Many
writers possess only a vague idea of how reviews sell books
or establish an author’s brand. Former marketer/publicist
Carolyn Howard-Johnson provides a definitive 340-page guide
explaining why authors need reviews, how to find reviewers,
sending books out for review, Amazon.com’s role in reviews,
building a platform based on reviews, writing reviews, planning
a media kit, and other essential tools for successfully launching
a book and enjoying future sales.
Divided into six sections and 15 chapters – plus appendices
with resources and sample letters – the text allows
for skipping around from chapter to chapter. Anywhere in the
writing process, from idea development to years after publication,
authors can find advice for acquiring or using reviews to
help promote sales. For instance, Howard-Johnson recommends
organizing a list of potential reviewers long before publication,
and assigning codes to them. “NAT for national media;
LOC for local; LIB for libraries; BKST for bookstores; CAT
for catalogs; BLOG for bloggers; and, of course, BIG REV for
the prestigious, sought-after journals (the ones with firm
deadlines and submission guidelines); and RDR REV for readers,
bloggers, and others who are more interested in the content
of a book than the press it’s printed on or the year
of the copyright.”
She suggests different ideas for renewing interest in titles
long after publication. One of these ideas involves contacting
reviewers who wrote about previous books when a new book is
about to be released. Remind these reviewers what they wrote
before and suggest they review the upcoming book. This practice
not only helps the author secure more reviews, but shows the
reviewer their work is valued and appreciated. She also recommends
sending thank you notes and/or gifts to reviewers afterward
(but never before, as it would look like a bribe).
There’s also a chapter on writing reviews, because authors
are often called upon to reciprocate. This chapter includes
information on writing professional reviews, writing for online
bookstores, and writing ten-best reads lists. Novice authors
should read the entire book in the order it was written, but
experienced authors may prefer to pick and choose specific
areas where they lack knowledge or previous success. Whatever
the level of experience, however, anyone who plans to write
a book can benefit from the tips offered in this helpful guide.
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