Book Launch Month

As of today, we are one month post book launch. We are new at this; we’re a smaller title with an indie publisher, so, honestly, what “launch” meant was elusive. When thinking of a New York Times bestselling author like JK Rowling launching a book, one might envision a grand tour, fancy scarves, and lines of people waiting for her signature. What, in reality, does a book launch look like for “regular” authors? And how have launches been forever changed by two years of pandemic workarounds?

Launch Week

We launched on September 5, the day after Labor Day, so as most were settling back into school or work, we were experiencing a wild mix of

emotions–excitement, relief, anticipation, but mostly not really knowing what the day would hold. Launch day meant our book could officially be sold in stores, online retailers could mail it out, and we had a webinar in the early evening to “launch.” So many of these first day actions were less tangible than you might expect. 

After four years of writing, pitching, and designing our book, it was an odd sensation to launch. Waking up that morning I thought I might feel different. Instead, I woke up to a teenager asking me for money to go out for lunch with his friends. In other words, for me, it was way less glamorous than one might expect. Often dubbed a “Book Birthday,” the first week felt like a milestone birthday–across four days, we recorded multiple podcasts, hosted a webinar, attended book appearances, and held a party to dance and fete our book’s coming to life. We connected with friends from different periods in our lives as they sent congratulations and asked how to support and fete with us. We even added a press page to our website.

Book Store Appearances

All tallied, last month we had seven book signings and appearances in Colorado and California. Attendance swung from  standing-room-

only to just a handful of friends. We never knew what we might meet, so we had to be ready for it all. Our host, Jeffrey, of Colorado Springs’ Poor Richard’s Book Shoppe, told us we were their first in-person book event since COVID. (And we were competing with the Broncos home opener…) Folks switched their habits in 2020 from in-person events to online ones. I get it. I used to go to book readings all the time at our local Boulder Bookstore. In recent years, I haven’t gone to any unless I know the author personally. But when we did have an enthusiastic group with a critical mass, the feeling of sharing our book with both friends and strangers was deeply gratifying. 

Podcasts

It seems that podcasts have filled in the in-person book launch space. We did four podcasts and have five more in the pipeline for the fall. The podcast: asynchronous, video optional, and shareable online. Each host can tailor the questions and comments–in real time–to their audience. Although we assumed these would be voice only, some were later streamed to video, shared on YouTube, and as teasers on TikTok. We learned not to assume and made sure we showed up looking video-ready, and we delighted in the casual conversations about subjects we love–travel, family and education. 

Print Buzz

Another way to create buzz for a book launch is to appear in print and e-print publications. We were interviewed for six articles, including magazines for RVers, the quarterlies for our alma maters, and newsletters for direct and adjacent communities. We also wrote four guest articles ourselves. I did one for the website and newsletter of my former employer, another one for a women’s writing website, and Julie wrote a few for other organizations, including a local camper company. Buzz also comes from shorter call-outs from magazines, larger family travel networks, and connections on Facebook, Instagram and LinkedIn. (See Press Page)

Tangible Rewards

Just before launch, we achieved Amazon new release bestseller status in two categories. Our ebook produced strong sales throughout the launch month. We’ve also gained some interest from REI, who is stocking Wonder Year on their website and in two Colorado store

locations. We will see where that relationship takes us.

The best part of book launch month–for all of us–was hearing from those we’ve impacted. These messages come to us through book reviews, face-to-face conversations, direct messages, and social media comments. We began this project with a mission: to create the book we wished we’d had before our own journeys. We began by saying sales, reviews, and buzz were not the goals (although it’s easy to lose sight of that fact in the midst of launch month). The goal was to create something of use to someone else. But deep down, it was more than that; the goal was to help others live more moments connected, inspired, and growing. Yes, this baby took four years of gestation, and it’s been a month of joy to feel as though we’ve achieved some humbled version of all those goals. We are now proud parents seeing our book out in the world.

 

So, book launch month was busy! And there’s much more to come, especially as we head into the holidays with Wonder Year included in some popular gift guides. Just one more reason I am thankful to be on a team of coauthors. I cannot imagine doing by myself all that we did as a collective team.

Circling back to the original question–what does a book launch look like for an independent author? It still feels like an event and gives the authors the opportunity to step away from the screen and the grind to celebrate. After our sold-out Boulder Bookstore appearance, we had a big party with desserts and dancing. If I could choose one four-hour period of happy satisfaction, that was it, rivaling any other major event in my life. Happy book birthday to Wonder Year.