One of the best ways to build anticipation around a new release is a well-crafted marketing campaign prior to your publishing date. It’s not enough to just announce your book. You need to have the right focus and strategy in place.

Here are some tips on how to make your preorders a success.

Independently Published or Traditionally Published

Even if you aren’t traditionally published, you can still promote a self published book by utilizing Amazon’s pre-order. Amazon allows pre-orders for KDP authors (Kindle Direct Publishing), which essentially levels the playing field even more between traditionally published authors and those who have self-published through KDP.

To set up your book for pre-order:
1. Go to your Bookshelf.
2. Click the “+ Create” button.
3. Click “Create eBook”.
4. On the “Kindle eBook Details” page, enter your information.
5. At the end of the page, under Pre-order section, click Make my Kindle eBook available for pre-order.
6. Enter your book’s release date.

Here are all the details Amazon makes available to authors: Kindle E-Book Pre-order

Fail to plan means a plan to fail

Just like the actual writing process, building a buzz also requires a step-by-step plan. Mapping out your goals will help you have more focus and eliminate any broad stroke approaches. Put together as many details as possible before creating your plan. Include the actual marketing steps along with how you will track your progress.

Get started at the right time

It’s never too early to get started, but waiting too long could render your efforts as unsuccessful. Don’t procrastinate this – instead, as soon as you start writing do something each day that will help you jot down your promotion steps. The process to build a buzz usually takes about three to six months. The more people who are anticipating your book release the better your chances of attracting more sales. Even a simple lead capture page like the one we setup for a client will go a long way to building a list of interested readers when your book is ready: Sy Sainato

Offer something of value

Your audience is looking for something very specific that suites their needs and desires. Think about how you can sweeten the pot a great incentive like a free chapter, a complimentary eBook of tips and tools depending on your book’s topic. During the pre-promotion mix this up to include different offerings in order to keep the awareness and momentum going.

Include several marketing methods

In order to be most effective you will need to be promoting the release of your book in several different places, starting with your website and/or a sales page. This should include your social networks, email marketing campaigns, and paid advertising. I always encourage my clients to go where their community is most active, and so you will want to research exactly where your target market is engaging.

Keep the preorder purchase simple

Eliminate any complicated methods that could be a hindrance to the checkout process. Not only should you be selling directly on places like Amazon and Barnes and Noble, but also directly from your website. Know ahead of time what format your book will be published in. Some authors prefer to begin with a digital download first while others may have more of a budget to include bound copies and audio books.

Make sure they know the topic your book

Readers will not be interested in checking out your title if they do not know what it is about. This is where a stand-out book cover and clear title comes in followed by a well-written description that is clear and concise. People should know right away what they are reading. One of my clients had a name chosen for his book when we began to work together. In our work together, he was able to see that it was too generic and would not speak to or attract his market. Keep it as condensed as possible – short and catchy – and carry that messaging through to all of your marketing efforts.

Manage your time well

Once you have several things going on at once you will will need to create a system such as a spreadsheet or calendar app to track your campaign. A good project management system will help you stay organized and on track with your goals, which will help your preorders become more fluid.

Avoid being unrealistic in your goals

Set realistic expectations that go along with your schedule and online knowledge. Keep in mind that books sales is a building process, and that the end result should not be set too high. Every niche is unique and growth should be done in increments. As an author you may have a set number of sold books in your mind, but I encourage you to start at the lower end of the pool in order to not drown in disappointment. Generating book sales is not a one-and-done process. It’s ongoing and builds with time.

Track your progress

Invest in a good software system that can measure your sales and track how many leads you are acquiring. Be sure to check this at least weekly as to not miss out on any opportunities. This is not just a set it and walk away process – you need to be actively engaged in the process in order to nurture your prospects and build credibility.

Don’t allow roadblocks stop your momentum

You’ve done all of the planning, actions and tracking, but are not seeing great results yet. Avoid tossing in the towel – you’re just getting started and in time your campaigns will start to gain traction. Use these stopping points to learn how to do better and make adjustments. Stay persistent and recognize that your methods may be different from someone else’s.

A preorder book sales campaign does not have to cost a lot of money initially, and you can plan to spend up to $2,000 initially, especially if you’re planning to hire a book team to help you along. You can make this successful by planning early on in the writing process and knowing exactly where you would like to promote your book online.