Running a Physical Book Launch (Fiction)

By Christine Dillon @ACWriters

Last week I shared my experience in running the physical book launches for my traditionally published non-fiction books. Today I'm talking about the opposite: launching my first self-published novel, Grace in Strange Disguise.

I found launching fiction harder than my non-fiction. This may have been because I no longer had a publisher behind me. However, I think it was also because fiction is a more personal thing rather than something based on an area of expertise.

The ‘how to’s’ of fiction will also depend on your genre. I looked on in envy at those who wrote historical fiction and thus could have fun with ‘fancy dress’ in the era of the book’s setting.

I took my time planning for my book launch, thinking about why I wanted to do a physical launch and therefore what elements would bring about my purpose.

Why?

Fiction was a new thing for me. I wanted to launch it properly so potential buyers would notice it. I also wanted to ‘reward’ people who had been behind me during the four and a half year gestation.

My non-fiction work with Bible storytelling had also demonstrated to me the power of ‘story’ and I knew that the ‘story behind the book’ was powerful. All my life when I bought a piece of artwork or similar, it was the ‘story behind it’s crafting’ or the ‘story of the artist’ that really made me want to buy the product.

Since my novel was Christian fiction, this was another way to minister to people and give a testimony of God’s character and work.

I wanted people to leave the launch saying, “Don’t we serve an amazing God.”

My book launch: Saturday 18 November, 2-4 p.m.

1. Warm welcome & prayer

2. ‘Story behind the story’ interview

• You never intended to write a novel what happened to change your mind?
• You didn't spring immediately into action, why not?
• It took you 4 1/2 and a half years to write and edit your novel. What kept you going?
• What was the process of writing a novel?
• You struggled to know how fiction fits in your life. Why have you struggled?
• What is self-publishing and why have you chosen that route?
• Why write this story? Why write a question fiction? Christian fiction?
• What has God taught you?

3. Q and A

I allowed the audience to ask their questions.

4. Book reading

I read the prologue and first chapter

5. Competition

Along the way we had a competition to name some characters for the next book. I described the characters and they could write down a name and will ‘win’ an acknowledgement in the next book and a free copy of book 2.

I also gave away some ‘thank you’ copies of the book to people like my editors, the cover designer and those who were a significant part of the book like the lady who I interviewed about breast cancer and the woman who designed my website. I wove these gifts into the ‘story’ of the book’s process.

6. Prayer

We had a prayer time to conclude which is very unusual but fits because of my ‘normal’ job (as a missionary) and how I view my writing. It also included a prayer that I would not be negatively changed by being an ‘author’.

Reflections

Timing

Mid-November turned out to be a good time because people were already thinking about Christmas presents’. Saturday afternoon mostly avoided the children’s sport issue and ensured more people were available since they’re often out in the evenings on a weekend. I would use this time again.

Interview

An interview is much easier to listen to than a monologue. I chose a good interviewer and we worked on the questions upfront. The questions focused on allowing attendees to take the spiritual journey with me. Obviously you wouldn’t have this focus when releasing a general market book but there are still plenty of questions about how your got the inspiration and the process of research and writing that would interest people.

Question and Answer time

This is a good time to learn what interests your audience. It gets them involved and increases their desire to support you (or not). I would definitely include this next time.

Book reading

I included this because when I asked around people expected it. Obviously with a young children’s book you could read more or perhaps the entire book. The key I think is for this not to be longer than ten minutes.

Competitions

These are fun and if it can be something that increases the audience’s connection with your books, even better. It could even be something like ‘vote’ on the title for the next book in the series or …

Thank you gifts

It is so hard to adequately thank all those who have been a part of the team. Keep this short and sweet and if possible weave it in and include bits of the ‘story behind’ the story with each presentation.

A general principle for me has been to involve as many people as possible and acknowledge them in some way.

What elements would you include in a physical book launch? Why?

About Christine Dillon

Christine never intended to become an author. The only kind of writing she wondered if she might do was biography. However, it was a surprise to her to write poetry, non-fiction and now, fiction.

Christine was a physiotherapist but now she writes ‘storyteller’ on any airport forms. She can legitimately claim to be this as she has written a book on storytelling and spends much of her time either telling Bible stories or training others to do so from her base in southern Taiwan.

In her spare time Christine loves all things active – hiking, cycling, swimming, snorkeling. But she also likes reading and genealogical research, as that satisfies her desire to be an historical detective.

You can find Christine online at:

www.storytellerchristine.com
www.storyingthescriptures.com (for Bible storytelling)
https://www.facebook.com/storytellerchristine/

Running a Physical Book Launch (Non-fiction)

By Christine Dillon @ACWriters

There are many types of book launches. Nowadays and especially in the world of independent publishing (indie) the main kind is the online ‘release’ date of the book.

In contrast, this article is going to focus on the kind of event where people physically turn up.

Purpose of a physical book launch

As the name implies, it is to send your book out into the world with a bit of a bang rather than letting the event happen without anyone knowing.

It allows you to tell the story behind the book and create buzz. Hopefully it also allows you to sell lots of physical copies of your book and gain new fans.

Timing of a book launch

Generally the closer to the actual publication day the better. However, my fiction launch was six weeks after the online book release. This allowed some of the attendees to have already read the book. They came and bought more copies for relatives, friends … obviously this won’t happen if they don’t like the book. They functioned as a group of walking book advertisements.

What do you actually do at a book launch?

The short answer is, it depends on what kind of book you’re launching.

Non-fiction is generally easier, especially if it is on some sort of speciality area. My first two books were traditionally published non-fiction on the ‘how to’ topics of Bible storytelling and discipling others. The problem was that both of them were released overseas - UK and US. Thus, there was no physical ‘launch’. One of the publishers did arrange four radio interviews for me.

It wasn’t until the second one was translated and published into Chinese that I was physically present to launch.

It turned out to be a big series of events. The publisher asked me to prepare a seminar based on the content of the book. We decided two hours was a reasonable length.

I was able to adapt material from the many training seminars I’d done. My launches were interactive seminars but lectures may also be appropriate.

In the end, I did seven ‘official’ (publisher arranged) book tour seminars. On top of that, I arranged a further six in smaller towns. The publisher printed posters to advertise the book launch tour, internet … and did all the booking of venues … all I had to do was turn up. They also paid travel expenses.

The key to seminars is to do enough to make people hungry for more. If you cover everything in your book then they are unlikely to see any reason to buy it!

I’d already been an ‘author’ for six years when I did this first tour. God really stepped in because four days before the first and biggest seminar (220 attendees), I had my appendix removed. By God’s grace and the kindness of the publisher (providing a bar stool for me to sit on rather than having to stand), I made it through.

Two years later, I did another tour of mostly the same places. Many who attended the second one had attended the first. We sold many additional copies of the first book at the second launch even though they were on different topics.

If your book has elements of history, biography or memoir, then you can give ‘teaser’ sections. The key is to always leave the hearers wanting more.

Practical Hints 

• Have someone else sell the books for you after the launch as this allows you to focus on book signings and talking to those attending.
• Think hard about where to put your sales and signing table. I place them so that everyone has to pass them. Have an assistant to help you do such small things as open the book to the correct page to sign.
• Think beforehand about the kind of things you’ll write before signing your name. I find it difficult to merely sign my name and so usually write a short blessing. For my Chinese book launches I prepared a special ink stamp and my assistant did that and then I simply signed.
• Afternoon tea is a good way to end. It gives a sense of closure, allows people to linger and gives you the possibility of actually getting to talk to people. It can also be a way to thank people for coming.
• Consider whether hype can be built using radio or newspaper interviews beforehand.
• If your book is for the general market, consider where to launch and who to work in with. For example, libraries or a business related to the topic of your book. The more involvement with others usually the better because those partners can help you launch the book further.

Things I wish I’d done

Had yet another table with an assistant and a computer to encourage people to sign up on the spot to join my email subscribers. Those attending are already ‘fans’. Helping them to make that ‘official’ while they remember and have someone to assist them with technology is a smart move.

I will be back next week to talk about my experiences with a different kind of book launch: launching my self-published novel, Grace in Strange Disguise.

About Christine Dillon

Christine never intended to become an author. The only kind of writing she wondered if she might do was biography. However, it was a surprise to her to write poetry, non-fiction and now, fiction.

Christine was a physiotherapist but now she writes ‘storyteller’ on any airport forms. She can legitimately claim to be this as she has written a book on storytelling and spends much of her time either telling Bible stories or training others to do so from her base in southern Taiwan.

In her spare time Christine loves all things active – hiking, cycling, swimming, snorkeling. But she also likes reading and genealogical research, as that satisfies her desire to be an historical detective.

You can find Christine online at:

www.storytellerchristine.com
www.storyingthescriptures.com (for Bible storytelling)
https://www.facebook.com/storytellerchristine/