Publishing a book without a marketing plan is a bit like opening a shop and never putting up a sign. The good news is that a launch does not need a big budget, it needs a bit of runway and a clear plan.
The launch timeline at a glance
Every strong launch moves through three phases. Here is how they break down:
| Phase | Timing | Focus |
|---|---|---|
| Pre-launch runway | 6 – 8 weeks before | Build an audience, line up reviewers |
| Launch week | Release day + 7 days | Concentrate reviews, posts and mentions |
| Post-launch | Ongoing | Fresh reviews, promotions, audiobook |
Before launch — build the runway
The weeks before release are where launches are won or lost. Use them to warm up an audience so you are not starting from zero on the day: tidy up your author page and social profiles, line up early readers to leave honest reviews on launch day, and reach out to reviewers, podcasts and newsletters in your genre.
Launch week — concentrate the momentum
Pick a launch window and push everything into it. A cluster of reviews, posts and mentions in a few days does far more for visibility than the same activity spread thinly over months.
After launch — keep the book alive
Most of a book's sales happen long after week one. Keep a light, steady rhythm going: fresh reviews, the occasional promotion, and, where it fits, an audiobook edition to reach listeners who never read in print. And remember: focus beats reach. It is better to speak directly to the readers most likely to love your book than to shout at everyone.
