What I Wish Every Author Knew Before Publishing Their Book
You only get one shot at a first impression—make it count.
Imagine you’ve just finished your book.
You’ve spent months—maybe years—writing, editing, and perfecting every page. The final draft is done, and the next logical question becomes, “How fast can I get this out into the world?”
It’s tempting to move quickly. But here’s the truth no one talks about: once your book is published, that moment is gone. You can fix a typo. You can update your cover. But you can’t re-launch a book. You only get one chance to introduce it to the world with impact.
That first impression matters. And what’s at stake during that launch window is more than most authors realize.
Amazon considers a book “new” for the first 30 days after publication. During that time, the #1 New Release badge is awarded to the new title with the highest verified sales in its category. It’s not based on reviews, buzz, or potential—it’s based on actual sales numbers.
In some categories, it may take just a few dozen copies sold each day to reach that spot. In others, it may take significantly more. Either way, visibility during this period doesn’t happen by accident. And it shouldn’t be manufactured through category manipulation. Some agencies rely on this strategy—placing books in irrelevant or low-competition categories just to hit the #1 New Release badge. It may look impressive, but it’s misleading, and in some cases, it can even raise red flags with Amazon.
A legitimate launch focuses on the right category, real readers, and a plan designed to create meaningful, lasting momentum—not just a temporary label.
It’s also your strongest opportunity to gather reviews—one of the most powerful assets your book can have, and one of the hardest to secure.
In the past, authors could submit their books for paid reviews or rely on friends and followers to leave feedback, even if they hadn’t purchased the book through Amazon. But that’s changing. Amazon has cracked down on unverified reviews, and many authors—especially in fiction—have seen dozens, even hundreds, of reviews disappear overnight.
Now, reviews are often only retained when tied to a verified purchase. That means casual “helpful” reviews from your community don’t always stick. And once your launch window closes, review collection slows to a crawl. Most readers don’t realize how important reviews are. Others feel intimidated, unsure of what to say or how much detail to include.
That’s why a strategic launch—especially one that includes a well-managed launch team—can make such a difference. It gives your book a running start, mobilizing early readers to leave honest, verified reviews while momentum is still high.
And if you’re able to reach that magic threshold of 100 reviews (not easy, and never guaranteed), something shifts. Amazon starts showing your book more often—recommending it alongside similar titles and surfacing it in the “customers also bought” section. In other words: reviews don’t just build credibility. They unlock discoverability.
What I wish more authors understood is that slowing down isn’t a delay—it’s strategy.
Publishing a book should be exciting. It should feel like a celebration. But it should also feel intentional. That short window between finishing your book and releasing it is more valuable than most people realize. When you give it the time and thought it deserves, everything works better—from sales and reviews to your own confidence in how you’re showing up.
If you’re in that moment now—book done, eyes on the finish line—take a breath.
You only get one debut. Give it the foundation it deserves.
Not sure what’s standing between you and the readers you want to reach?
Let’s take 30 minutes to look at where you are, where you want to go, and what might be getting in the way. If I can help close the gap, I’ll share how — whether that’s coaching, consulting, or done-for-you support.
Book your free UnStuck appointment here.
Lynn brings her more than 30-years experience in small business marketing, publishing, and multiple best-selling author campaigns to her Substack newsletter. She helps authors build and grow their platforms to reach their unique marketing goals through private coaching, non-fiction consulting, and done-for-you marketing programs. And all this, through her computer, in her little lake house in rural Pennsylvania which she shares with her husband, son, and two fluffy companions, Kaiju and Bella.