Most authors know that approaching bloggers to review their new book is a great way to drum up some free publicity that gives their book a word-of-mouth popularity, but when it comes to approaching blog authors, their emails can be very hit and miss. Based on the emails I receive every day, here are my top five tips to help authors with traditional presses and self-published authors achieve a higher response rate when approaching bloggers about their books.
Tip Number 1 – Check the blog’s reviewing policy
I wrote my reviewing policy so that anyone who asks me to review their book knows exactly what to expect when dealing with me – I don’t do paid reviews, I won’t mince my words, I don’t guarantee a review for books that were just blah and I don’t review self-published novels. I’d say roughly half of the emails I receive asking me to review books are from self-published authors who haven’t spent the time familiarizing themselves with my reviewing policy beyond lifting my email address from it. If their book looks interesting and I know of another blogger who would review, I will try to link them up, but more often than not I have to delete their email without replying.
Tip Number 2 – Personalize your emails
No address is just rude, Dear Blogger is a bit annoying. If you’re taking the time to email bloggers, don’t send a clearly mass email in the hope that someone is going to commit at least three hours to reading your book and writing a considered review. Dear Book and Biscuit is acceptable, but most bloggers will have their name in their About Me section, and they won’t mind you using it.
Tip Number 3 – Build relationships
Bloggers can be really busy people. I work and have a toddler. Lots of other bloggers do too, or have other really time intensive commitments. If I’m pushed for time and declining reviews, I’m far more likely to make time to review a book by an author or publisher I have an existing relationship with. I doubt I’m the only one who feels like this. Rather than cold email a blogger, take your time to get to know their site, engage with it, comment on their blog, chat with them on social media. It will set you apart from authors who have lifted their contact details from a book reviewers list that many bloggers didn’t opt in to.
Tip Number 4 – Use your existing networks
If you’ve written a book, there’s a good chance that you’re a reader too. What existing networks do you have that allow you to reach readers that you’ve already built a relationship with? Do any of those blog, or would they be able to recommend interested bloggers who specialise in your genre? It’s worth reaching out with a personalized email to ask for their help or advice. It seems to me that there can be a lot of ego involved when people start out writing, but the authors I admire and who seem to be really successful are genuinely interested in being part of a community with like minded readers. I guess it’s all part of really understanding your target audience.
Tip Number 5 – Don’t pay for reviews
I know that it may seem tempting. And I know that there are unscrupulous sites which tout themselves as blogger networks who will take your money to arrange a blog tour or similar. I found this out when I provided an honest review after another blogger had begged me to as a favour, and the author became very upset because she had paid the other blogger (without my knowledge) and assumed that she had bought a positive review from me. It caused a lot of bad feeling all round. If you put in the work making yourself a part of a reading and writing community, you won’t have to pay for reviews, and you’ll build a more engaged following for it.
Fellow bloggers, is there anything else you’d add to this? Authors, what’s worked well in your experience?