So so grateful and honored that you chose me and for the kind words you’ve consistently showered on TtB! So happy that we’re friends and I legitimately cannot WAIT to read your novel ♥️
One thing I've been thinking a lot about is how much book promotion happens BEFORE you can actually purchase the book. I understand the reasoning (bestseller lists? I..think?), but it's SO much harder to get people talking about how good something is if they can't experience it.
I know it might sound INSANE, but I wonder what would happen if there was NO book promotion or teasers until a book was already available, so you could immediately include a call to action (to buy) in every marketing interaction from the start. Please tell me why I'm wrong—I must be, otherwise why would the publishing industry ask writers to spend so much time convincing people to spend money on something they can't have for months? I cannot overstate how challenging this approach is from a basic buisiness pov.
they drop big nonfiction books this way (the new Meta book that is yielding a ton of controversy; or Michael Wolff books). but “a new novel by Leigh Stein” isn’t of national importance—publishing needs months of lead time to build a chain of enthusiasm (with sales reps, booksellers, librarians, media, influencers, awards committees). The biggest novels have the longest ramps
To Kathleen's point about not knowing what you're buying, I think a good pre-sale campaign --via podcast interviews, Goodreads seeding, video trailers, excerpts in magazines, clever social media campaigns-- can give people enough of a taste of what the book will be like that the consumer "sort of" experiences the book ahead of time and pre-ordering isnt all that risky.
This is what I thought. I do wonder, as a thought experiment, what would happen if the ramp STARTED when people could actually..buy the book. I also think, it takes the moment of action (purchase) away from the moment of sharing (which you won't do until you read the book). It's...so, so ineffective, from a sales flow/enthusiasm funnel.
I think this is a good point - in a time of instant gratification, where folks get upset if they can't stream an entire season of long-form TV drama at once, pre-orders seem like an anarchonism. There has to be a lot of wasted effort getting people hyped about the book only to have them say "never mind" when they realize they can't buy it yet.
This is so cool because I literally wrote my last post about getting my July book cover reveal by People! I’m always promoting books way ahead of pub and love a cover reveal to bump up preorders and stir excitement. It seems to work for me and my readers but I can also see how too high expectations could be disappointing- readers are definitely not pre ordering as much. I use it as another took in my toolbox. Congrats on the new book sounds amazing!
I love your cover, Leigh! My debut is out this summer and I'm contemplating the best way to reveal it, and this angle never even occurred to me. Can't wait to read your book!!
Amazing strategy advice as always. It does take some extra thinking in kid lit, as always, but there are still some amazing kid lit substacks that this strategy would work with.
So interesting! Thanks for the tips. I'll be revealing the cover on my debut novel soon, so this is really helpful. Your cover, BTW, is so intriguing. Love the contrasts in color and content, the bold, demanding title and the cracked surface and that creepy font for "novel". It will make lots of people want to pick it up, just to discover what it's all about. Nicely done.
So so grateful and honored that you chose me and for the kind words you’ve consistently showered on TtB! So happy that we’re friends and I legitimately cannot WAIT to read your novel ♥️
can’t wait to have copies I can share with you!
Really great cover, Leigh. 🐇
One thing I've been thinking a lot about is how much book promotion happens BEFORE you can actually purchase the book. I understand the reasoning (bestseller lists? I..think?), but it's SO much harder to get people talking about how good something is if they can't experience it.
I know it might sound INSANE, but I wonder what would happen if there was NO book promotion or teasers until a book was already available, so you could immediately include a call to action (to buy) in every marketing interaction from the start. Please tell me why I'm wrong—I must be, otherwise why would the publishing industry ask writers to spend so much time convincing people to spend money on something they can't have for months? I cannot overstate how challenging this approach is from a basic buisiness pov.
they drop big nonfiction books this way (the new Meta book that is yielding a ton of controversy; or Michael Wolff books). but “a new novel by Leigh Stein” isn’t of national importance—publishing needs months of lead time to build a chain of enthusiasm (with sales reps, booksellers, librarians, media, influencers, awards committees). The biggest novels have the longest ramps
To Kathleen's point about not knowing what you're buying, I think a good pre-sale campaign --via podcast interviews, Goodreads seeding, video trailers, excerpts in magazines, clever social media campaigns-- can give people enough of a taste of what the book will be like that the consumer "sort of" experiences the book ahead of time and pre-ordering isnt all that risky.
This is what I thought. I do wonder, as a thought experiment, what would happen if the ramp STARTED when people could actually..buy the book. I also think, it takes the moment of action (purchase) away from the moment of sharing (which you won't do until you read the book). It's...so, so ineffective, from a sales flow/enthusiasm funnel.
Kathleen Schmidt has written about this a lot in her newsletter
I love her- of course she has! Off to deep dive her archives, thx
I think this is a good point - in a time of instant gratification, where folks get upset if they can't stream an entire season of long-form TV drama at once, pre-orders seem like an anarchonism. There has to be a lot of wasted effort getting people hyped about the book only to have them say "never mind" when they realize they can't buy it yet.
I hate being told about things I cannot enjoy. This is how most people are!
Really helpful advice, Leigh! I had never heard of a hype house, but what a great concept for a novel. Sounds like a nightmare, lol
lol
This is so cool because I literally wrote my last post about getting my July book cover reveal by People! I’m always promoting books way ahead of pub and love a cover reveal to bump up preorders and stir excitement. It seems to work for me and my readers but I can also see how too high expectations could be disappointing- readers are definitely not pre ordering as much. I use it as another took in my toolbox. Congrats on the new book sounds amazing!
Congrats on the People cover reveal, that’s huge!
thank you so much!!
I love your cover, Leigh! My debut is out this summer and I'm contemplating the best way to reveal it, and this angle never even occurred to me. Can't wait to read your book!!
awesome! I’m glad my post came at the right time
I was meant to see it, lol
So thrilled for you Leigh!
Preordered!
thank you!
It's a great cover and thank you for giving us this peek behind the scenes in your thought process for how you revealed it.
Brilliant cover reveal intel.
Amazing strategy advice as always. It does take some extra thinking in kid lit, as always, but there are still some amazing kid lit substacks that this strategy would work with.
So interesting! Thanks for the tips. I'll be revealing the cover on my debut novel soon, so this is really helpful. Your cover, BTW, is so intriguing. Love the contrasts in color and content, the bold, demanding title and the cracked surface and that creepy font for "novel". It will make lots of people want to pick it up, just to discover what it's all about. Nicely done.
thank you so much! someone on Instagram made the connection to Nancy Drew and now I can’t unsee it
Loooove the cover and the advice! It will sit proudly on my bookshelf next to Self Care, your other banger cover💥 See you on Thursday! 💘
see you soon!
It's a fabulous cover--looking forward to reading the book! Great tips, as always.
That’s cool you are doing the interview with Taranto! You should do something in Bushwick or Williamsburg soon though.
I think your book sounds interesting and I would probably read it but schlepping out to Midtown for the event seems like a lot.
For my cover reveal… I decided to take the reveal part literally 👀🫣
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