Don’t Launch to an Empty Room: How to Build Your Audience Before the Book Is Out

Here’s your story, fully formatted for Medium. It follows Medium’s conventions: clear subheadings, italics for book titles, a strong lede, and an ending that invites reflection. No fiction, no filler—just your verified experiences and voice.

Before a book ever hits the shelf—before a cover is designed, before the manuscript is final—authors need to answer one question clearly and honestly:

Who will read it?

After decades in publishing, working with hundreds of writers and running Publication Consultants since 1978, I’ve seen the same pattern repeat. An author finishes their book, takes a deep breath, and then looks around for an audience—only to realize no one’s listening yet.

It’s like building a beautiful theater, raising the curtain, and finding the seats empty.

I’ve had this conversation more times than I can count.

Some authors think once the book exists, readers will follow. Others believe the publisher or the bookstore or the algorithm will deliver an audience. But the truth is, the work of building a readership doesn’t start after publication—it starts long before.

If you want your book to matter, you need readers waiting for it.

Not after it’s printed. Before!

Start the Conversation Early

The authors who succeed—who sell books, who reach people, who get reviews and speaking invitations and media interest—are the ones who treat writing as a public process. They talk about their book long before it’s done.

We encourage our authors to write blog posts, social media updates, or email newsletters during the writing stage. Some even take readers behind the scenes. They share bits of research, quotes from early drafts, or lessons learned from writing groups.

They don’t pitch the book—they build a relationship with the reader.

One author I worked with sent monthly emails to her mailing list with one paragraph from her manuscript and a personal reflection. When the book launched, those subscribers didn’t just buy it—they told others to buy it. They’d been part of the journey.

Use What You Already Have

You don’t need thousands of followers or a paid ad campaign to build an audience. What you need is consistency and sincerity.

I’ve seen authors grow email lists by offering a free downloadable PDF or a bonus chapter. Others use local events, book clubs, or even church groups to gather early interest. In Alaska, we’ve had authors build a following by speaking at the local library or being interviewed on a small-town radio show.

One well-placed article in a community paper can reach more real readers than a hundred boosted posts.

Years ago, I encouraged one author to include a sign-up sheet at every book signing. His list grew slowly, but steadily. When his second book came out, he had more than 800 addresses—and they were people who’d already bought from him once. His launch wasn’t a question mark. It was a reunion.

Make Readers Feel Like Insiders

Readers want to be part of something. Give them a role.

Some of the best launches I’ve seen involved early readers, or “launch teams,” who received the book before it was available to the public. These readers posted reviews, shared social media posts, and helped spread the word because they felt invested. They weren’t just reading a book—they were helping it succeed.

One of our authors printed a small run of advance copies and gave them out with handwritten thank-you notes. Not only did that generate word of mouth, it also turned casual readers into lifelong fans.

Don’t Wait for Perfect. Start with Real.

Perfection stops progress. I’ve had to remind more than a few authors it’s okay to start small. Your first post won’t go viral. Your first email might only reach ten people. That’s fine.

The point isn’t to go big. The point is to start.

Readers don’t need polish—they need presence. Show up regularly. Share what’s honest. Invite others into your story before it’s bound between covers.

The Best Audience Isn’t Bought. It’s Built.

One person at a time. One message at a time. One small act of connection, repeated until it grows into a network of readers who know your name before they know your book title.

When you finally launch your book, it won’t be into a vacuum. It’ll be into a community—one you started building the moment you stopped writing alone.

And that, more than anything else, determines whether your words find a home.

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