Don’t Hit ‘Publish’ Yet
I get messages from indie authors every single week. They’ve written the book, hit publish, and waited for readers to arrive. A year or two later, the sales are flat. They reach out asking me to help revive a book that never got the launch it deserved.
I always wish I’d spoken to them sooner.
Because the best chance your book will ever have to find readers is launch day. Not a year later. Not once the algorithms have buried you. The day your book enters the world is the day you need to have all your energy focused on visibility, positioning, and reach.
Preview photo by Semyon Borisov on Unsplash
That’s why my number one piece of advice to every author I work with is this:
Do not rush to publish. Start marketing your book at least six months before release, earlier if possible.
Why launch day matters so much
There’s a reason it’s called news. We are wired to pay attention to what’s new. Readers, book bloggers, podcasters, and journalists alike are far more likely to give you a look when your book is new, not when it’s been quietly sitting on Amazon for months.
That “newness” is a powerful window, and once it’s gone, it’s almost impossible to get back.
So if you’re tempted to upload your manuscript tomorrow just because you’re impatient, stop. Breathe. Use that time instead to build an audience, connect with potential readers, and get your book positioned in the right categories.
My number one tip: start a Substack
The first thing I tell any indie author looking for book marketing advice: start and grow your Substack. Build your list. Use Notes to grow your visibility. Connect with readers long before your book is ready.
When I started my own Substack back in March, I had no subscribers. But I knew I wanted to keep serving indie authors like I’d been doing for five years. I knew I wanted to write a book to help them. By April I’d consumed as much knowledge as I could from Substack growth experts like Kristina God, and I knew there was a gap in the book market for Substack advice specifically aimed at indie authors.
I undertook a huge market research exercise and turned it into the concept for a book called Substack for Authors. I did a full audience analysis and then wrote the strategic marketing plan for the book, before I even knew who I’d be able to find as a co-author.
Fast forward a few months and I not only built The Substack Bookstore, but I also landed the incredible opportunity to co-author the book with Kristina, who is a global top 25% Substack bestseller in the education category.
That book is launching early in 2026, and the plan for it was written all the way back in April. We announced the book to our Substack audiences yesterday, right on schedule.
We didn’t wait until the book was finished to think about marketing. As marketers with a combined 40+ years of marketing and writing experience, we made marketing the foundation from day one.
Don’t let impatience sabotage your book
I know how strong the urge is to hit publish. You’ve worked hard, and you want the book out there so you can “move on”. But that impatience can cost you readers, reviews, and rankings that will be so much harder to claw back later.
Instead, give your book the launch it deserves. Treat it like the big moment it is. Put your energy into creating momentum, visibility, and excitement before release day.
How to get your launch right
We’ve had five of our Substack Bookstore authors reach Amazon bestseller in the last three months.
If you want to give your book the best chance of success, don’t wait until it’s too late. A 360° marketing plan covers everything: your ideal reader, positioning, Substack and social content, media opportunities, and more. It’s included when you join as a Founding member of either Author Growth or The Substack Bookstore. Allow up to 4 weeks for delivery.
Upgrade in The Substack Bookstore
Give your book the launch that it deserves - one that readers will notice.
