You launched your nonfiction book. You had a strong start, 50 copies sold, maybe 100. Then… silence. Crickets. You’re left asking, “My book launch flopped, now what?” This scenario plays out far too often for indie and self-published nonfiction authors. It’s exciting to hit that initial spike in sales during launch week, but it’s equally heartbreaking when the momentum dries up. Your book launch flopped now what?
Let’s explore why your book isn’t selling after launch and the critical steps you need to take if you want to maintain book sales after launch.
Facing the Reality of the Post-Launch Sales Cliff
Many nonfiction authors experience the high of launch day only to find their book sales (and themselves) spiraling when sales plummet within days. Launches are emotional. They’re high-energy, high-stress, and high-visibility. But the work doesn’t stop once your book hits the shelves.
The dip you’re experiencing doesn’t mean your book is bad. It means your plan wasn’t long enough. A successful launch is not a finish line; it’s a launching pad. The real question isn’t “Why did my book stop selling?” but rather, “What am I doing now to keep it selling?”
Why Your Book Isn’t Selling After Launch. Before we fix the problem, let’s dissect it.
The most common mistake? Not building an audience before and during the writing process. If you didn’t take time to grow your readership while creating the book, you’re now trying to market to a ghost town.
Chasing Bestseller Status
Authors often pour money into hitting bestseller status on Amazon. Sure, it feels amazing. You get the badge. You get to call yourself a bestselling author. But if it cost you thousands and didn’t lead to long-term sales, was it really worth it?
No Post-Launch Plan
Too many authors plan up to the launch, and then go radio silent. They disappear from podcasts, stop posting on social media, and assume the book will sell itself. Spoiler alert: it won’t.
Lack of Visibility
Maybe you did a few interviews or a week of social posts… then nothing. Out of sight, out of mind. Your book cannot survive without ongoing visibility and promotion.
How To Maintain Book Sales After Launch with Smart Planning
Your book launch flopped, so shift your mindset. A launch should be a spark not a bonfire that burns out. The good news? It’s not too late. You can start again with these core strategies.
Think of Your Launch as Just the Beginning
Treat your book like a startup. You didn’t publish a book, you launched a brand. That means consistent messaging, long-term promotional efforts, and continual growth. Instead of pouring all your resources into a single week, create a 3-, 6-, or 12-month strategy that includes evergreen content, outreach, and repurposing.
“Want to plan your best book launch yet? Grab my FREE eBook: Book Launches are Like Weddings here.
How to Build Long-Term Sales Momentum Post-Launch
It’s all about sustainability. Post-launch book marketing isn’t flashy, but it works. Keep showing up. Promote consistently. And always be thinking one step ahead.
How To Maintain Book Sales Through Email Marketing
Your email list isn’t just a launch tool, it’s your career lifeline. Use it before, during, and especially after launch to:
- Share bonus resources
- Deliver behind-the-scenes insights
- Offer limited-time discounts
- Keep conversations going
Your list is your community. Nurture it.
Why Strategic Partnerships Matter After Book Launch
This is one of the most underrated post-launch tools.
- Partner with other nonfiction authors for newsletter swaps
- Collaborate on workshops or webinars
- Guest on relevant podcasts
- Run joint giveaways or bundles
Author Nation’s “PARTY” framework: Partnerships, Audience, Remarkable Events, Targeted Ads, and Your Media, is a great place to start.
Your Book Launch Is Just Step One
Let’s put it this way, your book launch is like a rocket. The goal of a rocket launch isn’t just to lift off, it’s to reach orbit. And from orbit, it needs to keep going to reach the moon or Mars.
A book launch is just the start of your book’s journey. The rocket metaphor helps visualize that a strong launch helps you gain altitude, but it’s your ongoing visibility and marketing that take you to the stars.
How To Use the PARTY Framework for Book Marketing
The PARTY plan from Author Nation gives you a system to maintain momentum post-launch:
Avoid going dark. Show up consistently. Every week, do something from this framework.
Weekly Marketing Habits That Sell More Books
Marketing doesn’t have to be overwhelming. Instead of trying to do everything, commit to one thing every week. Ask yourself:
“What is one small action I can take this week to grow my book’s visibility?”
Some simple weekly steps:
- Pitch one podcast
- Write one blog post or newsletter
- Share a reader testimonial
- Run one ad test
- Repurpose content into a video
Small actions compound. Momentum builds.
Why Your Book Deserves More Than Just a Launch
There’s a reason I call my free e-book Launches Are Like Weddings, because while weddings are fun, the marriage is what lasts. Your book launch may be over, but your author career is just beginning.
If your book launch flopped, now what? Now, you take ownership. You step back into the spotlight. You restart the engine and keep going.
Grab my free resource: Launches Are Like Weddings, where I walk you through how to build a long-term strategy, strengthen your visibility, and build sustainable sales as a nonfiction author.
You’ve got the message. Now it’s time to keep sharing it — for the long haul.
To create social media posts:
FAQs: How To Maintain Book Sales After Launch
What should I do if my book launch failed?
Start by analyzing your gaps: Was there an audience? A plan? Visibility? Then, rebuild using a long-term promotional strategy that focuses on audience engagement and partnerships.
How do I maintain book sales after launch?
Commit to weekly marketing actions, nurture your email list, and explore the PARTY framework to keep your book in front of new audiences consistently.
Are bestseller campaigns worth the money?
Not always. If they don’t drive real reader engagement or long-term ROI, they’re often more ego boosts than effective sales tools.
What’s the biggest mistake nonfiction authors make post-launch?
Going quiet. Authors often disappear after launch, leading to a steep drop in visibility and momentum.
How can I rebuild momentum months after launch?
Re-engage your email list, repurpose content, seek podcast appearances, and reconnect with your original promotional network.
Is it too late to promote my book if it’s been out for a while?
Never. As long as your content is relevant, you can reignite interest with smart strategy and consistent promotion.
How Implementing These Ideas Will Help You On Your Author Journey
Applying these strategies can completely transform a your post-launch experience. Rather than letting momentum fade after the initial excitement, you can develop a sustainable sales strategy that builds over time. Here’s how it helps:
- Increases Long-Term Book Sales: With consistent audience engagement and visibility, your book continues to attract new readers well beyond launch day.
- Grows Author Platform: By nurturing your email list and building partnerships, you’re not just promoting a book — you’re building a brand and career.
- Reduces Burnout: Instead of overwhelming, one-off marketing pushes, you adopt small, weekly habits that maintain momentum without draining you.
3 Quick Actions To Get Your Book Back Up And Selling!
✅ Email Your List Right Now
Send a short message thanking readers for their support and sharing a behind-the-scenes story or lesson from your book. Include a link to buy or review the book.
✅ Pitch One Podcast
Take some time to find a podcast in your niche and send a simple email pitch introducing yourself and your book. Keep it short and authentic.
✅ Post One Reader Testimonial on Social
Grab a recent Amazon review or email from a happy reader, create a quick graphic in Canva, and share it on social with a call to action: “If you loved [Book Title], leave a review!”
Keep writing and keep thriving,
Melody Ann
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