Launch day is overrated. Those who start marketing only on release day have already missed the most important part. A good launch is a week, not an hour — with a warm-up before and follow-up after. Here’s the sequence that works.
Lead-up: the week before
Build anticipation before there’s anything to buy. Share excerpts, reveal the cover, tell the origin story. The goal isn’t the sale but the anticipation — and a list of people ready on day one. This early attention is the fuel for everything that follows.
Day −7 to −3: teasers, cover reveal, samples
Day −2: reminder to pre-orderers
Day −1: “tomorrow’s the day” with a clear link
Launch day: focus, not spread
On the day itself, presence counts. One clear call to action, across all channels at once, with the same link. Actively ask your first readers for reviews — the first ratings decide the algorithm. Not a day to experiment, but to focus.
Launch day is won the week before. On the day itself, you only harvest.
Follow-up: the week after
After the launch it doesn’t stop — it just begins. Thank the first buyers, share early reactions, reach those who missed it. The momentum of the first week can be extended if you don’t suddenly go silent. Many books die not from a weak start but from the abrupt silence afterward.