Here’s a topic every indie author—and probably traditionally published author, unless they’re already a big name—wants the scoop on: how to get more book reviews. This panel consisted of Stephanie Chandler and Isabella Michon and was moderated by marketing guru Penny Sansevieri.
Isabella stated up front that book marketing is “all about exposure and getting media attention.” She pointed to the Midwest Book Review as a good place to submit for that exposure. Also BookTalk. Giveaways are a good way to get your books under people’s noses, too (though now Goodreads charges for that). And if you do a blog tour, or if a blog posts a review of your book, you should always thank them and ask if they’ll also please publish on Amazon or Goodreads.
Stephanie agreed that you shouldn’t be afraid of giving your book away. She quoted Seth Godin: “Your problem is not piracy, your problem is obscurity.”
She mentioned software called Book Review Targeter that helps authors find Amazon reviewers for their books. She said to get in the habit of asking, even from big-name authors. “Find bloggers who speak to your audience.” Joining online groups and enlisting beta readers who will spread the word about your book is also helpful.
Penny gave a startling statistic: approximately 4500 books are published each day now. That’s a huge amount of content, and it’s difficult to be heard over all that noise. She said to put a letter in the back of each book that asks for a review. Turn those beta readers into superfans by giving them early access to material, or even exclusive material. Do the same for newsletter subscribers. Give them reasons to be fans rather than just readers.
95% of books are sold via word-of-mouth.
Fewer than 3% of readers leave reviews.
Isabella then mentioned the paid reviews you can get from elite outlets like Kirkus, or the paid Facebook ads. Those are fine so long as you’re only paying for honest reviews from known channels. Never pay someone to post a review on Amazon. You have to make sure your reviews are legitimate. (In most cases, people advise authors never to pay for a review regardless of the outlet.)
Someone then asked about Amazon pulling reviews if the book was, say, gifted rather than a verified purchase. Penny said that you can post a review, even if the book was not purchased on Amazon, and that pulled reviews usually have more to do with the reviewer than the book or author. Usually, if a review is pulled, many reviews by that particular reviewer are being pulled rather than the book or author being somehow punished.
So how to find fans? Well, social media is a good start, or maybe creating a private Facebook group where that elite content can be posted. People like to feel like they’re part of a club. Penny points out that the level of engagement is more important that the number of total fans. If you have 10,000 fans who don’t do anything, well . . . How much more valuable are 10 fans who are eager to spread the word about you and your book?
Timing is a final consideration. Major outlets will want your book well ahead of publication. But Amazon reviewers don’t care when the book was published. And readers seldom stop to look at whether the review is recent or not.
As for pre-orders, they’re great, but better to keep the time short. One to two weeks works best. And make sure you have fans and readers ready to post their reviews right away.
What do you think of these tips? Have you tried any? What has worked for you? Tell me about it in the comments!