Book Marketing Myth #3: You Only Have One Time to Launch a Book

Let’s recapBook Marketing Myth #1: It’s Not for Me … Really … If not for you, then who? Looked at why the author has got to be the lead, and driver of his or her book marketing success (or failure); Book Marketing Myth #2: Getting on a Major TV Show will Sell Tons of Books and a Publicist will Get Me On for Sure … probed into the myth that major TV will launch a thousand books. Both should be read at under the Blog section. Now it’s time to look at the third myth—the launch. Surely it won’t be a mere splish-splash …it’s going to be a tsunami of massive magnitude! Maybe, maybe not.

book pr

Book Marketing Myth #3: Books only have one window or time to launch. True or False?

Books only have one window or time to launch. Not! 

The thought of being pigeon-holed into a specific fay that you can only announce your book and do publicity is is so false. What a massive launch does is kickstart a buzz possibility. Authors who have been out there for a while, those of use with the first out and mostly likely more on the way, know that it’s rarely one item—rather a series of events, activities, articles, appearances—that fuel sales. Wouldn’t we all love the grand launch … all my amazing thoughts and energy into the launch will bring in MASSIVE book sales … accolades … invitations for speaking gigs … the Today show and The View will want me … my world will be soooooooo awesome …



As an author who started with traditional publishing in the 80’s, my books launched (jeeze, we didn’t even use that phrase then) with an author tour. Media releases were created; cities identified; and TV, radio, print interviews were set up in each including book signings. We authors “were kept” as one might say. The publisher set it all up including air tickets, itinerary, escorts in each city to pick you up-get you to where you needed to be—in make sure you were fed.

Exhausting, exciting … and often disappointing. Oh, the interviews were the cat’s meow. And fun. Sometimes there were books in the stores, too often, not—I think that was my first wake up that the “system” wasn’t totally communicating in a trickle down matter—author is going to be in Seattle, Portland, Los Angeles, San Francisco, Denver, Dallas, Minneapolis, Chicago, Denver (all great book cities by the way)—doing massive media, speaking, make sure books are in stores, etc.—somehow didn’t get relayed. And then the wait … were there book sales? Maybe … maybe not. Back then, a book had about six weeks to make its mark. If it didn’t, the publisher’s attitude was, “Next …” That was then; this is now. If you are traditionally publishing, maybe … maybe, your publishing will support you in this. But it’s a HUGE maybe and most likely not in the picture. Oh, you can do an Author Tour yourself—it’s a lot of work … and YOU must drive people (or have someone doing it for you at each stop) to where you are speaking signing, etc.

Author Ecstasy



Today, LOTs has changed. The mark with traditional publishing is a lot shorter—just a couple of weeks. That’s why they want authors to have huge social medial platforms—you dear author, will do most of the marketing work. You are telling your fans, your followers to “Go-Go-Go” and get the book. Go-Go-GOOOOO is the beginning … it’s not the end. Launch today should be thought of as a Rolling Launch. Here’s where you start. Build up a plan for a year to support your book. Sure—go for #1 on Amazon, why not. But what’s next. Get those blogs out; keep supporting your baby through all your social media channels. Get out there and chat it, you, the topic, what you solve, the intrigue … the whatever … and support your book so it can build the legs you envisioned in the first place. Don’t expect it to happen overnight. Its lottery odds if it does. 

Think again. The savvy author thinks of the launch is a starting point. A beginning. It needs to be in the Book GamePlan–the one that I illustrated in my book, Author YOU: Creating and Building Your Author and Book Platforms. It’s not the end where one is expected to live happily ever after. At least, not yet.  

author delight




2014_JBriles-1Judith Briles is known as The Book Shepherd a book publishing expert and coach. She is the Founder of Author U, a membership organization created for the serious author who wants to be seriously successful. She’s been writing about and conducting workshops on publishing since the 80s. Judith is the author of 31 books including Author YOU: Creating and Building Your Author and Book Platforms (ForeWord Indie/Fab Book of the Year), Snappy Sassy Salty: Wise Words for Authors and Writers and a speaker at publishing conferences.

Become part of her inner circle by joining the Author’s Ark and exclusive monthly webinar and coaching event. Each summer, she holds Judith Briles Unplugged, a two and 1/2 day intensive limited to a small group of authors who want to be seriously successful. In 2015, the dates are August 27-29th.  Her audio and workbook series, Creating Your Book and Author Platform is now available. Join Judith live on Thursdays at 6 p.m. EST for Author U – Your Guide to Book Publishing on the Toginet Network at Follow @AuthorU and @MyBookShepherd on Twitter and do a “Like” at AuthorU and Judith Briles – TheBookShepherd on Facebook. If you want to create a book that has no regrets, contact Judith at