As an independent author, I often hear about how important book reviews are. But is this the real make-it-or-break-it item for authors?
Years ago before the Internet, many readers bought their books from brick-and-mortar book stores. They would find a book with an interesting cover, read the back blurb, and if it sounded intriguing, they would buy it. Unless the story was already a best-seller, reviews were probably not even considered but a friend’s recommendation might have been. When deciding between two books, readers are probably far more likely to pick the one recommended by a friend.
But nowadays we have the Internet and a mass of independently published books. Whether right or wrong, some readers have a poor perception of those books. Perhaps they think because they were not traditionally published, they are not as good. Of course, that is not true. There are many reasons people decide to self-publish.
This is where reviews can come in handy. A good, well-written review can do wonders for your sales. But so can word of mouth recommendations. In 2011, Smashwords creator Mark Coker did a survey asking readers to select the biggest deciding factor in choosing a book to read.
Twenty-nine percent of respondents said they selected books based on recommendations from readers on forums, message boards and blogs. This implies that it isn’t so much reviews on a book-buying website but the reviews of peers elsewhere that influence the purchase of a book.
This makes sense as the trustworthiness of online book reviews have been called into question. Some authors pay for top reviews (though paying for a review is not always bad) or the reviews obviously sound like a friend or family member posted them. Sometimes online reviews on places like Amazon are thoroughly unhelpful to other readers as all you get is an “I liked it.” quote.
That is the problem with reviews found at online book retailers. They can be written by anyone, including someone who doesn’t read or like your genre or someone who has a beef about something totally unrelated to your book. But when these point-of-sale reviews are detailed and positive, they can reap rewards in the additional sales.
Whether the reviews are on a blog/forum or at the point of sale, these reviews are a form of social proof that readers liked your book. How much other readers value these reviews depends on their trust of that reviewer. Perhaps they will believe a fellow reader on a forum or book-viewing website more than someone on Amazon or Barnes & Noble. It is hard to predict.
And while I believe reviews do matter and help sell books, you need to remember that book reviews are only one small piece of the book marketing puzzle.
Not sure how to get book reviews? I’ll address that next week.