Igniting Your Book Launch (Part 1)

DiAnn Mills @diannmills 

Expect An Adventure

Every great book deserves a successful book launch. The techniques used for igniting the campaign are the writer’s opportunity to shine a light on a new writing project. Let's face it; we writers are excited, passionate about our stories and subject matter. We embrace words, brainstorming sessions, hours to write, and constructive criticism. But there is one aspect of the writer’s life that can shake us to our core—launching a book.

A writer's goal is to place well-written books into the hands and hearts of readers. Entering the world of retail and appealing to readers takes creativity, imagination, and organization. Sometimes courage. The task can appear daunting, yet with the proper steps, the writer can complete the job effectively and efficiently. 

A book launch isn’t a dribble of social media on the day of release, it’s a series of orchestrated steps, and that’s what we’re going to talk about for the next three months: the who, how, what, where, when, and why of a successful book launch. . .


A book launch is the culmination of all efforts by the author, publishing house, and those who are committed to helping present the book to readers. No one works in isolation; it’s a combination of efforts that embrace a common goal.

Marketing and promotion include developing ads, banners, guest blog posts, speaking events, book signing events, radio and TV interviews, social media, and details according to the book’s subject. We are tired simply thinking about the work.


Why create a book launch?

From the moment the idea of a book enters our hearts and minds, we consider ways to appeal the content to readers. We have a story to tell or information to present, and the world needs to know about it. We are passionate about our book project. Reaching readers is best done through careful planning in the months, weeks, and days leading up to and after the release.

Creating a book launch in the proposal stage is a plus for the unpublished writer who wants to attract an agent or a publisher. We show with professional savvy what will be done and a planned timeline through our brand and platforms. The wise writer who has the foresight to detail a book launch is a joy for any agent or editor.

Writers who experience strong sales reap the benefits of detailed efforts. In 2019 alone, 690 million print books were sold in the U.S. That didn’t include e-books or audible.

That’s a lot of competition.

Who will take the action steps to create and complete the plan?

Writers are best equipped to lead out a campaign because they have their hearts invested in the book project. Although most publishing houses have a marketing and promotion team to draw readers to our books, the writer has a responsibility to partner diligently with the publishing house. Together the writer and publisher share ideas and schedule regular updates. Self-published writers taken on every aspect of publishing. Sometimes a writer hires a publicist to help with the process. Note, a publicist can’t guarantee sales, interviews, or a presence in a coveted magazine, but the person can pitch our brand to various media.

A street team is valuable to help launch a book. These special people have relationships with others whom the writer may never encounter. The street team can help obtain signings, book club reads, library appearances, speaking events, and encourage writers with their enthusiasm and encouragement.

When does a book launch begin?

A book launch begins when the writer has an idea for a great book project and incorporates it into a proposal. While we are excited to jot down details and begin the writing, in parallel we must also think of marketing and promotion. We can reduce the marketing and promotion stress by developing a Task Timeline, to track what needs to be accomplished in chronological order.

Today we’ve covered the why, who, and when of a book launch. Next month we’ll dig deeper into the process.

Have you launched a book? What one thing had the greatest impact of connecting readers with your book?

DiAnn Mills is a bestselling author who believes her readers should expect an adventure. She is a storyteller and creates action-packed, suspense-filled novels to thrill readers.
Her titles have appeared on the CBA and ECPA bestseller lists; won two Christy Awards; and been finalists for the RITA, Daphne Du Maurier, Inspirational Readers’ Choice, and Carol award contests.

DiAnn is a founding board member of the American Christian Fiction Writers, a member of Advanced Writers and Speakers Association, Mystery Writers of America, Sisters in Crime, and International Thriller Writers. She is the director of the Blue Ridge Mountain Christian Writers Conference, Mountainside Retreats: Marketing, Speakers, Nonfiction and Novelist with social media specialist Edie Melson where she continues her passion of helping other writers be successful. She speaks to various groups and teaches writing workshops around the country.

Connect with DiAnn here: www.diannmills.com