To launch or not to launch

– by Fiona Veitch Smith

I am currently planning the launch of my book The Jazz Files. Most publishers these days will not pay for launches, so if a launch is desired by the author, then it’s up to you to organise it.

       This will be my eighth book launch, but the first for a ‘non-self-published’ book.  For my self-published books it was an opportunity to gather people together who might want to buy them. As my books were primarily sold through bookshops – who required a 40% retail discount, or Amazon (who took considerably more!) – it was a chance to sell a substantial number at full price. This was essential to give me a chance to break even on the title.

       It’s significant that the one and only launch I held in a bookshop for a self-published book is the only book that is (or was) running at a loss, despite it selling more volume than any other. That’s because books were bought from the shop directly and I only received 60% back. I learned from that, and future book launches for my self-published titles were not held in bookshops (although subsequent ‘readings’ were).

Fiona Veitch Smith and illustrator Amy Barnes Warmington at the launch
of their first children's book, David and the Hairy Beast in 2011

The Jazz Files is not self-published and I do not have to recoup printing costs myself. So I am holding the launch in Newcastle Waterstones and profits will be split between the publisher and the bookshop. I will have to wait for my share – if there’s any – to come to me in royalties in 12 months time.

      So why am I doing it? Well firstly, it’s to celebrate the fruition of a long-held dream. This is a big deal for me, and I want to share my excitement about the book with other people.

     Secondly, it’s for marketing purposes. Although I will not earn money directly from it, the publicity that the launch generates in the build up will be very useful for promotional purposes. It gives me something to tweet, Facebook and blog about. This is what’s known as a publicity ‘hook’. Just telling people about your book can seem a little forced, but telling people about an event makes it ‘news’.

       And speaking of news, the launch is giving me an opportunity to send off press releases to the media. Even if no one from the press comes, it’s a chance for me to tell them about my book.

Here are some top tips for book launches:

• If you want to maximise sales revenue, don’t hold in a bookshop. If it’s important to associate your book with a ‘proper’ bookshop, and you’re prepared to earn less on the night, then do.
• Don’t over-cater. A free glass of wine and nibbles will be fine. You can always go out to a pub / restaurant afterwards if people want to continue socialising.
• Recruit someone to take photographs. Use the photographs as post-launch publicity and ‘tag’ people on FB and Twitter who are in the pics. They may then re-post or re-tweet.
• Invite everyone and anyone – and ask them to tell their friends.

Fiona Veitch Smith is a writer and writing lecturer, based in Newcastle upon Tyne. She writes across all media, for children and adults. Her formerly self-published children’s books The Young David Series, are now available from SPCK. Her mystery novel The Jazz Files, the first in the Poppy Denby Investigates Series (Lion Fiction), is due out on 17 September 2015. http://fiona.veitchsmith.com 

Twitter: @FionaVeitchSmit Facebook: Fiona Veitch Smith