Your Book Is Your Business

Most authors want a launch party – and once upon a time it was an important part of the publication of a book. However, times changed and now many publishers do not want to pay for a launch party. Why the change? Simple.

Times changed. Guests changed. It used to be that someone made coffee and cookies or bought cheap wine and sliced some cheese and put crackers in a basket and guests were so thrilled to be at the book launch, they bought books in quantity to support their friend. But then, the publishing process speeded up and there were more and more books being launched. So many launch parties were happening that guests compared them all to each other. They began complaining about the food and beverages at the average launch and expected to receive a free book along with the refreshments. So policies were put into place by many publishers. How could they know which launches would net a lot of book sales? How could they explain to their authors that one would receive a launch and the other would not?

So, have your own launch party. Why not? You deserve it. You probably want to thank the people who supported you through this long journey and you definitely should mark the event with a celebration shared with your friends and associates. So, why not go ahead and have the party that you want. If you plan it carefully, and well in advance, you might even be able to turn it into a media event with supporters who will continue to support you long after the event. Or, you could have a party your friends will never forget. Or, you could angle for a position on the local bestseller list.

An important consideration is how much you can afford to spend; another is whether or not your objective is to get on your local bestseller list - if your community has one. You could have a lush launch at an exclusive venue, and you could choose to give away your book if you wish. It would be lovely, but it isn’t necessary. Your local bookseller would probably be delighted to host the launch for you if you are inviting your friends and family and will contribute for refreshments. If your local bookseller is one of a few booksellers in your community who is asked for a report on sales for the bestseller list, and your friends buy lots of books, you might get on the list. To improve your chances, go ’round to the other booksellers and offer to sign books. If you decide to proceed with this approach, be gracious and understanding. If the bookseller you speak with isn’t familiar with your book, stay calm and positive. Take it as an opportunity to introduce your book to the local bookseller, as you introduce yourself as part of the local community. If the experience is a positive one, the bookseller may do a terrific job to handsell your book to uncertain buyers coming in looking for a gift for a relative or friend they don’t know well. Good stories go a long way to making sales.

If you have your heart set on a more expensive launch, bestseller lists aren’t an option or a concern, and you can’t really afford to do it the way you want, use the proceeds of book sales to offset your costs. Houseparties can make for splendid launch parties. For your launch or for potential future speaking engagments, you might offer a portion of the proceeds to your favourite charity. You can offer organizations a portion of book sales for their fundraising endeavours. It will give you greater promotional opportunities through their lists, and the many not-for-profit listings in your community.

For a public launch, invite the media, local politicians, important business contacts in the community. Call on your friends for help. Invite members of every organization that you hold membership, contribute the invitation to their newsletters if you can. Invite your neighbours, condo-members, fitness club or bridge club. In the process, collect information about future speaking opportunities at local groups that are appropriate for the topic of your book. Keep notes and follow up.

Send email invites, contact everyone via all of your social media channels and encourage them to pass it along via their social media channels if the event is in a public place. At the same time, consider printing some hard-copy invites or sending postcards. The personal touch is not to be disregarded. Follow up with phonecalls wherever you can.

As for the itinerary for the actual event, there aren’t any hard-and-fast rules for a launch party, but here are a few guidelines:
Have someone introduce you – if you have a celebrity friend or well-known author that would be ideal, but your publisher, editor or a good friend will do nicely. Keep the introduction brief, and keep your response brief. The purpose of the event is to celebrate and introduce the subject of the book.
You may want to outline the journey that got you to the publication of the book and why you did it and what kept you going. You may want to thank your friends and family for their assistance and support. At the end of your brief talk, encourage your guests to enjoy themselves and make your way to the book signing table where you will hold court – selling copies of the book, personalizing inscriptions and answering questions. Have someone hustle you over to the book table if you are prone to social demands on your time.

And, there is no rule that says you can only have one launch party. Especially if you have friends in surrounding communities or travel a great deal.

Launching a book is a great sales and networking opportunity. Work it - and have as much fun as you can.