What To Do Before Your Book Launch: A Guidebook

What to expect when you’re expecting your book? What’s going to happen first, and second, and third?  For me, as I waited for the launch of my debut novel, I was overwhelmed with how much I had to learn, had never learned, and perhaps could/would/should have learned—were there an eight-day week into which I could tap.

During the 2-24 months between signing a book contract and receiving those freshly pressed books, there is much to do and little guidance available.  For the secrets of debuting, I turned to the underground, where surreptitious bands of debut novelists come together in the shadows to share the secrets they’ve learned from already published brethren. I found sister-wives (and husbands) – 99% of us scared of asking too many questions of our frightening publisher-husbands. (What if they snatch away the opportunity! Only print four books! Don’t like us!!!)

That’s what drove me as I signed the contract for novel # 2 to to write the guidebook, What To Do Before Your Book Launch with M.J. Rose, author extraordinaire, marketing guru (principal of Author Buzz,) and, best of all, a close friend. (A chance to work a bit less solo—but still in my official author sweatpants. After all, writing together can be ‘virtually’ done.)  We saw that while there were tons of great books on publicity, marketing, ‘how to’s’ on everything from getting an agent to publishing without one, there was a missing piece: what to do when you actually catch the gold ring of a publishing contract? We felt the need for a guide for authors, covering everything from working with your publisher, to reading in public, to help for publicity and marketing, to using (and misusing) social media, to how to dress for your author photo . . . and far more, including cautionary tales, worksheets, timelines and even. . .

Manners & Etiquette for Writers (from What to Do Before your Book Launch:)

1) I am certain there are a number of snappish authors who advocate that dogs-should-eat-dogs, who have managed to hit every bestseller list, but I believe in nice. I recommend that ‘nice’ (which, by the way, is entirely unlike being a doormat) color your launch.

2) Get into training now. Answer your mail. All of it. When you receive a compliment, say thank you. (I remember getting When a reader complains that you are biased, don’t rant at your accuser (especially in public!). Ignore them or try to answer thoughtfully. I sent one such email to an angry woman who’d written to me because she thought I’d been disrespectful at one point in my book, and received a more rational answer. We actually found some common ground.

3) Don’t be self-important. I’ve read postings by debut authors complaining about the letters they receive. God, I can’t believe what these people write to me. They want me to send a book! They want a signature! They want me to speak to their class!!

 Perhaps this public complaining is a way of showing off how Very Important one has become. Or perhaps they really are stretched to the limit. Too bad. Every job has its down side, but do you want your doctor to write about how disgusting she found your rash?

We’ve written books—we haven’t become queens and kings of the world.



4) Don’t grumble in public. Especially in print. Never online. And never about your fellow writers. (Unless you are looking to build a reputation contingent on your cruel wit. Some do. This is not recommended for the average sarcastic person—be certain you are at a comfortable doctorate level of nasty and anti-social enough to pull this off this snarky persona.)

5) Unless you are writing a professional review, If you don’t like something, keep it to yourself. I never post a negative review on Amazon or Goodreads, or anywhere else. Not because I’m too wimpy to be honest, but because there are enough professional and amateur critics out there and I know how much even the best-intentioned criticism can hurt, and I don’t want to add one more bad word. I either give five-stars or I don’t do anything. And trust me—writers notice. When I get a 4-star review on Amazon from someone I know, oh, I notice. Never underestimate the thin skin or pettiness of your fellow writers.

6. Do you plan to write about your life as an author? Readers—and you are seeking readers, folks, not just the guffaws of your fellow writers—don’t want to hear complaints about how tired you are, how much you hate writing, and what a grind revision is. It’s better not to show how the sausage is made. Dazzle readers with great writing; don’t depress them with what is properly meant for your therapist’s ears.

7. The proper audience for swearing about critics, cursing about Amazon reviews, or sneering at the efforts of more successful writers is your trusted team of writer-friends. And if you have complaints about your treatment at the hands of your publisher, take them to your agent.

8. Don’t, don’t, don’t whine in public! You have published a book. This is a fantastic feat. Let people see how happy and grateful you are. I may have broken this rule during the Macmillan-Amazon contretemps, which occurred very shortly after my launch. The corporate wrangle resulted in the inactivation of the ‘buy’ button’ on my book’s Amazon page. I wrote a post about it, but limited my comments to my own experience, seeking to be interesting, not to vent anger or assign blame. Did I succeed? Maybe, maybe not—but the article was cited by Guardian UK and The Christian Science Monitor, so I’m awfully glad I didn’t embarrass Grandma.

9. Don’t forget to thank your agent, editor, copy-editor, cover designer—everyone. Flowers, candy and bagels are all nice. Paperweights. Wine. Etsy is a perfect source for unique gifts.

10. Readers don’t limit themselves to just one book. (Not even yours.) If you are a writer, you are probably also an avid reader. Publicly praise great books you read. Use Facebook and Twitter to spread good words about other writers. Promote their books—even ones that come out the exact same week as yours. It’s good karma. You can’t expect help if you don’t provide it to others. And it’s nice. Just like Grandma said.

And when using social media:

11. Don’t be mysterious (Something wonderful is going to happen to me, but I can’t say what!) It is aggravating, annoying, and implies that you think yourself so important that others will stay awake wondering about you.

 12. Use exclamation points judiciously!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ALSO CAPITAL LETTERS!

13. Don’t post anything ugly about other people—this includes personal rants and unflattering party photos.

14. Don’t send group blasts or group direst messages for events or anything else unless it’s a warning that the world is ending and you’re the only one who knows. If you want people to take the time to come to an event, buy your book, or spread the word, take the time to tailor your message. Otherwise, simply post your events, etc on your FB page or send out a regular tweet.

15. And it bears repeating—as my grandmother always advised: be nice. It means an awful lot.



Postscript: The complete list of topics covered in the guide is:

CHAPTER 1:  FIRST STEPS TOWARDS YOUR BOOK LAUNCH                                                   

What to expect (when you’re expecting publication.)                                                                                   

Domain (and other) Names                                                                                                                                             

Mailing Lists                                                                                                                                                                              

Dipping Your Toes in Social Media                                                                                                                             

Social Media Tips                                                                                                                                                                         

CHAPTER 2: AUTHOR WEBSITES, BLOGS & AUTHOR PHOTOS                                             

Building an Author Website                                                                                                                                                  

One Truly Key Website Issue                                                                                                                                        

To Blog or Not to Blog                                                                                                                                                        

Author Photos                                                                                                                                                                                

How to be Photogenic (a compilation of gathered hints)                                                                            

How Do You Look? (Yes, neatness counts)                                                                                                          


A Cautionary Case Study                                                                                                                                                          

What’s the Problem?                                                                                                                                                           

In Defense of Publishers                                                                                                                                                    

What to Do?                                                                                                                                                                               

More Than Luck: Ten Things You Can Do For Your Career                                                                       

Things they don’t tell you (a list from two bestselling writers who wish to remain anonymous). 

CHAPTER 4: PUBLICITY & MARKETING                                                                                                             

Should You Hire a Publicist?                                                                                                                                          

What About Marketing?                                                                                                                                                    

Advice from M.J.                                                                                                                                                                      

How Author Newsletters Can Backfire                                                                                                                  

Newsletter Etiquette                                                                                                                                                           

10 Marketing & PR Points from M.J.                                                                                                                                  


Case Study: Another Cautionary Tale                                                                                                                              

Today’s Reality                                                                                                                                                                       

What is This Thing Called Publishing?                                                                                                                            

Why You Can Count Your Blessings                                                                                                                          

Great Expectations: The Writer’s Enemy                                                                                                              

The Care and Feeding of Your Own Career                                                                                                            

Editing Your Attitude                                                                                                                                                          

A Happier Case Study:                                                                                                                                                                

Helpful Hints on Determining Your Path                                                                                                                       


Should You Make a Book Trailer?                                                                                                                                      

Planning a Launch Party                                                                                                                                                        

Determine your Goals                                                                                                                                                        

Practical Factors                                                                                                                                                                    

Choose a Venue                                                                                                                                                                       

Reading in Public: Ten Hints From Randy                                                                                                                   

CHAPTER 7: MS. MEYERS – MANNERS FOR AUTHORS                                                                       

CHAPTER 8: CONSOLATION FOR BAD REVIEWS                                                                                   

CHAPTER 9: RANDY’S TEN (BOOK LAUNCH) COMMANDMENTS                                           

CHAPTER 10: A TIMELINE FOR THE YEAR BEFORE PUBLICATION                                        

CHAPTER 11: WORKSHEETS FOR SOCIAL MEDIA                                                                                 

Social Media Voice Worksheet                                                                                                                                             

Determining Your Mission, Goals & Strengths, and Strategies                                                                

Determining Your Online Voice                                                                                                                                           

What Can You Offer?                                                                                                                                                            

CHAPTER 12: WRITERS ON THE CRAFT & BUSINESS OF WRITING                                      



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One Comment

  1. Mari Passananti
    Posted October 1, 2012 at 8:06 pm | Permalink

    Congrats on the book and the great reviews! And please please broadcast point eleven above in your teasers far and wide.

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