OLD POST ALERT! This is an older post and although you might find some useful tips, any technical or publishing information is likely to be out of date. Please click on Start Here on the menu bar above to find links to my most useful articles, videos and podcast. Thanks and happy writing! – Joanna Penn
This blog is all about sharing our experiences so we can learn from each other, so here's a post about the launch of ‘How To Market A Book,' my most recent non-fiction release, and how it became a #1 bestseller.
Thanks to Jane Dixon Smith for the interior design and Derek Murphy from Creativindie for the book cover.
My Launch Process
As I outline in the book itself, I don't really believe in the spike launch anymore.
There is no shelf life on a book now, as there used to be in print stores, so for me the launch is just an announcement the book is available. Then it's about long-term sales.
Yes, it was on a small category list, but hey, you gotta love the orange banner with #1 Bestseller on it!
How did I do this? Well, it's all explained in the book of course 🙂 but here's an outline.
1) For non-fiction authors, write a book for the audience you already have
This blog is 4.5 years old and I have been learning about marketing in public since I started. You guys are all authors who have joined the journey with me, so writing a book about a niche topic I have been blogging on makes a lot of sense. The title comes from keyword optimization which you can read about here.
2) Build an email list, then launch the book at a short-term special price and tell your list about it
I started building an email list as soon as I started the blog so it is a decent size these days. After the book became available on Amazon and Kobo, I sent an email out with the links and told people that the pricing of
$2.99 would only be available a short time, and then would go up to $4.99. This gave people the incentive to buy the book immediately and the book hit the bestseller charts. I raised the price a week later, as generally non-fiction books can sustain a higher price.
3) Space your initial marketing out to optimize your rankings
The first spike should be followed up with more, and David Gaughran in his book, ‘Let's Get Visible' explains that a multi-day sustained spike is what you need for the algorithms to really kick in. So I did the email to my list on the Saturday, then a blog post went up, then I started on social media sites and then I did a limited number of guest posts.
I don't really recommend guest blogging for fiction though – it really only works well for targeted blogs that address the same audience.
Featured Guest Articles – ranging from 3 days later to over a month later
David Gaughran – 5 Book Marketing myths you need to forget
Women Unlimited – How to make your business book a #1 bestseller
Jeff Goins, Writer – 3 Ways Fiction Marketing Differs From Non-Fiction
Joel Friedlander – 5 Successful marketing tips for fiction writers
Ether for Authors Review from Porter Anderson
Killer Book Marketing – interview and review – You can also watch this video interview below.
Do you have any questions about non-fiction book launches? Or any questions about my launch in particular? Please do leave a comment below.
View Comments (17)
Great post Joanna, and a really clear and concise outline of how to launch a non-fiction title. I learned some of this by trial and error during my first non-fiction book launch, and I'm already looking forward to my next launch where I can put it all into practice in a more "systematic" way. I think your advice about there being "no shelf-life to a book now" is a key learning point for us indie authors. It takes some of the pressure off, and it also reminds us to stay motivated in promoting our work beyond the initial flurry of launch day.
Congratulations on the success of 'How To Market A Book' by the way - well deserved!
Thanks Brian - and we'll look forward to your article coming in the next few weeks on the blog!
The 'no shelf life' thing is critical as it helps you modulate the ups and downs of the emotional sales roller-coaster. This book can earn for your lifetime and 70 years beyond - that's pretty exciting!
Very helpful, Joanna. I will check out the book. I know you've blogged before about pricing strategy, but is this a low price for a non-fiction book? It seems like it.
Hi Rob - I'm pretty happy with $4.99 for non-fiction and also full-length fiction. I might raise the price later but to be honest, this book is more about helping people and so hopefully, the price makes it affordable.
Ah, I see! I'll check out Eric, too -- I need a cover!
Hey Joanna,
I was wondering how exactly you filled your email list - was it mainly readers of your blog and friends or genereally people to talked to in publishing, writing etc?
Good luck with your book, and thanks for the article.
‹ Nico @ Leaf ♦ Pub ›
Hi Nico, for this non-fiction site, I have been giving away the Author 2.0 Blueprint for free for over 3 years - it's a 53 page ebook so very useful. I attract traffic through everything I talk about ! Blogging, social etc. For my fiction site, it's mainly through the call to action at the end of my books - so fiction readers - and right now the list is much smaller as I only started it this year.
Hi Joanna,
Once again you're posts have come at the right time. I have just launched my own debut ebook under my pen name A H Gray and I am having a lot of success so far thanks to your articles. I have been following your blog since you were about halfway through writing Pentecost (I have enjoyed all three of your books), and its always been a thrill to see another authors journey of starting out as well as learning from you and the authors you interview. So THANKYOU. I also bought how to market a book and loved it too.
I may not yet be selling at the top of the charts just yet (or ever) but I'm proud that it is at least getting noticed and enjoyed by people. And I think that has to be the goal of authors and writers, not the money or fame. I'm excited and proud that there is a little piece of me out there that may live on long after I'm gone!
Thanks so much for your support Bradie and I'm so glad you've found the site helpful. I agree with you on longevity and legacy in terms of our books. I'm looking forward to a long life writing first though!
Brought the book Joanna when I got into your audio Q&A program. I get so excited every time there's a new release. I so need to get into guest posting too.
Thanks Shaquanda - and glad you're enjoying the audios - remember to leave me your questions!
Hi Joanna, great post, and I've just clicked through to several of the guest posts you've linked to here - the "metadata" and "marketing myths" posts are outstanding.
I really appreciate the way you share your experiences so generously. I've learned a lot from you in the past couple of years.
Will your paperback be available on Book Depository in the future? (Shipping to the Antipodes from Amazon is huge, but free on BookDep -- but you probably remember that. ;-) ) I like a paperback for reference books, but might have to go the ebook after all... All the best for your flourishing publishing career.
Hi Belinda - thanks, and I do think you need to give your best work for guest posts!
Yes, I believe the paperback will go out to all online print stores too - it's in Extended Distribution on Createspace but that takes 4-6 weeks I think, so check again end Sept !
I'll put a reminder in my diary! :-)
All done, and the book has now arrived in my hot little hand. Looking forward to reading it! :-)
Joanna, I bought your book as a result of receiving your "Special Pricing" email. I've been following the steps you outline, and now I have my own AWeber account for my website-blog. With exactly one non-friend/relative subscriber, but I've started, LOL!
Just going through the steps you've so helpfully outlined.
Also started replying to blog posts (another step you mention). I've given up my days of read-it-and-run. I used to think that writers wouldn't want to be bothered with reading comments, but now I've started leaving them.
Fantastic that you have got started Katy - the list grows over time - over a long time usually - but even 100 people can help you with a launch, and you'll be surprised how fast the time goes by and the list will grow ..