Smithpublicity
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It is a common trajectory that frustrates many authors: a book launches with fanfare, sales spike, reviews pour in, and then, three months later, the numbers begin to flatline. Many authors accept this plateau as the natural, inevitable death of a book's commercial life, but it doesn't have to be. Smith Publicity suggests that authors can generate a "second wind" for their book by strategically planning events and activations well past the release date. These events serve as a reminder to the market that the book is still fresh, relevant, and worth reading.
The first step in planning a "second wind" is to find a new hook. You cannot simply repeat your launch party; the novelty is gone, and your immediate circle has already bought the book. Instead, anchor your event to a calendar date, a cultural trend, or a seasonal theme. For example, if your novel is a lighthearted beach read, plan a "Summer Send-Off" virtual party in August. If your non-fiction book covers leadership or productivity, host a "Year-End Strategy" workshop in December to help people plan for the new year. By attaching your book to a timely occasion, you give media outlets and readers a new, urgent reason to care. It moves the conversation from "new book" (which is no longer true) to "relevant resource" (which is always true).
Next, leverage partnerships to expand your reach beyond your existing audience. A post-launch event is the perfect opportunity to collaborate. Find two or three other authors who released books in the same genre earlier in the year and host a group panel. Title it something like "The Best Thrillers of the Year (So Far)" or "Must-Read Romances." This cross-pollination exposes your book to their audiences and vice versa, effectively doubling or tripling your reach. You could also partner with a non-profit organization or a local business. A cookbook author could partner with a local kitchenware store for a live demo; a memoirist could partner with a mental health charity for a fundraiser. These partners bring their own email lists and social followings, breathing new life into your book promotion efforts.
You must also refresh your digital presence to match the event. Do not use the same graphics you used six months ago. Create new visuals that highlight the specific theme of the "second wind" event. Update your social media bios and pin the new event details to the top of your profiles. Send a dedicated email to your list, perhaps offering a special incentive for attending, such as a downloadable workbook, a Q&A session, or a digital signature. The goal is to create a sense of renewed excitement and activity.
Finally, use the event to gather fresh social proof. During the event, ask attendees to share their favorite quotes or takeaways on social media using a specific hashtag. Capture these posts and use them as testimonials in your future marketing. This shows potential buyers that people are still talking about and enjoying your book, which is a powerful validator. It proves the book has staying power.
In conclusion, a book's lifecycle is what you make of it. By planning strategic events throughout the year, you can create multiple peaks in your sales chart and keep the momentum alive indefinitely.
For help planning events that drive long-term results, reach out to Smith Publicity. https://www.smithpublicity.com/
The first step in planning a "second wind" is to find a new hook. You cannot simply repeat your launch party; the novelty is gone, and your immediate circle has already bought the book. Instead, anchor your event to a calendar date, a cultural trend, or a seasonal theme. For example, if your novel is a lighthearted beach read, plan a "Summer Send-Off" virtual party in August. If your non-fiction book covers leadership or productivity, host a "Year-End Strategy" workshop in December to help people plan for the new year. By attaching your book to a timely occasion, you give media outlets and readers a new, urgent reason to care. It moves the conversation from "new book" (which is no longer true) to "relevant resource" (which is always true).
Next, leverage partnerships to expand your reach beyond your existing audience. A post-launch event is the perfect opportunity to collaborate. Find two or three other authors who released books in the same genre earlier in the year and host a group panel. Title it something like "The Best Thrillers of the Year (So Far)" or "Must-Read Romances." This cross-pollination exposes your book to their audiences and vice versa, effectively doubling or tripling your reach. You could also partner with a non-profit organization or a local business. A cookbook author could partner with a local kitchenware store for a live demo; a memoirist could partner with a mental health charity for a fundraiser. These partners bring their own email lists and social followings, breathing new life into your book promotion efforts.
You must also refresh your digital presence to match the event. Do not use the same graphics you used six months ago. Create new visuals that highlight the specific theme of the "second wind" event. Update your social media bios and pin the new event details to the top of your profiles. Send a dedicated email to your list, perhaps offering a special incentive for attending, such as a downloadable workbook, a Q&A session, or a digital signature. The goal is to create a sense of renewed excitement and activity.
Finally, use the event to gather fresh social proof. During the event, ask attendees to share their favorite quotes or takeaways on social media using a specific hashtag. Capture these posts and use them as testimonials in your future marketing. This shows potential buyers that people are still talking about and enjoying your book, which is a powerful validator. It proves the book has staying power.
In conclusion, a book's lifecycle is what you make of it. By planning strategic events throughout the year, you can create multiple peaks in your sales chart and keep the momentum alive indefinitely.
For help planning events that drive long-term results, reach out to Smith Publicity. https://www.smithpublicity.com/
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