Book Launch Marketing Strategy

To support the release of Stronger in the Difficult Places, I worked closely with Dr. Zoe Shaw to design and implement a full-funnel book launch marketing strategy—focused on building anticipation, growing visibility, and driving sales across platforms.

This project spanned several months and involved content strategy, visual storytelling, lead generation, and outreach. Below are key pieces of the work we created and executed:

Before the official announcement, we teased the topic of “complex shame” (the central theme of the book) to spark curiosity. I created reels, posts, and newsletters that introduced this concept and invited the audience to reflect, laying the foundation for deeper engagement when the book was revealed.

I planned, scripted, and scheduled Instagram content using reels, carousels, and story templates. We used branded visuals, storytelling clips, and trending sounds to build consistent, engaging touchpoints across Dr. Zoe’s profile. We also set up a Manychat funnel to deliver freebies and collect emails.

I helped write and schedule email newsletters for Dr. Zoe’s audience, maintaining a 36% average open rate - well above the industry average. Emails were used to nurture her list, offer value, promote pre-orders, and share personal insights behind the book.

We formed a community-led book launch team made up of supporters who pre-ordered the book and wanted to help spread the word. I created emails, a promo toolkit, and weekly tasks to keep the team engaged and aligned.

To expand reach, I helped Dr. Zoe pitch herself as a guest expert on over 20 aligned podcasts where she could speak about complex shame and the themes of her book. These appearances created long-tail content and positioned her as a thought leader.

over 36% newsletter open rate

Book launch team with 50+ active members

20+ podcast pitches sent (many booked & scheduled)

Custom social strategy for Instagram & TikTok

Freebie opt-in funnel via Manychat