At a recent book launch party, I complimented the author on the event, and she said, “Thanks! I’ve never been to a book launch party, so I wasn’t exactly sure what I was doing!”
Reader, she did a fabulous job planning it.
I don’t want new authors to be nervous about something they needn’t be nervous about, so I thought I’d provide a little context for what book launch events typically look like. (Note: I’m not talking about the entire launch marketing process, which could span several months—just the launch party!)
Location
Location may determine your options for the event date, headcount capacity, and food and drink options, so it can be helpful to get this decision nailed down first.
Bookstores are an obvious possibility, but do your research. Some bookstores will host only traditionally published authors, not self-published authors. And requirements may differ among stores (e.g., minimum number of book sales). While you could approach a chain like Barnes & Noble, your local indie bookstore might be more accessible.
However, get hit up a lot for book launch events and cannot accommodate them all, so think about other locations as well:
- A restaurant might be a good choice if food is important to your event. Be sure to ask about room rental and/or food minimums.
- Someone’s home can be great for more intimate events.
- If you are a member of a business or social club, event rooms and food service are typically available.
- Libraries are, of course, great supporters of books and authors.
Also consider venues that connect naturally to your book’s subject matter. If you have a book about wine, hold your party at a wine bar. If your book is about pottery or painting, a local art gallery might complement it.
Food and drink
Is it really a party without food? Well, yes, it can be. But having comestibles on hand can entice people to RSVP yes, stick around longer, and enjoy themselves more.
I have seen a variety of food and beverage offerings, aligned to the event length and location:
- Cookies and punch at a bookstore (around the actual bookshelves)
- A coffee cart, sodas, cookies, and light appetizers at a bookstore in a big event room
- Heavy appetizers, wine, and other beverages in someone’s home
- A cocktail hour followed by a sit-down dinner at a social club
Not all locations allow food, and some limit the types of food and beverages allowed, so if food is important to you, take that into account in selecting your location.
Event structure
Book launch events often run 60 to 90 minutes (maybe a couple hours), but one could certainly run longer for an open house or full dinner event.
Generally the structure includes:
- Social time – Social time is sometimes the first half hour of a longer event; other times the program starts right away and the social time is combined with the book signing.
- Program – The author is introduced and has a chance to speak, read from their book, offer thank-yous, and answer questions.
- Book signing – The author usually signs books after the program is done, which lets people leave after they talk with the author. That said, I’ve seen authors sign books before the program as well.
Two common program approaches:
- Author reading – The author reads for maybe 20–30 minutes and then takes audience questions. This is a common structure, but in recent years, I’ve been seeing more of the next approach.
- Author conversation – The author has a conversation with another author or an expert on the book’s subject. It is not exactly an interview; if the partners have prepared well, it can be a very meaty discussion. The author usually reads a few passages and answers audience questions as well. To me, this approach feels more intimate than a straight reading.
However, as with location, you can get creative in linking the program design to your book’s topic. If you write a book about fountain pens, demonstrate how different models work and let audience members try writing with them. A cookbook event could let attendees taste some of the recipes, or even learn in an easy cooking “class” if the venue allows.
The author I mentioned initially used a “fishbowl” exercise where attendees responded to her comments and the book’s topic. It worked well because the group understood the subject matter and had participated in similar exercises before.
Getting people there
Your invitation list will depend on the type of event you hold—for instance, a big open house versus a thank-you for close supporters.
If possible, I recommend sending personal invitations. Let people know why you are inviting them. “You played a part in my success” is a nice message to hear, but “I want to share my joy at finally publishing my book, so come party with me” works too!
There are plenty of Evite-type apps you can use, but email is fine—just spruce it up with a graphic of your book cover!
In your invitation, make sure you specify if the program starts right away, so people aren’t late. And I definitely recommend requesting RSVPs, especially if you are renting your venue. Even if you have some no-shows, asking someone to say “yes” is more likely to get it on their calendar.
Beyond personal invitations, don’t forget to spread the word through your newsletter, social media, website, professional organizations, and community groups that may be interested in your topic. Even if the event is primarily for friends and supporters, a few public announcements can help you reach readers who would love to attend.
Selling books
At the event, it is expected that books will be available for sale and the author will be available for signing them. (Don’t forget to bring pens!)
If you are at a bookstore, chances are the staff will handle sales, either through their regular sales process or as consignment sales.
If you are someplace without sales staff, be sure to assign someone besides the author to this task. You, the author, need to be circulating, celebrating, and signing books!
Be sure the person handling sales has what they need for taking sales properly (including collecting sales tax if applicable):
- A price sheet, including a list of payment methods (cash, check, credit card, payment apps) and payment identifier/handle if using apps like PayPal, Venmo, and Zelle
- Cash to make change (if you are taking cash)
- Devices for taking debit/credit cards (if you are taking cards)
- Some method of tracking sales, e.g., paper or spreadsheet
Pro Tip: If you are selling books yourself and plan to take cash, it can be helpful to set a special “event price” that incorporates the sales tax and gives you a round number (e.g., $15 or $20) as the total price. You’ll find making change easier.
Celebrate, celebrate, celebrate!
There’s no one “right” way to throw a book launch party. Some launch events are held in bookstores, and others in restaurants, homes, libraries, clubs, galleries, or community spaces. Some events feature readings or conversations; others incorporate activities tied to the book’s theme. Some offer cookies and coffee; others serve a full meal.
The best book launch party is the one that feels authentic to you and gives you a chance to share your accomplishment with the people who supported you along the way. Publishing a book is a major achievement—invite others to celebrate with you!
Itching for a book launch party but still need to finish your book? 😊 I might be able to help. Get in touch at karin@clearsightbooks.com.