Pre-Launch Checklist for Indie Authors
You’ve finished a draft and want readers, not just relief. The right pre‑launch work turns “I hope this sells” into “I know who it’s for, why it works, and what I do next.” This is a pragmatic checklist built for working indie authors: keep the parts that move readers, cut the noise, and ship with confidence.
Who this is for
You’re publishing your first or next book without a big team. You want a launch that’s steady, learnable, and repeatable—one you can improve book after book.
The outcome we’re aiming for
By the time you hit “Publish,” you should have three things: a clear reader promise, a book that’s **clean and ready **, and retail pages that convert cold traffic. Everything in this checklist ladders up to those outcomes.
Define the Reader Promise
A reader promise is a short, testable statement of what someone gets from your book—emotionally and specifically—using the signals of your genre. If the promise isn’t clear, everything downstream (cover, blurb, ads, pricing) works harder and returns less.
Make it concrete in three sentences:
You name your sub‑genre and key tropes. You state the hook in plain language. You identify the primary feeling your book
delivers at the end (triumph, ache, wonder, dread). When your promise reads like ad copy that your ideal reader would
nod at, you’re close.
Pressure‑test with comps. Pick 3–5 recent titles your readers love. If your promise sits next to theirs and still sounds obvious and compelling, you’re on the right road. If it reads vague (“a journey of self‑discovery”), tighten the hook and choose sharper nouns.
Write a one‑page positioning brief. Not for the world—just for you and any collaborators. Include: sub‑genre; 2–3 core tropes; one‑line hook; the emotional landing; 3 comps; a sentence on who should not read this book. You’ll use this brief to align cover, blurb, and metadata in minutes instead of days.
Final Manuscript QC
You don’t need a Manhattan budget to launch a clean book. You do need a sequence that catches the right issues at the right time.
Developmental residue. Even after big rewrites, unused scaffolding lingers—scenes that no longer earn their keep, an old motive peeking through. Read only the middle third to catch sag and repetition; trim anything that repeats an idea without adding new consequence.
Line edit for clarity. Read a chapter out loud. Wherever your breath stumbles, tighten syntax and remove double qualifiers (“very really” and friends). Replace stage directions like “he began to stand” with the action itself. Aim for variety in sentence starts and lengths—rhythm is a craft tool, not a garnish.
Copyedit pass. This is consistency and correctness. Character names, timeline, capitalizations of invented terms, hyphenation choices—pick and stick. Maintain a style sheet as you go so future books inherit the rules.
Final proof on a different surface. E‑reader or phone, not your laptop. New surface, new eyes. Fix typos, orphans/widows, and spacing before you generate retail files.
Minimum assets to greenlight pre‑launch
- A reader‑aligned cover that matches current genre signals (not just “pretty”).
- A tight product description (hook + stakes + specificity), tested with 3–5 target readers.
- Clean interior files (eBook + paperback) generated from your proofed manuscript.
- A one‑page positioning brief (so your cover, blurb, and metadata stay consistent).
Metadata and BISAC
Metadata moves books when you align with how readers actually browse. Think of your retail page like a storefront: the categories, keywords, and subtitle tell passing readers “this is for you.”
Categories (BISAC/KDP). Start broad‑enough to matter and narrow‑enough to convert. Choose the shelf your comps occupy today, not last year, and not where you wish your book lived. If you straddle two shelves, pick the one with * clearer shopper intent* and stronger comps.
Subtitle and series fields. Use the subtitle to surface the hook and the promise of the premise—this is not a place for poetic mystery. If it’s book one in a series, the series field should be accurate on day one; readers buy faster when they see there’s more.
Keywords. Tie them to sub‑genre, tropes, and reader problems, not your feelings about the book. “found family romance,” “cozy mystery small town,” “post‑apocalyptic road,” “enemies to lovers.” Specific beats clever.
Author name and brand. Keep the byline consistent across formats and retailers. If you plan a pen name, set it now. Metadata clean‑up later costs sales and time.
Pricing and Formats
Price is a lever for positioning and conversion; it’s not only about royalties.
Match your shelf. If the top 20 bestsellers in your sub‑genre cluster at $4.99–$5.99, pricing at $9.99 communicates “premium” but risks vanishing from impulse carts. If you’re new with no audience, a launch at $ 3.99–$4.99 often balances conversion and perceived value. Paperbacks should anchor the eBook price (paperback at a healthy margin; eBook clearly cheaper).
Know why you’re in KU or Wide. Exclusivity (Kindle Unlimited) can supercharge read‑through inside Amazon; going wide diversifies risk and reaches different readers. There’s no universal right answer—only the one that matches your calendar, catalog, and appetite for learning multiple ad platforms. Choose once for this book, then commit for a season.
Formats that fit your reader. EBook is table stakes. Paperback matters even if your audience is digital—it’s a credibility signal on retail pages and in ads. Audio is powerful but rarely a day‑one requirement unless your genre skews audio‑heavy and you have budget or time to DIY well.
ARC and Early Reviews
Early readers are a feedback loop and a conversion boost.
Who to ask. Prior readers, newsletter subscribers, comp authors’ readers who like participating, and genre community members who enjoy early access. Be precise about what you want: an honest review on launch week and a DM with any clarity snags.
Your ARC packet. Include the pitch, any sensitive content notes, and the exact review window with links. Make leaving a review frictionless: one link, one ask, one reminder near launch.
Ethics and expectations. Never require positive reviews. Do require honesty, disclosure (if gifted), and civility. Keep a simple tracker: who received what, who responded, what they flagged.
What you’ll learn. If multiple readers stumble on the same plot beat or blurb promise, fix it before launch. It’s cheaper to adjust the promise than to fight refunds.
Soft vs Hard Launch
A hard launch is a single day with maximum attention. A soft launch is a short window—days to a couple of weeks—where you ship quietly, validate the retail page, and fix rough edges before you pour traffic.
When to choose soft. If this is your first launch, if your blurb is untested, or if your metadata is new, a soft launch reduces risk. You’ll still sell books; you just buy yourself time to learn—without burning your best shots.
A simple four‑week cadence (adaptable).
Week ‑2: final proof, finalize cover/subtitle/keywords, set up retail pages privately where possible.
Week ‑1: ARC reminders, confirm launch‑week newsletter, schedule 2–3 social posts that speak to the promise, not the
process.
Launch week: publish, verify pages and “Look Inside,” fix hiccups fast, and send your launch email with a clean CTA.
Week +1: refresh blurb if needed, swap any weak keywords, and start a gentle ads test if you’re running ads.
Four gates before you hit “Publish”
- Promise clarity: you can say the hook and feeling in one breath; target readers nod.
- Page quality: cover matches shelf, subtitle carries the hook, blurb opens with stakes.
- File integrity: proofed interior files; paperback and eBook generate without errors.
- Plan readiness: ARC list warmed, launch email drafted, and a calendar for the first two weeks.
Common traps (and easy fixes)
Vague blurbs. “A gripping tale of love and loss” doesn’t sell to a genre reader. Lead with the moment of decision, name the stakes, and promise a payoff that matches comps.
Clever covers. Clever is fine for literary; in commercial genres it often reads “miscategorized.” Show the signal first; earn your twist inside the pages.
Keyword stuffing. Readers don’t search for “epic saga thrilling amazing.” They search for sub‑genre + trope + mood. Pick a few, test, and iterate.
Pricing by feeling. You are not your audience. Price by shelf and strategy, then measure; don’t guess.
Your next 90 minutes
Set a timer and do three focused tasks:
- Write your one‑page positioning brief (promise, tropes, comps, who it’s for).
- Draft a blurb that opens on the moment of decision and names the cost of failure.
- Choose two categories and seven keywords based on your comps’ shelves and reader searches.
Then share the blurb with two target readers. If they can repeat the hook back to you without squinting, you’re ready.
Sources
Decision for today: Pick your launch type (soft or hard), write the one‑page promise, and schedule your final proof—then the rest of this checklist becomes execution, not doubt.