For authors, especially first-time authors, the urge to delay promoting their forthcoming book until the finished product is in hand is understandable but counterproductive. Waiting, especially during the sell-in window (that is, the six months ahead of publication when their book is available for preorder on retailer sites), robs authors of sales and promotion momentum. That’s money they (and their publishing partner) don’t earn!

The following are three reasons why authors must have a plan in play by sell-in opposed to waiting until their book is in print.

• Early sales are pivotal—they inform retailers about the book’s potential demand, influencing their purchasing decisions. High preorder numbers can lead to retailers buying more units of their book and better shelf placement, driving even more sales.
• Early promotion builds buzz and anticipation. Potential readers and book reviewers get wind of the book, creating a snowball effect. Social media posts and reels, email newsletters, and preorder incentives can generate word-of-mouth that post-release promotion can build on. Early momentum is important to a successful book launch; very few authors who miss this window recapture the momentum post-publication.
• For authors who have received an advance, the preorder period offers a chance to start earning it out. Royalties from preorders go towards recouping the advance, and strong early sales can help cover this faster. Financially, this means the author can start earning additional royalties sooner rather than later.

Delaying promotion is a missed opportunity. I counsel my authors to get their book posted on their website, on their social media, announced in their newsletter, and so as soon as they hit sell-in period. I encourage you to do the same.

Good luck!