1. Plan Your Launch Around Your Goals
Whatever your goals for publishing a book, the way you promote it needs to fit around them. For example, if you want to make the New York Times bestseller list, you have to sell thousands of copies of your book from vendors who report their sales to the NYT, and you have to do it within a specific time. Your strategy could include offering a bonus to people who pre-order the book (since pre-orders count towards the first week of sales).
2. Build Relationships Before You Need Them
Start working on your book launch at least six months in advance, because that’s the minimum amount of time you need to build relationships.
Get under the radar of influencers by supporting them. If you have your own platform, like a podcast or blog, interview them and give them exposure. Sign up for their programs and be one of their success stories.
When the time comes, send influencers copies of your book, and ask for an endorsement and/or a review. If they like the book enough, they may even promote it to their audiences.
3. Engage Your Audience
Begin drumming up interest in your book by engaging your audience throughout its development. Hint that you’re up to something. Ask for their inputs on the cover design. Tease them with excerpts.
You’ll also want to keep building your audience through blog tours, interviews, and media exposure. Try signing up as a source on HARO.