Don't Write That Book

Planning Your Launch 12 – 18 Months Out

Mar 12, 2026
They map out why a 12–18 month runway matters for strategy, relationships, and execution. Long-term relationship building and assembling the right launch team get attention. Planning marketing, trade distribution, and big events early is emphasized. Tactics include building pre-demand, owning search visibility, prioritizing high-impact moves, and designing multi-guest launch summits.
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ANECDOTE

Intern Letters Land More Endorsements

  • AJ shared a listener success using the 'intern' endorsement tactic inspired by Mike's mom example.
  • Roseanne Kapannahadj sent endorsement requests framed as from her intern and received positive replies.
ANECDOTE

How Mike's Multi-Person Team Runs A Launch

  • Mike shares his multi-person team structure supporting authorship beyond the book.
  • He lists Andrea (marketing), Amy (email), Lee (speaking agent) and others and explains roles in the launch ecosystem.
ADVICE

Build Visibility Early But Time Your Asks

  • Do not overload audience with early asks; build visibility but time your asks.
  • Mike warns visibility can't be too early, but too many asks too soon will fatigue potential buyers.
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