We’ve covered online book launches in-depth here—exploring affiliate partnerships, virtual communities, and more. But today, let’s talk about “On the Ground Book Launches” and why they remain significant, even in our digital age.
Not too long ago, I worked with an author who insisted on launching his workplace business book in a bookstore, followed by multiple events at other locations. It was a bit unconventional since many are of the opinion that people don’t frequent bookstores. (It’s important to remember that just because we may not do something, it doesn’t mean others aren’t doing it.)
I’ll admit, I was a bit hesitant. In my experience, the best bookstore turnouts happen with well-known authors and celebrities who have loyal fans. This author wasn’t anywhere close to that yet—but he had a compelling message, and it resonated. We got him some local media coverage and we targeted his network of connections too. His first event brought in 73 attendees, and his second drew 84. Most of them bought a copy of his book, with some buying multiple copies. Those are good numbers and he also had the added benefit of meeting each person face-to-face (which you really can’t put a price on).
Still Relevant
On-the-ground events, especially in bookstores, are not only still relevant, but they can be wildly successful depending on the author, book, and approach.
So why do in-person events work? Because nothing compares to being in the same room with other human beings. As much as I love the convenience and reach of virtual platforms, neuroscience shows we’re hardwired to connect more deeply when we’re physically present with others. If you can get people in the room, it changes everything.
But how do you get them there? That’s where strategy comes into play. The key to a successful launch is understanding your desired outcomes. Who’s your target audience? How do you plan to reach them? And what kind of events make sense for your book?
Maybe you’ll host your launch at a bookstore, library, or a nonprofit organization. Or perhaps a book festival, conference, or a friend’s home suits your style better. Wherever you can gather people is an opportunity for a successful launch, so consider what will resonate most with your readers—and, just as importantly, what will bring you joy. And don’t forget: if you have a sponsor, that might dictate where the event takes place (and you may get some fun swag bags to hand out to participants). Like anything in life, on-the-ground launches come with their own pros and cons, so let’s break a few down.
Pros of an “On the Ground” Book Launch
- A Clear Milestone: Transitioning from “preparation” to “go-time”, launching your book with an event signals that it is officially out in the world. It provides a psychological boost that can’t be underestimated.
- Higher Conversion Rates: It’s easier to convert someone to buy your book, sign up for a newsletter, or enroll in your course when they’re standing right in front of you. Eye contact and personal connection make a difference.
- Better Sales: Along with conversions, face-to-face interactions often result in immediate purchases—money in hand!
- Stronger Relationships: I’m not a fan of the word “fan,” but there’s no better way to nurture the relationships that turn readers into your loyal advocates. These are the folks who will buy every book you write, attend your workshops, and spread the word about you.
- As much as social media is touted as the answer to everything, I truly question this. But more on that at another time.
Cons of an “On the Ground” Book Launch
- Travel: Unless you’re hosting at home, travel is inevitable. Whether it’s across town or across the country, you’ll need to be prepared to go the distance.
- Book Logistics: If you’re self-published, getting books to the venue can be a bit of a hassle. Whether you’re lugging them in your car or shipping them in advance, it’s a detail that requires attention.
- Exceptions: If you’re using Print on Demand, the books can be shipped directly to the venue. Just make sure the venue knows they’re coming and that you’ve arranged for a safe hand-off. You’ll avoid headaches with lost shipments that way.
- Another option is to arrange for a bookstore to handle sales. They’ll take a cut, but it saves you from having to manage the books, sales, or the logistics yourself. Plus, it’s a great way to build a relationship with the bookstore staff.
- No Immediate “Long Tail”: Once the event is over, it’s over. However, you can extend the impact of your event if you’re strategic. I’ve got a report on how to create a long tail after an on-the-ground event, and I’ll share that with you soon.
Bottom line
Building relationships and trust happens faster in person. When you’re in the same room as your audience, the bookstore team, or potential collaborators, magic happens. Science supports it: in-person events are a powerful way to launch your book and kick-start its life.
To your success!
Joanne
P.S. It’s Go Time!
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