May 20, 2020

Igniting Your Book Launch (Part 2a)

DiAnn Mills  @diannmills
Expect an Adventure

Last month we discussed the why, who, and when of igniting your book launch. This month we’ll continue with the where, how, and the value of a street team. Let’s dive in!

The where and how of a book launch are linked together
1.           What are the uniqueness and strengths of the writing project?
2.           Establish a list of objectives with the book launch?
3.           How have you focused on your target market?
4.           Can the writer cross-promote with other writers in the same genre?
5.           What are the pitch angles?
6.           Are you active where your readers hang out online?

Organization is key to establishing a book launch that showcases the book. The where and how is also tied to a street team.

The Value of a Street Team

A street team, sometimes referred to as a book launch team, dream team, posse, gang, road crew, backstage team, etc. is a means of spreading a writer’s message through a volunteer group of readers who are willing to promote a writer’s books, brand, speaking, blog, events, and online presence to others within their circle of influence. Through social media and their local communities, the team can impact others by word of mouth, the best method of influencing others. A street team makes this happen.

Where do I find my street team?

A support team is found among your readers, librarians, book reviewers, bookstore owners, store managers, and even family. The goal is to recruit other readers and social media followers from all over the country, and even the world.

I sent an invitation through Facebook as a starting point for my team. From that list, I narrowed the list to approximately 35. My selection criteria was: 1. interest in working together as a team, 2. willingness to post reviews, 3. loved my books and excited to spread the word about my brand through social media.

Do I need a mission statement?

Yes! The writer and the street team need a defined purpose. With a mission statement, goals and expectations are more easily outlined. Each writer has unique goals.

How does the writer and street team communicate and support each other?

1.  Form a private Facebook group or email loop.
2.  Invite members to name the street team.
3.  Encourage prayer and praise requests.
4.  Support each other in every way possible.

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:


  1. DiAnn,

    Great post about your launch and your little video clip about your book was fascinating about the choices we each make. Thank you.

    author of 10 Publishing Myths, Insights Every Author Needs to Succeed

  2. Thanks, Terry for your kind words!

  3. DiAnn, this is wonderful advice. So precise and easy to follow.
    Thank you so much for sharing this information with us.

  4. I love your clip! And this is excellent advice. Thanks for posting.

  5. As always, DiAnn, expert advice. No. Not snakes!