Book Launch Basics: A Step-by-Step Guide for Authors

by Susan U. Neal @SusanNealYoga
Launching a book takes more than just uploading it to Amazon and saying a prayer (though prayer is certainly part of the process!). A successful book launch is strategic, layered, and rooted in connection—with readers, influencers, and platforms that help your message reach your reader. Whether you're a first-time author or a seasoned writer, this overview of book launch basics will help you cover all the essential elements.
Start with Your Website
Your website is your online home. It should be updated and ready before your book is released.Lead Magnet & Email ListDo you offer a free gift (lead magnet) to encourage visitors to subscribe to your email list? If not, create one tied to your book’s message. Once they subscribe, start an automated welcome email sequence to build connection. (See my lead magnet and email marketing courses through Christian Indie Publishing Association (CIPA) at CIPA.Podia.com.)
Boost Your Domain AuthorityCheck your website’s domain authority using Moz’s free tool. A higher domain authority means more visibility on Google. If your score is under 20, take action by writing guest blogs, magazine articles, and being interviewed on podcasts so your website has more links to it on the web. 
Optimize Categories and KeywordsOne of the most strategic steps is ensuring your book is placed in the right Amazon categories along with strong keywords. Take the course “Determine Your Most Strategic Categories and Strongest Keywords” on CIPA’s site to help your book rank higher on Amazon.

Add Your Book to Your WebsiteOnce your book is finalized, add it to one of your website pages. Include a description, endorsements, media kit, and purchase links.
Marketing through Media, Blogs, and Beyond
In my book, How to Sell 1000 Books a Month, I suggest an author markets based upon their personality. Introverts would probably prefer to write guest blogs and magazine articles. Whereas extroverts thrive off of being interviewed on podcasts, radio, and television shows. Here's a roadmap to help you decide what works for you:Pray for DirectionAsk the Lord to guide your path. He knows which doors to open. 

Craft Your Media PitchPractice your media pitch—why should a host interview you? Create a list of ten interview questions. Highlight how your book meets a reader’s felt need.

Podcasts & InterviewsJoin Podmatch.com to connect with podcast hosts (CIPA members receive a discount to Podmatch). Also download the List of 100+ Radio and Podcast Media from CIPA to begin pitching for interviews.

Create a Press KitBuild a media page on your site with previous interviews. Include your book cover, bio, social media links, interview questions, and downloadable headshots. Here's an example: Susan's Press Kit.

Guest Blogging with StrategyWhen you blog for other websites, you reach a whole new readership. Schedule a monthly guest blog during the first six months of your book’s release. Include a link to your lead magnet, book, and website in your bio.

Track Your AppearancesKeep a Word document by year, listing every podcast, TV show, or blog you’ve been featured in. This document will help you find the link a couple years down the road.

Book Blog TourSchedule a blog tour with a touring platform. CIPA members receive a discount from Celebrate Lit’s blogging services. Blog tours are especially helpful for readers to find your book and to obtain those much-needed book reviews.

Email Marketing BlastsPlan four email blasts through CIPA: one to retailers, one to media, one to consumers, and another to book review bloggers. These marketing emails build momentum around your launch date.

Submit to Industry NewslettersIf you are a member of Word Weavers, share your book on The Loom newsletter. Fill out this Google form with your details.

Social Media Strategy
Social media is a powerful tool when used wisely.Create Graphics with TaglinesUse ChatGPT or another AI platform to write 20 catchy taglines for your book. Choose your favorites and design social media graphics for each. Include a link to your website on the graphic.

Avoid Using Links in PostsFacebook suppresses posts with visible links. Instead, embed your link in the graphic or add it in the comments.
Engage Your AudienceLeading up to launch, post two cover designs and ask which one your followers prefer. Do the same with subtitle or chapter titles. This tactic boosts engagement without having to pay for ads, and it gets your audience emotionally invested in your book.

Preparing for Launch Day
A launch team is your inner circle of people who will champion your book. Here’s how to mobilize them:Create Promotional ItemsBookmarks, postcards, magnets—consider something simple but branded to send with review copies of your book or to hand out at events.
Build a Launch TeamAim for a list of 100 people. Include friends, fans, influencers, and peers. Usually only 50 percent of your team members will write a review, that’s why I shoot for 100 members on my team.
Send Launch Team EmailsI send short emails. I do not overwhelm them with a long list of tasks to perform. 
Influencer OutreachMake a list of 20 to 30 individuals you know that are influential in their field. Mail them a copy of your book, wrapped in branded tissue paper, with a personal letter, and small promotional item. Ask them for a review or social media share.
Press ReleaseWrite a press release to announce your launch to local and regional newspaper. Include a link to your book’s page on your website. CIPA members receive a Press Release Guide to help them craft the best release.
Launch Day EmailOn launch day, send a short, specific email to your list. For example: 

“Today’s the day! Please support me by buying the book and leaving a short review. Here’s the link: [insert Amazon link]. Thank you for your support!”
Launching a book is a faith journey. You’re not just selling a product—you’re spreading a message the Lord placed on your heart. By following these steps, you lay the groundwork for that message to reach more readers. If you would like further guidance on launching your book baby, check out my coaching packages at https://susanuneal.com/author-coaching-packages-with-susan-neal/.
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Susan U. Neal, RN, MBA, MHS: Susan’s mission is to improve the health of the body of Christ. She has her RN and MBA degrees, as well as a master’s in health science. She is a CERTIFIED HEALTH AND WELLNESS COACHwith the American Association of Christian Counselors. She published five books, the Selah award winner 7 STEPS TO GET OFF SUGAR AND CARBOHYDRATES, CHRISTIAN STUDY GUIDE FOR 7 STEPS TO GET OFF SUGAR AND CARBOHYDRATES, HEALTHY LIVING JOURNAL, SCRIPTURE YOGAa #1 Amazon best-selling yoga book, and YOGA FOR BEGINNERSwhich ranked #3. She published two sets of Christian Yoga Card Decks and two Christian Yoga DVDs that are available at CHRISTINAYOGA.COM. Her digital product HOW TO PREVENT, IMPROVE, AND REVERSE ALZHEIMER’S AND DEMENTIAis a great resource. To learn more about Susan visit her website SUSANUNEAL.COM You can also connect with Susan on FACEBOOK, TWITTER, and INSTAGRAM.