How important is it to have a massive book launch whenever you release a new book?
I think the answer to this question varies from genre to genre. For the more mainstream genres where word of mouth is driven by general popularity, such as romance or thriller, it’s probably fairly important. For more niche genres like science fiction that are driven mostly by a dedicated core of fans, it’s not as crucial as you might think.
The reason most often cited for doing a big book launch is to try to get onto the rolling 30 day and 90 day new release lists on Amazon. When I published Genesis Earth back in 2011 before the publishing landscape flooded with indie books, I saw decent sales for the first 90 days, probably because that book was on the list. That happened more by accident than design, though, and it would be much harder to replicate now.
In general, I think that indies tend to overemphasize the importance of the new release lists. On forums like KBoards, I’ve even heard some writers go so far as to say a book is dead after the first 90 days. That runs contrary to my own experience–in fact, I doubt that it’s true even in the mainstream genres. Ebooks are forever, and there are all sorts of things that can give a book wings after months or even years from its initial launch.
That said, I do try to do a couple of things whenever I have a new release:
- Mention it on social media and here on my blog. I don’t generally send out those annoying “buy my book!” posts, but when I have a new book out, I figure it’s worth a mention since my readers are going to want to know.
- Send out an email to my mailing list. That’s the only reason why the list exists–to announce new releases. Typically, though, I wait until the book is up on multiple retail sites, so that I can include most if not all of the links.
- Put up the book on the sidebar of my blog. Ever since I got rid of all the typical blogging widgets (like calendars, tag clouds, archive lists etc) and dedicated the sidebar almost exclusively to my books, I’ve sent a small but steady trickle of traffic in that direction. The sidebar links aren’t comprehensive, but most of my books are up there.
That’s about it. As you can see, nothing too fancy. My book launches tend to be fairly quiet, and that works just fine for me.
At the same time, though, I kind of wonder what would happen if I tried for a more aggressive launch. When I was first starting out, it didn’t make much sense because I didn’t have much of a platform or very many books out. Now, though, I wonder if putting a bit more emphasis on a new release will yield measurable results.
When I release Brothers in Exile in May, I’m going to try out a couple of things to give it an initial boost. I already have it listed on Goodreads, and I’ll post a few short excerpts from it here on my blog in the days leading up to and immediately following its release. Beyond that, I don’t have any firm plans, but I would like to do a few guest posts and maybe run a couple of promos.
As you can probably tell, I’m not a huge expert on how to run a massive book launch. What I do know is that in some genres at least, you can succeed without going all out on them. Throwing a massive launch probably isn’t going to hurt you, but it’s not like that’s your only hope for ever breaking out.
