Expert Round-Up Topic: What strategies have you used to generate book reviews?
ANDREA BURNETT
As a 25-year nonfiction book publicity veteran, I focus on strategic media, bulk buys, and direct audience engagement to drive real sales and impact.
- Prioritizing Podcasts Over Traditional Reviews
While newspaper book sections have shrunk, podcasts offer in-depth, high-impact conversations that build an author’s credibility and reach engaged listeners. I tailor pitches to podcasts where the author’s expertise aligns with the audience’s interests.
- Targeting Niche Media for Reviews That Matter
Rather than chasing major outlets, I pitch trade publications, industry and category-specific blogs, and specialized newsletters that reach professionals/consumers who will find the book valuable.
- Pitching Bulk Buys to Organizations and Associations
I position books as training tools, membership perks, or corporate gifts for associations, corporations, and industry groups. This approach turns single book sales into large-volume purchases.
- Securing Speaking Gigs at Co-Working Spaces and Industry Events
Speaking engagements at co-working spaces, networking groups, and business conferences establish authors as thought leaders. These events drive direct book sales, often bundled with registrations or sold at the back of the room.
- Encouraging Strategic Online Reviews
Rather than relying on Amazon or Goodreads for sales, I focus on community-driven engagement—reaching LinkedIn groups, Facebook communities, and author newsletters to generate meaningful reviews that reinforce the book’s credibility.
The Bottom Line: A smart book publicity campaign isn’t about chasing reviews—it’s about building authority, leveraging niche media, and securing non-returnable bulk buys that put books directly in the hands of those who need them most.
Andrea Burnett, Founder
Andrea Burnett PR
KOURTNEY JASON
As a nonfiction author and book publicist, one of my strategies for generating book reviews is direct outreach to social media influencers—including those active on Bookstagram, BookTok, and YouTube. I’ve found that a genuine, personalized DM or email can go a long way when it’s clear that I’ve taken the time to follow their accounts, engage with their content, and explain why the book would resonate with them and their audience. With this strategy, I focus on quality over quantity and build real connections with influencers whose voice and values align with the book.
I also utilize Google Alerts to track who’s talking about similar books or specific topics tied to the book’s genre or themes. This gives me a real-time view into bloggers, micro-influencers, and niche reviewers who may be open to review copies. Hashtag research on platforms like Instagram and TikTok (e.g., #nonfictionreads, #wellnessbooks, or #astrologyreads) helps identify engaged readers and creators who consistently post about books in that space. I also research comp titles and related authors’ tagged posts to find the influencers who’ve already shown interest in similar books and authors—those contacts can be the warmest leads. These grassroots efforts are time-intensive but incredibly rewarding, and often lead to lasting relationships and organic buzz. I also make sure to engage with the creator’s posts and stories, which not only builds familiarity but also helps to support their work and boost visibility.
Author of five nonfiction books as well as the president and co-founder of an indie book PR and marketing agency (Pacific & Court).
Website: www.pacificandcourt.com
Instagram: @pacificandcourt
JULIA SHERWIN
I am a publicist for a non-fiction author. The book was published by Harper Business, and I worked with the author as a contractor to launch the book and be his day-to-day publicist.
I created an integrated communications plan that involved working with influencers on social media and booking this author on top-rated business and wellness-focused podcasts. I also submitted the book to lists, including “The Next Big Idea Club,” ‘The 10 Best Business Books of 2024″ for Forbes, and “Good Reads.” I led an email campaign to solicit Amazon reviews from clients and colleagues once the book was released. I also led a robust media relations campaign that helped this author to be featured in prestigious outlets, including NPR, CNBC, Forbes TV, CEO Magazine, and Harvard Business School Alumni stories. The book landed a #1 new release in workplace culture and several other categories on Amazon and became a #1 USA Today bestseller shortly following its launch in Nov. 2024.
Julia Sherwin
Founder
DAVID L. HANCOCK
Excerpt from the upcoming book The Babylon Blueprint for Authors: Proven Strategies for Publishing, Promoting, and Profiting 100 No-Cost, Low-Cost Ways to Engage Your Audience
“Strategically entering your books or entrepreneurial achievements into relevant industry awards and recognitions is a highly impactful tactic authors can leverage to significantly enhance credibility, visibility, and professional authority. Awards and recognitions provide powerful social proof, positioning your book clearly as a valuable, trusted resource endorsed by respected industry organizations and thought leaders.
To strategically leverage award entries, proactively research and identify respected book, publishing, entrepreneurial, or industry-specific awards that align closely with your book’s content, themes, and intended audience. Clearly understand and meet award-entry requirements, crafting compelling submissions that authentically highlight your book’s unique impact, innovation, or reader value.
Upon receiving awards or recognitions, prominently showcase these accomplishments strategically across your author website, social media channels, book covers, promotional materials, media kits, and press releases. Leverage these recognitions strategically in media pitches, speaking engagements, marketing campaigns, and book sales initiatives to amplify your perceived authority and reader interest significantly.
Strategically executed award entries significantly enhance credibility, dramatically boost visibility, deepen reader trust, and create powerful opportunities for media attention and professional advancement. Over time, strategic awards and recognitions consistently drive enthusiastic reader advocacy, sustained book sales, and lasting publishing success.”
David L. Hancock is an established thought leader, Wall Street Journal and USA Today bestselling author, and founder of Morgan James Publishing. David’s expansive social media following and established credibility provide a robust foundation for launching and promoting The Babylon Blueprint for Authors.
LOLLY SPINDLER
Reviews can be lumped into two categories: free and paid. Free reviews, or Advance Reader Copy (ARC) reviews, is when you provide a free, advance copy of your book to someone in exchange for a review. In addition to reaching out to your current community of family, friends, colleagues, and others for a free review, additional great resources include online writing communities, ARC distribution services, book influencers, and other writers in your space. It’s important to note that the latter three may come with a fee, which brings us to the second category of reviews: paid. Expect to pay a couple hundred dollars for an ARC distribution service. As for individual influencers and authors, their fees will vary depending on their popularity and success. If you do decide to pay to play, just make sure these fees and services are included as a line item in your book budget from the start!
Lolly Spindler is a freelance writing coach, entrepreneur, and content strategist who’s been running her own writing and content marketing business, Crea Content Marketing, for over a decade. She’s also the founder of The 6-Fig Freelance Writer.
Instagram: @lollyspin
JAN CULLINANE
My five books have been published by traditional publishers (Wiley, AARP, and Hallmark Gift Books) in the United States and Canada.
Strategies to generate book reviews:
- I contacted well-known authors who have written books of a similar kind – for me, those would be holistic retirement books as well as financial books targeted to Boomers. I would contact these authors, introduce myself, and ask if they would be willing to write a review of my book if I sent them a copy, and if they felt they could honestly write a positive review. This worked very well with several popular authors.
- Another method was to mail/give my books to people I know who love to read and could benefit from my book, including those in the financial planning industry and those approaching retirement. I asked if they would write a review for the book if they felt they could. This, too was very successful.
- I would send radio stations that targeted Boomers a copy of my book (Boomers are my books’ demographic) and ask if they’d like to interview my on their show. The person who would interview me would have read the book, and would also generate a book review to his listeners (usually oral, not written).
My publishers would provide me with about 20 – 40 copies of my book to be used for promotion.
LinkedIn: Jan Cullinane
