Book Launch: You Were Born For This

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Launch publicist, book tour planner, sales strategist, liaison with publisher, miscelleanous job-doer9 monthsBook

THE ORIGIN

Chani Nicholas, a longtime astrologer and writer, was writing a book on the essential components of natal astrology, to be published by HarperCollins in early 2020. Without a dedicated project manager or publicist, the book’s production and launch was in danger of not getting the recognition it deserved.


THE PROCESS

I started working for Chani when she was finalizing the manuscript. I did so many odds and ends while the book was being written — coordinated with fact checkers, liaised with the editor and book agent, commissioned illustrators, and even designed a few charts and graphs for the book.

Leading up to the book launch, I put major fuel in the tank to ensure the book’s launch – both event tour and publicity strategy – was as big as we could do it. Our #1 dream goal was for the book to be a New York Times bestseller.


THE LAUNCH

You Were Born For This launched in January 2020, right before COVID – it was one of the last formal book tours before everyone buckled down. We planned a book tour with events at the 92nd St Y, Brooklyn Museum, TIFF in Toronto, CIIS in San Francisco, Powell’s Books in Portland, and Skylight Books in Los Angeles. Every book event was sold out!

Simultaneously, Chani wanted to offer a free birth chart tool to serve as a companion for the book’s launch, so that readers could pull their natal chart and understand the book as it pertained to their chart. So, we designed and launched that.

We got a ton of press for the book. Chani was on the cover of the New York Times Style section the Sunday before the book launch. Allure, Vanity Fair, Glamour, Vox, NPR, and many others covered the book. It was an incredible earned media campaign that generated millions of impressions for the book.

And, the book claimed a spot on the New York Times bestseller list – as well as the Wall Street Journal and Bookscan bestseller lists. It was, and is, the first astrology book to be a non-fiction bestseller across the country in more than 30 years.


BUSINESS IMPACT

YWBFT’s book launch turbocharged Chani’s brand and trustworthiness. It has grown her audience – both on social, and on things like email contacts – by more than double. It’s also set her up for more projects, including the CHANI app.

The book was published in paperback in March 2021, and has now been translated and published in the UK and Australia, in Spanish, German, Polish, Italian, Portuguese, Estonian and Russian.