The goal of the launch is to create as much positive momentum for your book as possible from the very beginning of its life as a published work for sale. Positive momentum includes selling as many books as possible on the launch date. It also means achieving bestseller status on Amazon.com, and elsewhere. The earlier the planning for this momentum the better. Some key actions to support the launch may begin six weeks, or more, prior to the launch date.

Six weeks to launch: Solicit early adopters from your list of close friends and family. Have some of this group volunteer to be launch champions who will help to promote the book launch through their networks on the day of the launch. They will also be the first group of buyers for the book as soon as it is available.

Five weeks to launch: Prepare your lists of contacts on social media, email lists, and specific organizations or associations that may align well with the subject matter of your book. If your book is highly relevant to a particular group, reach out to recognized experts, associations, forums, and make them aware of the book. Offer to donate copies or sell some at a big discount for a particular cause. Ask experts for a written positive review or endorsement of your book. In addition, ask them to allow you to mention their use of the book in your promotional materials.

Four weeks to launch: Obtain written reviews for inclusion with the book launch promotion or even to be added to the book cover. Get commitments from friends and others for reviews online when the book is launched on sites such as Amazon.com.

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