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## Is Your Product Launch An Event? It Should Be

The first few books I published were very modest successes. That’s because they were done using an intuitive process. Books were first written, edited and formatted. An attractive book cover and attractive blurb wrapped around the package. And only then did the marketing efforts begin.

A few months later, due to strong interest in its subject matter, there were two hundred sold. It wasn’t bad, but it wasn’t great either.

But after studying how a formal product launch works and applying the strategies to an expert program, the results were startling. The main difference with this new approach was that my book launch was now an event!

Marketing begins as soon as a product launches

Book publishing starts about a year before the book is ready. Yes, it’s amazing to praise beginners, but it takes a year to build anticipation and get potential buyers in the right frame of mind so they’ll rush to the bookstore and order a copy as soon as you launch.

So what should you do in that year?

Set the stage for the launch event that will be your book publication. In other words, turn writing a book into a special event that people will be excited about and look forward to.

Here are some ideas for doing this:

**1. Give readers a peek behind the scenes**

Invite potential book buyers to sign up to your newsletter – and drip-feed news and information about how your book is doing. Tell them about a problem faced by a difficult character. Show them the drafts you later discarded – because they weren’t good enough. Let them see how the book creation process works.

**2. Offer tidbits of your book**

From time to time, you may share portions of your book or other products. The sample you offer should entice and entice without providing all the value that a finished product would provide. That way, people who taste one bite will eagerly wait for the whole dish!

**3. Run contests**

Since you have a long time to build buzz, you can run contests, giveaways, and trivia quizzes with your book or product as prizes. People can register for a chance to win by doing something like sharing a tweet on Twitter or posting a photo of your book cover on Facebook, spreading the word about your upcoming launch to a larger audience than you could reach on your own.

**4. Get them involved**

You can ask your blog or email list or social media followers to help you co-create your product yourself. For a book launch, you can choose one of a set of 3 to 5 book covers and seek their feedback. For seasonal special deals, you can ask them what price is best. For a bonus bundle, you can invite suggestions for what they like best.

**5. Build excitement near your launch**

When the impending launch is around the corner, speed up your promotion. Post more frequent updates. Send more emails. Whip your crowd into a frenzy, so they’ll be eager to grab your new product on launch day.

These are all simple ways to turn your product launch into an event that creates excitement and generates more sales.

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