To Pay or Not To Pay – Book Reviews For Sale

By Debbie Burke

@burke_writer

 

“Fly-by-Night Book Reviews says, for $100, they’ll give me twenty guaranteed reviews. Should I try that?”

“I paid $500 to Pie-in-the-Sky Reviews. My book didn’t receive a single review.”

“You don’t dare pay for reviews—that violates Amazon’s terms and conditions. You’ll be banished.”

“Kirkus Reviews are the gold standard.”

“Ever since Kirkus started selling reviews, they lost all credibility.”

~~~

That’s a sample of the spirited responses and contradictory opinions on a recent Authors Guild discussion thread about whether or not to pay for book reviews.

I wound up thoroughly confused, pondering the following questions:

How much do reviews really matter?

Are there still “legitimate” book reviews? What defines “legitimate”?

Have reviews merely become another profit opportunity for vendors peddling them?

Do customers really believe Amazon reviews?

Do reviews increase sales?

Author Maggie Lynch

Multi-genre author Maggie Lynch participates frequently in AG discussions. Over years of reading her contributions, I’ve come to trust her knowledge, judgment, and analysis. Her data is carefully researched. She looks at publishing history from the long view and puts so-called new trends in perspective.

During this ongoing, weeks-long debate about book reviews, one day Maggie wrote: “Warning, I’m going on a bit of a rant.”

What followed was her essay that offered a fresh perspective and updated information about reviews that all authors can benefit from.

I asked if I could share her “rant” at TKZ and she kindly agreed.

Here’s what Maggie has to say:

Paid reviews have always been around, long before the advent of the Internet. Who do you think paid for placement in magazines, journals, and newspapers?

When a publisher buys an end cap display in a bookstore and provides potential review quotes for the store to post, isn’t that paid? If your book is featured on the front page of a major genre magazine, it gets attention. The magazine is going to do a review because you paid $2-$5K to be there.

All advertising is, in effect, paid reviews.

The only difference now is that there are more books, more online venues, and more authors willing to pay for ads, reviews, and all kinds of placement.

Once Amazon entered the online market, it became the focus of most authors. Not because it is the only distributor, but because it is the only distributor using sophisticated algorithms that are somewhat transparent. A number of analysts and programmers focus on Amazon algorithms and then share that information via their own book publications.

Whether you love or hate Amazon, it’s a great search engine. They understand data. They understand how to present the most likely options for getting a sale from a customer. IMO there is no other bookseller with programming that sophisticated.

If other major booksellers–Apple, Kobo, Google, the Big 5—had that same search and analysis capability, they would get more customers as well.

For myself, I have many reasons not to like Amazon. Yet, I give them props when they do well. If I want to find a book or learn more about an author, I’ll look it up on Amazon first because I know it will be quick with lots of information–including other books in the same genre, series, similar authors, etc.

I will likely end up buying the book somewhere else to support a local bookstore or another vendor, but I go to Amazon first.

Many people stay on Amazon because of that ease of use. Authors often believe (mistakenly in my opinion) that they only need to be on Amazon.

But…book sales are NOT Amazon’s primary business.

Only 10% of Amazon’s overall revenue is book sales.

Unfortunately, far too many people think they can game the system. I know hundreds of authors who spend more time trying to figure out how to get higher ranking on Amazon than they do writing books. It’s crazy.

Review factories have always been a part of the online book environment. When I first entered indie publishing in 2011, there were entire “review factories” in Asia where one could buy 100 reviews from “sock puppet” accounts. They were pretty obvious back then, poorly written, using similar phrases.

A couple of times, Amazon has cracked down on these practices–usually when it becomes obvious and egregious. But they usually do it through programming changes.

In the process, some books with legitimate reviews get caught in the net. When crackdowns happened in 2014 and 2018, many authors lost hundreds of reviews and waited months to have them reinstated.

[Note from Debbie: I know authors who simply gave up fighting and started from scratch all over again. Sad.]

Whenever Amazon makes a programming change to search out and punish fake reviews, those who make money on reviewing simply find a more sophisticated way not to get caught.

Algorithm watchers believe that instead of looking for and stopping these reviewers, Amazon is proactively changing the algorithm to counteract the sway of review farms.

Now reviews are weighted significantly less in the algorithm than they have been in the past.

Of course, no one knows how much less or what the criteria are, but it is something to consider. Because of that, authors who are focused on reviews simply pay more.

Authors consistently worry/believe that a high number of reviews (particularly on Amazon) means a high number of sales. That is not necessarily the case.

It is more likely that a high number of sales means a high number of reviews, UNLESS reviews have been supplied primarily by non-purchasers.

To evaluate this, look at the Top 100 bestsellers in Amazon. Many have ZERO reviews. Why? Because the book hasn’t been released and is selling on pre-order. What is creating those sales? Many factors that have nothing to do with reviews such as:

  • Advanced audience definition;
  • Pre-press ads, word of mouth, news, reaching out to fans;
  • Building anticipation for the book followed by a launch blitz that delivers on the promise;
  • ARCs to media and other reviewers (NetGalley, Edelweiss).

It may also be that Amazon never shows a lot of reviews for a particular book because the primary sales are on other sites, NOT Amazon. Many print books sell in bookstores, libraries, or direct from the publisher.

Reviews are not the answer to low sales. Do they help? Good ones do, those that provide information and key ideas to appeal to the audience you want. But the number of reviews does not necessarily correlate to sales.

The last good analysis I read about Amazon indicated there were more than 300 data points that are weighted in the sales and ranking algorithms.

THREE HUNDRED!

Where do reviews stand in that weighting? Not at the top. Probably not even the top 10.

The reality is the #1 weight is actual sales.

You have direct control of many other factors that guarantee more sales such as:

  • Create a fan base;
  • Write more books;
  • Identify your audience;
  • Deliver to their expectations with a consistent brand.

Of course, these take work and time. They can’t happen overnight.

But many authors want a fix right now, an easy button to push.

People always want an easy answer as to why their book isn’t selling better. They don’t want to accept the more likely reasons it’s not selling better.

The reality is the majority of the book reading public has fairly narrow interests.

 My fantasy fans rarely cross into SF. My SF fans almost never cross into romance. My Women’s Fiction fans don’t like anything else in fiction. My nonfiction readers rarely read fiction.

That’s just from my list of fans–a small number of 12K people. But the sample size is enough to extrapolate statistically.

Identifying the audience and creating a package that appeals to them on many levels is key. That package includes:

  • Excellent blurb that makes the reader want to learn more;
  • Great cover;
  • Appropriate pricing for the genre;
  • Look Inside/Preview pages that draw the reader in;
  • Advance praise from ARC readers that tells the reader what to expect and why they loved it.

Indie authors particularly get uptight about reviews—they can see the numbers go up and believe they can control that. Then they start paying for reviews because they believe more reviews equals more sales. But that is a false sense of control.

Where do you stop paying? Is 50 enough? How about 100?

I now see books with over 100K ratings. Are you kidding me?

 The get-more-reviews game is one you can’t win because:

  • You likely don’t have the budget for big PR or marketing campaigns;
  • You can’t compete against contacts that big publishing houses have.

Amazon’s own imprints publish roughly 1,000 books a year, making it as large as the Big 5 publishers.

Amazon controls all the data and knows the sales information. They can certainly tweak the metadata as needed to drive sales within their algorithm. Other publishers can do this too, if they know how and employ people to do it. Most don’t, not even the Big 5.

What can the average author do to compete?

First, do not accept Amazon as the arbiter of books or literature.

They are not. Don’t become one of those authors–and some small publishers– who have bought into the Amazon way of book sales–low pricing, multiple promotions, exclusivity.

Small publishers and indie authors have given Amazon all this power yet selling books is less than 10% of Amazon’s revenue. 

Second, you can shout and bring bad practices to the fore.

Point it out and most of all DO NOT PARTICIPATE in the bad practices yourself.

We can’t let our avarice, our immediate desire for an easy-button solution, give us permission to game the system, pay for reviews, tell lies, or buy hundreds of print books to try to make the bestseller list.

If few authors engage then it will become evident that no one can make good money off of these deals. 

Third, expend your energy in engaging with actual readers.

Build your mailing list, blog or use some other social media that you like to keep your readers informed.

Outside of your next book, the biggest asset is YOUR readers—people who have already voted with their dollars and their time to buy and read your book. Once they already read and like your book, they want more—more about you, more about upcoming books.

  • They will tell their friends
  • They will write reviews;
  • They will volunteer to read ARCs in the future;
  • They will post to social media;
  • They will talk to libraries about carrying your book.

Your readers are your biggest asset.

 ~~~

Thank you, Maggie, for sharing your perspective and wisdom with TKZ!

Maggie reaffirmed my belief that time is best spent writing more books.

However, that doesn’t lessen my gratitude to readers who make the extra effort to write reviews!

~~~

Learn more about Maggie Lynch and her 26 books at her author website.

Check out her free video course about Why Books Don’t Sell. It covers the basics of putting together a good package for your book and buy pages with vendors.

On that same POV Author Services site she has many blogs just for writers about both business and technology, as well as mental health and philosophical writing concerns.

~~~

TKZers: What is your experience with reviews? Have you ever paid for reviews? Do you think they helped your sales?

10 Ways to Sabotage Your Writing

This writing life has enough gremlins—rejection, bad reviews, economic uncertainty, short actors playing your 6’5” hero in a movie version—that a writer shouldn’t be adding his own. Here are the top ten to watch out for. Maybe you have some to add to the list: 

1. Thinking about your career more than about your writing
Guess what? No matter where you are in your writing career you can always find a reason to be unhappy about it. You’re unagented and you want to get an agent. You’re unpublished and you want to be published. You’re published and you want to be read. You’re read but not read in the numbers you hoped. You’ve gone indie and your books aren’t selling enough to buy you a monthly mocha.
You can always find something to be unhappy about. What you ought to do is write more. When you’re into your story and you’re pounding the keys and you’re imagining the scene and you’re feeling the characters, you’re not camping out in the untamed country of unfulfilled expectations.
It’s fine to plan. In fact, I’ve written a paper to help you do that. But once the planning is done, get to work.
2. The comparison trap
I’ve written a whole post on this one. What good is it going to do you to look at somebody else’s success and hit the table and cry out for justice? Writing is not just. It just is. You do your work the best you can and you let the results happen, because you can’t manipulate them. You can’t touch them, you can’t change them, you can’t fix them. You can only give it your best shot each time out.
“There is only one way to happiness and that is to cease worrying about things which are beyond the power of our will.” – Epictetus
3. Ranking Obsession
Another thing you can’t control is your ranking on Amazon or the various and sundry bestseller lists. Or sure, there are things writers do to try and “game the system.” The paid reviews scandal was one of the more egregious examples of this.  But in the end, the game playing is not worth the knot in the stomach.
Don’t worry about rankings and lists. Worry about your word count, plot and characters. If you do the latter well, the former will take care of itself.
4. Envy
Another useless emotion. But it seems to be a part of most writers’ lives. Ann Lamott and Elizabeth Berg both lost friendships over it. Envy has even driven authors to set up sock puppet identities not merely to hand themselves good reviews, but to leave negative reviews for their rivals’ books.
“A heart at peace gives life to the body, but envy rots the bones.” (Proverbs 14:30). Try to have a heart at peace by getting back to your story while, at the same time, developing the next one. 
5. Trying to be the next James Patterson. . .
. . . or J. K. Rowling, or Michael Connelly. Wait a second. We already have those. And they are the best at being who they are.
Become the leading brand of you, not the generic brand of someone else sitting on the shelf at the 99¢ store.
This is not to say don’t write in the same genre or try to do some of the good things other writers do. We can certainly learn from those we admire.
But when we write, we have a picture in our heads, a sort of writer self-image. And if we imagine our books being treated like Connelly’s books, or we see ourselves in LA Magazine interviewed like Connelly, we’ll just end up writing like a second-rate Connelly.
Do that and you stifle the thing that has the chance to set you apart—your own voice. 
6. “I’m not good enough to make it.”
That’s not the issue. The issue is: do you want to write? Do you really?  Do you want it so much that if you don’t write you’re going to feel diminished in some way, and for the rest of your life?
You should feel like you don’t really have a choice in the matter. Writing is what you must do, even if you hold a full time job. Even if you chase a passel of kids around the house. You find your time and you keep writing. Keep looking to improve. You can improve. I’ve got hundreds of letters from people who have validated this point.
7. Fear
Fear of failing. Fear of looking foolish. Fear of what your writing might say about you. We are actually wired for fear. It’s a survival mechanism.
So it has a good side so long as it is not allowed to go on. In fact, when you fear something in your writing it may be a sign that this is the place you need to go. This is where the fresh material may be. You need to go there, and assess it later.
8. Hanging on to discouragement
When my son was first pitching Little League baseball, he’d get upset when someone got a key hit or homer off him. This would affect the rest of his performance. So I gave him a rule. I told him he could say “Dang it!” once, and hit his glove with his fist. This became the “one Dang It rule.” It helped settle him down and he went to a great season and a victory in the championship game.
When discouragement comes to you, writer friend (and it will), go ahead and feel it. Say “Dang it!” (or, if you’re alone, exercise your freedom of speech as you see fit). But time yourself. Give yourself permission to feel bad for thirty minutes. After that, go to the keyboard and start writing again.
9. Loving the feeling of being a writer more than writing
The most important thing a writers does, said the late Robert B. Parker, is produce. Don’t fall into the trap of writing a few words in a journal, lingering over the wonderful vibrations of being alive with the tulips of creativity budding within your brain, and leaving it at that.
You’ve got to get some sweat equity going in this game. I don’t mean you have to crank it out like some pulp writer behind in his rent (though I like this model myself). But you do have to have some sort of quota, even if it is a small one. Writing only when you feel like it is not the mark of a professional.
10. Letting negative people get to you
Illegitimi non carborundum.
Next time that know-it-all says you haven’t got the stuff to be a writer, smile and repeat this Latin phrase. And as he looks at you puzzled, turn your back, get to your computer, and proceed to prove him wrong.
And plan to make 2013 the most productive year of your writing life. 

Why Bother with Bookscan?

by Michelle Gagnonbook

So here’s something I didn’t find out about until after my first book was published: Nielsen, the same company that ranks TV shows, is responsible for maintaining records of book sales. And, as with the TV ratings, there’s a vast disparity between what those numbers say and what the reality might be (does anyone honestly believe that many people are watching the “Ghost Whisperer?”) Among all the industry people I’ve spoken with, it’s generally acknowledged that Bookscan tends to be wildly inaccurate.

Case in point: I know for a fact that, when compared with my royalty statements, Bookscan only counts about a third of my sales (and that’s a year after the fact). Despite their claim to “provide weekly point-of-sales data with the highest possible degree of accuracy,” there are a number of sales venues they simply don’t factor in. Amazon, for example. Or Walmart. Or airports, drugstores, supermarkets; in other words, pretty much anywhere paperbacks are sold. I’ve heard that the numbers come closer with hardcovers, but with mass market paperbacks they’re way off the mark.

So why, then, do these numbers matter? For the sad truth is that they do. During my agent search, one agent looked up my Bookscan numbers right in front of me. And few people seem to know exactly how far off they are. From various editors I’ve heard that they double, triple, or even quadruple the Bookscan numbers to approximate actual sales.

In this day and age, why isn’t a better system in place? My publisher produces “velocity reports” the first six weeks of a book’s release–they know by the end of each week exactly how many copies have sold. So where do those numbers come from, and why aren’t those reported to Bookscan?

Big box stores like Barnes and Noble and Borders also know exactly how many books they’ve sold, almost on a minute to minute basis. If they stock eight copies of a book and sell five, they’ll only buy five copies of that author’s next release (or even fewer; sad but true. Which is why, as Joe noted yesterday, so many authors adopt pseudonyms these days in an effort to beat the system). So now that all of this information is computerized, why is the one “central clearinghouse” so wrong? A friend who works as an editor in Germany claims that they can get an accurate tally at the end of each and every day. Granted, Germany is a much smaller market than the U.S., but still. There has to be a better way.

Mind you, most authors don’t have access to their Bookscan numbers- publishers and distributors pay a fee for that information. I’m a big believer in transparency, and one of the most maddening aspects of being a writer is that getting a sense of where you stand is a constant uphill battle. This is why some authors become compulsive about checking their Amazon ranking, or trying to get feedback from their publisher regarding how sales are progressing. I’m not sure why that information is in short supply, but the Bookscan monopoly can’t be helping.

Coming up on Sunday, June 14, our guest blogger will be New York Times bestselling author and ITW co-president Steve Berry discussing the impact of Dan Brown’s new thriller THE LOST SYMBOL on the publishing industry.

And watch for future Sunday guest blogs from Robert Liparulo, Paul Kemprecos, Linda Fairstein, Julie Kramer, Grant Blackwood, and more.