From Writer Unboxed:
The pub date: THE big day of an author’s life, right? All of the toiling, editing, revising and decision-making comes down to a fateful 24 hours — a speck on the calendar, but a very important speck.
Or so they say. But that’s not necessarily the case, at least, not for us indie authors.
We hear a lot about the all-important pub date as authors, but it’s important to parse whom the pub date really matters to and why. For traditionally published authors, a book’s success can largely hinge on early sales. Much attention is given to garnering pre-orders in hopes of pushing a book onto a bestseller list during release week and encouraging retailers to order more books.
For an indie pre-orders and a strong launch matter too. But an indie can and should imagine the book’s launch as one among several, long-term opportunities.
There are a number of reasons for this. First, indie authors have the advantage of focusing on one single title or set of titles: our own. Unlike publishers, who may be juggling many dozens of titles each season, we indies can put all of our energy and attention into the books we have written and published. Often, publishers place disproportionate emphasis on the pub date because with dozens of titles to manage, that date provides them with a logical point for turning their attention and resources to the next book.
Second, our overall marketing and sales model is different. We aren’t worried about strong pre-sales enticing booksellers to buy large quantities of our books because we aren’t able to penetrate the bookstore market anyway. Instead, we have direct access to our readers and therefore can largely bypass bookstore sales in favor of online or direct sales.
. . . .
I did everything necessary to help my novel hit an Amazon bestseller list around its pub date, but that did not pan out. It was only months later, after I ran a discount promo on Amazon with a hook about Comicon, blasted it all over social media, and combined that with a few online ads that sales began really taking off and I hit the coveted best-seller ranking!
Link to the rest at Writer Unboxed