"Launching a Book in a Pandemic Take 2" or "Really, You're Going to Put Yourself Through This Again."
The Last Resort, my series of linked short stories set in a caravan park in Ballycastle is being published next Thursday. Yes, that is April 1st. And, yes I am trying not to read too much into that date. This will be my second attempt to launch a book during Lockdown. Postcard Stories 2 came out back in August. I don’t know anyone else who’s published two books during Lockdown, (cue everyone tweeting to point out writers who’ve published three or four), so I’m setting myself up as a kind of expert, offering straight from the hip, hard learnt wisdom and advice to the very very many people who are sending their wee books out into a locked down world.
Here’s ten things to expect when you’re expecting a book these days.
It is not the same as before. The sooner you get this into your head the better. Do your best not to drive yourself crazy with memories of warm white wine and crowded rooms, signing your name on actual books instead of inserts, wearing high heels and lipstick and reading a carefully chosen extract to people who aren’t peering at you from behind a screen. It’s ok to say “I wish we were launching this book in a real bookstore,” but dwelling on this thought for too long will drive you absolutely mad.
Remember launching a book is still a good thing. Once you’ve managed to stop comparing your current experience to the experience you had with previous books you will realise that in and of itself, launching any book at any time is still a very wonderful thing. People will leave nice comments on your Twitter feed and post photos of your book, artfully posed with cake and coffee on Instagram. You might get some interviews or even reviews. It will, undoubtedly, be the most exciting thing to happen to you in at least a year.
So don’t forget to celebrate. Your book launch might feel a wee bit muted. It’s not going to be how you envisioned it when you spent all those years slogging away at your desk, using that moment when you first see your book on a real bookstore shelf as an incentive not to give up. Let me be the one to remind you that you’ve still written and published a bloody book. 99% of the world’s population can’t say that. Some people you don’t even know are going to read the words you’ve written. Here’s hoping they’ll even pay for the privilege (nb it just took me four attempts to correctly spell privilege). That’s huge. You’re brilliant. Don’t forget that. If your inner cheerleader’s feeling a bit flat, get some people round you who can remind you that this is actually quite a big deal. Ideally open a bottle of champagne.
Watch out for the after party. Mostly because there isn’t one. Honestly, this was the hardest part of launching a book in a Pandemic, in a wee tiny house, all by myself. I had a lovely, heartening, thoroughly enjoyable online launch with lots of people I love in attendance all saying nice things and being great. Then I closed my laptop and was completely alone. This is where planning is absolutely vital. If you’re going to be on your own, or missing people around the time your book comes out, organise your time so you get to be with actual humans who can help your celebrate and carry you through that anti-climactic post-launch slump which happens every time you launch a book.
Make the most of being online. It’s shit not being able to do things in person. Everybody’s missing it. But there are actually a few great things about launching a book when everything has to be online. You can proactively organise a launch or reading where all your friends from across the world are in the same (albeit online) space together. This never happens in real life. I think there’s also a lot more goodwill in the book world this year. Everybody, even the really established writers, understand how hard it is to launch a book right now. People seem much more willing to give shout outs on Twitter or post about other people’s books. Champion the writers whose work you’ve been enjoying and I guarantee other writers will be more than willing to champion you.
Understand there are not more writers than there were before. To be honest, I have no idea about this. Maybe there are. Maybe everybody on furlough’s been writing bestsellers. Maybe every third person’s now a novelist. OR maybe everyone’s just moved their presence online so they look an awful lot more visible. I’ve spent most of this year in the same state I used to get in when I walked into Powell’s City of Books. I’d stand there overawed, thinking, “holy shit, there’s so many books in the world. The last thing we need is another one.” Over the last few months, I’ve slowly come to realise that most of these writers have always been there, they just weren’t as visible online before.
Bookstores are still there. They might not be able to open their doors or host your launch party or a signing session. But our independent bookstores have been doing us all a mighty service, championing writers throughout the pandemic and keeping readers reading away. When you’re talking about your book give your local indie a nod. If they’re running a podcast or a blog, get involved. They’ll soon be back open. Then you can inundate them with flowers and wine and get back to sneakily moving your own book to the front of the display.
Pandemic books move a little slower. I’ve noticed this both with my own book and other friends’ books. Where, in the past, the first few weeks after a launch were absolutely crucial, Lockdown books seem to be more slow burning. They propagate by word of mouth. Yes, the interviews and reviews are important. But i’ve noticed more and more ordinary -non-industry- readers are posting and talking about books they’ve enjoyed and this seems to have a slow, but not unimportant ,impact on how a book does. All this to say, don’t worry too much if you don’t shift half a million copies in the first weekend. The climate’s a little different right now.
Remember everyone’s wobbly. I’m not naming names here. But I’ve proofed approximately forty books this year and pretty much every author - from brand new debut to very established prize winners- have expressed the same insecurities and hangs ups about their new work. It’s always a vulnerable time launching a book. Most writers put a huge amount of themselves into what they write. It’s painful letting strangers and people who know us really well, see what’s really going on inside our heads. It’s even harder right now. We’re all feeling more vulnerable than usual. You might, like me, be wondering whether it’s too late to cancel the print run or reclaim all your books from bookstores. That’s totally normal. Let me be the person who tells you, your book isn’t terrible, or dull, or derivative (or whatever particular book insecurity you prescribe to), it just feels like that right now, because you’re about to send it out into the world. Go easy on yourself. If you’re struggling to believe your writing is any good, track down a couple of people whose opinion you trust and take their positivity on board.
It isn’t always going to be like this. I’ve no idea how much longer this is going to last. I’ve another novel out next February, chances are we might still be sitting in a similar place. However, I know that eventually this will pass and it will probably be a sort of rite of passage to say you had a pandemic book. You’re doing great to have made it this far. In some small way you’ve redeemed this shit show of a year. You’ve created something. You’ve put it out there. You’re still standing and when you get a bit of that champagne in you, you might even be dancing too. All this tenacity will serve you well when you turn your attention to the next book.