7 Steps Traditional Publishers Take Before Launching a Book — and How You Can Apply Them as an Indie Author

Here’s the hard truth no one likes to say out loud: most books don’t fail because they’re bad — they fail because they were rushed.

I’ve seen it again and again in my 30 years in publishing. An author finishes their manuscript, takes a deep breath, and uploads it to Amazon the same week because they’re “just so excited.” They might get a little initial rush, but a month later? Crickets. Silence. A book they poured their heart into is buried in the algorithm.

It’s not the writing that failed. It’s the timeline.

Traditional publishers know this, which is why they spend 12–18 months preparing a book before it ever hits the shelves. Indie authors? Too often, you’re told to just hit publish and figure out the rest later. But your book deserves more than being shoved out into the world without a plan.

If you want readers to actually find, buy, and talk about your book, you need to treat your timeline like part of your marketing strategy. That means planting seeds early, nurturing your audience, and creating momentum so that when your book arrives, people are already waiting for it.

Here are 7 steps traditional publishers take before launching a book — and how you can apply them as an indie author.

1. Deep Editorial Work: Developmental Editing Comes First

Traditional approach: Big publishing houses don’t send raw manuscripts to press. They put authors through several rounds of developmental editing, making sure the structure, pacing, and voice are strong enough to compete in the market. This phase can take 3–6 months.

Your move:

• Hire a professional developmental editor.

• Ask beta readers who match your target audience.

• Be willing to make bold cuts or rewrites.

Skipping editing is one of the top reasons self-published books fail. A strong book launch strategy starts with a strong book.

2. Professional Copyediting & Proofreading

Traditional approach: After revisions, manuscripts move to copyediting and proofreading. Even bestselling authors go through multiple passes.

Your move:

• Budget for a copyedit and a final proofread.

• Never rely solely on AI or spellcheck.

• Consider swapping proofreading favors with another author if money is tight.

Clean writing builds trust. Readers forgive a lot, but they won’t forgive sloppy errors.

3. Genre-Savvy Cover Design & Interior Layout

Traditional approach: Covers are marketing tools. Publishers hire designers who know the rules of each genre. Interiors are equally important — clean fonts, consistent spacing, and correct margins.

Your move:

• Hire a cover designer who works in your genre.

• Study bestselling books in your category for design cues.

• Don’t cut corners here — a poor cover design can kill sales.

If you’re serious about book marketing, your cover needs to stop the scroll online and stand out on a bookstore shelf.

4. Advance Review Copies (ARCs) & Trade Reviews

Traditional approach: Publishers send ARCs 3–6 months before release to outlets like Publishers Weekly, Kirkus, Booklist, and Library Journal. These reviews help bookstores and libraries decide which books to order.

Your move:

• Submit to Kirkus Indie, Foreword Clarion, BookLife, Midwest Book Review.

• Create digital ARCs with BookFunnel or NetGalley.

• Pitch early to bloggers, podcasters, and bookstagrammers.

And don’t forget local outreach: your hometown newspaper, magazine, or radio station may feature you if you give them time.

5. Build Your Launch Team

Traditional approach: Publishers have entire teams of reps and marketers championing their books.

Your move:

• Recruit 20–50 people to your launch team.

• Create a private group or mailing list to communicate with them.

• Give them ARCs, graphics, and suggested posts to make supporting easy.

This is how indie authors replicate the power of a publicity department — with an enthusiastic launch team ready to amplify your message.

6. Nail Down Metadata & Distribution

Traditional approach: Metadata is marketing. ISBNs, BISAC codes, Thema codes, and keywords are finalized months in advance. Distribution is locked in so books are available through wholesalers like Ingram.

Your move:

• Choose the right BISAC and Thema categories.

• Use tools like Publisher Rocket to find keywords readers actually search.

• Set up your book on IngramSpark, Amazon KDP, and Draft2Digital. Or check out PublishDrive.

Here’s the kicker: libraries and indie bookstores don’t order from Amazon. If you want to see your book on local shelves, you need distribution beyond KDP.

7. Pre-Launch Marketing & Publicity

Traditional approach: Publishers pitch media, schedule events, and build buzz long before launch.

Your move:

• Submit to Shelf Awareness, BookBub New Release Alerts, and Reedsy Discovery.

• Pitch indie bookstores in your city for signings or launch events.

• Reach out to local podcasts and bloggers.

• Start your email list early with a lead magnet or sample chapter.

A book launch is not just release day. The real work happens before your book hits the shelf.

The Bottom Line

Publishing your book is a marathon, not a sprint. If you launch without editing, reviews, or buzz, it’s like sending your kid to school naked — technically possible, but probably not the impression you want to make.

Traditional publishers give books time to grow. You can too. The secret isn’t a fancy Manhattan office or a million-dollar budget — it’s the timeline.

If your book is written (or even halfway there), now’s the time to start planting those seeds: editing, reviews, covers, distribution, and marketing. Do it right, and your book won’t just launch — it will thrive.