How to Create a Pre-Launch Book Marketing Plan
Yay! Your book has been written and edited. The cover design is finalized. Now, it’s time to prepare for your book launch. The launch of your book is all about spreading the word and getting it into the hands of readers. This requires a different kind of creativity and persistence.
A strong book launch doesn’t start the day your book goes on sale—it begins months in advance. Building momentum before release day ensures your book reaches the readers who need it most. Whether you're traditionally published or self-publishing, a pre-launch marketing plan is your chance to create buzz, build your platform, and prime your audience for the big day.
Here’s how to get started:
Set a Clear Launch Date
Your publication date is your North Star. Once it’s locked in, you can reverse-engineer your marketing timeline. Consider planning at least 3–6 months ahead. This gives you time to build anticipation without overwhelming your schedule.
Define Your Audience
Get specific. Who is the book for? What do they care about? Where do they spend time online? Understanding your audience will shape every part of your marketing—your messaging, your visuals, your outreach strategy.
If you're writing nonfiction, think about the pain points your book addresses. For fiction, consider the genre, themes, and emotional resonance. Knowing your readers helps you speak their language.
For further support in defining your ideal reader, visit this blog post.
Create Your Author Brand Assets
A strong, consistent online presence helps build trust. Before launch, make sure you have:
A professional author photo
A short and long bio
A book description or synopsis
Early reviews or blurbs, if available
Social media graphics and templates
A press/media kit (especially for nonfiction)
You’ll use these materials across platforms—your website, email list, social media, podcast pitches, and more.
Build or Refresh Your Author Platform
If you don’t already have an email list or website, now is the time. Email marketing remains one of the most reliable ways to connect with potential readers. Offer a free resource (like a sample chapter or checklist) in exchange for email signups.
On social media, choose 1–2 platforms where your audience is most active. Share your writing process, cover reveals, inspiration, and behind-the-scenes glimpses. This builds connection and invites your community to cheer you on.
Visit this blog to go deeper on creating your author platform.
Develop a Content Plan
Start thinking about the types of content you’ll share leading up to the launch. These might include:
Cover reveal posts
Behind-the-scenes stories or character introductions
Countdown graphics
Pre-order announcements
Excerpts or quotes
Short videos or Reels
Schedule content weekly or bi-weekly, ramping up as launch day gets closer.
Plan Your Pre-Orders (If Applicable)
If your book will be available for pre-order, use that window to your advantage. Offer a bonus—like an exclusive chapter, signed bookplate, or downloadable guide—for early buyers. This gives readers a reason to act before launch day and helps you build early momentum.
Reach Out to Advance Readers
An ARC (Advance Reader Copy) campaign can be one of the most effective tools in your toolkit. Reach out to:
Book bloggers
Podcasters
Social media influencers
Reviewers on Goodreads or Amazon
Librarians and booksellers
The goal is to gather early reviews and generate word-of-mouth buzz. Make it easy by providing a one-pager with the book’s details and where/how to leave a review.
Pitch Guest Content and Interviews
Think about where your audience gets information. Podcasts, blogs, newsletters, or online events are all places to show up and talk about your book’s themes or your creative process. Reach out well ahead of your launch—many content creators book spots weeks or months in advance.
Outline Launch Week Activities
While the pre-launch phase focuses on building awareness, the week your book releases should feel like a celebration. Start sketching out ideas like:
Virtual launch party
Instagram or Facebook Live
Countdown email series
Limited-time discount or bonus
Social media giveaway
Having a roadmap now will save you stress later.
Creating a pre-launch marketing plan allows you to lead with intention. It ensures you don’t scramble at the last minute or miss key opportunities. Most importantly, it helps you connect with the readers who will be most impacted by your book.
