When it comes to publishing a book, many authors obsess over the launch day, and fair enough. It’s a big deal. But what if the real secret to hitting bestseller charts and building momentum starts before the launch?
That’s exactly what a solid book pre-orders strategy can do. Pre-orders aren’t just a way to collect early sales. They’re one of the smartest marketing tools you’ve got. When used right, they can boost your visibility on major platforms, build anticipation, and slot perfectly into every stage of your book marketing campaign.
So, whether you’re a debut author or knee-deep in building your series, here’s how to make pre-orders actually work for you.
What Are Book Pre-Orders and Why Should You Care?
A pre-order is exactly what it sounds like: readers can buy your book before it’s officially released. The order is logged, but the book is delivered on launch day.
Now here’s the part most people miss: on platforms like Swift, Goodreads for authors, Apple Books, and Barnes & Noble, all those early sales count towards your rankings on release day. That means a flood of orders before launch = a stronger shot at being featured.
Plus, it gives you something powerful to talk about in your email marketing for authors and across social media, long before the book is live.
Where Can You Set Up Pre-Orders?
Most major platforms allow pre-orders for eBooks, and some support print as well:
- Swift KDP – eBook pre-orders only, up to 12 months in advance
- Apple Books – eBook pre-orders, usually flexible with assets
- Barnes & Noble Press – Both eBooks and print
- Kobo Writing Life – eBook pre-orders
- IngramSpark – Allows print pre-orders for wide distribution
If you’re going with KDP Select vs wide distribution, note that Swift limits pre-order functionality for paperbacks unless you use KDP Print. Wide platforms like IngramSpark, though, give you more control over timelines.
The Real Benefits of Pre-Orders
1. Boost Launch Rankings
All your pre-orders count as day-one sales. That surge can spike your book’s chart position and land you in Swift’s “Hot New Releases” section.
2. Build Reader Anticipation
From teaser quotes to cover reveals, a pre-order gives you something concrete to promote weeks or even months before launch.
3. Align with Your Marketing Timeline
Pre-orders help sync everything: your virtual book launch, book promotional video, and review campaigns can all build toward one clear goal.
4. Gather Reviews Ahead of Time
Send ARCs to early readers and activate your use of reader reviews marketing before the book is even out. Platforms like Goodreads let reviewers post early, building hype and credibility.
Best Practices for Setting Up Your Book Pre-Orders Strategy
1. Nail the Timeline
Don’t just upload your book and hit publish. Give yourself at least 4–6 weeks between opening pre-orders and your release date. This gives you enough time to build buzz, run email campaigns, and collect early reviews.
2. Use Placeholder Files (If Needed)
Swift lets you upload a placeholder manuscript when setting up pre-orders, but you must upload the final file 72 hours before launch. If you’re still working with your editor on copy editing vs proofreading, this buffer helps keep things flexible.
3. Lock in Your Pricing
Your pricing of self-published book choices should be strategic. Many authors offer a slightly lower price during pre-order as an incentive to buy early, then raise it after launch. Just don’t change pricing too close to release, as it can mess with algorithms.
4. Make the Book Page Shine
Your listing needs to convert. That means:
- A professionally written book description
- A strong, genre-appropriate cover (bonus if it follows book typography tips)
- Updated metadata and keywords
- A CTA to pre-order across your website, social channels, and newsletters
If in doubt, consult a book marketing service to get this right. It’s your shop window, after all.
5. Don’t Forget the Extras That Help Pre-Orders Sell
Think beyond just the Swift page. Integrate your pre-order into:
- Your book media kit (for press and influencers)
- Social media content (behind-the-scenes, excerpts, cover teasers)
- Your book promotional video, even if it’s short-form or reel-based
- Speaking gigs, interviews, or launch countdowns
If you’re also planning to prepare a manuscript for an audiobook, your pre-order campaign is a great time to introduce audio teaser clips using your chosen narrator or style. For many genres, it’s a smart way to highlight your chosen book translation publishing route or bring in international audiences.
Build Trust with Transparency
Pre-orders are a promise. If you’ve got a team (or you’re working with a ghostwriter, editor, or illustrator), be transparent about timelines. Ghostwriting ethics matter more than most realise, especially when readers are pre-paying.
Leverage Social Proof and Reviews
If you’re collecting early blurbs or beta feedback, share it. Use snippets from ARC reviews in your promo graphics and emails. Combine this with real feedback once reviews start rolling in for added trust and interest.
Already using Goodreads for authors? Set up a pre-launch Q&A or host a giveaway to drive traffic and grab attention while collecting new readers for your mailing list.
Final Note
Setting up a book pre-orders strategy isn’t just about listing your book early. It’s about building anticipation, establishing credibility, and giving yourself the best chance of success on launch day.
Pair your pre-order phase with smart planning, solid communication, and a few well-timed email campaigns. Use it to fuel your virtual book launch, press outreach, and review strategy, and you’ll walk into your release day with momentum instead of nerves.
And if you’re juggling too many things at once? That’s where expert book marketing services come in. From metadata to pricing, media kits to email workflows, they’ll help make sure your pre-order game is on point.
Done well, pre-orders aren’t just an early win. They’re the first step in a long, successful publishing career.
