AUTHORS: 3 Crucial Tips to GUARANTEE the Success of Your Book Launch

1. Design an effective program. 

An effective program flows quickly to the launch and auction because those are the high points of the event. Time is almost as precious as money - don’t waste it. Your guests won’t hang around to endure endless speeches and musical interludes. Here is a template you can use to draw up your program:

·         Arrival of guests

·         Opening prayer

·         Welcome and purpose of gathering

·         Reading of passage from the book

·         Author’s remarks

·         Launch of book

·         Auction

·         Entertainment

·         Publisher’s remarks (optional)

·         Vote of thanks

·         Closing prayer

·         Refreshment

2. Invite the right guests. 

These are the people who are willing and able to financially support your book launch. Better a handful of committed people who will write you a cheque than a room full of friends who would rather insist that you give them book for free. Qualify your guests carefully and invite more people than the venue can hold to account for no-shows.

3. Engage an experienced auctioneer. 

Raising funds requires very different skills from emceeing, presenting or public speaking. You need a professional who knows how to confidently blend humour, diplomacy and tact in persuading your guests to give generously. Don’t assume that a person with a pleasant voice will be able to do the job. Don’t assume that a celebrity can be a great auctioneer either – invitees may attend your launch for the opportunity of a selfie and your objectives won’t be met. Here are a couple of questions you can ask to get the best person for the job:

·         Do you need to read the book before auctioning it? (If the person says no, end the conversation and look for another candidate)

·         How many fundraisers have you done this year?

·         How many book launches have you done this year?

·         What’s the highest amount you have raised (for fundraisers in general, for book launches)?

·         What information do you need to make the book launch a success? (The auctioneer should ask you for the amount of money you want them to raise, the number of invited guests, how much time is allocated for the auction)

So authors, there you have it. I’ll end by recapping the three steps you MUST follow to ensure your book launch doesn’t die an unnatural death:

1.      DESIGN the right program

2.      INVITE the right guests

3.      ENGAGE the right auctioneer