In this episode of the B&N Press Web Series, we explore book launch strategies for indie publishing success with USA Today bestselling author Chris Keniston. From stockpiling manuscripts to release cadence, pricing, and reader retention, this conversation offers practical insights authors can use to launch smarter and build long-term momentum.
Key Takeaways
● Successful book launches are built on preparation, not last-minute promotion.
● Stockpiling books before launch allows authors to release on a tight cadence that keeps readers engaged.
● Releasing three books close together helps readers commit to a series and improves sell-through.
● Free or discounted first-in-series books act as effective loss leaders for reader discovery.
● Readers are far more likely to continue a series when the next book is immediately available.
● Pre-orders work best when the release date is close and clearly visible inside existing books.
● Consistency in genre and branding is critical for long-term growth.
● Social media ads are not required for success and are not effective for every author.
● AI can be a useful support tool for blurbs, brainstorming, and workflow efficiency.
Transcription
Julie:
Hello everyone and welcome. I am thrilled to be joined today by Chris Keniston, a USA Today bestselling author. I am very excited to talk with you about this topic.
You actually wrote a blog post on the B&N Press blog about this subject, but I felt like it was time for a refresher. Thank you for joining me today, especially since you are in the middle of launching a new book, which is actually already out by the time this recording goes live.
For a little background, you are originally a New Yorker like me, but you found your way to North Texas, where you live now. What started as short stories inspired by favorite TV characters eventually became a full-time writing career. After winning multiple contests and becoming a finalist in the Romance Writers of America Golden Heart contest, you turned that passion into contemporary romantic fiction filled with heat, heart, surprises, and happily ever afters. And usually a few dogs as well.
Your new book, Sweet Deal, in the Honeysuckle Texas series is out now, and today we are talking all about release strategies. From preparation to launch, keeping readers engaged, and how your backlist supports everything. With your dedicated readership, I know you have valuable insights for authors at every stage.
Welcome, Chris.
Chris:
Thank you so much for inviting me. I always love sitting and chatting with you. It is always fun and full of surprises.
I am happy to share what I do, but I should say upfront that my strategy is very different from most people’s. One reason is that I am not terribly ambitious. I am always asking myself how I can do this in the easiest way possible with the least amount of effort.
Julie:
Wildly successful, I might add.
Chris:
Thank you. If you are into personality traits, I am a communicator and a schmoozer. I love people. I am a full extrovert. There is not an introverted fragment in my body. I will talk to anyone, pet all strange dogs, and coo at all babies. I usually apologize and explain that I am not crazy, I am a grandmother.
But I have zero achiever tendencies. No self-competition. Because of that, my launch strategies are very simple.
Julie:
That is great, because authors are constantly being told they need to do everything. Facebook ads, BookTok, Instagram, reels, videos. It can feel overwhelming.
Chris:
Technology is not my friend. This interview alone was a thirty-minute exercise in how not to have a heart attack. So I keep things simple.
The things that have never changed in publishing are the core principles behind my strategy. Early in my career, I was fortunate to be surrounded by very successful authors. I noticed that when publishers wanted to build an author, they released three books one month apart. It worked then, and it still works now.
It takes readers about three books to fall in love with and remember a series. The challenge today is that readers can finish a book at two in the morning and immediately buy the next one. If your next book is not ready for six months, they will forget you.
Julie:
So availability is everything.
Chris:
Exactly. That is why I stockpile. I write multiple books before releasing anything. When I released my Faraday series, I dropped three books on the same day and made the first one free. That was one of the best sales periods I have ever had at Barnes & Noble.
I tried similar approaches with other series, and they worked. Over time, I realized I had enough of a fan base that I could experiment. Instead of making the first book free, I tried pricing it at ninety-nine cents and releasing two books on the same day, then continuing monthly releases. It worked just as well.
Julie:
Let’s break that down. For a new author, how many books should they have ready before releasing?
Chris:
If you are new, I would never release one book and then take a year to write the next. You will disappear. There are too many authors and too many readers competing for attention.
Free books work because they are loss leaders. Readers want to know if they like your writing style before committing. A free first book gives them that chance.
Once readers have three books, they are invested. That is the power of three.
Julie:
And pricing?
Chris:
The first book is free or discounted. After that, you either want to read my books or you do not. Books two and three are full price.
I do not release the first three unless book four is ready. That gives me time to write five and six. After that, I aim for a four-week release cadence because retailer algorithms work on weekly cycles.
Julie:
You also use pre-orders strategically.
Chris:
Yes, but pre-orders work best when the release is close. I always have the pre-order link in the back of the book so readers who loved it can click immediately. Pre-orders are vital for retention, even if most readers prefer live books.
Julie:
You also bundle books.
Chris:
Usually after I have seven books finished. I bundle the first three at a discount. Not everyone loves book one, but by book three, most readers are hooked.
I tend to structure series in groups of three. It makes marketing easier and gives readers natural entry points.
Julie:
What about authors who do not write series?
Chris:
It is harder, but the same principle applies. You still need multiple books available. One book is not enough for readers to remember you.
Julie:
Are there things you tried that you would never do again?
Chris:
Social media ads. One and done. They did not work for me, so I stopped.
Julie:
What should authors prioritize when prepping a launch?
Chris:
Have graphics ready. Use free tools like Canva or the BN Press ad creator. Spread announcements out over several days. Do not do everything at once.
Pulsing visibility works better than a single blast. If retailers see organic momentum, they will amplify what readers already want.
Julie:
Any big lessons learned?
Chris:
Do not genre hop early. When something works, stick with it. Build your readership first. Once you are paying the bills, then you can experiment.
Julie:
Final question. What excites you right now about self-publishing?
Chris:
AI. It saves time with blurbs and brainstorming. I would not use it to write a book, but as a support tool, it is incredibly helpful.
And I love that this career allows flexibility. I can write anywhere, anytime. That freedom never gets old.
Julie:
Thank you so much, Chris. This was an incredible conversation and full of practical insights. Congratulations on Sweet Deal, book four in the Honeysuckle Texas series, and thank you for sharing your experience with our authors.
Editor’s Note: This transcript has been edited for clarity, length, and readability while preserving the intent and substance of the original conversation.
