How to bank 1,000 preorders for your book (even without a massive mailing list)
A no-nonsense guide to generating preorder momentum and converting readers into buyers, even if you're starting from scratch even without a huge following.
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Hi,
I’ll be honest, getting 1,000 preorders for a book is one of those goals that sounds impressive but can feel downright ridiculous, especially when you’re just starting out. I’ve only ever hit 1,000 preorders once myself, and frankly, I think it’s a bad idea to make that your target early in your career.
Still, people keep asking me how to do it, so I’m finally going to break it down.
In fact, in 2024 we spent $50,000 on audience growth and the #1 best performing ads used some combination of “Get 1,000 preorders.”
So, here we go.
This isn’t going to be easy, and it probably won’t happen the first time you try, but this is about creating the structures in your business that allow you to keep going back to this well and strengthening it with each release.
Let’s get one thing straight off the top.
Preorders are harder to get than regular sales. Readers don’t get instant gratification, so you’re asking for more than just their money. You’re asking for their patience and trust. Meanwhile, they have access to every book that’s ever been released at their fingerprints.
Then, when you add in that if you’re reading this you’ve probably not released many books yet, and now you’re asking people to trust and unproven commodity. Even once you release a book it’s very hard to get somebody to give you a chance. It’s dang near impossible to do so before a book is even released.
If you’re starting with a small email list or limited social media reach, the math can feel brutal. On average:
Email lists: Only about 1-2% of subscribers might preorder your book, even with strong engagement. Honestly, if you had this kind of conversion rate on a fully released book it would be pretty good. So, you’ll likely get even lower than this on preorders.
Social media: Only about 1-3% of your followers will even see your promotion on social media, and only 1-3% of those will take action.
Touchpoints: Readers typically need 7-12 interactions before they’ll take action. That means your message needs to land over and over again.
That’s a lot of math that has to math in order for the math to math in your favor. This isn’t meant to discourage you. It’s meant to prepare you. If you’re a new author, hitting 1,000 preorders isn’t just about the end goal. It’s about using the process to learn, grow your audience, and lay the foundation for future success.
The only reason I think this exercise has any merit is because with every push you are building your audience, and in order to get 1,000 preorders you’re going to have to make a sustained marketing push that will force you to get comfortable with a lot of things that authors tend to shy away from for years.
Even if you fail, you’ll likely grow your audience a lot trying for this big goal.
Preorders require relentless repetition. People don’t make decisions the first time they hear about something. They don’t even make decisions the seventh time. The average reader needs 7-12 interactions with your book before they even consider clicking "Buy."
That’s not because they don’t like you or your book. It’s because they’re busy, distracted, and inundated with options. Your job is to make sure they can’t forget about you.
This is the paradox of promotion. What feels like shouting into the void to you is often the faintest whisper to your readers. When you feel like you’ve said enough, you’re only about 5% of the way there. That means you still have 95% of your work ahead of you.
I promote my books hard and I have never had a launch end without somebody commenting that they didn’t even know I was launching something. By the end I’m exhausted and sick of talking about my book while my audience has barely tuned in to hear about it.
That means showing up consistently, crafting emails that intrigue them, writing posts that make them stop scrolling, and offering them reasons to care.
The more ambitious your preorder goal, the more touchpoints you’ll need, and the more platforms you’ll have to leverage. If you’re aiming for 1,000 preorders, you can’t just rely on one channel. Your email list, social media, ads, partnerships all have to work together to create the kind of buzz that makes people pay attention.
The mental toll wears on you over the course of a preorder campaign, but it’s nothing compared to the emotional toll. You’ll send emails that no one opens, post on social media and watch the algorithm bury your hard work, and spend hours perfecting an ad only to see it barely convert. It’s frustrating, and honestly, it can make you feel like you’re shouting into the void.
To some extent that’s exactly what you are doing, except sometimes the void screams back, and that’s what we’re all hoping will happen a lot when we launch something.
Finding your strategy
Whether you’re traditionally published or indie, your book comes in a specific format like a graphic novel or audiobook, your path to success depends on adapting your strategy to your unique situation.
If you’re a traditional author, you’ll likely have some support from your publisher, but it’s often not enough on its own. Yes, you can use their network to secure retailer placement and influencer support, but it doesn’t stop there. You’ll have to supplement their efforts by engaging with your personal audience, whether that’s through your email list, social media, or local events.
Your publisher might not have the bandwidth to give your book the spotlight it deserves, so it’s up to you to make it stand out.
You do have a support network when you are traditionally published though, and you should use it. Make your own list of marketing actions and ask for their help. Publishers love when you schedule a book tour or go to conventions after a book releases. They’ll often even send books with you at their cost if you go to a conference so your name gets out there. Before a launch, your editor and publicist can work with you to make the most of your network and amplify it with theirs, so make sure to stay in conversation with them.
Most authors sit passively by and wait for the publisher to do things, but if you take your fate into your own hands, your publisher will often match your effort.
For indie authors, you’re in full control of your campaign, which is both a challenge and an opportunity. You’ll need to take ownership of every aspect, from audience building to outreach. The good news is that you’re free to experiment. Try a mix of direct sales, email campaigns, and grassroots efforts to see what works best for your audience.
Your book’s format also plays a role in how you approach preorders. If you’re writing a children’s book, your audience isn’t the kids. It’s their parents, teachers, and librarians. Focus on connecting with these gatekeepers through school outreach, local bookstores, and child-friendly events. If your book is a graphic novel or comic, lean into visual-heavy platforms like Instagram or TikTok, where eye-catching art can grab attention. For audiobooks, podcast appearances and collaborations with popular narrators can make all the difference.
The key is to meet your readers where they are, with strategies that make sense for your specific publishing path and format.
The more aligned your campaign is with your book’s unique needs, the more effective it will be.
Frankly, if you even get 100 preorders you should do a happy dance. Getting to 1,000 is mental. So, why do it? Why put yourself through this?
Because every time you send an email or post about your book, you’re not just marketing for this launch. You’re also planting seeds for the next one. You’re building an audience that will remember you, even if they don’t buy this time. You’re creating a foundation that will make your future launches easier, faster, and more successful.
You don’t have to be perfect. You just have to be persistent. Preorders aren’t about doing everything flawlessly. They’re about showing up again and again, until people can’t help but notice. Preorders require more than most people think they can give, but they also give experience, growth, and the beginnings of a loyal readership, which is worth a lot.
Why preorders are hard
Preorders are a different beast from regular sales, which are hard enough as it is to get right. When you’re asking someone to preorder, you’re not just selling a book. You’re selling the promise of a book. Readers don’t get instant gratification, and for many, that’s a hurdle. They might think, Why not just wait until it’s available? or What if I don’t like it? These challenges are amplified if you’re a newer author or working with a small audience. Convincing readers to trust you and your story before they’ve even read a page is no small task.
But preorders aren’t just about getting sales early. They’re about building momentum, creating excitement, and showing your audience why your book is worth their attention. If you can overcome the natural hesitation that comes with preorders, you can turn a skeptical reader into a lifelong fan.
Readers hesitate to preorder for a few reasons, and it’s not because they don’t like you or your book. It’s because preordering is inherently a leap of faith. They’re giving you their money now and waiting weeks, or even months, for something in return. They’re busy, distracted, and often unfamiliar with how preorders work or why they matter. Many readers simply don’t understand that their preorder could be the thing that helps a book they love find a bigger audience.
It’s your job to bridge the gap, to show them why preordering your book isn’t just a good idea, it’s an exciting opportunity to be part of something special.
When you approach preorders, think of it as an opportunity to start a conversation with your readers. Instead of focusing on the transaction, focus on what the preorder represents. Preorders are about trust, exclusivity, and being part of the story before anyone else. They’re not just buying a book. They’re joining your journey.
Talk to your readers about why preorders matter. Let them know how preorders influence bookstore orders, retailer visibility, and even how algorithms decide which books to recommend. Let them know that every preorder is a vote of confidence that helps your book reach more readers. Be transparent, honest, and authentic. When your audience understands the stakes, they’ll be more inclined to take that leap.
The waiting period is the main thing that makes preorders harder than regular sales, but it’s also what makes them special. When readers preorder, they’re choosing to believe in your book before it’s even in their hands. Reward that trust by giving them something that makes the wait exciting.
Maybe you share a sneak peek at the first chapter or send exclusive updates about your writing process. Perhaps you offer preorder bonuses like digital wallpapers, short stories, or behind-the-scenes videos. These extras aren’t just perks. They’re ways to keep readers engaged and excited while they wait.
For example, imagine telling your audience: “When you preorder, you’ll get a free bonus scene that takes place after the story ends. It’s my thank-you for believing in this book before anyone else.” Suddenly, preordering isn’t just about getting a book. It’s about being part of something unique.
This is part of the secret sauce to how Kickstarter works to sell books. It’s not just about getting the book. It’s about getting it early, in a special way, with unique bonuses only available during the campaign. There’s no reason you can’t bring some of that to your preorder campaign, even if you choose not to run a crowdfunding campaign.
The most powerful tool you have for overcoming hesitation is your own enthusiasm.
If you’re excited about your book, that energy will come through in your messaging. Talk about why this story matters to you, what inspired it, and what makes it special. When readers see your passion, they’ll want to share it.
It’s also important to address the wait directly. Acknowledge that preorders require patience, but frame it as part of the fun. “Preordering isn’t just about buying a book. It’s about being part of the journey. By preordering, you’re supporting this story and helping it reach readers around the world.” Give them a reason to feel good about their choice.
Build the case for your book
A preorder campaign isn’t about shouting “buy my book”. It’s about show readers why your book is worth their attention. Everything you share is another chance to explain what makes your story special. Every day of your campaign is another opportunity to highlight something new and meaningful about your book, gradually building a case that resonates with your audience.
When you first announce your preorder, the case is simple: The book is live, and you can be one of the first to get it. That’s your starting point. But as the days go on, you have to keep building on that message. It’s exhausting, but it’s also supposed to be fun. If it’s not fun for you, then it won’t be fun for them.
One day you might talk about what inspired the story. Another, you could share an early review or a behind-the-scenes look at the writing process. Maybe you dive into a character’s backstory or offer a sneak peek of the first chapter. Each piece adds depth, helping readers connect with your book in a new way.
The middle of a preorder campaign is often where things slow down, and that’s where your creativity matters most. Think about what excites you about the book and share that with your readers. If you’re writing a series, remind them why they love this world and what makes this installment special. If it’s a standalone, lean into the unique themes or emotional core of the story.
Over time, you build a language with your readers by giving them reasons to love your book. No single interaction will likely push them over the edge, but creating a campaign allows you to find the story that will connect with them.
Your readers aren’t all the same. Some will preorder the moment you announce, while others will need a little more time and nudging. Maybe they’re on the fence and need to see a glowing review. Maybe they just need to be reminded a few times because life is busy, and your book hasn’t made it to the top of their to-do list. That’s why variety matters. Each day of your campaign gives you a chance to catch someone’s attention in a new way.
Preorders are about more than just selling a book. They’re about sharing your enthusiasm, creating anticipation, and showing readers why this story matters, not just to you, but to them. When you approach each day with a fresh perspective and a new piece of your book’s heart, you’re creating an experience that readers will remember.
As a newer author, it’s easy to feel like you’ll never get anywhere and that you’ll always be overshadowed by superstar authors with massive followings, endless resources, and access to the biggest promotional platforms, but you have something they don’t. You can show up for your readers in a way they can’t.
Your presence is your superpower.
When a superstar author releases a book, their reach might be enormous, but their connection with individual readers is often diluted. They can’t respond to every comment, answer every email, or personally thank every reader who supports them.
But you can. Your ability to connect directly with your fans, to make each one feel seen and valued, is a secret weapon that superstar authors can’t replicate.
This doesn’t just make a difference in your preorder campaign. It builds a foundation for lasting loyalty. Readers don’t just want to buy books. They want to feel connected to the authors who create them. By showing up authentically and consistently, you create relationships that turn casual readers into passionate advocates.
Here’s how to use your presence to its fullest potential:
Respond to comments and emails with genuine enthusiasm. A quick thank-you or thoughtful reply can make a reader’s day.
Engage directly with your audience through live streams, Q&A sessions, or private community spaces. Let them see the person behind the book.
Share personal insights, behind-the-scenes moments, or even the struggles of the creative process. These glimpses of authenticity resonate deeply with readers.
Your availability and willingness to connect are what make you stand out. Readers might admire superstar authors, but they’ll champion you because they feel like they know you. Lean into that, and you’ll create a reader base that grows not just in numbers but in loyalty and passion.
Build a foundation that works for you
Your path to 1,000 preorders has to align with your strengths, your audience, and your book. This is where many authors go wrong. They think they have to do all the things, but that’s a surefire way to burn out. Instead, focus on building a foundation that fits you and your book.
Start by asking yourself where your audience is most likely to be. If you’re writing a children’s book, you might find your readers through parent groups, teachers, or librarians.
If you’re writing a comic, your audience is probably hanging out in visual-heavy spaces like Instagram, TikTok, or even niche communities on Discord or Reddit. The key is meeting your readers where they already are, instead of shouting into the void and hoping they find you.
It’s not just about being in the right place. It’s about creating a consistent message. Readers need to understand why your book matters to them. This is where a lot of authors falter. They think, “I’ll just tell people I wrote a book and they’ll buy it.” But readers don’t care that you wrote a book. They care about what your book will do for them. Will it make them laugh? Teach them something? Transport them to a world they’ve never seen before? Your job is to answer those questions before they even ask.
Even the most personal books succeed because the reader is able to use the book as a conduit to process their own transformation.
You also need to think about the tools and tactics that work best for you. Maybe you love email and feel confident crafting newsletters that people actually want to open. Or maybe you’re better at connecting through video and can build an audience by posting short, engaging clips on TikTok. Lean into your strengths. There’s no one-size-fits-all approach, so don’t force yourself into a strategy that doesn’t feel natural.
The hardest part is staying consistent. Building a foundation takes time. It might mean spending weeks building a blog in the same vein as your book to attract the right audience. Or it might mean slowly growing your email list by offering free resources that connect with your book’s theme. Whatever it is, it won’t happen overnight. But the work you put in now will pay off when it’s time to launch.
This is what separates authors who succeed from those who give up. It’s not about having the biggest budget or the fanciest tools. It’s about showing up every day and doing the work. Not because you’ll see results right away, but because you know the results are coming.
Building a foundation that works for you isn’t about doing it all. It’s about doing what works, consistently, with patience and persistence. Because when you find the right combination of strategies, your audience will notice. And when they do, they’ll start to trust you. That’s when the preorders start rolling in.
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Find the right readers by listening and testing
The hardest part of any preorder campaign isn’t about finding readers. Readers are everywhere. There are literally billions of them around the world.
The trick lies in finding the right readers. The ones who will not only preorder your book but connect with it so deeply that they tell their friends about it, leave reviews, and come back for your next launch. So, how do you figure out who those readers are and what they want? It starts with listening and testing.
If you’ve launched a book before, even if it was a small launch, you already have some data to work with to give you insights. Who bought it? Who shared it? What did they say in reviews or comments?
If you don’t have a previous book, think about other ways readers have interacted with you. What content gets the most engagement on your social media? Which email newsletters do people reply to?
This feedback is a map to understanding your audience.
If you don’t even have this level of data, then it’s time to start testing. You don’t need a massive audience to start learning what resonates.
If you’re active on social media, post about different aspects of your book, like an intriguing character, a unique world, or a compelling theme. See what gets the most attention. If you send emails, try including a question or sharing a snippet from your book. Watch for replies, clicks, and engagement. These small experiments will help you refine your messaging and understand what your readers care about most.
If you don’t have much of an audience yet, look at similar authors in your genre. What are their readers excited about? Read their reviews, check their social media, and pay attention to the conversations happening in their spaces. You’re not copying them; you’re learning what resonates with the people you’re trying to reach.
Your readers are out there, talking about books like yours. The trick is finding where those conversations are happening. If you’re writing a cozy mystery, check out book clubs and Facebook groups where mystery lovers gather. Writing fantasy? Dive into Reddit threads, Discord servers, or TikTok hashtags where readers share their favorite tropes and authors. Don’t just observe, Join the conversations, not as a salesperson, but as someone who genuinely loves what they love.
This will teach you the language of your reader that you can deploy when you’re ready to launch your own book. Not only will you know the stakeholders, but you’ll be able to speak with them in a language they understand.
Readers want stories that make them feel something, solve a problem, or fill a gap in their lives.
Your job is to find the overlap between what readers are looking for and what your book offers. Maybe your fantasy novel gives them the immersive escape they crave after a stressful day. Maybe your nonfiction book solves a problem they’ve been struggling with. It’s not about selling them a book. It’s about connecting your story to their lives.
One of the most direct ways to find out what your readers want is to ask them. If you already have an audience, send out a short survey or ask questions in your newsletter or on social media. What are they looking for in a book? What frustrates them about the genre? What themes, characters, or settings make them pick up a story? If you’re just starting out, these questions can still be valuable in genre-specific groups or forums. The key is not to pitch, but to listen.
One of my favorite strategies is to reach out personally to my best readers and ask to meet with them for 30 minutes. Surveys are fine, but interviewing ten of your best readers will tell you more than getting 1,000 surveys never could.
Finding the right readers and understanding what they want isn’t a one-time task. It’s an ongoing process of listening, testing, and refining. The more you pay attention to your audience, the better you’ll get at recognizing what works, and the closer you’ll get to building a loyal readership that keeps coming back.
The best time to start this work is way before you need it. So, even if you’re years away from launching a book, this kind of work can help you build the resources to use when you do need them.
Craft messaging that connects
Talking about your book isn’t just about telling people what it’s about. It’s about showing them why it matters to them. Readers don’t buy books because they exist. They buy books because they see something in the story that resonates with their lives, their emotions, or their imaginations. Crafting messaging that connects is about building that bridge between your story and their world.
The first step is speaking their language. Every audience has a way of thinking and talking about the books they love. If your readers rave about “emotional roller coasters” or “unforgettable heroes” in their favorite stories, use those words when you describe your book. If they love specific tropes like “grumpy/sunshine romance” or “chosen one adventures,” lean into those familiar hooks.
Show readers that your book fits into the kinds of stories they already love while offering something uniquely yours.
Readers also want to know what’s in it for them. They don’t just want to hear about a magical quest or a strong female lead. They want to know how your book will make them feel. Will it leave them breathless with suspense? Will it inspire them to believe in their own strength? Will it make them laugh when they need it most? Your messaging needs to focus on the experience your book delivers, not just its features.
For example, instead of saying:
This book has a strong female lead, you might say
Meet a heroine who overcomes impossible odds and inspires you to do the same.
Or, instead of saying:
This guide is packed with tips for entrepreneurs, try,
Discover strategies to grow your business without burning out.
The shift is about centering the reader and their journey.
Connection also happens through authenticity. Readers don’t just want to know about your book. They want to know about you. What inspired you to write this story? What personal experiences shaped its characters or themes? These little glimpses into your journey create trust and make your campaign feel real.
It’s not just another book to them. It’s your book.
At the same time, your messaging should spark curiosity. Don’t give everything away in one breath. Share an intriguing quote, pose a question the book answers, or tease a moment of high tension. Let readers wonder about the world you’ve created, the mysteries within, or the characters they’ll meet. Curiosity keeps them engaged and draws them closer to clicking that preorder button.
One of the hardest parts of crafting messaging is keeping it fresh throughout a campaign. You’ll need to repeat the core message, but find new ways to say it. One day you might focus on the emotional heart of the story, another day on an enthusiastic early review, and the next on a fun preorder perk. The trick is to keep the energy alive while always driving home why this book deserves their attention.
No matter how creative your messaging gets, it should always end with a clear call to action: preorder now. Readers need simple, direct instructions on what to do next. Include a link, make the ask clear, and give them a reason to act today instead of waiting until later.
Crafting messaging that connects takes effort, but it’s what transforms a potential reader into a preorder. It’s not just about selling a book. It’s about creating a connection.
When your words reflect their hopes, dreams, or desires, readers will feel seen. And when they feel seen, they’re far more likely to preorder your story and make it part of their world. Moreso, it’s about becoming an avatar for your reader’s transformation, even if you’re writing fiction, and then proving that your book will help them achieve that transformation, even if that’s just to live in another world for a while and forget their problems.
Make every interaction count
A preorder campaign isn’t just about big moments like launch day or final reminders. It’s about the smaller interactions in between that add up over time. Every email you send, every social post you share, and every conversation you have is an opportunity to build excitement for your book. The key is making each one meaningful.
Think about how often you see ads or promotions and scroll past without a second thought. Your readers are no different.
They’re busy, distracted, and bombarded with noise. That’s why you can’t just announce your book and expect people to rush to preorder. Instead, you need to create moments that stop them in their tracks and make them think, This is something I don’t want to miss.One way to make interactions count is by showing readers something they didn’t know they needed. Maybe it’s a sneak peek at a compelling scene or a glimpse into your creative process. Maybe it’s a behind-the-scenes photo of your workspace or a heartfelt post about why this story means so much to you.
When you invite readers into your world, you’re not just asking them to preorder a book. You’re asking them to join the journey.
Another way to stand out is by keeping things personal. A generic, one-size-fits-all message won’t cut it. Your readers want to feel like you’re talking directly to them. If you’re emailing your list, start with a personal anecdote or a note of gratitude for their support. On social media, engage in the comments or respond to DMs. These small gestures make people feel seen, and when people feel seen, they’re more likely to invest in your book.
But let’s be real, keeping up with every platform, email, and interaction can be exhausting. That’s why it’s important to work smarter, not harder. Focus on the channels where your audience is most active and double down on what’s working. If you’re getting great engagement on Instagram, lean into that. If your email click rates are climbing, test different formats to see what resonates most. You don’t have to do everything. You just have to do the right things well.
Ideally, if it’s going well, you can hire people to fill in the gaps where you aren’t strong, like a virtual assistant, PR person, or even an ads expert. The right team can amplify your exposure while reducing your anxiety.
It’s also worth remembering that not every interaction will result in an immediate preorder, and that’s okay. Marketing is a cumulative effort. One post might plant a seed, another might nurture curiosity, and yet another might finally push someone to click “preorder.” Together, these moments build the momentum that makes your campaign successful.
Finally, don’t forget to have fun with it. If you’re excited about sharing your book, that energy will come through in every interaction. Readers want to feel your enthusiasm. They want to believe in the story you’re telling, Not just in the book, either, but in your campaign as a whole. So, let them see your passion. Let them feel why this matters.
Every interaction is a chance to connect, to share, and to invite readers into the world of your book. Make those moments count, and over time, you’ll see the results add up.
Turn curiosity into commitment
Curiosity gets readers interested, but commitment gets them to preorder. The gap between Oh, that looks interesting and I need to have this book right now is where many campaigns falter. Turning curiosity into commitment means giving readers the final push they need to click “preorder.”
The first step is understanding that curiosity is just the beginning. When a reader stumbles across your book for the first time, they might be intrigued by the cover or a brief description. But curiosity fades quickly if you don’t follow up with something more substantial. That’s where your messaging comes in. You need to build on their initial interest by showing them why your book isn’t just intriguing. It’s unmissable.
One of the most effective ways to deepen curiosity is to give readers a taste of what’s inside. Share the opening chapter, a character profile, or a key scene. If your book is nonfiction, offer a small excerpt that solves a specific problem or shares a powerful insight. Think of this as a “try before you buy” moment. It’s your chance to prove that the story or content lives up to their expectations.
Another strategy is to use social proof. Readers are more likely to commit when they see that other people are already excited about your book. Share early reviews, testimonials, or even comments from readers who’ve preordered. If you’re engaging with your audience on social media, highlight their enthusiasm. “I just preordered and can’t wait to read!” is the kind of validation that can tip a hesitant reader into action.
Scarcity and urgency are also powerful motivators. Give readers a reason to act now rather than later. Maybe it’s a limited-time bonus, like a free short story or a behind-the-scenes video for early preorders. Maybe it’s a countdown to the end of a special deal or perk. Urgency creates focus, and focus drives decisions.
The most important factor in turning curiosity into commitment is clarity. Readers need to know exactly what they’re getting and how to get it. Make your call to action clear and easy to follow. Use direct language like, Preorder now and get instant access to [specific bonus]. Include a direct link to the preorder page, and make sure your messaging is consistent across every platform.
Curiosity opens the door, but commitment is what gets readers through it. By combining intrigue, social proof, urgency, and clarity, you can turn casual interest into excitement, and excitement into action.
Build complementary content and community through collaborations
When you’re launching a preorder campaign, you can’t do it alone. Collaborations are one of the most effective ways to expand your reach, tap into new audiences, and create excitement around your book. But it’s not just about teaming up with anyone. The best collaborations feel authentic, serve both parties, and provide something valuable for readers.
So how do you find the right opportunities, and what steps can you take to make these partnerships successful?
Collaborations don’t have to begin with strangers. Start with the people you already know, like fellow authors, bloggers, podcasters, or creators in your genre. If you’ve been part of an author group, attended events, or even had casual interactions on social media, reach out and start a conversation. The key is to ask yourself, What value can we create together?
For example:
If you’re writing nonfiction, partner with another expert in your field for a co-hosted webinar.
A romance author could team up with another writer to create a “sneak peek” bundle featuring the first chapters of both books.
For comics or graphic novels, connect with an artist for an exclusive piece of artwork to share with both of your audiences.
Your pitch doesn’t need to be complicated. Something as simple as, “I love your work, and I think we share a similar audience. Would you be interested in collaborating to help promote our books?” can open the door to possibilities.
If your current network feels limited, it’s time to branch out. Start by asking, Where do my ideal readers spend their time online? and look for creators who are already engaging with those audiences. This might include:
Authors in your genre: Check Amazon bestsellers, Goodreads lists, or review sites to find authors writing for the same audience.
Podcasters and YouTubers: Search for shows that cater to your book’s themes or niche. If you’ve written a thriller, look for true crime podcasts. If it’s a children’s book, parenting channels might be a perfect fit.
Influencers and bloggers: Follow hashtags, TikTok trends, or genre-specific blogs to find creators who are actively engaging with your readers.
Once you’ve identified potential collaborators, spend some time engaging with their content. Comment on posts, share their work, or leave a thoughtful review. When you eventually reach out, they’ll recognize your name, an you’ll already have established a positive connection.
Once you’ve identified potential collaborators, the next step is reaching out with a clear and compelling pitch. Keep it simple and focus on how the partnership benefits both sides. For example:
“I’m launching a fantasy novel, and I’d love to collaborate with you on a joint giveaway. I could offer a free copy of my book, and we could cross-promote to our audiences.”
“I see you run a great podcast about parenting. I’m launching a children’s book and would love to come on your show to talk about storytelling for kids.”
“I’m putting together a newsletter swap for indie romance authors. Would you be interested in sharing my book in your newsletter? I’d be happy to do the same for yours.”
Be respectful of their time and make it as easy as possible for them to participate. Provide prewritten content, clear instructions, and a timeline to make collaboration effortless.
Honestly, one of the biggest lessons I’ve learned in finding collaborators is to organize things, instead of just joining them. People naturally gravitate toward being part of something bigger, but few want to take on the effort of leading. If you’re willing to be the organizer, you’ll find others lining up to join you.
Start by thinking about what would excite your ideal readers and collaborators. A multi-author giveaway, a themed blog series, or a shared social media event can bring attention not just to your book but to everyone involved. For example:
A romance author might organize a Valentine’s Day “Books We Love” giveaway with exclusive content from multiple authors.
A fantasy writer could host a “Worldbuilding Week,” featuring interviews, live Q&As, or blog posts from other authors in the genre.
A children’s book creator might arrange a “Family Reading Challenge” with printables and activities shared by collaborators.
These events don’t have to be complicated. Even a small, well-planned initiative can generate excitement and create buzz. The magic is in bringing people together around a shared theme, idea, or goal.
But how do you find the right people to collaborate with? Start by looking at your existing network. Fellow authors, bloggers, or illustrators you’ve worked with before are great places to begin. If you’re unsure, explore spaces where your ideal readers and creators gather. Facebook groups, Reddit threads, and Discord servers tied to your genre or niche are gold mines for discovering potential partners.
Engage authentically in these communities, not as someone pushing your book, but as a fellow enthusiast.
When you’re ready to reach out, your pitch doesn’t have to be perfect. It just needs to focus on what’s in it for them. People are busy, and your collaborators will want to know that your idea is worth their time. Say something like:
“I’m putting together a joint giveaway for fantasy authors, and I think your book would be a perfect fit. Here’s how it would work…”
“I loved your recent blog post on [topic]. I’m organizing a series of guest posts on the theme of resilience in fiction—would you be interested in contributing?”
Be clear about the value they’ll get, whether that’s exposure to a new audience, exclusive perks for their readers, or the chance to connect with other creators. Make it easy for them to say yes by providing clear details, prewritten content, or specific timelines.
Organizing something cool doesn’t just benefit your collaborators, it also positions you as a leader in your niche.
When you’re the one creating opportunities, you become someone others want to align with. And even if you’re starting small, these partnerships will grow with time.
Collaboration isn’t just a nice-to-have. It’s a cornerstone of building a successful preorder campaign. By finding the right partners, creating value together, and engaging authentically, you can turn your book launch into a shared celebration that reaches far beyond your existing audience.
Mobilize your ambassadors
The most powerful advocates for your book aren’t strangers. They’re the readers who already love what you do. We call these superfans your street team, and the people on it your ambassadors, the people who are excited to spread the word about your book because they genuinely believe in it. When you mobilize them effectively, they can amplify your campaign far beyond what you could do alone.
Your ambassadors are the readers who consistently show up for you. They comment on your posts, reply to your emails, and share your updates with their friends. You don’t need a massive following to mobilize ambassadors. A small, engaged group or even 5-10 enthusiastic people can have a huge impact.
Start by reaching out to your existing audience:
Ask your email list or social media followers if they’d like to join a special preorder team.
Look for readers who’ve left glowing reviews or sent you enthusiastic messages. These are the people who already care about your work and are likely to help.
Keep it personal. A direct message or email saying, “I’m putting together a small team to help spread the word about my new book. Would you like to be part of it?” can go a long way.
Once you’ve recruited your ambassadors, make it easy for them to promote your book. Provide prewritten content, eye-catching graphics, and clear instructions for sharing. For example:
Social media posts: Share-ready captions and images they can post on Instagram, Facebook, or Twitter.
Email templates: A short, friendly email they can send to friends or book clubs, recommending your book.
Exclusive content: Offer ambassadors sneak peeks, bonus chapters, or behind-the-scenes updates to share with their networks.
The goal is to remove as much friction as possible. If they don’t have to create content from scratch, they’re more likely to follow through. However, it’s also a good idea to encourage your most enthusiastic, savvy fans to remix their own promotional efforts so social media platforms think that there’s a bunch of people talking about your book at once and help amplify you.
While many superfans are happy to help for free, offering small rewards can boost participation and enthusiasm. Think of incentives that align with their interests:
Exclusive perks: Early access to your book, signed copies, or personalized thank-you notes.
Recognition: A shoutout in your book’s acknowledgments or a spotlight in your newsletter.
Contests: Offer prizes for ambassadors who refer the most preorders or drive the most social media engagement.
The key is to make them feel valued and appreciated. When your ambassadors see that their efforts matter, they’ll be even more motivated to help. Make sure to give regular updates keep them engaged and excited. Send a weekly email or set up a private group (like a Facebook group or Discord server) where you can share campaign milestones, answer questions, and celebrate wins together.
For example:
Share progress: “We’re halfway to our preorder goal—thank you for your amazing support!”
Highlight individual contributions: “Shoutout to Sarah for sharing our book on Instagram and bringing in 10 preorders!”
Provide ongoing resources: New graphics, updated social media captions, or fresh ideas for promotion.
By keeping your ambassadors in the loop, you’ll maintain their momentum throughout the campaign.
Mobilizing ambassadors isn’t just about this preorder campaign. It’s about building a community that will support you for years to come. Stay connected with your superfans after the campaign ends. Send them thank-you messages, give them a sneak peek at your next project, or invite them to be part of future launches.
When your ambassadors feel like they’re truly part of your journey, they’ll continue to advocate for you with every new book.
Mobilizing your ambassadors is one of the most rewarding parts of running a preorder campaign. It’s not just about selling books. It’s about creating a team of passionate supporters who believe in your work as much as you do. Together, you can turn excitement into action, transforming your book into something readers can’t wait to talk about.
Leverage promo stacking to dominate attention
Authors often suffer from a severe lack of funds, especially when it comes to their early launches. Plus, they hate doing promotion, even if they simultaneously wrote a book and put their name on the cover.
If you really want to be invisible:
Why is your name on the cover, though?
Why is your picture and bio inside the book?
Why even release a book of your words when you could have left it on your hard drive, or deleted it?
It’s okay to want to be beloved by lots of people, but you have to get over yourself.
Writing a book is an inherently self-aggrandizing, vain act…and that’s okay.
If an author can get over themselves, they will only book a few promos spaced out from each other that end up getting lost in the din of everything else. One way to combat that is to focus all your promotion around a short period of time, and concentrate all your efforts, both organic and paid, around it so that all your promotional efforts amplify each other.
We call this promo stacking, and it’s amazing for authors on a budget who want to maximize every dollar.
Promo stacking works because it capitalizes on repetition, and is predicated on the premise that if a reader is on one email list, they are probably on several others about the same topic. Since the human brain suffers from recency bias, it’s easy to short-circuit it into believing you’re a much bigger deal than you are if you can flood the market with your work on a bunch of channels at once.
Basically, the more closely packed people see your book, the more they will remember it. The more they remember it, the more likely they are to take action and preorder it.
The idea is to flood the channels your readers use with your book for a short, intense period. When readers see your campaign across multiple touchpoints, they can’t help but notice, trust, and get curious.
Start by centering your promotional efforts around one big event, like a BookBub Featured Deal, and layer additional promotions to amplify its impact. The goal? Create a short-term, high-intensity campaign where your book shows up everywhere your target readers look.
Here’s how a stacked promo strategy works:
Anchor your campaign with a big event: Schedule a high-impact promotion, like a BookBub Featured Deal, a Chirp audiobook promo, or an influencer partnership, as the centerpiece of your campaign. This becomes the focal point that everything else revolves around.
Layer in supporting promotions: Surround the big event with additional efforts. like newsletter swaps, smaller promo sites like Bargain Booksy or Fussy Librarian, and social media ads. These amplify the visibility created by your anchor event.
Extend the impact: Use countdowns and follow-ups to maximize the momentum created by your stacked efforts, keeping readers engaged even after the peak.
Coordinate your messaging: Every piece of your campaign should tie back to the anchor event. Use consistent branding and repeat your core message across all channels.
Promo stacking creates a snowball effect. Smaller promotions prime your audience, the anchor event delivers a massive spike in visibility, and post-event efforts sustain momentum to make it feel like your book is the thing everyone’s talking about, creating urgency and trust.
This approach works because it respects how people make decisions. Remember, readers often need 7–12 touchpoints before they buy, and promo stacking ensures those touchpoints happen in quick succession. By combining strategic timing with focused intensity, you can maximize your preorder campaign’s impact and drive real results.
Track your progress and refine your approach
Running a preorder campaign is like climbing a mountain. You don’t reach the summit in one leap. Instead, you break it into smaller milestones and celebrate each step along the way. Every 100 preorders is a mini-goal that helps you gauge your progress, refine your strategy, and stay motivated. By tracking your campaign in real time and focusing on actionable metrics, you’ll not only make the journey less overwhelming but also more effective.
Hitting 1,000 preorders might seem daunting, but breaking it into smaller goals makes it manageable. Each milestone represents a chance to test, learn, and optimize your approach. Here’s a roadmap:
Preorders 1–100: Warm leads and low-hanging fruit
Focus: Your inner circle. This includes friends, family, superfans, and your email list. These are the people who already know and love your work.
Metrics: Track email open rates, click-through rates (CTR), and conversions from your direct audience.
Strategy:
Send a personal email to your most engaged readers.
Offer an exclusive early bird bonus for the first 50-100 preorders to create urgency.
Use direct outreach like DMs, personal notes, or in-person asks to engage your core supporters.
Preorders 101–300: Expanding reach
Focus: Engaging your social media followers and reaching casual fans.
Metrics: Look at engagement rates on social media posts (likes, shares, comments) and ad click-thru rates.
Strategy:
Use teaser content like sneak peeks, behind-the-scenes videos, or excerpts to build excitement.
Start layering in paid ads with low budgets to test messaging and audiences.
Begin newsletter swaps with authors who write for a similar audience.
Preorders 301–600: Building momentum
Focus: Expanding into new audiences and leveraging partnerships.
Metrics: Measure referral traffic from newsletter swaps, social shares, and collaborations.
Strategy:
Partner with other authors for joint promotions, like group giveaways or bundles.
Ramp up your ad spend with refined targeting based on earlier results.
Pitch guest blog posts or podcast appearances to reach readers outside your immediate audience.
Preorders 601–900: Attention domination
Focus: Making your campaign inescapable.
Metrics: Track impressions, ad frequency, and total traffic to your preorder page.
Strategy:
Execute a promostacking strategy by concentrating ads, social posts, and newsletter updates into a single, high-intensity week.
Use urgency-driven messaging, such as “Only 3 days left to claim preorder bonuses!”
Highlight social proof, share testimonials, reviews, or quotes from early readers.
Preorders 901–1,000: The final push
Focus: Creating urgency and exclusivity.
Metrics: Track daily conversions and bounce rates to identify what’s working.
Strategy:
Offer a last-minute bonus or limited-time perk for preorders in the final stretch.
Use countdowns and reminders on all platforms: “Just 48 hours left to preorder!”
Engage ambassadors and superfans to amplify your message, asking them to share and promote one last time.
Not all numbers tell the same story. In the middle of a preorder campaign, it’s easy to get lost in surface-level metrics like how many people liked your post or how many followers you gained last week, but those numbers don’t necessarily translate to results. What really matters is understanding what drives preorders, and focusing on those metrics can make the difference between a successful campaign and one that falls flat.
The first number you should pay attention to is your conversion rate. This is the clearest indicator of how effectively your messaging is working. If readers are clicking through your emails, ads, or social media posts but not completing the preorder, it’s a sign something needs to change. Maybe your preorder page isn’t convincing enough, or your call to action isn’t clear. On the other hand, a strong conversion rate tells you that your audience is not just interested, they’re invested.
Next, look at your traffic sources. Where are your preorders coming from? Are readers finding you through your email list, social media ads, or collaborations with other authors? Tools like Google Analytics or email tracking can help you pinpoint which channels are driving results. If you notice that one source is outperforming the others, you can double down on what’s working and allocate your resources more effectively.
Finally, pay close attention to engagement. Are people opening your emails, clicking your links, and interacting with your posts? High engagement is a sign that your messaging is resonating, even if it hasn’t yet translated into preorders.
On the flip side, low engagement might mean it’s time to rethink your approach. Are your subject lines intriguing enough? Are your social media posts grabbing attention within the first few seconds? Engagement is the bridge between awareness and action, and it’s a metric you can’t afford to ignore.
Tracking these numbers isn’t just about gathering data. It’s about making informed decisions. When you know what’s working and what isn’t, you can pivot in real time, refining your strategy to maximize impact. Every click, preorder, and interaction tells a story. Your job is to listen to what those numbers are saying and use them to create a campaign that resonates with your audience and drives results.
Keep the momentum alive after your launch
A successful preorder campaign doesn’t end when your book is released. The work you’ve put into generating excitement, building relationships, and engaging your audience can carry over into the next phase of your book’s life. Post-launch momentum is about turning the energy of your preorder campaign into long-term connections, ongoing sales, and a foundation for your future projects.
When your campaign ends, don’t quietly move on, celebrate! Whether you hit your goal or came close, take a moment to recognize the achievement and share it with your audience. A public thank-you not only shows gratitude but also reinforces the community you’ve built. Share your results in an email or social media post:
“Thank you to everyone who preordered! We hit [goal], and I couldn’t have done it without you.”
Include a behind-the-scenes look at what the preorder campaign meant to you, or share stories about how readers’ support made a difference.
This isn’t just about closure. It’s about showing readers that their involvement mattered, building goodwill for future campaigns.
Your preorder buyers are your most engaged readers and can become the foundation of your future success.
These are the people who believed in your book before they could even hold it in their hands. Now that it’s out in the world, this is your chance to deepen that connection and turn casual fans into lifelong advocates.
Start by reaching out personally, if you can. A simple thank-you email or message can go a long way. Let them know how much their support meant to you, and make it clear that they’re part of something special. Whether it’s a heartfelt note or a short video, that personal touch makes readers feel valued and appreciated.
Next, invite them into your world. A private Facebook group, Discord server, or other community space can give your readers a place to connect, not just with you, but with each other. This transforms your audience into a community, a space where they can share their enthusiasm for your work, swap recommendations, and celebrate your book together. When readers feel like insiders, they’re more likely to stick around for your next project.
But don’t stop there. Give them something extra. Exclusive bonuses, like deleted scenes, additional chapters, or behind-the-scenes content, keep the excitement alive. Maybe you share a map of your fantasy world, a playlist you listened to while writing, or a video tour of your writing space. These extras don’t just reward your preorder buyers. They reinforce their decision to support you and remind them why they were excited in the first place.
Your preorder campaign isn’t just about sales. It’s about proving that your book has an audience. Those preorder numbers are a tool you can use to create new opportunities. Retailers and libraries pay attention to strong preorder campaigns. Use your stats to pitch better placement or convince a bookstore to stock more copies of your book.
You can also leverage your success to attract influencers, reviewers, or promotional partners. If you can say, “My book hit 500 preorders before launch,” that’s a compelling story that makes others want to be part of your success. Early reviews from preorder buyers can also become powerful testimonials, helping you build credibility as you promote your book to new readers.
Releasing your book is just the beginning. A strong launch is important, but what happens after can make or break its long-term success.
Post-launch promotions help you maintain visibility and attract new readers who may have missed your preorder campaign.
Keep the energy going by scheduling ads or features on platforms like BookBub, Bargain Booksy, or similar promo sites. These can give your book a second wind and bring in readers who are still discovering it. Continue engaging with your audience through email and social media. Share reviews, milestones, or personal reflections about what the launch means to you. Show your readers that the story doesn’t end with the preorder. It’s still unfolding every day.
Collaborate with other authors in your genre to cross-promote your books. Whether it’s a joint giveaway, a shared blog post, or a bundle deal, these partnerships keep your book in front of fresh audiences while building relationships with fellow creators.
The excitement you created during your preorder campaign doesn’t have to fade. When readers see you showing up consistently, sharing your passion, celebrating milestones, and continuing to connect, they’ll remember why they preordered in the first place. And when your next book comes out, they’ll be ready to join you again.
The goal isn’t just to sell one book. It’s to build a loyal audience that grows with you.
By valuing your readers, leveraging your campaign’s success, and keeping the momentum alive, you can turn your preorder campaign into a launchpad for your career.
After your campaign, take time to reflect. What worked? What didn’t? What surprised you? Document your process, including the strategies that delivered the best results and the ones that fell flat. This isn’t just about learning for the future. It’s about giving yourself credit for what you accomplished. Every campaign, successful or not, is a step forward in understanding your audience and growing as an author.
A preorder campaign is more than a sales strategy. It’s a way to connect with readers, build excitement, and set the stage for your long-term success. When you keep the momentum alive after launch, you’re not just selling a book. You’re building a career. And that’s a story worth telling again and again.
If you liked this one, maybe you would like it in audio. I also speak words into microphones on the Hapitalist podcast. Some of them are insightful. I’m currently bribing people to subscribe.
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What do you think?
How many times can you post about your book before it gets annoying? The article says people need 7-12 reminders - what's your tolerance level?
What actually makes you hit that preorder button months before a book comes out? What's that magic thing that gets you to commit?
Who would be in your dream book hype squad? You can pick 5 people - go!
Let us know in the comments.
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Thanks for this article! I am an aspiring author —starting to query my dark fantasy novel very soon— and these advices are GOLD!