Getting readers excited about your book before it’s even released is one of the most important things you can do to ensure a successful launch. Too many authors make the mistake of finishing their book, publishing it, and then scrambling to figure out how to sell it.
But the authors who generate buzz and sustain momentum don’t wait until launch day to start promoting—they build anticipation long before the book is even available. The goal isn’t just to inform readers that your book exists but to make them eager to read it the moment it’s released.
The first step in generating excitement is to start talking about your book early. Many authors hesitate to share anything about their book before it’s finished, worried that they’ll jinx the process or that no one will care yet.
But waiting until everything is finalised means missing out on valuable time to build momentum. The earlier you begin engaging potential readers, the more invested they’ll be when the book is finally available.
One of the best ways to do this is through behind-the-scenes content. Readers love to feel like they’re part of the journey, and sharing glimpses of your writing process can create a sense of involvement.
Fiction authors can talk about character development, world-building, or the inspiration behind their story. Nonfiction authors can share their research process, personal experiences related to their book’s topic, or key insights they’ve uncovered while writing. Instead of just announcing “I’m working on a book,” take readers inside the process, letting them feel like they’re watching it take shape.
Cover reveals are another great way to build excitement. A book’s cover is one of its most powerful marketing tools, and making the reveal an event can generate a surge of anticipation. Instead of just posting the cover, build up to it—drop teasers, share close-up sections, or even have readers guess elements of the design.
When you finally reveal the full cover, make it feel like a big moment, something worth celebrating. Encouraging readers to share the cover on their own social media can also help amplify its reach.
A compelling book blurb plays a crucial role in building anticipation. Many authors struggle to write an engaging book description, focusing too much on plot details instead of making the reader feel something.
The best blurbs create curiosity and emotional investment. Instead of simply outlining the premise, they hint at the stakes, the tension, and the reason readers should care. For nonfiction books, a strong blurb focuses on the problem the book solves and what transformation the reader can expect. Refining your book description early allows you to start using it in promotions well before launch day.
Exclusive sneak peeks and early content can also create anticipation. Sharing the first chapter, a key excerpt, or even a deleted scene gives readers a taste of what’s coming. Fiction authors can post a short but intriguing passage that leaves readers wanting more, while nonfiction authors can share a small section that delivers value while hinting at the full depth of the book. The key is to provide just enough to spark curiosity without giving too much away.
Building an email list before launch is one of the smartest moves you can make. Social media is great for engagement, but it’s unreliable—algorithms control who sees your posts, and followers don’t always translate to book buyers.
An email list, on the other hand, gives you direct access to readers who are genuinely interested in your book. Offering an exclusive bonus, such as a free short story, a resource related to your nonfiction book, or early access to sneak peeks, encourages readers to subscribe. By the time your book is released, you’ll have a dedicated list of engaged readers waiting to buy.
Early reviews and endorsements can also help create buzz. If you can get advance readers to review your book before launch, you’ll have social proof ready to go on day one.
This could mean sending ARCs (advance reader copies) to book bloggers, influencers, or even a select group of engaged followers who are excited about your book. The more people talk about your book before it’s available, the more anticipation builds.
Strategic social media engagement is another way to keep excitement levels high. Instead of just posting about your book repeatedly, focus on creating interactive content. Ask readers questions about their favourite book tropes, have them vote on minor details (like a character’s pet’s name), or encourage them to guess what your book is about based on cryptic hints. This kind of engagement gets people emotionally invested before they’ve even read the book.
For nonfiction authors, establishing authority in your subject area can drive excitement before launch. Posting insights, answering questions, or even running small challenges related to your book’s topic builds credibility and attracts an audience genuinely interested in what you have to say.
If your book solves a specific problem, start engaging with communities where people discuss that issue. By the time your book launches, you’ll have positioned yourself as a go-to expert.
Pre-orders can be a game-changer for building momentum before release. Even if you don’t have a large audience yet, offering pre-orders gives you an opportunity to start promoting with a tangible call to action.
Some authors offer limited-time bonuses for pre-ordering, like an extra digital download, an invitation to a private Q&A, or exclusive behind-the-scenes content. Pre-orders also signal to retailers that there’s demand for your book, which can help with visibility once it’s live.
If you’re launching a fiction book, consider running a countdown or teaser campaign leading up to the release. This could be as simple as posting a daily fun fact about the book, revealing character profiles one by one, or dropping cryptic hints about the story. Readers love feeling like they’re in on something special, and a well-executed countdown creates a sense of urgency.
One strategy that works well for both fiction and nonfiction is collaborating with other authors or influencers. If you can team up with someone who has an overlapping audience, you can introduce your book to an entirely new group of potential readers.
This could mean guest blogging, doing joint giveaways, appearing on podcasts, or being featured in another author’s newsletter. The more places your book is mentioned before launch, the more people will be anticipating its release.
Excitement isn’t something that happens automatically—it’s something you create. The authors who have strong launches are the ones who build anticipation early, make readers feel like they’re part of the journey, and consistently engage their audience.
Instead of waiting until your book is available, start marketing months in advance. Every conversation, teaser, and piece of content you share before launch increases the likelihood that when release day arrives, readers will be excited and ready to buy.
Until the Next One
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