This guide will go over how we launch your book. Publishing is only half the work. This FAQ explains the launch plan we coach you through, what the timeline looks like, and what we need from you.
The plan below reflects our standard launch approach. Specific dates, offers and numbers are customized to each author and book.
The Big Picture
What is the CG Sports launch plan? It is a proprietary, step-by-step book launch and marketing plan we give every author, with coaching from our team along the way. It coordinates your email list, your personal network, media, influencers and organizations around a single launch window.
What is the goal of the launch? Our big goal is 1,000 books sold on Amazon in 48 hours. That momentum can earn your book "bestselling" status, which builds credibility. It also kickstarts engagement with your audience and gives you a stronger platform for speaking events, book signings and other paid opportunities.
Is that a guarantee? No. It is a target we build the plan around, and results depend on your network, your effort, and the market. Our sample plan shows how 1,600 books could be reached from several channels, but the numbers are illustrative and every author's launch is different.
How do books actually get sold? Person by person and organization by organization. We focus on helping the relatively few people who genuinely want to help you, and we remind every author that the process is fun but requires hustle.
The Timeline
How long is the launch window? The planning runs roughly 16 to 20 weeks before launch day. A 90-day countdown of emails and social posts then builds to launch day, followed by thank-you messages and ongoing sales.
What happens 16 to 20 weeks out? You take inventory of what you already have: your email lists, social followings, and a list of every journalist, blogger and influencer you know. You gather photos and content, then craft the plan. That includes choosing your channels, gathering blurbs, setting your Amazon categories, and finalizing your author photo and bio.
What happens at 12 weeks? We identify around 20 bloggers, podcasts, influencers or sites to pitch, decide what to offer or ask of each, and create the application for your A-Team.
What happens at 10 weeks? This is a big build week. We create pitch scripts and begin pitching your media list, write a press release, create content pieces and your email launch sequence, and prepare a bulk purchase deck for new and existing clients.
What happens at 8 weeks? You set up your Goodreads and Amazon author accounts and your social media accounts, and your book website or page goes live. This is where our Author Website Add-On fits in.
What happens at 6 weeks? You send your network email.
What happens at 4 weeks? You announce the book on social media with a personal post and start the launch email sequence. We also confirm the number of books ordered so we do not sell out.
What happens at 3 weeks? Advance copies go out to influencers, press and bloggers, and to executive-level clients with a personal thank-you note. Your A-Team and beta readers receive a PDF copy.
What about the final week? The plan for the week before launch is simple: take a deep breath and stay calm. The work is done.
What happens on launch day? Your beta readers post their Amazon reviews, you send the launch day email, and you share success and progress updates on social media. The following days bring thank-you messages and the push toward the Amazon ranking.
Your Email List
What role does my email list play? It is the foundation of the launch. Our philosophy is to create long-lasting connections by being relentlessly helpful. Almost every message is framed as a gift or a celebration, never a hard sell. We use Mailchimp to collect and send your emails.
What is the email sequence? It has five main moments. At 10 weeks out, a soft ask to find your A-Team. At 4 weeks, a featured article plus your announcement. At 1 week, a launch-week offer for everyone, often including a first chapter preview. On launch day, the only direct sales email. Then a thank-you message one to two days after.
Do I have to have a big email list? No. Your list can include friends and family, colleagues and industry professionals, and past groups or communities. We also help you grow it before launch, by searching your address book and reaching out to people from your network and past.
The A-Team
What is the A-Team? A limited group of people, often around 25, who volunteer to help promote your launch. In return, they receive a free advance copy of your book. People apply with a short three-question form saying why they want to join and how they can help.
What does the A-Team do? Their core jobs are to read the book, make introductions to media or to organizations, share on social media, and write an Amazon review on launch day. We send them specific missions, one at a time, so it never feels overwhelming.
What do I say to a friend who just wants to buy the book? We give you a script. You thank them and explain that launch week will have special deals, so it is best to wait. Then you invite them to join your A-Team if they really want to help.
Bulk Orders and Organizations
What are organization bulk buys? We invite your past clients, colleagues and professional networks to purchase 30 or more copies during launch week. We design bonus packages to make it irresistible, such as discounts on your speaking fee, a custom video, a webinar or other perks.
How does the bulk-buy sequence work? At 10 weeks out, an ask email gathers feedback on what would be valuable. At 8 weeks, we share the finalized bonus packages. At 6 weeks, we add momentum, urgency and a closing date. After that come reminders and instructions for anyone who committed, then a thank-you with the results and further offers like autographed copies and speaking engagements.
How does this connect to speaking? It is built in. Bulk-buy offers can include speaking engagements, and the sequence includes a pitch for new speaking opportunities directly to clients. Books and bookings grow together.
Media and Influencers
How does media outreach work? We get clear on who your audience is, which outlets they trust, and what content makes those outlets look good. Personal introductions are best, and cold pitches are a fallback. We identify targets 10 weeks out, pitch at 8 weeks, and aim for features, podcasts and guest posts in launch week.
What about influencers? The ask is simple: share the book on social media during launch week and on launch day. For bigger names, we create custom posts and send a reminder on launch day.
Your Role
What will I be asked to do? A lot of the asking comes from you, because people respond to your voice. You will send personal emails, make introductions, recruit your A-Team, and always ask two things: an Amazon review, and one to three book purchases. Our team gives you templates, schedules and coaching so you are never starting from a blank page.
What are the two basic jobs of a book launch? Creating ways for fans to help you, and creating ways to help your fans. Fans can buy copies, post on social media, write reviews, make introductions, or invite you onto a podcast. You can give back with a signed book, a reading guide, a webinar, a consultation or a keynote.
What happens after launch day? Sales do not stop. Evergreen social posts lead people to your email list, and an email sequence on your book page leads to a purchase. Your launch also gives you a foundation for ongoing book signings, speaking events and paid opportunities.
Ready to Launch?
Want to see a sample launch calendar or talk through how this would work for your book? Reach out to the CG Sports Publishing team.
