Plan template
Book marketing for self-published authors: a 12-week plan
Self-published authors should start marketing at least 10 to 12 weeks before launch and use that time to build an email list, reviews, and a post-launch offer.
Published by Book Profits ClubLast updated: November 3, 2026
When you self-publish, nobody else runs the campaign. This free template from Book Profits Club lays out each week of a launch, based on published advice to start 10 to 12 weeks early and to research reviewers 3 to 4 months ahead. Copy the table into your own planner and adjust the dates.
How do self-published authors market their books?
Self-published authors market their books by building an audience before launch, earning early reviews, and giving readers a next step afterward. Without a publisher, the email list is the main asset you control, and the post-launch offer is what turns sales into steady income.
12-week book marketing plan template
| When | Task | Output |
|---|---|---|
| 16 to 12 weeks out | Research reviewers and start a tracking sheet | Reviewer list |
| 12 weeks out | Publish your lead magnet and start your email list | Signup page |
| 11 to 9 weeks out | Choose one or two social platforms; post 80/20 content weekly | Posting rhythm |
| 8 weeks out | Finalize store description, categories, and author bio | Store page draft |
| 7 to 6 weeks out | Send review requests with advance copies | Confirmed reviewers |
| 5 weeks out | Recruit a launch team from your subscribers | Launch team |
| 4 to 2 weeks out | Countdown emails; pitch podcasts and local events | Booked appearances |
| 1 week out | Prepare your post-launch offer for readers | Offer page |
| Launch week | Announce to list, launch team, and social; host one live event | First reviews |
| After launch | Invite readers to your next step and review results | First clients |
Want exact dates? Enter your launch date in the launch timeline planner.
Why this order works
Numbers
The timing comes from published guides
Reedsy advises starting marketing at least 10 to 12 weeks before publication (Reedsy). ManuscriptReport advises researching reviewers 3 to 4 months ahead (ManuscriptReport). That is why the reviewer row starts before week 12.
Context
Where most ebook sales happen
Ulatus reports that 80% of ebook sales still run through Amazon (Ulatus). For self-published ebooks, a complete store page is not optional; it is where most of your readers decide.
Where Book Profits Club fits
Book Profits Club recommends its free Standard tier for authors who are just starting, need a proven blueprint for publishing, and want foundational community support. If you already have a book and want to scale, it recommends Premium at $47 per month, which adds monthly group strategy calls and advanced templates. See the membership comparison or return to the book marketing strategies guide.
Common questions
See all questions on the FAQ page- When should I start marketing my book?
- Start marketing at least 10 to 12 weeks before your book is published, according to Reedsy. That window gives you time to build an email list, line up reviewers, and plan launch content. If you are past that point, start now: the same steps still work, they just take longer to build momentum.
- When should I contact book reviewers?
- Begin researching reviewers 3 to 4 months before publication, according to ManuscriptReport. Reviewers often schedule ahead, so an early list improves your chances of reviews landing near launch. Track each contact in a simple spreadsheet with their name, focus, request date, and response, then follow up politely once.
- Is Book Profits Club a good fit for self-published authors?
- Yes, if you want your book to lead to income beyond royalties. Book Profits Club is built for authors who want to turn readers into clients, build funnels, and grow revenue. Self-published authors who are just starting can begin on the free Standard tier, which the club recommends for anyone who needs a proven blueprint for publishing.
- I have not published yet. Is there a fit for me?
- Yes. Book Profits Club says the free Standard tier is for you if you are just starting your author journey, need a proven blueprint for publishing, and want foundational community support. Starting before launch also lines up with published advice to begin marketing at least 10 to 12 weeks before publication.
- What is the first step in a book marketing plan?
- The first step is to set your launch date and work backward. Mark the reviewer research start 3 to 4 months before, and your promotion start 10 to 12 weeks before. Our launch timeline planner calculates those dates for you, and the 12-week plan template on the self-published authors page lists tasks.
Plan your launch with other authors
Start free on the Book Profits Club Standard tier.