Some publishers will handle the launch, or even a series of launches. However, if you self-publish, or if, like me, your books are published by a small independent company, you may well have to set this up for yourself.
I usually feel very anxious about the event in advance, but once the reading begins I relax. I’m not naturally gregarious, but I am good at playing the part of the writer. I’ve done a lot of teaching over the years, and that’s helped me to overcome my nerves.
If you suffer from nerves, you can tell yourself that you are just playing the part of the writer. It won’t work for everyone, but it can help some people quite a lot. Alternatively, ask someone you trust to be your emcee (Master of Ceremonies). They can do the hosting part, welcoming guests, making sure everyone has a drink and snack, and somewhere to sit. Then they can introduce you and you can read from your book. Another advantage of having someone run the event is that they can interview you. Obviously, you’ll have decided on these questions together, so you can be well prepared.
How you handle your anxiety is up to you, but I would caution against alcohol. You might manage with just a small amount, but nerves can make you drink more than you had planned. Slurring your words, falling asleep, or being argumentative, are not good ways to promote your work. Tread carefully.
When should you launch your book?
I usually aim for the day the book is released, but that’s not always possible. Perhaps the venue you want isn’t available that day, or you have something else going on. Also, if the book is released midweek, you may want to wait until the weekend. A Sunday afternoon event is more likely to draw a crowd than a Wednesday evening.
Where
The glib answer is somewhere that makes you feel comfortable and that can accommodate a crowd. However, some places are more appropriate than others. My back garden would be fine; I’m comfortable there, and it’s big enough to host a small football match. However, I don’t want strangers traipsing through my house to get to the back, or to use the facilities. Plus, living as I do in Ireland, weather is a definite concern.
If possible, try to find a place that connects with your book. If, for instance, your story takes place near a well-known seashore, you might arrange to have your launch in that area.
As you know, I write the Sherlock Holmes diaries. In nearby Dublin, there’s Doyle’s Corner, thanks primarily to a pub apparently named for Sir Arthur Conan Doyle. This would seem like a great venue for me, but book launches and pubs are not the best match. I’m not a fan of restaurants as venues either, unless the proprietor is willing to give you a room specifically for your event. Bookshops and libraries are good, and feel like a natural habitat for a writer.
What to read
Usually, people will read the opening few pages of the novel. Depending on the story, you might want to start with the opening scene, and then perhaps another contrasting scene later on. For instance, in my current novel, Great Warrior, the opening is dark and features the discovery of a murdered woman. It is clear from the start that the victim is Mrs Hudson’s niece. I follow that scene with another from later in the same chapter in which Holmes interviews a witness, a man and his mother who are huge, and unembarrassed, Holmes fans. The lightness of tone in this segment serves as a contrast with the darkness of the opening.
The choice is, of course yours. I do think, however, that unless your opening is funny, you should read a couple of contrasting excerpts. Very few people want to trudge through an unrelentingly bleak story. Letting them know that the tone lightens in places can move you from the avoid to the must-read category and that, after all, is the point. The same is true of the contrast between an action sequence and something more introspective.
Who to invite
Yes, friends and family because they will want to support you. Also, if you have friends who work in bookshops or the media, even humble bloggers, they can help spread the word about your event.
You don’t have to know everyone who attends your launch. Strangers can surprise you. They can become supporters of your work and open doors you never even thought about. Just don’t invite too many or too few. Keep in mind the capacity of the venue and invite accordingly.
Letting people know
Emails to your contact list is the first and easiest way to start. If you can afford it, send printed invites to special guests. Mention that wine and snacks will be served and, of course, serve them! Next, if space allows, encourage your guests to bring other guests.
Use publicity items like bookmarks or leaflets to advertise your book. Give them to friends to share.
If possible, try to get an article in the local newspaper or on a local radio station.
Good luck with setting up your event. I hope it’s a great hit. I’d love to hear from you about your experiences.
Next week: we’ll look at the trials and tribulations of the second novel.
Geri Schear 