When I set out to release Stray: Breaking Free, Falling Hard, and Growing Stronger, my self-published memoir tracing travels across five continents, I knew that the journey didn’t end with the last page. The launch itself would be a careful choreography, a blend of strategy, patience, and outreach.

Months before the release, I began assembling the essentials: a finalized manuscript, a polished cover, and a back-cover blurb that captured the book’s essence. My author bio was ready, alongside shareable graphics and visual teasers crafted to reflect the book’s tone and themes. Even for someone like me who’s technology-challenged, there are many tools available that can make the process manageable. (For example, I formatted my manuscript in Vellum, a Mac-only program, which was surprisingly intuitive and user-friendly.)

Pre-Launch Rituals

In the months leading up to the release, my focus was on building visibility. Goodreads became a hub for connection. I claimed my author profile, manually added the book, and joined reader groups aligned with memoir, travel, and personal growth.

Instead of immediately asking for reviews, I started by engaging genuinely: commenting on threads, introducing myself, and understanding the group dynamics. Only after a week or two did I begin offering ARCs through BookFunnel and StoryOrigin, creating a small but dedicated pre-launch team. These platforms allowed me to track downloads and gently encourage reviews upon release.

Alongside Goodreads, I worked to establish a small but essential online foundation: an author website where readers could learn about the book and join my email list. This gave me a direct line to the audience most interested in my memoir.

I also explored aggregators like Draft2Digital and IngramSpark. Draft2Digital made it possible to distribute electronic copies of my memoir to Apple Books, Kobo, and Barnes & Noble with minimal technical stress, while IngramSpark ensured the print edition reached bookstores and libraries worldwide. Carefully coordinating ISBNs, pricing, and preorder listings across platforms was essential; each detail amplified Stray’s reach.

Choosing the right categories and keywords on Amazon was imperative for discoverability. Using Kindlepreneur’s Publisher Rocket, I identified the best combinations that aligned with my genre, navigating the entire process with free guides and tutorials. What initially seemed daunting became empowering: transforming technical steps into creative strategy.

Launch-Week Strategy

Launch day itself was less about a single event and more a week-long orchestration. I scheduled promotions across multiple channels: Book Rebel, Fussy Librarian, Written Word Media, and Ereader News Today, timing discounts to maximize visibility and early reviews. The e-book ran at $0.99 for several days, while paperbacks were available through both Amazon and IngramSpark.

My outreach efforts continued in parallel. I followed up with podcasters, reviewers, and influencers, providing materials and personalized pitches. Early readers posting their reviews on Amazon and Goodreads were crucial, building social proof that fueled wider discovery. Social media played a supporting role, too, guided by an 80/20 approach: 80 percent storytelling and insight, 20 percent direct promotion. Weekly hashtags like #MemoirMonday or #FlashbackFriday allowed readers to glimpse both the travels and reflections that shaped the memoir.

Post-Launch Momentum

After that initial week, my focus shifted to sustaining momentum. Price adjustments, additional promos, and follow-ups with ARC readers kept Stray visible, while continued engagement on social media and with reader groups helped maintain interest. More than any marketing tactic, it was the relationships that mattered most: Every email to a reviewer, every gentle nudge to an early reader, every thoughtful comment or message contributed to a sense of community around the book.

I was struck by how much a launch resembles the storytelling process itself. It isn’t a singular event, nor a rigid checklist; it’s a series of small, deliberate choices, each rippling outward. The book’s journey continues, much like the adventures it recounts: unpredictable, exhilarating, and profoundly human.

For over 15 years, Shannon O’Brien has made the world her classroom — immersing herself in cultures and discovering how every journey transforms the traveler. A writer, educator, and lifelong adventurer, she crafts vivid, character-driven stories that explore identity, change, and the emotional landscapes of travel. Her Amazon bestselling memoir, Stray: Breaking Free, Falling Hard and Growing Stronger, blends raw honesty with rich cultural detail, capturing both the external journey and the inner one. Originally from California but now based in Malta, Shannon teaches at an international school and continues to write.