Book launch strategies – what’s working in 2019 #20BooksEdinburgh

One of the biggest ongoing challenges for indie authors is keeping up with the ever-changing world of marketing – ad sites change, algorithms change, what worked last year (or last month) is no longer effective. It’s a frustrating reality of the publishing world, but once you’ve decided to embrace the job, you need to keep up, so here is yet another post on launch strategies – what’s working well at the moment.

This may not work by next year, so is ‘of the moment’, hot news from the mega-successful author/publishers who shared their current process at 20BooksEdinburgh. Some aspects seem to be evergreen, others are current best practice.

Michael Anderle sharing his knowledge

Successful Launch Strategies – 2019

  • Teasing – target readers’ emotions – let them know what feeling they can expect from the book
  • Tropes – let readers know what tropes they can expect to find inside the covers
  • Social media – one month before release: posts, snippets, videos, livestream
  • Snippets – start at the first page and build up, so readers are already part way into the book
  • Newsletter swaps
  • Facebook live – read bits aloud


  • Rapid release works best – definitely within 28 days, but at the moment every 2 weeks is optimal (60K word books)
  • For KUtry releasing books 1, 2 and 3 in a single volume (not presented as a box set, but as a single book) – improves read-through by getting them hooked. The goal is to avoid losing readers between books 1 & 2
  • Decide if your goal is bank or rank – releasing at 99c may give you rank, but full price is better for bank.
  • When? Keep an eye out on top sellers in your genre – 2 options are (1) avoid big name release dates, or (2) go on the same day to try to piggy back off their interested readers.
  • For longer books, release book #1, then a month later release the audio book (these work best at about 12 hours long). After 2 months release book #2
  • Pre-orders – around 3 weeks works best – Amazon emails notification of release to your followers after 2 weeks
  • Which day? Set your pre-order for the last day of the month, so payment comes in sooner. Fridays are a good day, though Tuesdays and Thursdays are good for getting rankings. Be consistent.

Build up your base supporters – Facebook Groups and an engaged email list.

Research * Study * Test * Engage

Any other things you’ve found work well? We all want to know!


  1. I just finished your other list–of updates when you have a new book out. That was wonderful. Now I have a new list!

    Liked by 1 person

    1. Congrats on the new book – let me know how the release goes 😀


      1. Will do. I’m excited to get this one launched!

        Liked by 1 person

  2. Thanks so much for this Deb. I’ll include it in my next ‘writer’s tips’ edition 🙂 x

    Liked by 1 person

    1. Awesome, thanks Deb!

      Liked by 1 person

  3. This was really helpful, Deborah. Especially since I’m terrible at this! Thanks! 😀

    Liked by 1 person

    1. Not my strong point either! I will try to do better 😀

      Liked by 1 person

  4. Great advice, thank you.

    Liked by 1 person

    1. Always happy to pass it one 😀


  5. […] Even after your metadata is fine-tuned to perfection, it’s not enough to hit that “publish” button and wait for the adoring public to find your book. To make sure your launch day builds up momentum and lays the groundwork for steady sales, you’ll need to be more strategic. […]


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