A pre-order campaign for authors is one of the most important, yet often overlooked stages in the book launch process. While it might be tempting to rush to publish your book as soon as it’s ready, setting up a well-planned pre-order period can significantly impact your book’s success. This part of your book marketing strategy isn’t just about building excitement with readers—it’s about laying the groundwork for strong sales, boosting momentum, and positioning your book for long-term success in the market.

When you utilize a pre-order campaign, you get to gauge interest in your book before it officially hits the market. It also helps you create buzz and anticipation because you’re giving your audience something to look forward to. But more than that, pre-orders contribute to your book’s early success. Here are three ways pre-orders add to your book’s early success. They can:

  • Boost Your Sales Rank: Purchases made during the pre-order period are often counted as sales on the day of the book’s release. This gives you a better chance to climb the charts and (potentially) become a bestseller.
  • Generate Word of Mouth Recommendations: Early readers, and a Launch Team, can help spread the word about your book during the pre-order period. This gives your book the social proof it needs to attract more readers.
  • Build Your Author Credibility: A successful pre-order campaign can position you as a serious author, which increases your credibility and establishes your brand.

Step-by-Step Guide to a Successful Pre-Order Campaign

Launching a pre-order campaign requires careful planning. Here’s a step-by-step guide to help you maximize your efforts and experience a successful book launch:

1. Set Clear Goals

Before you enter your book’s pre-order period, define what you want to achieve with your campaign. Do you want to:

  • Increase visibility
  • Book sales
  • Grow your email list

Knowing your goals for your book marketing strategies will help you tailor your campaigns ahead of time.

2. Choose the Right Timeframe

For a well-times pre-order campaign, plan for a kick-off at least 4–6 weeks before your book’s release date. This will give you enough time to build anticipation and allow your promotional efforts to gain traction, but it’s not so long that your audience loses interest.

3. Leverage Your Email List

An email list is one of your most powerful marketing tools. Begin building your email list while your book is still in production. Use your email campaign to send out regular updates to your subscribers. Tease them with sneak peeks, character profiles, or behind-the-scenes content. Once your book is available for pre-order, be sure to add the purchase link to your emails.

4. Utilize Social Media

Social media platforms like Instagram, Facebook, and X (Twitter) are perfect for generating excitement during your pre-order period. Share countdowns, book quotes, and video teasers with your audience. Engage with your followers by asking questions related to your book’s themes or characters.

5. Collaborate with Influencers and Bloggers

Take the time to research and partner with book influencers, bloggers, or other authors in your genre who have a following that matches your target audience. They can help you reach more people when they share your pre-order announcement, review your book, or host a giveaway.

6. Offer Freebies with Purchase

One way to encourage pre-orders is to offer something exclusive in return for a purchase. Consider giving away:

  • Exclusive Chapters: Offer early readers the first chapter ahead of time or you can send an exclusive epilogue readers won’t find in the published version.
  • Author Interview or a Q&A: Share a recorded interview where you discuss the inspiration behind your book, your process, and future projects.
  • Printable Bookmarks or Art: Have book-themed printable items designed that your readers can download and enjoy.

TL; DR

Ready to see your book soar? Start planning your pre-order campaign before your book goes to print and take advantage of the benefits it offers. Follow our step-by-step guide, to not only boost book sales but also set your book up for long-term success.

Free Download!

Visit our pre-order checklist to get started, and don’t forget to subscribe to our newsletter for more expert tips on self-publishing, author marketing tips, and more!

Discover more from Mill City Press

Subscribe to get the latest posts sent to your email.