Becky Robinson's Blog, page 2

Episode 152: The Long-term Impact of Strategic Book PR

Click here to listen on your device and subscribe! 

Welcome to Season 6 of The Book Marketing Action Podcast with Becky Robinson, where we give you information you can immediately implement to increase your influence and market your books more successfully.

In today���s episode, Becky interviews Kourtney Jason���president and co-founder of Pacific & Court���who delves into the intricacies of book PR campaigns. Kourtney highlights successful client stories, emphasizing strategies like targeted outreach, beginning PR efforts early, and managing expectations realistically within the book marketing landscape. She underscores the importance of identifying a specific audience and building a strong author brand to achieve effective book publicity.

Key Points From This Episode:

[01:10] Kourtney introduces herself and shares about her background as the leader of Pacific & Court and as an author. 

[03:09] Kourtney talks about her experience authoring five books and how that has influenced her passion for the work she does and how she supports other authors. 

[05:00] Discover Kourtney���s approach for facing rejection and how she has handled it on her own journey as well. 

[05:53] Kourtney reveals how she helps authors define and reach the audience that will be most receptive to their unique books. 

[07:34] Kourtney shares some examples of why quantity can be more important than quality when it comes to acquiring media for first-time authors. 

[08:14] How soon should an author start thinking about how they want to establish their brand and thought leadership? Kourtney shares her advice. 

[10:14] (AD) Schedule a call with Becky Robinson to discover how Weaving Influence���s custom strategies can support your book launch. 

[11:08] Kourtney discusses the long-term impact she has seen for clients who start building their brand early on. 

[12:17] Kourtney shares some of the common mistakes and assumptions authors make when setting goals for publicity, as well as guidance on how to reframe those goals. 

[15:00] Hear more of the success stories Kourtney has from her journey in book marketing. 

[15:49] Kourtney reveals what she considers to be the biggest trends in book publicity right now and how authors can adapt. 

[18:05] Kourtney wraps up by sharing her favorite social media platform. 

Action Steps:Once you start getting requests for media features as a first-time author, say yes as often as you can. The more opportunities you have to speak about your topic, the more opportunities you have to connect with potential readers of your book or clients for your business.Make sure you���re specific about the audience you want to reach with your work. Your audience can���t be everyone. Take a few moments to jot down some notes about who you���re trying to reach and the outlets that are going to help you reach them. Resources:Explore Pacific & Court���s website to learn more about the firm and the work they do, and to connect with Kourtney. Follow Pacific & Court on LinkedIn and Instagram. Key Quotes:

Writing a book is hard. It’s a very big process. ���Kourtney Jason

Sometimes no response from a media outlet is better than a response, because it could still mean they’re thinking about it and holding on to it until the time is right. ���Kourtney Jason

It is a little bit of a red flag if you’re asking an author, ���Who is your target audience?��� and they say, “Everyone.���  ���Kourtney Jason

You have to start at that D-list media to work your way up to the C-list, B-list, and then you have the cache and the expertise to really get the attention of that A-list media. ���Kourtney Jason

You can’t interview a book. It matters about who the person is behind it. ���Kourtney Jason

A successful campaign is a happy client. ���Kourtney Jason

You can do interviews, but how are you still reaching people directly? How are you building those relationships? ���Kourtney Jason

Sign up for the bi-weekly newsletter to connect with Becky Robinson and gain access to ongoing learning and conversation.

The post Episode 152: The Long-term Impact of Strategic Book PR appeared first on Weaving Influence.

The Value of Amazon Reviews��

Why Amazon Reviews Matter  

Amazon reigns supreme when it comes to book sales, accounting for an estimated 50-80% of the book market, depending on genre and format. This stronghold on the market provides incredible opportunities���and challenges���for an author trying to ���make it��� in the marketplace. 

At the center of this complex ecosystem lies a critical component that can greatly influence an author���s success: customer reviews. 

Whether you���re a traditional or self-published author, securing star ratings and customer feedback via the review platform is a powerful marketing tool that can directly impact discoverability, credibility, and, ultimately, sales. 

Read on to learn more about how Amazon reviews support your book launch strategy and should be in your arsenal of book marketing techniques for long-term success.  

Amazon Reviews Impact Visibility 

With over 44 million books available on Amazon worldwide, authors are in competition with a heap of other authors who want to get their books into readers��� hands. 

Throw in Amazon���s A9 algorithm, which is the search engine component behind the consumer-driven website, and the task of how to promote your book can become very daunting. 

The good news is that as of 2024, Amazon has 315 million active users, and that means there are plenty of people buying books; it���s just a matter of making sure your book satisfies the algorithm and appears at the top of search results for your topic/genre/category. 

The more your book reaches the top of the search, the more discoverability it has, which, in turn, produces increased visibility for your work and your message. 

So, where do Amazon reviews come into play?

When your book accumulates reviews, particularly positive reviews, Amazon���s algorithm takes notice and begins featuring your book more prominently in search results. 

This increased visibility leads to more sales, which leads to more reviews, which leads to more visibility. Unlocking this cycle isn���t easy, but it���s a prime example of how strategically incorporating reviews into your book launch strategy can have a big payoff. 

���It���s overwhelming to worry about reaching the huge number of reviews that bestsellers amass over the years. For authors on a smaller scale, it can be helpful to set and work toward modest goals. Aim for 25 reviews, then 50. Once you reach 50, you can work toward 75, and then 100 and beyond.���
Becky Robinson, CEO of Weaving Influence

Additional benefits of a robust book review profile could include: 

Being featured in the ���customers who bought this also bought������ section��Having your book featured in Amazon���s marketing emails��Becoming eligible for inclusion in special promotions on Amazon��

One important note: Getting reviews from the beginning is critical.��

Early reviews, particularly those received in the first few weeks after launch, signal to Amazon that your book deserves attention. It���s this initial momentum that launches a book from obscurity into sustainable visibility.��

This is a crucial maneuver for all authors, but first-time authors should be especially focused on their Amazon review strategy and the timing of their reviews to ensure they create the biggest splash in that sea of 44 million books. 

Let���s explore how reviews can give you, the author, an authoritative boost and, ultimately, help you secure more sales. 

Amazon Reviews Impact Credibility 

Have you ever purchased���or not purchased���a book because of a review you read? 

Reviews are word-of-mouth marketing. In vast digital marketplaces like Amazon, readers cannot pick up a book, flip through its pages, and examine it before purchasing. Instead, they lean heavily on reviews to inform their buying decisions. 

What are other people saying about this book I want to buy? 

Informed buyers often see the reviews as more important than the book���s description and will look at them to determine if the book sounds like it is for them. So, getting a respectable number of reviews in the early months after your book is released is helpful for increasing the sales of your book.

Amazon reviews provide valuable social proof about a title, demonstrating subject-matter expertise, which is a powerful trust-building mechanism that can be especially vital for first-time authors or those authors who are self-published without established reputations in the market.  

While a critical mass of early reviews can lead to more buzz for your book, don���t overlook the importance of the quality of the reviews. Reviewers can simply leave a star-rating; however, a well-crafted, thoughtful review in addition to the star-rating will carry more weight and be more influential to a potential reader. 

As you think about the quality of a review, it���s important to distinguish between verified purchases and unverified purchases when it comes to Amazon reviews. 

A verified purchaser means the reviewer bought the book on Amazon and paid a price that is available to most Amazon shoppers. Amazon checks these requirements before assigning the reviewer a ���verified purchaser��� tag. 

However, not all reviews must come from verified purchases to be published on the reviews page. Amazon still considers unverified purchases valuable as long as they meet the pre-determined guidelines. 

For example, if you establish a book launch team as part of your Network Mobilization and ask for reviews in exchange for a free copy of the book, these reviews will show up as “unverified,” but as long as they meet Amazon���s review requirements, Amazon will post them. 

For the sake of credibility, authors should aim for a mix of verified and unverified reviews, as too many unverified reviews may signal to readers that the reviews are not organic or genuine. 

Amazon Reviews Impact Sales��

There is a strong correlation between product reviews and sales conversion rates, with some studies highlighting that products with reviews are 270% more likely to be purchased than those without.

Your book is no exception. Getting a respectable number of reviews in the early months after your book is released signals to readers that there is value in your book and that it���s worth the monetary investment to read it. 

While each new review will not always lead to an immediate sale, the influence found within that review has the power to transform buyers for years to come, especially if your book launch strategy includes continued outreach efforts to cultivate new reviews as time goes on. 

You may want to consider long-term review initiatives to drive more sales like:

Following up via email sequences to anyone you know who has a copy of the book, whether gifted by you as part of the book launch or through pre-order and launch week purchases.��Featuring reader reviews in a newsletter or on social media to encourage others to post their review ��� or possibly buy the book if they haven���t!��Hosting a Goodreads giveaway or other promotional events that will attract new readers and, therefore, fresh reviews.��

Once you begin receiving reviews, you���ll better understand the key takeaways readers are getting from the book, and that knowledge is gold as you determine how to ask for more reviews and generate more sales. 

Research from Automateed found that Amazon generates $28 billion worldwide in one year from book sales alone. That���s a significant volume of books being sold. In today���s competitive publishing market, authors who understand the potential of reviews to drive sales will achieve a stronger return on investment.

Leveraging Amazon Reviews��

Reviews are a versatile marketing tool that can also be utilized outside of the Amazon platform. 

Authors should not hesitate to use reviews to create ongoing interest in their books as these reviews are authentic promotional content that will attract other potential readers.  

Feature these reviews���or at least short quotes from them���by adding them to: 

Your website��The next newsletter��Social media graphics��Additional advertising campaigns��

Having a robust number of reviews featured on your book page may also attract professional opportunities. Event organizers, podcast hosts, and media outlets frequently look at reader engagement before reaching out with collaboration ideas.  

If you���re pitching yourself as an author, thought leader, or speaker for any professional event, sharing Amazon reviews can showcase your expertise, in the same way they build trust and credibility for readers. 

Leveraging Amazon reviews is a great way to keep momentum building for your current title but they can also be foundational in future publications, whether that���s an online article or another published book. 

By treating your strongest reviews as long-term assets rather than temporary validation, you create a foundation of social proof that supports your entire author career.

The Bottom Line

Prioritizing early Amazon reviews is an essential part of the book launch strategy and can mean the difference between discoverability and obscurity. Don���t let your book or your message get lost in the depths of Amazon���s algorithm. By incorporating reviews into your book marketing techniques, you set yourself up to receive authentic, quality reviews that have long-term effects on your career as an author.��

Take Action��

Partnering with Weaving Influence to secure early Amazon reviews sets the stage for your book launch and ongoing marketing endeavors. Get in touch with us today to get started!��

The post The Value of Amazon Reviews�� appeared first on Weaving Influence.

Episode 151: The Evolving Landscape of the Book Publishing Industry

Click here to listen on your device and subscribe! 

Welcome to Season 6 of The Book Marketing Action Podcast with Becky Robinson, where we give you information you can immediately implement to increase your influence and market your books more successfully.

In today���s episode, Becky is joined by Jane Friedman���book publishing industry expert, author, and returning guest���who delves into the evolving landscape of the publishing industry, explaining how authors have taken responsibility for the marketing of their books and the impact of AI on discoverability. Jane provides listeners with her seasoned perspective on the challenges and opportunities facing authors and offers actionable insights for navigating the modern publishing landscape effectively.

Key Points From This Episode:

[01:57] Jane shares about herself and her work in the world.

[03:13] Jane reveals what surprised her the most as she worked on the second edition of her book, The Business of Being a Writer. 

[04:25] Discover what Jane decided to remove completely from the first edition of the book as she revised it. 

[06:30] Jane shares insights on how she sees the role of authors evolving in today���s publishing ecosystem and how marketing is evolving as well. 

[10:00] Listen as Jane talks about the value of having an email list that you own. 

[13:24] (AD) Schedule a call with Becky Robinson to discover how Weaving Influence���s custom strategies can support your book launch. 

[14:43] Jane outlines some of the trends she���s seeing in book marketing right now that authors should keep an eye out for, particularly related to AI developments.

[21:43] Jane talks about her own journey in marketing and shares something about her book marketing efforts that might surprise listeners. 

[25:09] If Jane could correct one common misconception that authors have about the publishing industry, what would it be? She reveals the answer.

[26:50] Jane concludes by discussing her greatest wish for the new edition of her book.

Action Steps:If there is a podcast or any other type of media that you have been interested in being a part of, today is the day to send your pitch or follow up. You have agency and the power to inquire. Wherever you are in your journey of exploring AI, take the next step. See how it might impact your work in the world or how you might use it in a positive way to share your message more widely. Resources:Explore Jane���s website, where you can subscribe to her newsletters, sign up for classes, and access all of her expert resources. Get Jane���s book The Business of Being a Writer, Second Edition , which just released. Connect with Jane on social media:YouTube BlueskyInstagramLinkedInFacebookThreadsKey Quotes:

I have been solely focused on the publishing industry since college. I’ve seen it from a lot of different angles. ���Jane Friedman

Authors are taking more responsibility for the marketing of their books, especially if they’re traditionally published. ���Jane Friedman

Email is an asset that I think continues to have longevity, and I think it’s going to be there in another five years, or 10 years. ���Jane Friedman

If people use AI tools instead of Google search, if they use Google’s AI summaries instead of going to websites, how much will that hurt your traffic or your visibility? How will it affect your business? ���Jane Friedman

If you plan to have a career as an author over the next five to 10 years and beyond, I think you have to pay attention to what AI is going to do to the writing and publishing environment. ���Jane Friedman

I think it deeply matters what you do to support your book or to support your writing and publishing efforts. ���Jane Friedman

Sign up for the bi-weekly newsletter to connect with Becky Robinson and gain access to ongoing learning and conversation.

The post Episode 151: The Evolving Landscape of the Book Publishing Industry appeared first on Weaving Influence.

The Effectiveness of Bulk Buy Incentives��

What Are Bulk Buy Incentives  

Selling books is really hard!

One way to sell more books is to focus your energy on bulk sales.

Bulk buy incentives represent book marketing techniques that amplify book sales by encouraging customers to purchase multiple copies of a title at once in exchange for special pricing or added value.

Do the math. You can sell books singly and add up the numbers, 1 +1 +1, or you can sell in bulk and see sales multiply 1000 X 10, or 10+10+100+1000+1500.

Authors typically don���t target individuals to obtain bulk sales. Instead, they focus on organizations, educational institutions, book clubs, and non-profits that need multiple copies for their members, employees, students, or clients.

Incentivizing these larger quantity buyers, authors can strategically increase their sales by making buying in bulk more enticing. 

Read on to see how to add bulk buy incentives to your book launch ideas.

What���s Possible with Bulk Buy Incentives 

You may want to sell thousands of books in a week to reach bestseller status on a big list, and most business books that make a bestseller list include some bulk orders.  

It���s important to keep in mind that making a bestseller list takes valiant effort and investment of both time and money. Plus, some bestseller lists might intentionally exclude bulk sales in their calculations. 

When identifying your objectives for bulk sales, be sure to do some research on the bestseller lists you���re targeting. 

Bestseller Success

Strategically implementing book marketing techniques like bulk sales is key to generating enough sales to potentially hit a bestseller list. Weaving Influence supported Mark Miller on the launch of his book, Culture Rules, helping him amass more than 5,500 pre-orders leading up to the launch, which landed him on the Wall Street Journal* and Publishers Weekly bestseller lists. Mark offered incentives for orders of 11+ books that included a free one-hour virtual conversation about the book. Many of Mark���s pre-orders were bulk orders, strategically placed through Porchlight Books and independent retailers.

Read our case study about his campaign.

*Note: As of February 2024, the Wall Street Journal best-seller list has ended.

Even if you don���t want or expect you���ll make a big bestseller list, bulk sales are still a helpful way to quickly see more of your books in readers��� hands, creating more possibilities for your book and work.

As a first-time author, you may find it harder to identify bulk purchasers for your book unless you have a well-established reputation with your clients. As your work grows in the world and organizations see the value you offer, you will gather readers who are excited to buy your next book.

Most authors view a bulk sales approach as both proactive and reactive.

You are proactive when you make a list of possible organizations or individuals who would buy your book in bulk and contact them to share your bulk incentives. 

You are reactive when someone approaches you for work, and you negotiate your fee to include a bulk order of your books.

Let���s explore how to leverage bulk buy incentives to increase sales of your book.

Getting the Most from Bulk Buy Incentives

As you strategize your bulk sales offers, remember that there are many ways to add value and encourage the purchase of your book in bulk. 

Some tips include: 

Identify incentives that will compel your audience. Whatever offer you make must be congruent with your book���s content and value. Look for offers you can make that fit your audience���s needs and interests.

Be creative! Look for ways to offer unique incentives that compel people to buy more books.

Make sure your offers will scale. If you���re offering your time in exchange for bulk sales, make sure the numbers add up. You have a limited number of hours available and don���t want to over-promise your time. When possible, look for incentives that do not require your time. This could include exclusive access to a video series or other digital resources related to your book.

Use bulk sales as a negotiation tool. While most authors can���t afford to trade keynotes for book sales, you can use the purchase of a bulk order of your books as a negotiating tool in closing a keynote sale by offering your keynote for a price and allowing part of the price to be applied toward a bulk book purchase.

Ask for bulk purchases. Many authors sell thousands of books to clients of their consulting practices. Your book brings your clients your best thinking and learning in a convenient package, which can be read, re-read, and shared. If clients already pay top dollar for your knowledge and expertise, they will likely be willing to invest in buying multiple copies of your book. Consider the price of a day of training with you vs. the cost of bulk purchases of your book.

Create a landing page or PDF flyer that clearly outlines your offers and promotes/shares them widely. Don���t assume that people who want to purchase in bulk will know about your incentive offers. Proactively share your offers and make sure people can easily find them. Be open to possibilities beyond the offer to develop approaches that work for your clients.

Time these bulk buys proactively. By sending bulk sales to a site like Porchlight Books, which reports to BookScan, you can increase your chances of landing one of the big lists. Porchlight also has a monthly bestseller list, so if possible, time your bulk sales through Porchlight to land within a certain week or month. Another bulk sales resource is BulkBooks.

Pro Tip

You may be wondering about placing a bulk order through Amazon. While each book will still be counted as a sale by BookScan, Amazon���s sales ranks are fueled by the number of orders, not by the number of books in each order. A bulk order from Amazon of 20 books at once, for example, will not have the same impact on your sales rank as 20 individual book orders. Instead, it will influence your rank the same as a one-book order.

Put a time limit on your offers. If you want your bulk orders to help you land on a bestseller list, work to gather them as early as possible so that they ship during the week your book is released. This may mean timing your pre-order bulk incentives to expire about a week before launch. You can also shift or adjust your offers to continue to attract bulk orders after your book is released.

When it comes to bulk buy incentives, the sky is the limit. Be sure to relate your offerings to your target audience and ensure you have the resources (budget, time) to carry out any promised deliverables you may include. 

The Bottom Line

Whether your goal is to maximize sales for potential inclusion on a bestseller list or simply expand the reach of your message by getting more books into readers’ hands, bulk buy incentives play a vital role in your overall book launch strategy. Integrate bulk sales into your book launch timeline to transform your book from simply published to genuinely impactful, setting the foundation for long-term success. 

Take Action 

Weaving Influence can partner with you to discuss your specific sales goals related to your book launch and help you develop a bulk buy strategy that will get more books into readers’ hands. Contact us today to get started!��Bulk buy incentives represent book marketing techniques that amplify book sales by encouraging customers to purchase multiple copies of a title at once in exchange for special pricing or added value.

The post The Effectiveness of Bulk Buy Incentives�� appeared first on Weaving Influence.

Understanding Amazon Category Rankings��

What Are Amazon Category Rankings?��

Amazon category rankings are a critical yet often misunderstood component of book marketing and visibility for authors. This complex system is more than just a numerical position���it determines how easily readers can discover your book in an increasingly crowded marketplace. 

Amazon���s category rankings are designed to spotlight books that are currently performing well in specific genres and associated niches���i.e., categories. For authors, understanding these rankings is part of a long-term book launch strategy that attracts potential readers and ultimately drives sales. 

A well-ranked book appears more prominently in search results, recommendation algorithms, and bestseller lists. The importance of Amazon category rankings cannot be overlooked when thinking about how to promote your book. 

Key insights every author should understand about Amazon category rankings: 

Rankings update hourly to reflect real-time sales performance.��Rankings differ across book formats (hardcover, paperback, Kindle).��Rankings can significantly impact an author���s potential bestseller status (those orange #1 New Release banners)����

Amazon Ranking Success

Don���t underestimate the power of Amazon reviews to impact your overall Amazon category rankings. More reviews signal to Amazon���s algorithm that the book is being read by buyers, which can impact how the book is ranked in its categories. Quantity and quality of reviews also help books compete for bestseller status. Weaving Influence supported Minette Norman and Karolin Helbig on the launch of their first book, guiding them through the establishment of a book review launch team. Their combined efforts resulted in a larger-than-normal team of book reviewers, which meant they received over 100+ global reviews in the first month of their book being released. This resulted in high category rankings and at least three #1 New Release banners in three different categories.
Read the full case study here.

How Amazon Category Rankings Work��

Based on Amazon���s complex algorithms, multiple factors determine a book���s ranking performance.

Sales volume data is the key metric used to determine where your book will rank within the category, as well as overall on Amazon. Both recent and all-time sales are used to determine rankings; however, recent sales (in the last 24-48 hours) are more critical than older sales. 

Speed of sales within a short time frame will also impact algorithms and affect rankings. As a result, part of your book launch strategy should include a specified ���launch week��� to spike sudden sales and, thus, increase your chances of ranking higher and securing bestseller status. 

Consider pricing as part of your book launch strategy as it relates to Amazon category rankings. Full-price books may have a higher perceived value and can potentially create a longer-term category ranking, but discounted books can trigger a short-term sales boost that significantly impacts rankings in the moment. 

Customer engagement is another indicator that determines a book���s category ranking on Amazon. Your book launch strategy will want to incorporate an Amazon review campaign to attract reader reviews that will stimulate the algorithm. The number, quality, and recency of the reviews, as well as the sales-to-reviews ratio, are all factored in.

Additional nuanced ranking dynamics exist, but it���s important to keep in mind that Amazon intentionally keeps precise ranking calculations vague, so focusing on the four factors above is a great way to add intention and strategy to your book marketing efforts. 

Strategies for Improving Amazon Category Rankings��

The foundation of a successful Amazon category ranking strategy lies in choosing the right categories. 

There are two processes for assigning categories to your book: an Automated Process and a Strategic Process. 

Automated Process

Whether you are self-published or traditionally published, Amazon relies on metadata to put your book into categories. 

The categories are designed to help people find the book and topics they���re interested in, so putting your book into appropriate categories is important. 

The category selection is partially fueled by metadata, including keywords, your book���s description, and content.

However, there is no guarantee that you will be placed into your chosen categories. It is possible that Amazon will place you into additional categories that you didn���t select. That���s where the Strategic Process of category selections comes in. 

Strategic Process��

What many authors don���t know is that you can also strategically select categories and manually add them to each of your book���s products (Kindle, print, and audiobook). 

To select the optimal categories for your book, it���s important to know the types of Amazon book categories that exist: 

Main Genre Categories ��� These are very broad in classification and are typically more competitive due to all the books the category could entail. Example: Business & Money.��Subcategories ��� These are more targeted in classification and often represent better ranking opportunities. Example: Business & Money > Management & Leadership����Niche Categories ��� These become even more specific in classification and have a lower threshold for ranking. Example: Business & Money > Management & Leadership > Motivational��Competitive Categories ��� Consider these ���more popular��� categories that are much harder to rank in as they require more sales for ranking. Example: Business Leadership or Personal Development��

When looking at competitive categories, you���ll want to determine if your book marketing strategy can accommodate the higher sales needed to achieve ranking in that category OR see if you can niche down to a smaller category with an overarching competitive main genre category. 

How do you select the right category for your book to rank on Amazon?

Research. All successful Amazon category ranking strategies start with comprehensive market research that includes:Look at what your competitors are choosing for their categories. Like books will give you guidance on what is relevant for your book.��Study bestseller patterns in the categories you���re interested in ranking in. This will tell you what readers are searching for, which will impact sales that will, in turn, help you rank.��Category Evaluation. Use a tool like Publisher Rocket that can help you check bestseller rankings for your topic. These tools look at:How many people are searching for this category?��How competitive is this category?��How many sales does it take to rank in this category? Lower sales mean you might secure bestseller status in that category. This can be used to market your book further during your book launch.��Category Diversity. You���ll want to prioritize categories that accurately represent the content in your book. You may want to include some that are more niche (but still aligned with your book���s topic), which will increase the likelihood you���ll rank as a bestseller. In tandem, you want to rank in the most logical places people will find your book, which may include some of the more competitive categories. A balance of both niche and competitive is optimal.��

When selecting categories for each format of your book, you must understand that Amazon’s Kindle and print book rankings operate on fundamentally different algorithms, reflecting the unique characteristics of digital and physical book marketplaces.

Kindle categories: 

More dynamic��Updated hourly��Respond immediately to sales spikes��

Print categories: 

Updated every 24-48 hours��Look at sustained sales history��Consider physical inventory��

In the book launch strategy, savvy authors consider Amazon category rankings for each format and apply techniques that set each version of the book up for long-term success. 

Once you have selected your categories, monitor the rankings to ensure your book continues to be relevant in categories that are ranking highly on Amazon. 

Consider: 

Tracking performance metrics (this can be done through your Amazon Author Central account).��Monitoring competitors in your category to see how their title is moving up (or down) in the same category.��Responding to market changes that can impact how people perceive your book, genre, and accompanying categories.��Testing new category combinations to see if there is a sweet spot for ranking higher in both broad and niche categories.

It can take some time for the categories to appear,
so the earlier you research and apply strategic categories, the better.��

Keep in mind: Everything is relative. Amazon ranks compare your book to all books on Amazon (overall rank) and to books in your categories. Your book will rank higher or lower depending on how other books are selling. If you or your publisher chooses categories with fewer books, your book may rank more easily in those categories, but you have to weigh that against the relevance of the categories.

Understanding the interplay between main categories, subcategories, and niche categories provides the foundation for effective category choices and is crucial to your overall book launch strategy. 

Understanding Bestseller Badges

Every author wants the social proof and bragging rights of being a bestseller.��

For most independent or first-time authors, the Amazon bestseller banner as a new release in the category is the most attainable. Depending on your category selection, getting the new release banner may only require selling 10-20 books in any hour, while landing on other more renowned lists like the New York Times requires thousands of sales in a week.

Garnering the bestseller banner gives credibility to the title and increases the book���s discoverability. Once you���ve gained the banner, you can claim bestseller status.

Here is a quick overview to increase your chances of reaching bestseller status in your category on Amazon: 

Step 1 ��� Strategically select and apply relevant categories for each edition of your book. Using a tool like Publisher Rocket to research and select these categories is helpful. 

Step 2 ��� Ignite strategies to drive pre-orders for your book.

Step 3 ��� Concentrate on launch week sales by hosting a webinar or live event that week with strong calls to buy the book. 

Step 4 ��� Through your email list and social channels, ask as many people as you can to buy your book on launch day.

The goal is to create a period of concentrated sales activity���like launch week���that pushes your book up the rankings quickly enough to capture those valuable bestseller badges.

From the time your book is available on Amazon for pre-order through 30 days after your publication date, your book has the best opportunity to gain the bestseller banner as a new release in its categories. 

The strategic work to gain the social proof of a bestseller banner can begin far in advance of launch, but it requires that you intermittently look at your product pages to see how your book ranks. 

You can also view your book���s rank over time through your Amazon Author Central Account, but there���s no way to know when your book has the banner except by looking at your individual product pages for the various editions of your book.

While it may be a momentary win, since ranks can change hourly, the category bestseller achievement can energize an author to show up more effectively to continue to share their book���s value with the world.

Pre-Orders, Bulk Sales, and Price Drops��

Balancing pre-order sales with launch week sales is a crucial element of the book launch strategy as it pertains to Amazon category rankings. 

Pre-orders can be particularly powerful, gathering concentrated momentum that will then be applied to launch day sales. These first-day sales can trigger bestseller badges and signal strong market interest to Amazon’s algorithm. 

������While pre-orders ultimately provide great value to authors and signal retailers to order the book, a robust pre-order campaign may limit the momentum of your launch week rank, as you may cut into the launch week sales because people pre-ordered the book. 

As you plan your book marketing strategy, you need to balance the need for pre-orders with a desire to also achieve strong launch week sales.

Bulk orders, on the other hand, present a more complex scenario. 

Orders, NOT sales, drive Amazon ranking, so actual sales of more than one or two books at a time influence the sales rank the same as larger bulk orders. For this reason, it���s not advantageous to ask people to buy multiple copies of your book from Amazon to drive more sales and increase your rank. Instead, ask people to buy in bulk through a bulk retailer like Porchlight, which could land you bestseller status there.

Plus, Amazon closely monitors purchase patterns, tracking indicators like IP addresses, geographic purchase locations, and the distribution of bulk purchases to prevent manipulation of the ranking system. 

Price drops on Amazon are a good sign! 

While your publisher sets a retail price for your book, Amazon ultimately controls any discounting of your print book. If you see your book discounted below the retail price in the days after it launches, take it as another win.

Amazon discounts bestselling books more steeply than other books to drive additional sales. The price drop is a gift you can use to fuel even more momentum. 

This is especially helpful for authors whose books are released in hardcover because the gap between the hardcover (nearly $30) and the other editions (often significantly lower) may nudge someone to buy the ebook or audiobook even if they���d prefer the hardcover. 

When Amazon drops the hardcover price, the price gap decreases, which may result in more sales of the hardcover.

���A book marketing trick to try: post a screenshot of the price reduction and share it with your online communities. Frame it as good news: My book is doing so well that Amazon has just dropped the price. Order an extra copy at the lower price to share with a friend. Or if you haven���t ordered yet, now is the perfect time!���
Becky Robinson, CEO Weaving Influence

Remember: Amazon���s algorithm rewards books that demonstrate consistent, organic engagement.

The Bottom Line

Achieving strong category rankings on Amazon requires a comprehensive approach combining strategic category selection, careful timing, strong book launch execution, ongoing optimization, and targeted, supportive marketing tools. With intentional marketing efforts in place, your book launch strategy will benefit from including Amazon category rankings.  

Take Action��

Working with a partner like Weaving Influence can ensure you understand Amazon category rankings and find success with your Amazon book page. Get in touch with us today to get started!

The post Understanding Amazon Category Rankings�� appeared first on Weaving Influence.

The Value of Building a Book Launch Team��

Why You Need to Engage Your Network��

Your existing networks are your greatest asset in book marketing���and reaching and mobilizing your networks is crucial for book launch success. 

This process is known as Network Mobilization and should be a part of your book launch strategy. 

To create early momentum for the book, the easiest place to start is with the people who already know and value the work an author puts into the world. Mobilizing this built-in network to become ambassadors for the book is key to expanding the reach of your book and your message. 

Let���s explore more about how to establish a book launch team from your existing connections and create a foundation of reviews to help your book find its audience. 

Start with Setting Goals

Identifying your book launch goals ahead of mobilizing your network will ensure you have a clear path for not only yourself but also for those people willing to help you share the message of your book far and wide. 

With focused planning, you can efficiently deploy your personal and professional connections to achieve maximum impact.

Network Mobilization goals can include: 

Getting review copies into the hands of early readers��Expanding the reach of the book through social sharing��Garnering media attention through PR connections and opportunities��Amassing bulk orders from people who can order larger quantitiesSecuring speaking engagements to expand your thought leadership��

While those goals are important to your book launch strategy, one of the most effective asks you���ll make of your networks is to read and review the book for launch week. Early Amazon reviews are an integral part of early success for every author, so mobilizing your network to focus primarily on securing Amazon reviews is a priority. 

���Nearly everything begins and ends with how you mobilize your network to become advocates for your book.���
Becky Robinson, CEO of Weaving Influence��

Now that we���ve mapped out the goals for Network Mobilization let���s dive deeper into how to effectively obtain Amazon reviews by building out your personalized launch team.   

Why Amazon Reviews Are Important

For authors preparing to promote their book, understanding how Amazon reviews impact their book launch strategy is fundamental for success. 

Investing significantly in securing early reviews, especially in the first few weeks after a book is released, can increase your chances of gaining visibility within the complexity of Amazon���s algorithm. 

What do we mean by visibility? If reviews signal to Amazon���s algorithm that this book is generating interest among buyers, books will appear more prominently in search results, ���also bought��� recommendations, and may even be considered for promotional opportunities. 

This can be a catch-22 for first-time authors who need reviews to get visibility but need visibility to get reviews. That���s why intentionally building an Amazon review team (a.k.a. a launch team) and mobilizing your network is an essential step in marketing a book for authors at all levels. 

What does it take to effectively mobilize your personal and professional networks for maximum impact during book launch? Let���s dive into it.

Building Your Book Launch Team��

When thinking about your book launch team, it���s important to start early as this process can be time-intensive, requires organization, and follows up with individuals to ensure their commitment to your book launch. 

Network mobilization requires two distinct approaches: one-to-one contacts and one-to-many contacts.

One-to-Many Contacts: In most cases, you do not have a personal connection with this list. It typically consists of your permission-based email list or who you may be connected with on social media but do not have a personal relationship with otherwise. You can reach more people at once with the one-to-many list. The communication is less personal than what you send to the one-to-one list but still allows you to enlist the support of these individuals during key moments of the book launch. 

For your one-to-many contacts, it���s important to identify the number of emails you will send to them and what types of support you will ask of them as you launch your book. These asks are not all that different from your personal contact list (see below), but you will not be sending out books to the individuals on the one-to-many list. You can certainly request they support you through: 

Purchasing a copy of the book, either pre-order or during launch weekBuying in bulk for their organization if they are in a position to do so Sharing about the book in their newsletter or on their blog Posting about the book launch on their social media channels Requesting a media introduction or other opportunity if they have connections 

Typically, we recommend sending 2-3 emails to this group specifically regarding the book, but you can trickle book-related content into your regularly scheduled newsletters and other email correspondence. 

One-to-One Contacts: Consider this your VIP list. These individuals will be your close personal connections from your personal or professional network. They know you. They know your work. When reaching out to this list, you will leverage your relationship with each contact, resulting in a higher rate of follow-through when asking them to support your book launch. These contacts may or may not receive an advanced reader copy of the book to read and review. 

For your one-to-one contacts, begin by mapping out your network. Categorize each contact into groups:

Friends, family, neighbors Current and past clients Current and past colleagues Industry peers and experts Influencers and social media connections Media relations  Professional association connections 

Next, you���ll want to identify all the ways that each contact can add value and promote your book. These will be your ���asks���: 

Read an early copy of the book Leave a review on Amazon Buy a copy of the book Buy the book in bulk Post the book on social media Share the book in a newsletterInvite you to be on their podcast Other media opportunities 

In return for these asks, you may offer your one-to-one network an advanced copy of the book, either in digital form via a PDF or a physical copy that you mail to them. Keep the various formats of the book in mind as you consider your book launch strategy and overall marketing budget. There may also be special bulk buy and pre-order incentives for this list. 

To manage this process smoothly, establish a spreadsheet to track essential information for each potential reviewer. Include columns for contact details, type of contact (friend, client, etc.), if they���ve agreed to join the book launch team, when you emailed them, when you sent the review copy of the book, and other important information you want to monitor as you work through the Network Mobilization process. 

The challenging part comes next: Following through to contact each group or individual to officially ask them to be a part of your book launch team! 

Mobilizing Your Book Launch Team��

Now that you have a key network that is primed and ready for your message, it���s critically important to have a strategic and focused way of involving these people in the book launch process. 

Involve them early. The sooner you involve your network, the more they will be invested in your success. Share glimpses of your journey to publishing your book. Tell the story of why the book is important for your organization and (by extension) for them. Let them know as early as you can that you view them as integral to sharing the message of your book. 

Book promotion is not self-promotion;
it���s message promotion.

Personally invite them to be involved in launching your book. The more personal your requests to support your book marketing, the more likely people will be to follow through. Identify your book launch team by calling them Book Ambassadors or some other catchy name. 

Provide a place for your network to connect and share ideas. A temporary LinkedIn group, for use during the book marketing campaign, is a great place for people to collaborate on book marketing ideas and for you as the author to celebrate people���s contributions while fueling their participation. The more insider information you can share in the group, the more exclusive and involved your group will feel.

Plan a schedule of requests and email them regularly. Before starting your formal asks of the group, let them know what to expect. You might let people know that you���ll be emailing a requested activity weekly for 6 weeks, for example. Then, plan out the asks and write as many of the emails in advance as you can.

Here is a suggested list of weekly asks, starting 6 weeks before book launch:

Six weeks before launch , request pre-orders and encourage your networks to invite others to pre-order the book.
Five weeks before launch , ask your network to get involved by promoting your book locally. Ideas could include contacting local bookstores to host events and stock your book, sharing about your book with local media, or inviting local friends to a Facebook group discussion about your book. 
Four weeks before launch , encourage your network to share a favorite quote from your book on social media channels or in email marketing to their lists. Provide graphics to make this request easy to fulfill.
Three weeks before launch , ask your network to prepare to share Amazon reviews. This message can include a reminder to people to finish reading their advance copies of your book and some simple instructions to craft a 2-3 sentence review. 
Two weeks before launch , involve your network in promoting any launch week events, including webinars or in-person events. Encourage them to invite others through social sharing, email marketing, or individual email outreach.
During launch week , request that your network buy the book to share with others while sharing about the book through social media channels, email marketing, or personal emails.

Look for ways to reward the people who help. Expressing gratitude for the ways people are involved is an important part of the book launch process. Consider creative ways to express your thanks.

Include your network in an ongoing plan. Your built-in network showed their commitment to your message before getting involved in your book marketing. They are likely a long-term member of your community. Involve them in plans to spread your book���s message far after the launch. Are you creating new certification programs based on the book���s content? They are the first ones to invite. Are you creating new events? Invite your community’s participation. Consider involving your network in the planning and execution of any ongoing work.

Book Launch Success

Considering books as seeds that you plant and grow, sharing your book generously and widely with a personal network can act as a springboard for early Amazon reviews and other opportunities to achieve important book launch milestones. Weaving Influence supported Minette Norman and Karolin Helbig in building a book launch team, meeting with them monthly to coach them on network mobilization. This resulted in a robust team of 250 supporters that advocated on their behalf, sharing on social media and helping them accrue over 100 global reviews within the first month of the book launch. With the support of the book launch team, Minette and Karolin were also able to reach 13,000 books in the first year and secure several prestigious awards.

Read the full case study here.

Remember, building a launch team isn���t just about marketing a book; it���s about creating a community around your work that will advocate for you throughout the author journey. 

Quality and Authenticity Matter

When you hear the word ���metrics,��� you probably think of numbers. While numbers are an important part of any successful book launch, quantity is not always what matters. 

Instead, authors should build authentic relationships with their book launch team, which yields stronger, more sustained support throughout not only the lifespan of the book but also the author’s journey. 

Another key area of focus is on quality Amazon reviews versus the quantity. A smaller book launch team eager to share thoughtful, honest reviews on Amazon will carry much more weight for readers���and for Amazon���s algorithms���versus hundreds of reviews filled with generic feedback. 

It is better to have a very strong network of fewer individuals who will show up to support your book launch than a bigger list with only a few people who are willing to commit to your asks. 

Quality reviews also maintain the integrity of the review system and give readers the confidence they need to buy your book and potentially share your message with their audiences in the future. 

The Bottom Line

Network mobilization, when thoughtfully planned and strategically executed, can promote your book in extraordinary ways. More than just a marketing tool, the book launch team is a community of individuals who believe in your work and can significantly add value to your book���s trajectory when properly mobilized. Don���t overlook this step when planning your book launch strategy. 

Take Action��

Working with a partner like Weaving Influence can ensure you successfully mobilize your networks with key messaging and guidelines. Get in touch with us today to get started! 

The post The Value of Building a Book Launch Team�� appeared first on Weaving Influence.

Episode 150: The Art of Authentic Self-Expression

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Welcome to Season 6 of The Book Marketing Action Podcast with Becky Robinson, where we give you information you can immediately implement to increase your influence and market your books more successfully.

In today���s episode, Becky is joined by author and poet Marla Taviano, who shares how her authentic online presence���one that embraces imperfection and interaction���has resonated with her followers. She explains her creative process, how she builds strong and genuine connections with her audience, and the significance of sharing her personal journey while uplifting other voices in her space.

Key Points From This Episode:

[01:53] Marla shares about herself, her writing, her books, and her other work in the world. 

[05:07] Marla and Becky discuss the challenges of selling books and reflect on other, more meaningful measures of success. 

[12:56] Marla explains her goal of being on 50 podcasts before she turns 50 on Halloween (this one is number 18).

[14:52] Discover some of the specific strategies that have helped Marla grow her following on Instagram and spread her important messages. 

[20:24] (AD) Schedule a call with Becky Robinson to discover how Weaving Influence���s custom strategies can support your book launch. 

[21:42] Marla talks about some of the content that has worked well for her, like poetry art, and the creative process behind that. 

[27:59] Learn how Marla keeps her Substack subscribers engaged and how important it has been in growing her brand.

[32:02] Marla reveals what happened to her previous blog posts and whether or not she would like to revisit them one day.

[35:01] Marla shares some final words of wisdom and inspiration by reciting some of her poems and explaining the meaning behind them. 

Action Steps:Don���t be afraid to be weird. Look for ways to show up as your authentic, vulnerable self online. Take some steps to start repurposing your content. What you have created in the past can be used in new ways to share value with your audience. Resources:Purchase Marla���s poetry collection��� unbelieve , jaded , and whole ���as well as her latest release, what makes you FART ?Follow Marla���s personal Instagram account and her account for amplifying authors of color, @whitegirllearning. Follow Marla on Threads. Subscribe to Marla���s Substack. She has an upcoming series for people who want to be podcast guests that will detail how to reach out to podcasters.To feature Marla on your podcast and help her reach her goal of 50 podcasts before her 50th birthday, reach out to her through her website or send her a DM.Key Quotes:

What I was born to do is read and write, and I love to promote other people’s writing as well. ���Marla Taviano 

We think that marketing will always translate into sales, but sometimes it translates into different opportunities in the world, or relationships. ���Becky Robinson

It’s difficult to tell people how to replicate what you’ve done, but what you’ve done is just bring the best of who you are to online spaces. ���Becky Robinson

People have thoughts, they have opinions, and when you are open to them and listening to them and engaging with them, that’s exciting for them. ���Marla Taviano 

You don’t have to come up with new content every single day. There are so many ways to reuse and repurpose. ���Marla Taviano 

I’m really passionate about people’s wholeness. Like, that’s my thing. I want people to be whole. ���Marla Taviano 

When people ask me, ���What’s your best advice?��� I’m like, ���Be weird. Be you.��� ���Marla Taviano

Take imperfect action. Be weird. That’s what’s going to resonate with people. That’s what’s going to connect with people. ���Marla Taviano

Sign up for the bi-weekly newsletter to connect with Becky Robinson and gain access to ongoing learning and conversation.

The post Episode 150: The Art of Authentic Self-Expression appeared first on Weaving Influence.

Episode 149: Achieving Success as a Debut Author

Photo by Eileen Molony Photography

Click here to listen on your device and subscribe! 

Welcome to Season 6 of The Book Marketing Action Podcast with Becky Robinson, where we give you information you can immediately implement to increase your influence and market your books more successfully.

In the first episode of Season 6, Becky is joined by Alison Fragale���bestselling author, research psychologist, award-winning professor, and international keynote speaker���who talks about the remarkable journey of launching her debut book, Likeable Badass. Alison discusses key strategies and initiatives behind her launch, the experience of working with a ���Big Five��� publisher, and how being proactive and consistent played pivotal roles in her success.

Key Points From This Episode:

[01:51] Alison shares about herself, her background, and her work in the world.

[03:17] Alison reveals what it was like working with a ���Big Five��� publisher and what went into achieving that.  

[05:54] Discover some of the perks that come with working with a ���Big Five��� publisher and some of the misconceptions people have about it. 

[08:00] Alison explains her understanding of what it means to be ���killing it��� with her release so far. Then Becky shares her perspective. 

[12:51] Alison shares some of the most impactful approaches that she has implemented on the path to selling nearly 50,000 books and seeing her speaking fees rise. 

[17:49] (AD) Schedule a call with Becky Robinson to discover how Weaving Influence���s custom strategies can support your book launch.

[18:45] What has been the most fun part of the journey for Alison? She reflects. 

[21:38] Alison reveals what she learned about mobilizing her network through the process of launching her book. 

[26:09] Alison concludes by talking about how she grew her audience on LinkedIn and how having that engaged audience early on helped when it came time to market her book.

Action Steps:If you���re an aspiring author or are in between projects, think about how you can grow your audience during this time. Take advantage of the opportunity to give and connect with people without asking for any support in return. Challenge yourself to be more consistent. Think about where you can show up with value the way Alison has through her LinkedIn presence over the past five years.Resources:Explore Alison���s website. Get a copy of Alison���s debut, bestselling book, Likeable Badass . Subscribe to Alison���s newsletter The Upper Hand on Substack.Follow Alison on LinkedIn and Instagram.Key Quotes:

If you do not decide it’s going to be your life’s work to sell books, no one else���including the biggest publisher in the world���is going to do it for you. ���Alison Fragale

If you do speak or want to speak, it provides a huge advantage in moving books. ���Alison Fragale

I think building your social channels is important. Get on social early and don���t have it be only about your book. ���Alison Fragale

I got the luxury of saying, ���If I’m going to do this, it’s going to be as fun as it can possibly be.��� ���Alison Fragale

It doesn’t matter who likes you. It matters who likes people who like you. And you can utilize that in books as well as everything else. ���Alison Fragale

The easiest time to build a relationship is when you’re brand new and when you don’t need anything from people, because then your reputation is a blank slate, and you can just focus on what you give. ���Alison Fragale

Consistency leads to growth. ���Alison Fragale

Sign up for the bi-weekly newsletter to connect with Becky Robinson and gain access to ongoing learning and conversation.

The post Episode 149: Achieving Success as a Debut Author appeared first on Weaving Influence.

Episode 148: Advanced Tactics for Marketing Your Book (Bonus Season Part 3)

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Welcome to a special bonus season of The Book Marketing Action Podcast with Becky Robinson! As we prepare to launch Season 6, we want to kick off the new year by sharing recordings from Becky���s sessions at Write to Publish 2024���an annual conference that helps writers reach their goals no matter where they are on their journey. This bonus season is split into three parts and covers all of Becky���s Write to Publish sessions on achieving book marketing success. 

In the final part of this bonus season, Becky outlines some of the most impactful tactics for effective book marketing, including network mobilization, Amazon review campaigns, public relations, and events. She also brings the episode to a close by sharing a meaningful story about how creating long-term impact is like planting trees and seeing them grow far beyond what you can imagine. 

Key Topics of This Episode: Becky reviews the four Reach commitments and the Reach Framework, which were the focus of part two of this bonus season.Becky spends time sharing the more advanced tactics that can be used to market your book, including:Network mobilization (determining your VIPs, launch team, and your ���in hopes that��� group) Amazon review campaigns and Amazon adsPublic relations (the impact of podcast appearances and some DIY approaches to obtaining media wins)Events, including virtual launch parties and webinars Becky answers audience questions to wrap up all that was covered during her three sessions on achieving book marketing success.Becky concludes with a touching story and inspiration for anyone who wants to create a lasting impact in the world. Action Step:While you���re working on your list of contacts for network mobilization, listen to this episode of The Book Marketing Action Podcast featuring Clint Pulver. He shares the story of how he came up with a list of 10,000 contacts to support his book launch.Resources:Get more details about the brand new Book Marketing Accelerator Course���an ongoing learning opportunity with monthly sessions throughout 2025 that will guide you through every aspect of how to market your book and build momentum for your book launch.Sign up to attend Write to Publish 2025, happening June 10-13, where Becky will be hosting a continuing class on marketing and platform building. Follow Becky on Instagram and LinkedIn. Order Becky���s book, Reach , to access more of her expert insights on creating the biggest possible audience for your message, book, or cause. Key Quotes:

One of the things that happens when you’re open about what’s real in your life is that you open a door for someone else to connect with something they have also experienced. ���Becky Robinson

Open up a spreadsheet, write down the names of every possible person you can think of, and don’t decide for them whether or not they are interested in supporting you. ���Becky Robinson

The more personal your request for help is, the more likely people are to follow through. ���Becky Robinson

When you have an Amazon review campaign, you want to make it as easy as possible for people to participate. ���Becky Robinson

In the media that you pitch, make sure you have the right pitch to the right outlet at the right time.  ���Becky Robinson

Pay attention to what other authors are doing in terms of their media appearances or article placements. ���Becky Robinson

For those of you who are embarking to make a difference in the world, you are looking at a vision and a future that is far beyond what you can imagine, and it is not going to happen overnight. ���Becky Robinson

Sign up for the bi-weekly newsletter to connect with Becky Robinson and gain access to ongoing learning and conversation.

The post Episode 148: Advanced Tactics for Marketing Your Book (Bonus Season Part 3) appeared first on Weaving Influence.

How to Plan A Book Launch Event��

The Purpose of Book Launch Events

You���ve written your manuscript, found a publisher, survived the revisions, and now you have a date circled on your calendar when your book will launch into the world. 

This is a big deal, and you need to celebrate it!

The best way to cap this important milestone is with a book launch event. Whether you choose to celebrate with an in-person book launch or a virtual launch party, a book launch event is a pivotal moment to transform your book from a personal accomplishment to a public experience. 

A book launch event serves as a critical marketing tool to connect you, the author, to not only those who have supported your author journey but those future potential readers. While book launch events can boost sales, they should not be thought of as merely promotional activities but, instead, a strategic book marketing investment that creates a lasting impression. 

Read on to learn more about the goals of a book launch event and how to promote your book, all while celebrating your achievement as an author. 

The Potential Outcomes of a Book Launch Event

Marketing a new book is time-intensive, whether you���re a first-time author or an author of many titles. Many authors have likened it to a second full-time job. 

In the various moving pieces associated with book marketing, ���throwing a party��� often gets sidelined as the author���s time, energy, and other resources tap out; however, a book launch event should not be viewed as ���just a party��� but instead as a way to further boost your message and expand the reach of your book. 

Using Webinars to Amplify Your Message

Weaving Influence supports Bob Tiede, multi-book author, through comprehensive marketing tactics ranging from email marketing to virtual events. In partnership with Weaving Influence, Bob employs the power and reach of webinars to promote this content, such as his Leading With Questions book with co-author Michael J. Marquardt. Webinars give Bob the opportunity to reach new audiences and share his content on a deeper level, and they also allow the attendees to ask questions and gain more value from Bob.

Read the full case study here.

To help you see these events as more than just a pile of confetti, here are some goals to keep in mind as you plan your book launch event: ���

Your book is not just about you. Book launch events transform a solitary accomplishment into a public celebration, creating initial sales momentum and generating broader awareness about the book’s existence and relevance.Go beyond the screen. Book launch events provide authors with a strategic platform to build personal connections with potential readers and initiate word-of-mouth marketing efforts. Create a movement. Inviting others to partake in your special occasion gives them that exclusive insider look that creates solidarity. If people feel like they are a part of something, they are more likely to support it and share it with the rest of the world. Your book included. Position yourself as the expert. A book launch event is an opportunity to stand out, differentiating you from other similar authors in the marketplace. It also gives you an opportunity to establish subject matter credibility.Celebrate your supporters. A book launch event doesn���t have to be all about you. If self-promotion is uncomfortable for you, use your book event to say thank you to your biggest cheerleaders and make your gratitude stand out among future readers. 

People want to help. One primary value to book launch events is that your friends and colleagues are poised to become advocates for your book and its message simply because they know you and want the best for you. Use your book launch celebration as a chance to remind people of the key ways they can help propel you to success as an author. Remind them to buy, review, and share your book with others. 

Authentic connection is critical in boosting your book launch event to new heights, so keep that in mind as you���re planning. 

Next, let���s look at the two main types of book launch events to help you promote your new book. 

In-Person Book Launch Events 

An in-person book launch event should be a vibrant, interactive experience, bridging the gap between authors and their audiences. 

When you think of your in-person event, think beyond a book signing. Will you be signing books? YES! However, meeting with people in person is all about making connections with your community, your supporters, and future readers. You also set the stage for others to connect to each other. 

By strategically designing physical events, you generate meaningful engagement while amplifying your book���s message. 

Create Value

Think about how you can create the most value for yourself and your attendees. Here are some strategic networking opportunities to consider: 

Partner with local bookstores, both independent and chain bookstores Reach out to local media to create PR opportunities that can spotlight your event Look into local literary communities that can spread the word about your event; think writing clubs or reading circles Consider a cause; depending on your message, you may find opportunities to connect with local non-profits or other organizations to create additional buy-in for your book and message Add in an event planner or a photographer to make the most of this memorable event Identify Event Activities 

Once you establish how to boost visibility by making these strategic connections, you will want to think about the types of things that you���ll do at your book launch event. Some considerations: 

A personal book signing experience lets you meet each attendee one-on-one (versus having a stack of pre-signed books available) Talk about your author journey, giving behind-the-scenes details about what it was like to write, publish, and market your book Select a few key passages to read aloud to the group and then invite them for a Q&A session to share even more about your message and your author journey Make it Memorable

Every party needs to be planned, and your book launch event will be no different. Think about the details that will make this event memorable for everyone who attends:

Where will the event take place? Venue for your event Is there an optimal day and time for your event? Who will receive an invite? How will invites be sent? Are there other ways to promote the event to the general public? Do you need special lighting? A projector? Sound system? What are the seating arrangements? Will there be a book display outside of the signing table? 

In-person book launch events generate buzz and create engagement that online events simply can���t replicate. When you meet face-to-face, you can show your authentic self and react to people in real time. There is a vulnerability with in-person events, and this emotional connection is what spurs genuine dialogue and lasting support.

Defining Success

Success for an in-person book launch event will look different for every author, depending on your book marketing goals. 

Measures of success may include:

Book Sales: Tracking book sales during the eventAudience Engagement: Capturing audience engagement through social media mentionsMedia Mentions: Recording the number of media mentionsAttendee Participation: Assessing the long-term impact of attendee participation (did they leave a review or attend other book-related events?)��

In many cases, authors simply want to share their milestones with family, friends, colleagues, their Book Ambassadors, and other supporters. 

So, success may be as simple as asking yourself: 

Did you have fun? If the answer is yes, then success! 

virtual book launch events

Unlike in-person events, virtual book launch events break down logistical and geographical barriers, providing greater reach to audiences in locations worldwide. 

These online gatherings leverage technology to create immersive, interactive experiences that offer a number of benefits, including: 

Accessibility: Online book launch events cater to a more fast-paced, digital world where people often face time or mobility constraints. It���s often more time-efficient to jump on a one-hour Zoom celebration during the workday than it is to drive to and from an in-person venue. And, for those not able to travel, being able to attend via the computer opens up greater possibilities for being a part of the celebration. Cost-Saving: An online book launch event will also save you money as you���re not paying for a venue, food or drink, photographer, or technology rental (projectors/screens). This cost reduction may allow you to invite more people or do a special giveaway that may not be possible with the in-person book launch event. Engagement: While in-person celebrations are prime for making personal connections, online events can significantly expand your reach by allowing more people to attend and allowing them to share about the book immediately online to their networks. The ability to share widely is a key bonus for virtual book launch events. One click can reach thousands of people. 

To learn more about leveraging virtual events, check out The Book Marketing Action Podcast interview with Wendy Haan, Weaving Influence���s marketing services manager!

Engaging with your online audience is pretty straightforward but, like in-person celebrations, your virtual book launch event should be strategically planned out: 

Prioritize Engagement 

Engaging with the audience is critical when people are sitting behind a computer screen. Consider implementing one or more of these book promotion ideas: 

Interactive Q&A Sessions: Audiences can submit questions in real-time��Add a Moderator: Let someone else lead the conversation to boost engagementInvite Guests: If self-promotion is hard for you, inviting other experts in your field or someone from your network can take the spotlight off of you, focusing on your book���s message. You may even invite other authors to co-lead the event!��Identify Technical Challenges 

Logistically, online events should be easier to plan for, but they still require some planning. Here���s what you���ll want to think about before you go live: 

What platform will you use? Zoom, YouTube, Instagram/Facebook Live all have different technological features that you���ll want to be aware of. Is your equipment up to date and working correctly? Do a sound and video tech check in advance of the event plus the day of the event to avoid technical issues. Is there a backup communication channel for any day-of glitches? What if Zoom is down? Is there another channel your attendees can quickly access to keep the party going? What are your calls to action? Have any website links you want to share ready so that making the ask for reviews, book purchases, social share, and more are easy for the people at the event. 

Virtual Launch Party Success

Mark Miller is the Co-Founder of Lead Every Day, a business leader and communicator, and an international best-selling author. He has worked with Weaving Influence on 11 book launches, including his recent launch of Culture Rules. To support the successful launch of this book, Weaving Influence organized and hosted a virtual party on launch day for Mark Miller���s followers to celebrate with him, ask him questions, and congratulate him. It was also a time to encourage orders and Amazon reviews for Culture Rules, resulting in multiple #1 New Release banners on Amazon.

Read the entire case study here.

Defining Success

Here are the considerations for how you might define success: 

Attendee Registration: How many people signed up to attend��Live Attendee Count: How many people were live at the event��Book Sales: How many books were sold during your event��Social Media: What were the social media engagement ratesCommunity: Did you build long-term relationships with your attendees?

If the goal is to create sustained interest in the book, the community-building aspect should be central to your online event strategy. Meaningful connections have long-term benefits, and you never know who will leave a review, buy a book, or show up to your next event based on your authentic connection! 

Maximizing Book Launch Impact

Whether you opt for an online virtual book launch event or something in-person, a book launch is a strategic moment to amplify your message, turning a single event into an ongoing conversation that extends your book’s impact for years to come.

As your event comes to a close, your follow-up strategies will be just as important as those initial efforts of planning your book launch event. 

Boost your event���s impact by: 

Emailing your attendee list to thank them for their participation and support. Hand-written notes may be more applicable to an in-person celebration. Either way, follow up to let them know you appreciate them. Provide an easy way for them to follow through on calls-to-actions. Create a social sharing folder with pre-written social media posts and graphics to make sharing with their networks easy. If the request is to leave a review, share a few examples and some step-by-step instructions so they can quickly post their review. Continue to share about the event even after it���s concluded. Grab video highlights to share on social media or use attendee quotes in your next newsletter. And send out the replay to anyone who was unable to make it to the live event. Your launch day is one day, but the celebration can last as long as you���re excited about your book and message. Create a discussion group. Invite those to share about it on their networks and meet twice a month to discuss key book topics with them. This connection time will create a strong community that will share your enthusiasm around your message. 

Remember: Celebrating the launch of your book can be as big or as small as you want to make it. But whether you choose the all-out bash or a smaller vent, make sure you take a moment to breathe and realize what you have accomplished.

The Bottom Line

Choosing the right format for your book launch event, whether in-person, virtual, or a hybrid of both, is a crucial step in the marketing of your book. Think beyond self-promotion and celebrating you; instead, consider the opportunity to build community around your message and showcase your work. A thoughtfully planned book launch can create lasting memories that will enhance your visibility and build a loyal network, laying the foundation as an author. It���s a win for you, personally and professionally. So, take some time to celebrate! 

Take Action

Working with a partner like Weaving Influence can create ongoing momentum for your book during and post-launch. Get in touch with us today to get started!

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