A well-planned book launch party can get your book marketing efforts started off on the right foot by attracting the media and capturing new readers. Whether you are planning on hosting a book launch party at your own house or a more public place (recommended), these 10 rules are ones every author should follow:
1. Set Realistic and Measurable Goals
While a book launch party can, and should, include celebration, it is important to realize that it is also a marketing event; and its main purpose is to sell books. Therefore, think of it as a business venture as well as a party. Track every cost so you can determine the ROI (return on investment). For instance, will you use custom printed postcards or note cards featuring your book as invitations or using Evite.com? Will you host the party at your home, at a free venue like a bookstore, library, etc., or will you rent a professional party space for the event. Will you be engaging the services of an event planner, or handling all the details yourself? Event planners are an added expense, but they may possess the experience necessary to drive attendance. Be sure to set goals in terms of attendance (readers and media) and book sales (and book reviews). By determine your strategy and your budget in advance, you can analyze the results and make improvements for your next book event.
2. Pick an Appropriate Theme
Your event must appeal to your target readers to increase the chances of them attending – and of having positive word-of-mouth afterward. For instance, if you’ve written a mystery, host a “murder mystery party.” By picking a theme that relates to your book, and making that theme a clear component of the invitation, you ensure that everyone who attends is a prime candidate to buy your book at the end of the evening when you pull out your signing pen.
3. Call Upon Your Guests
Follow-up on every RSVP with a personal “thank you” that promises them a good time, a goodie bag (see below), and a great discount on a signed copy of your book. Also ask if they know anyone else who might be interested in attending the book launch event of the season (hyperbole is okay when it’s tongue-in-cheek). Make sure your guests know that they are welcome to invite/bring others to the event. If your guests start to use their social media reach to promote your event, your guest list can quickly climb, which means more book sales and more book reviews.
4. Market to the Media
Appealing to the media requires having a unique and compelling angle. Fortunately, if you did a good job connecting with your readers, you probably already have a unique and compelling angle right at your feet. Now just write a press release about it:
Local Mystery Author Launches Highly-Anticipated New Novel with a Murder Mystery Party and YOU are invited!
Not a bad headline for a press release, right? Once you have your press release written, send it to your local newspapers, television, and radio stations. The more local the media, the more interested they will be. Are you going to attract Good Morning America to your book launch? Probably not (see Rule #1). But will the local news channel feature you in a segment? Perhaps, especially if you’ve accumulated an impressively large guest list. When the segment airs, record it and post it to your social media. Share it with your attendees. They’ll all brag about being at an event that got on the news. What does that mean for you? More book sales!
5. Get Social Online
Before and after your event, be sure to use the power of social media to spread the word. Prior to the event, use your social media platform to drive awareness, answers questions, promote the event, and solicit attendees. Afterwards, share lots of pictures of the fun time had by all (along with a link to your book, of course). Even if people aren’t able to attend in person, they’ll love to see the pictures and they still may buy the book (which is, after all, the whole point!).
6. Get Social Offline
Even though many writers are introverts by nature, your book launch party is not the time to be shy. So step out of your comfort zone and embrace the gregarious published author inside you. Strike up conversations with every single person in attendance. Be generous with your time and your smile. Rather than going for the “hard sell” take lots of pictures with everyone instead, using THEIR phones as well as yours. If they have pictures on their phones, they are more likely to post those pictures on their social media platforms after the event, along with links to you and/or your book. Those online postings last a lot longer than your event ever will.
7. Get Really Social Offline
The more fun your guests have, the better your sales will be at the end of the night (since everyone will still be there) and the better your word-of-mouth will be after the event (which means the better your sales will be afterward, too). So get ready to live it up on the night of your party! Create lots of photo opportunities and encourage all your guests to take as many pictures as they can, not just of you or your book, but of the venue and/or decorations. Did your murder mystery guests don costumes (did you encourage them to by adding a costume contest to the proceedings)? Have them take posed pictures. Would your romance novel lovers mind posing next to a life-size cardboard cutout of a male hunk? Probably not. By connecting with your readers, creating a theme, and having fun, you’ll create an atmosphere that encourages reader engagement, and that will translate to more book sales at the end of the night — in other words, a perfect book launch party!
8. Joint Ventures are Your Secret Weapon
A “joint venture” is a collaboration between two people or companies with mutually-beneficial goals and results. Any good party has goodie bags, right? But rather than giving away copies of your book (you’re trying to sell copies, after all), partner with local businesses who are seeking marketing opportunities of their own. Would your romance novel lovers enjoy the local bakery’s cookies (along with a coupon) inside their goodie bag? Of course! Would your action aficionados like a coupon for a free tub of popcorn with the purchase of tickets to the latest James Bond movie playing at the local Cineplex? Absolutely! Joint Venture partnerships like this are relatively easy in this day and age of social media, and you may be surprised how many of them will advertise YOUR event on their social media platforms, too.
9. Prepare to Sell Books
When you’re in the middle of a fun party, the last thing you’ll want to be burdened with is handling book orders. But of course, taking book orders is the whole point of throwing a book launch party. What a dilemma! Fortunately, with advance planning, you can make sure this important step goes just as flawlessly as the party itself. Consider the logistics in advance in terms of cash, check, or charge. If you plan on charging sales tax, determine a discount to offer on your book that rounds the final cost to an even number (preferably in a cash-friendly denomination like $10, $15, or $20). You can promote the discount and you don’t have to worry about counting pennies for change. If you plan on taking credit cards at the event, is your smart phone hooked up with a way to do that, either with Square or PayPal, for example? It’s easy to hand-out business cards with your Amazon link printed on it, but the reality is that people attending a book launch party will expect to be able to buy a signed copy of the book that night, and you want them to! Who knows whether they’ll buy it the next day?
10. Call Upon Your Guests Again
If your attendees are old friends (or new friends who had a great time), they’ll be happy to help you spread the word about your book – but they might not know how. So tell them. Be sure your venue has a number of placards or signs with instructions for posting reviews on Amazon, sharing pictures on Instagram, or commenting on the event on Facebook. Be sure to follow-up personally with every attendee via email after the event with links to write a review, post a picture, or share a selfie.
Now that you have a mailing list, you can also notify them when your next book event takes place. And it’s sure to be even better than your first one. Throwing your first book launch party is always the most difficult. But perhaps these rules will make it easier (and more successful).
If you’re a self-publishing author who is finding it difficult to “get your book out there,” reserving 5 hours with a Personal Marketing Assistant may make all the difference. We can help you even if you didn’t publish with Outskirts Press, the #1-rated self-publishing company according to Top Consumer Reviews.