Why Launch a Book...
When You can Launch an Author?

If you recall Aesop’s fable, “The Tortoise and the Hare,” remember it’s the tortoise who claims the prize. Slow and steady wins the race. Yet, many publishers tend to adopt a “hare-like” attitude toward promoting their new books. For example, most marketing budgets focus on publicizing frontlist titles during the first 90 days after publication. The hope is that an early sales burst will launch a book onto the bestseller list and label the project a success. But, does this approach really create long-term benefits for the publisher? I think the tortoise would beg to differ.


Why launch a book when you can launch an author? In other words, why try to manipulate an audience for short-term approval, when you can own an audience for long-term growth? Too many publishers chase immediate sales at the expense of helping authors capture an audience that can generate lasting revenue.


For example, I know a publisher who spent over $10,000 to send an author on a six-city media tour. But, the author never received any media training or platform-growth instruction. Worse, most of the radio and TV programs didn’t relate to the author’s target audience. So, six cities later, the publisher had not sold many books, nor did the author gain a larger platform. The media tour was a waste of time and money. Yet, the publisher couldn’t shake their “hare” mentality and continued to send other authors on the same expensive tour. Short-term attempts to manipulate book sales were sought at costly levels.


Wise publishers include “tortoise” tactics in their race to win the ultimate prize: loyal readers who make repeat book purchases. This goal is best achieved when authors are taught how to consistently grow a platform. Every publisher agrees that author platform is a key factor to boost book sales. But, very few publishers actually help their authors learn how to maximize the process.


Launching an author means teaching him or her how to penetrate their reading audience, build lasting relationships, create repeat book purchases, and access non-traditional sales channels. Tactics to accomplish this objective include newsletters, speaking engagements, bulk sales, word-of-mouth programs, sponsorships, etc. When an author knows how to build a platform, they can own an audience and significantly increase book sales. For instance, one of my clients personally sold over 4,000 copies of her new book within the first nine months just through speaking engagements and gift sales.


Consider the advantages to launching an author instead of just launching books:

Why launch a book?

(Short-term publicity)

  3 Advantages:

1. More retail sales in book’s first 90-day window.

2. Easier to spike new title onto a bestseller list.

3. Immediate gratification for publisher.

  7 Disadvantages:

1.   Higher costs and break-even point for publisher.

2.   Short-lived sales curve foster bookstore returns.

3.   Diminishes author relationships with readers.

4.   Frontlist promotion ignores backlist sales.

5.   Overlooks non-retail sales opportunities.

6.   Less effective for new authors with no platform.

7.   Author doesn’t gain platform for next book sales.

Why launch an author?

(Long-term book sales)

  8 Advantages:

1.   Less money wasted on costly, ineffective publicity.

2.   Higher book sales over a longer period of time.

3.   Stronger relationships are built with readers.

4.   Boosts sales of both frontlist and backlist titles.

5.   Captures both retail and non-retail book sales.

6.   Helps new authors build longer-lasting careers.

7.   Builds larger platform for author’s next book to sell.

8.   Increases author loyalty to the publisher.

  2 Disadvantages:

1.   Lower sales boost during book’s first 90 days.

2.   Harder to spike title onto a bestseller list.


As publishers face increased competition, tight marketing budgets cannot afford to be wasted. Investing to help authors grow their platform benefits both publisher and writer. So, why launch a book when you can launch an author? Follow the tortoise for higher profits over time. It’s better to own an audience long-term than manipulate readers for short-term sales.