If you’ve been rocking with me for a while, you know I nerd out about book marketing. I know, I know — most writers would rather revise a chapter fifty-leven times than talk about promo. But to me marketing feels like a creative challenge. It’s a game of seeing how many fun, authentic ways I can say, “Hey friend, buy my book!”

So today I want to share the 90-day book launch plan I’ll be using for my next title — and the exact plan you can use for your next book, too.

Now, confession time: I haven’t actually finished writing my book yet. In fact, I just settled on the idea a week ago. But I’ve already written thousands of words, and that momentum has me thinking ahead. Let’s pretend this book will be ready to release in 90 days. (It won’t, so please don’t hold me to that!)

Still, here’s what I would do three months before publication. And more importantly, here’s what you can do to prepare for your next book launch, whether you write memoir, self-help, or another form of nonfiction. And for each month, I’ve also included mantras to keep you motivated.

Why You Need a 90-Day Launch Plan

A book doesn’t magically sell itself, even if it’s beautifully written, deeply meaningful, or long-awaited. A strategic, intentional launch helps you:

  • Build anticipation
  • Grow your audience
  • Create momentum
  • Increase reviews
  • Strengthen your platform
  • Set your book up for long-term success

Think of the next three months as a runway. The more prepared you are, the higher your book can fly.

Let’s break it down month by month.

Month 1: Preparation & Positioning

Focus: Build your foundation so the next two months run smoothly.
Mantra: Stay ready so you don’t have to get ready.

This first month is all about setting yourself up for success.

Update Your Online Presence

Make sure your audience knows what’s coming. Update:

  • Your social media bios
  • Email signature
  • Website
  • Amazon Author Central
  • Goodreads profile

Create a dedicated landing page for your book and invite readers to join your email list for sneak peeks.

Create Your Visual Assets

Schedule a photoshoot — both headshots and lifestyle shots you can sprinkle throughout your promo content. Then start designing promotional graphics, such as:

  • Cover reveal images
  • Quote graphics
  • “Coming soon” posts

Get Clear on Your Messaging

Before you pitch a single person, clarify:

  • Your elevator pitch
  • Your book’s tagline
  • Key talking points
  • Themes and topics you want to highlight
  • FAQs you can use for interviews

This will keep your marketing consistent and confident.

Map Out Your 90-Day Content Calendar

Identify your book-related content buckets, such as:

  • Behind-the-scenes writing journey
  • Reader pain points your book solves
  • Quotes and excerpts
  • Stories connected to the book
  • Tips and takeaways
  • Author reflections

Then create a schedule. Trust me — Month 3 will be a whirlwind. Planning now keeps you sane later.

Assemble Your Book Launch Street Team

This is a lesson I learned the hard way.

When I released Find Your Way Back, I assumed my See Jane Write community would automatically spread the word. And many did — but not because I asked. A book launch is no time to be coy. Be clear!

Think of your street team as your hype squad. They’re a group of volunteers who help promote your book by:

  • Posting about your book on social media
  • Leaving reviews
  • Attending events
  • Telling their friends

In exchange, offer perks like early access to the book, exclusive content, or a private event (virtual or IRL).

Your email list is the first place to recruit since they already believe in your work. But you can also ask family members, friends, and folks who follow you on social media.

Build Your Outreach List

Gather names of:

  • Podcasters
  • Journalists
  • Book bloggers
  • Influencers
  • Local bookstores
  • Relevant organizations

These are the people who can amplify your message.

Month 2: Visibility & Outreach

Focus: Get your book and your message in front of as many eyes as possible.

Mantra: You don’t have to put on a show, but you do have to show up!

Build Your Press Kit

Your press kit should include:

  • Bio
  • Book summary
  • Headshots
  • Graphics
  • Promotional excerpts
  • Sample interview questions with answers
  • Website and social links

This makes it easy for journalists, podcasters, and bloggers to feature you.

Start Pitching Media

Send your press kit to:

  • Local newspapers
  • Local TV
  • Magazines
  • Book reviewers
  • Podcasters
  • Newsletter writers
  • Influencers
  • Bloggers

You’re not bothering them — you’re giving them great content.

Launch Your Blog/Newsletter Tour

I highly recommend a 4-to-6-week tour where bloggers and newsletter creators feature:

  • Reviews
  • Interviews
  • Guest posts

In Month 1, reach out to your top choices. In Month 2, finalize the schedule and send everything they need.

Support Your Street Team

Equip them with:

  • Sample posts
  • Graphics
  • Review instructions
  • Key dates

Make it fun and easy for them to spread the word.

Plan Your Launch Events

Decide which you will host:

  • A virtual event?
  • In-person signing?
  • IG Live celebration?
  • Panel discussion?

You may decide to do all of the above! Start booking venues, creating sign-up pages, and planning logistics now.

Draft Your Launch Emails

You’ll need emails for:

  • Cover reveal (You want to do your cover reveal 4 to 8 weeks before your pub date.)
  • Preorder announcement (Make sure your preorder link is ready when you do your cover reveal.)
  • Countdown
  • Launch day
  • Thank you message

Write them now so you’re not scrambling later.

Prepare Preorder Bonuses (Optional but Powerful!)

Reward early buyers with things like:

  • Bonus chapter
  • Journal or workbook
  • Exclusive audio
  • Mini training
  • Private discussion group

Bonuses create urgency and excitement.

Month 3: Activation & Launch Momentum

Focus: Build buzz, stay consistent, and get your book into the world with impact.

Mantra: Self-promotion isn’t selfish because my book has the power to change lives. 

Finalize & Schedule Your Content

This should include:

  • Reels
  • TikToks
  • Carousels
  • Promo graphics
  • Pull quotes
  • Testimonials
  • Behind-the-scenes videos

Batch as much as possible.

Host Pre-Launch Lives

Go live at least once a week leading up to launch:

  • Share a sneak peek
  • Discuss themes
  • Answer reader questions
  • Invite guests

These build excitement and create connection.

Push Preorders

Every few days, share:

  • Preorder bonuses
  • Behind-the-scenes stories
  • Reviews from early readers
  • Quotes or excerpts
  • Countdown reminders

People need multiple reminders — this is normal!

Double-Check Your Distribution

Make sure your:

  • Metadata is correct
  • Amazon categories are set
  • Links are working
  • IngramSpark or KDP setup is complete

Collaborate for Visibility

Partner with other creators for:

  • Newsletter swaps
  • IG Lives
  • Guest posts
  • Podcast appearances

Cross-promotion expands your reach.

Prepare Your Launch Event

Finalize:

  • Run of show
  • Slides or graphics
  • Tech setup
  • Registration links
  • Giveaways

Make your launch a celebration!

Create Your Launch Week Plan

Outline what you’ll post every day, including:

  • Media features
  • Reader reactions
  • Book highlights
  • Behind-the-scenes moments
  • Gratitude messages

Your energy sets the tone for your audience. If you’re excited about your book, everyone else will be too.

Your Book Deserves a Strong Start

A 90-day plan helps you launch with intention rather than panic. It gives your book the best chance to reach the readers who need it most. And remember this: you don’t have to do everything perfectly; you just have to show up consistently.

And don’t feel guilty about promoting your work. Chances are, you write because you want to make a difference, but a person’s life can’t be changed by your book if they never read it. So let’s do this!