For most emerging authors, the book launch represents the finish line. It’s the “I made it!” moment after months, or years, of writing, editing, revising, and promoting their book. Friends send their congrats and social media lights up. A handful of sales roll in and then, the unexpected happens. The thrill and anticipation of publishing your first novel fades. Sales screech to a halt. Notification dings from social media disappear and authors find themselves asking, “Now what?”
The truth is, the book launch shouldn’t be the defining moment of your book’s life. It’s simply the first step. Most books don’t become NYT’s Best Sellers overnight. Waking up to thousands of dollars in sales and top media interviews is rare. What’s normal is what comes next.
Setting Realistic Expectations
Leading up to book launch day your supporters are family, close friends, co-workers, and existing SM followers. After this first wave, you enter the next phase: reaching readers who don’t know you yet. And this takes time.
Instead of measuring success solely on launch day sales, you should also track (and engage through) related content: newsletter/subscribers, reader reviews, book club invites, podcast interviews, SM engagement, website tracking, and new professional connections. (Whew! Did I miss anything?)
These are all signs that your book is gaining traction, despite fluctuations in sales.
Talk About Your Book Without Saying, “Buy My Book!” All The Time
Readers connect with stories, not sales pitches. Instead of repeatedly posting purchase links, cultivate interest by sharing behind the scenes type content. Think of it as promoting your work, not only your book.
Share the inspiration behind the storyline or a certain character. Talk about unexpected finds in the research you conducted while writing. Deleted scenes, unused ideas, and lessons learned during the publishing process are all great shares. Bonus: share behind the scenes writing photos of your desk, images of your favorite way to beat writers block, and pictures of the book cover concepts you didn’t use (the last one is my fave).
Not only are these fun for the reader, it allows them to connect to the person. It fosters trust and loyalty. And loyal fans drive organic growth.
Staying Sane During the Sales Slump
Try to remember that every author experiences slow periods, even famous ones. Sales are data, not identity. What successful authors do during that time is continue finding ways to promote their book. Book tours, signings, interviews, and community appearances continue for months or years after publication. Your next opportunity may come from a reader you haven’t met yet.
Most importantly, start writing the next thing. You can use that in your marketing for the previous book. And nothing helps the author’s mindset more than getting back to the work itself.
Many successful authors gain momentum gradually. The healthiest authors celebrate their launch, learn from the experience, and get back to creating. The launch introduces your book to the world. It’s the beginning of your career as an author. The months that follow are what help you find your readers.
We know you have questions, and we have answers. Feel free to reach out to us at omnibuspub@gmail.com. If you like what you’re reading, please consider sharing our newsletter with a friend using the link below.
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