Writers, we need to turn way up

AND IT STARTS WITH OUR BOOK LAUNCHES

Full transparency: book launches have been on my mind because I’m in the middle of planning my own. It’s happening on April 18th here in Toronto and it’s my first in-person book launch since 2017.

Last week, I happened to watch a YouTube video about The Row’s most recent runway show. The Row is a fashion brand owned by the Mary-Kate and Ashley Olsen (yes, the Olsen twins). If you know about the quiet luxury movement, they’re the ones at the center of it.

Their runway show made headlines recently because they asked everyone not to take any photos or videos. That included the influencers they invited. Instead, they gave everyone note pads and told them to write down whatever notes they observed from the show.

For whatever reason, watching that video made me think of my book launch and how I wanted to do the exact opposite. I want people taking pictures, I want people sharing videos on social media, I want my book launch to feel like Pharrell’s first runway show at LV.

But then I realized that what I’m doing and what The Row are doing is the same thing. We’re both doing the opposite of what is typically expected in our respective industries. What usually happens at book launches is that there are a few minutes to mingle at the beginning, then the author reads a few passages from their book, then there’s either an informal Q&A or a moderator led discussion.

That’s the format.

For runway shows, there are usually cameras everywhere. Influencers often post in real time to their audiences or do a longer style post the day after that captures their time at the show. Designers want all the attention they can get, and so they invite media and whichever celebrities will stir the most commotion.

I feel like book launches should be more like traditional runway shows. We should plan more of a spectacle rather than the quiet launches we typically do. What fashion brands recognize is that a runway show is the chance to celebrate their designs. It’s a time to show off their creations so the people in attendance can then retreat to their corners of the internet to talk about it.

And let’s talk about those people in attendance. Runway shows are pretty much invite only. And while there are hints of elitism with that approach, the guestlist is a major part of how these fashion brands market and bring attention to their clothing. They curate that guestlist so inviting one person is actually attracting thousands because of that person’s following. That’s why actors, musicians, editors, and influencers fill the seats. The message needs to get spread and what better way to do that than only inviting the right messengers?

Our book launches should be the same. We should be far more intentional about who we invite. It isn’t good enough to post on social media and invite our family and friends. We need to think about the messengers, the ones who will spread the word of our launch to the people we need to read our books.

CLICK IMAGE TO PREORDER

We also need to treat our book launches more like celebrations. It should be an experience, one that reflects the significance of the months or years it took to bring our creations to life. For my book launch, I’ve hired someone to play the base guitar. My main character, Coi, loves music and the guitarist will be playing some of Coi’s favourite songs. I also did a photo exhibit that reflects the last year of my life leading up to this launch. I did it in partnership with an incredible photographer who will be present at my launch to explain his process. And for my Q&A, I’ll be doing a live-recording of my friend’s podcast. This isn’t just a book launch, it’s an event.

I’m also being very intentional about who I’m inviting. I know it takes way more time, but I’m sending individual invites to the people I want present. I’m sending texts and DMs with specific messages based on the relationship I have with each of them. This post is the first time I’ve mentioned my book launch publicly and that’s by design. I have a personal newsletter (not on Substack) I sent out yesterday and that was the first group message I’ve shared.

My point is this: turn it up! You don’t need to be a loud person, but your book launch should make noise. We need to embrace our inner superstar and start acting like we deserve the success we claim we want.