Improve Your Book Marketing Strategy with Endorsements
“Your favorite movie star/athlete/artists liked this book and so will you.”
That’s an endorsement.
We see it all the time in marketing and advertising. Why? Because it works. Endorsements are an essential part of a strong book marketing strategy and can go a long way in helping you sell more books.
Endorsements vs Reviews
Both endorsements and reviews fall under the “influencer” category in book marketing, but they are not the same thing. Reviews offer an overall opinion of a book, good or bad. While endorsements, which are always positive, are more like recommendations.
Most reviews come from the larger book industry, such as editorial publications like Publishers Weekly and The Library Journal, or show up in periodicals like The New York Times. Endorsements can come from anywhere, but are most useful to your book marketing strategy when they come from someone whose opinion matters to a larger audience.
Three Ways Endorsements Help You Sell Books
Both endorsements and reviews help create more visibility for your books. However; if you can get well-known authors, celebrities, and other influencers to put their stamp of approval on your books, it will do wonders for your bottom line.
1. Adds Credibility to Your Books
Trying to promote a book by a virtually unknown author on its own merits is tough. Get someone with name recognition, who is already credible to say, “Hey, this is a really good book. I enjoyed it.” And people will begin to take a bit more notice.
2. Highlights Your Books Quality
There are tons of reports stating that recommendations rank amongst the top reasons people decide to make a purchase. If a handful of people have good things to say about this book, it’s likely this book is not crap. In other words, it is a quality product.
Endorsements also reflect back on the endorser. Nobody is going to endorse a book that is of low-quality, for fear it would hurt their reputation or disappoint their fans. Which leads to the next point.
3. Builds your Audience
Endorsements have a viral quality to them. They are communicable. Social media platforms like Twitter offer a great example of how this works. Twitter includes a section labeled Who to follow. The accounts listed in that section are getting an endorsement from Twitter. Twitter looks at who you already follow, then offers recommendations.
You may not get every fan to become a devote follower of your brand, but endorsements are a simple and fairly low cost way to rustle up some brand ambassadors.
How to Get Book Endorsements?
Easy answer. You just need to get out there and ask.
If you’re not the most assertive or outgoing person, this might be a little difficult for you. Or maybe you are a real go-getter and have no problems putting it all on the line. Either way, if you want to be successful and sell more books, endorsements need to be part of your book marketing campaign.
Here are a few tactics to get you started:
- Offer a free copy, in exchange for an endorsement – Should be a no-brainer, but we have to start somewhere.
- Network – Create a list of targets and then make yourself known in areas those targets converge. Book forums, social media groups, etc. Or just perform a Google search for contact info.
- Be clear - Create a professional cover letter to go along with your book, letting people know exactly what you are asking for, and how and where you will use the endorsement.
- Give examples of endorsements you’d like to receive – The easier you make it for them, the more likely they are to give you a shining endorsement.
- Say thank you – When you do score an endorsement, always say thank you.
Endorsements for book marketing is a must. Your homework is to take these 5 steps and put them in action.
If you are looking for even more ways to win at book promotion, and want to learn more book marketing best practices, check out Aerio's other blog posts here.