Are you trying to get your novels noticed and hitting a wall? Here are some tips on the different kinds of reviews you can source, what they do for you, and how to get them.
Trade Journals. In the old days, when book sales were all through bookshops and libraries, publishers would get the news out about new titles through trade review journals like Kirkus Reviews, Library Journal, and Booklist.
These typically offer a short blurb that outlines the plot (without spoilers, of course) and then adds a very short opinion of what the book was like.
If they love your book, they might say, "A rip roaring ride" for a horse mystery or "Screamingly funny coming-of-age novel" for a humorous chick-lit novel.
If they hate it, they might say, "A great plot with exciting twists and turns, but let down by a dull hero and appalling writing."
Do you want to use them? If you're publishing traditionally then your
publisher should be doing this for you as bookshop owners and librarians still check trade journals (although many are now only online or using mailing lists).
For indie authors, it might not be worth the cost. A review usually costs around $500 and what you get for it is mostly a plot summary. You will only get one or two sentences of review; and it may not be an endorsement.
Do trade journal reviews boost sales? I think it's important to note that they don't claim to do so. Even so, some authors like to buy them because they feel it's 'proper'. Me, I think it's a waste of time - although it will give you a damn good blurb!
Newspaper Reviews. What you get ranges from a tiny mention that consists of a thumbnail cover and a sentence to a full-blown critical review with your book cover and you, hopefully looking super cool.
Do you want this? YES! Whatever they print goes out to thousands if not millions of readers, and so it's mega publicity. If you have a half way decent publisher, your novel should be written up in the media.
However, getting in might be difficult if you're an indie. Publishers and bookshop chains spend a fortune on ads, so they tend to control what books are covered.
Suppose you get a spot in the paper, will they be nice about your book? Some newspapers have real critics who will give a proper evaluation. That's pure gold, although you may not like everything they say.
A few will only say nice things. That's usually when a publisher spends so much money on ads, that the paper won't let anyone 'insult' the client by trashing their product. There are more and more of these about because newspapers are losing readership and going bust. I don't like it, and I think all-positive reviews are further killing newspaper readership, but it's the way of the world.
A few newspapers are famous for being super rude. Should you avoid those? No! It doesn't matter if they trash you because people don't necessarily agree with what's written. Even if you get trashed soundly, you'll probably make lots of sales anyway. Just look at the evil things they said about Fifty Shades of Grey.
Bottom line: If you know a journo, beg them for an in. If you can't get into the book
pages, ask for a lifestyle feature. Abase yourself. Offer lunch,
flowers and chocolates.
Quid Pro Quo "Critical"and "Professional" Reviews. Small presses who can't afford to net big newspapers will trade reviews with each other in a 'scratch my back and I'll scratch yours' way. That's when you get endorsed with names like Limpid Press.
They will even buy your book on Amazon so that you get a glowing Verified review. To a newbie, that looks terrific but I think it does very little for sales because they are so transparently fake. Most are written by people who have only skimmed the book lightly. I can see through them in a heartbeat, and I think readers can too.
Do you want these? If your publisher arranges these, awesome. If you're an indie, I wouldn't worry about these.
Blogger and Reader Reviews. Here you give away your book and you have no control whatsoever over what they write and where they post.
If you're publishing traditionally, these are nice but not necessarily vital. Harlequin sells titles by the hundreds of thousands and some have less than ten reviews - and crap ones too. It doesn't matter a jot, because people buy their stuff anyway.
However, if you are an average novelist with an average publishing house, or an indie, then you need these reviews. They create buzz and if you get a decent percentage endorsing you, they lead to sales.
If you get rave notices from reviewers with a following, you're all set for a best seller.
How do you find reviewers? There are plenty of book tour operators who will help you with this. The problem is that many will take your money and then do bugger all in terms of promotion. My advice is to pick a book in your genre by an indie that's doing well. Do a reverse search to see who's doing their promo. Then book with the same company.
There are also corporate review finder services. Some like NetGalley cost around $400 for six months while others like LibraryThing and Goodreads Read 2 Review groups are free. They will connect you to readers but the drawback is that many will take your book and not review. I found that LibraryThing had a review rate of less than 4 in a 100. Goodreads has done better for me, with about 8 in 10 posting.
You can also do it yourself. I put together a review team of twenty bloggers and reviewers, and arrange for a blitz before I publish. I write to them individually, and I make sure they like my kind of novel. However, it's time intensive and you have to make sure you get the timing right.
