The Science of Timing Your Book's Launch
Books sell best when they're on topics that are timely and interesting. Some titles shake things up and create urgency among target readers, but most do better when well-timed. Therefore, regardless of whether you're releasing a novel or doing custom journal printing, timing your project well matters. Many factors relate to launch timing, beginning with your book and its content. There may be seasons or news events that will spark reader interest. If yes, you want to release your work to coincide with them. It's easier to sell a book to someone who's just become interested.
Timing also matters for the marketing program you plan to support your launch. You'll want to post on social media beforehand to build interest – tactfully and with interesting mentions rather than the "hard sell." If there is a natural moment in the year to launch that's timely, take full advantage of it. During winter, when people dream of summer and plan for it, you could release a book on gardening and expect a good reception. If you're writing about a holiday-related topic, early fall can be a good time for a release to reach people when they are beginning to make plans; it's different for every book.
In recent years, heavy competition has driven some authors to launch their books at unexpected times, such as late summer or December holidays. Few others are hitting the market during those months, and if you seek media coverage, it may be easier to earn. News websites need content 365 days a year, similar to TV shows and newspapers. If you turn up with an interesting book to talk about during a slow news period, you instantly improve your chances for coverage. If you stick with the traditional launch times in spring and fall, you'll be putting yourself against tougher competition.
Sometimes luck enters the picture, and a news or current event sparks extra interest in your topic. If yes, you'll have a chance to capitalize on it by launching your book and offering more information on the subject. It's a formula that works well for nonfiction books. For novelists and other fiction writers, it's more about finding a time when your fans are interested and buying books. Doing well with large online booksellers and their algorithms also helps. They will recommend you to people already shopping for books in your genre. When you earn online customer reviews, it also enables you to rise in the rankings.
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