The Big Launch vs The Slow Build

Book Launch Marketing and Common Sense

Ever find yourself supporting both sides of an argument?

That’s where I am right now when it comes to book launches.

On the one hand . . .

Yes, it’s a big deal. The book is out. Or in the case of pre-orders, the book will be out soon and you want everyone to get a copy. Now.

According to the subculture that claims Amazon has an algorithm for just about everything, getting a lot of pre-orders and first week sales means Amazon will take note and promote your book for you. Or rank it higher.

Getting a lot of buzz creates momentum and that's important because no one wants yesterday’s books.

Or do they?

My own experience tells me that I may not pick up a book until it’s been around awhile. The people I know are very well-read, but no one insists we talk about the latest book the week it’s out. We all have physical books piled up on our nightstands waiting to be read. We have dozens of ebooks on our tablets, some half-finished and others not yet started. There’s no real urgency to add one more to either pile.

Back in the day, when books were mostly available through bookstores [note: younger people reading this, please ask someone older to explain], shelf space was at a premium. New books would be featured anywhere from 3-6 weeks. If they were featured at all.

Early buzz was essential.

And if you were lucky enough to get reviews, those reviews came out in the first few weeks.

Skip ahead a few dream scenarios to now. Bookstores? Shelf space? Actual book reviews?
Any of those things for first-time authors?

In other words, what’s the rush?

It may take months for a new book from a new author to find an audience. Or it may take three or four books from that author before readers pay attention.

That’s why we like the long launch approach. Three months to build exposure. Maybe six. Some books need time to be discovered.

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Launching our next book
We’re about to launch The Lost Town: Bringing Back Trochenbrod by Avrom Bendavid-Val.

This nonfiction book for Young Adults tells the fascinating story of the only completely Jewish town that once existed in Eastern Europe. The more than 5,000 residents were murdered by the Nazis and the town itself - the buildings, farms, and homes, even the paving stones in the street - all disappeared.

Trochenbrod has been given new life by Avrom Bendavid-Val. He went searching for the place where his father was born and raised. The Lost Town also tells the story of how Avrom found the town that no one knew about.

It’s an important book that will appeal to all ages.

We’re giving it all the time it needs to find readers and hoping they’ll help us spread the word.

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