The Stress of a Book Release

Being an author sounds dreamy, right? Work from home. Write inspiring words for months on end. Create the perfect novel (self-help book, biography, memoir). Attend swanky book launches and have multiple sit-down interviews. Be whisked away to signings all across the country as you read all of your glowing reviews.

Yes, these things do happen, just ask JK Rowling or EL James. We have seen it happen with our very own clients. But it isn’t always this dreamy and it’s never effortless. It can be stressful and emotionally taxing. The writing doesn’t always come easy, the edits can be long and difficult to navigate, and dealing with the steps to publication can send an author into a tailspin of fear, insecurity and doubt. But there is one clear cut way to ease your end game. PREPARATION.

Look at the releasing of your book as a business. The book is done. It will never be perfect. Many authors don’t even like to re-read their work for fear they will find things they want to change. So let it go and move on. Move to the next stage of your adventure. Getting your book out into the public.

We often say that authors need to take off the artist hat and put on the business hat but it’s a little more complicated than that. Yes, publicizing and marketing your book can feel like a job without much room for creativity. You feel like you are trying to get your “product” into as many hands as possible. But there is always room for creativity. Before the book launches, start brainstorming creative ways you would like your book to enter the world. Using small amounts of your time preparing for the launch will help minimize the stress that can grip you when that day finally arrives. Think of it as studying for your finals throughout the entire semester instead of waiting until the last minute.


  • Determine what it is you like about certain blogs. Narrow down a list of the blogs you frequent on a daily basis and see what it is about those sites that keep you coming back for more. What is it about the writing style and the content that you are drawn to? Do they use images? Do they link to news stories or write heartfelt posts. Are they short or long? Figure out what you like and then determine what feels comfortable to you and your writing style.
  • Read as many news sources as you can DAILY. Make a google alert for your book’s subject matter (this can work for fiction as well as non-fiction). See where conversations are developing. What topics strike interest and start drafting your ideas as blog posts. Blog entries can often be a great launching pad for full articles or essays that you can pitch to magazines and newspapers. They can sometimes even entice a producer with a potential story angle.
  • Write multiple “evergreen” blog posts weeks before your book launches so that you have fresh material that can appear daily on your site. Evergreen stories are those that don’t relate to an actual news event or even make reference to any particular time period. They can be posted at any given moment and still provide your site with new content. An active site excites people. It shows that you are a real person, not just a name on a book jacket. It also shows that you are actively involved and interested in the world you write about.


  • Reach out to authors whom you admire or respect. Tell them about your upcoming release and see if they have any advice or insight they can provide. Create real relationships without asking for anything. Not everyone will respond, people are busy so don’t take it personally.
  • Connect with writers at magazines and newspapers. They are regular people looking for stories on a daily basis. Follow their columns or reviews. Follow them on Twitter/Facebook/Instagram. Get out there and CONNECT!
  • Be more social. Hanging out with friends and family is a great way to continuously spread the word about your work. Don’t constantly be in self-promotion mode but also don’t be afraid to ask those closest to you to be your own guerilla marketing team. Make it fun for them! Give them goodies to give to their friends; bookmarks, magnets, pens, free copies of your book. Let your enthusiasm for your work be infectious!

These are just a few ways to get the ball rolling and help ease some of the stress that comes when launching a book. Don’t forget to make it fun! This is your job but it’s also your passion. Enjoy the journey and try not to focus too much on a destination that you have created in your mind and labeled “success.” There is no specific definition for success in life or in publishing, so learn new things every day, keep striving towards manageable goals and don’t forget to SHINE!



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