How to Self-Publish Series: Building Pre-Launch Hype

Self-publishing isn’t just about writing a book. It’s also about selling it, which can feel like its own beast. 

Selling yourself means embracing a side of yourself many writers resist: the marketer. For introverts, this can feel especially uncomfortable. As writers, we’re used to hiding behind the page, letting the words speak for themselves. But if you want your book to find readers, pre-launch hype is essential, and that means you have to be okay with being seen.

The pre-launch period is your chance to create anticipation, spark conversations, and build a community of readers before your book even hits digital or physical shelves. The good news is, you don’t need a big publishing house to pull it off. Here’s how to do it strategically and creatively.

What is an ARC?

An Advanced Reader Copy (ARC) is a pre-release version of your book that you send to readers, reviewers, and influencers before launch. ARCs give early readers the chance to provide feedback, leave reviews, and create buzz. They’re crucial for building credibility and excitement around your release.

How to get early reviews

Early reviews are the lifeblood of pre-launch hype. They help build trust, improve discoverability on platforms like Amazon and Goodreads, and create social proof. Here are some ways to gather them:

• Leverage your network: Reach out to friends, fellow writers, and your email list. Be explicit about your launch date and ask them to read and post reviews immediately. I once saw a colleague do this brilliantly: she asked her network to coordinate posting reviews on launch day to maximize impact.

• ARC distribution platforms: Services like NetGalley or BookSirens connect self-published authors with readers eager to review upcoming releases.

• Book clubs and writing groups: Many local or online groups love being “first readers.” Offer a free ARC in exchange for honest reviews.

• Beta readers as early reviewers: People who gave feedback during editing can double as launch-day advocates.

Non-conventional ways to build pre-launch hype

If you want to stand out, you need to also think beyond ARCs:

• Countdown content: Share behind-the-scenes posts about your writing process, cover design, or character insights. Make readers feel like insiders.

• Interactive teasers: Release a short prequel story, a character diary, or bonus content as a free download to hook readers.

• Social proof challenges: Ask your readers to commit to posting something on launch day—screenshots of your book, reading selfies, or favorite quotes.

• Collaborate with other creators: Pair up with authors, illustrators, or influencers in your niche for cross-promotion.

• Gamify your launch: Offer rewards, like free chapters or exclusive content, for readers who pre-order or share your book.

Be your own marketer

Pre-launch hype isn’t about self-promotion alone; it’s about community, anticipation, and storytelling beyond the page. The more creative you get, the more readers will feel connected to your work before they even turn the first page.

Remember: being seen is part of being published. And once you embrace that, pre-launch marketing becomes not just necessary, but fun.