great example above from Dominic Monkhouse . And don’t forget to include a link to the book in your ‘featured links’ section as it's a clear credibility marker for your expertise.?

Get Some Up-to-date Headshots -

Headshots are really important for press use. It’s common to be asked to supply one with press commentary so these should be recent and consistent with the ones used on your website and social media profiles. Ideally headshots should be high-resolution portrait, head and shoulders images with a neutral background. If you’re working with a PR agency - make sure they have your up-to-date image too!

Update Your Email Footer - Some authors choose to update their email footer so that it includes details of their upcoming book and the cover image. This can provide a more subtle reminder of the book launch. You could even embed a link to buy the book in the image.

Book Assets

Add a Book Landing Page/Section - A separate landing page or section of your website about the book specifically that links to purchasing options is a good way to showcase its value. Including the first chapter as a free downloadable asset can also be an effective lead magnet by giving readers a taste of what they’ll be getting in the rest of the book. Some opt to host this behind data capture, others do not, and this will be dependent on your wider marketing goals.?

Create Book-Related Blog Content - A blog post which links to the key themes discussed in the book is another effective way to drive people to purchase. This gives you the opportunity to provide some additional insight into why you wrote the book, ramping up interest prior to publication date. We recommend a minimum of 1 x blog post in the month leading up to publication, but depending on when your publication date is and your preferred content schedule, you could even post as many as 1 per week so long as each had a slightly different focus for the reader.?

Video Interview/Q&A - Consider teaming up with a trusted colleague/mentor/peer who could conduct a short 5-10 minute video interview (via Zoom if it’s easier) where you can discuss your book. This might answer some key questions potential readers could have or provide wider topical context for the book. It is often much easier to answer questions asked by another person than to self-promote. This video asset could be sliced and diced in many different ways for both social media and your website in the run-up to publication day.?

Giveaway / Promo Content Some authors like to put together a few goody bags which might include a copy of the book (like in this example from Gillian McMichael MCC ), a branded mug, a tote bag or notebook to give away around the publication date. But it doesn’t have to be physical content - you could also create digital assets such as a free course or access to an exclusive webinar instead. All of these approaches can generate excitement as your publication date approaches and parlay some of the book interest into other elements of your wider offering, like courses and coaching.

Reader Reviews / Testimonials - Consider asking friends, colleagues, customers, suppliers or peers for short written or video testimonials (1-2 mins max), images of them with the book or posting their key takeaways from the book on their social media profiles / newsletters. This credibility by association can really enhance your own promotional activities and offer third party credibility.?

If you specifically mention industry figures or others in your network in the book, sending them a copy to let them know of their inclusion will encourage them to engage with your launch activities too.?

Social Media

Plan Social Media Content - The options for social media posts authors could use to gain attention for their books are almost endless! You know your audience best, so what works for your campaign will be unique. Whether it's graphics, like the example above by Bethany Ainsley , live videos, or teasers of your book, there are so many options. To give you a flavour of the possibilities, the most effective strategies we’ve seen use a mixture of posts to reach and captivate different audiences.

Here are some ideas you could include in your plan:

• Countdown to launch - This could start a month prior to the launch, with weekly updates, before you embark on a daily countdown in the week prior.?

• Sharing testimonials - whether that's a video or a simple text one, like this example for Rameez Kaleem 's book 'A Case of the Mondays'.
• Linking topical news stories to relevant quotes from the book
• Creating polls or discussion points using the books themes
• Tapping into topical awareness dates
• Posting an ‘unboxing’ video when you receive the first copies, like the one below that Steve Sanders posted when he received his book 'Five Horizons'.
• Using snippets of the author interview video mentioned above
• Sharing the blog posts mentioned above

Frequency - It is important to post regularly, but without bombarding your feed. Two book-related posts per month for LinkedIn/Instagram/Facebook and six to eight posts per month on Twitter in the lead up to the launch often works well, with a greater intensity around the publication date itself.

Ready to take your book to a wider audience??

At AmbitionPR we work directly with authors, as well as on behalf of publishers who wish to outsource their book publicity campaigns to a specialist PR agency.

Specialising in non-fiction, we craft impactful publicity campaigns showcasing the book and how this forms part of the author's overall brand proposition.?

If you want to find out more about how book PR can take your book to the next level, get in touch at [email protected]?