An author approached me for an endorsement for her debut book. I was happy to help, but it made me wonder. Do endorsements help, and if so, how much?
Writing Tip for Today: What are some pros and cons of endorsements?
What’s an Endorsement?
A book endorsement is the sentence or two you see on the cover (or sometimes inside the first pages) of a book. This little blurb as it’s known, works like a Yelp review, only it should always go for five stars. The idea is to persuade readers to buy your book because someone they like/respect/follow says it’s great.
When you are finally looking forward to publishing a book, the hard work is only beginning. Promoting your product will be one of the steepest challenges you’ll face as an author. Traditionally, new authors as well as veterans work with their publishers to land endorsements from the most influential person in the field, whether it be fiction genre or topical nonfiction.
You’ll want to do your asking well in advance of publication day. Your publisher should be able to help, but these days, a writer’s list of who-do-I-know is just as important. If you are publishing with a royalty-paying house, your book proposal should have listed any and all potential endorsers—the more well-known the better.
The Big Ask
If you’re a debut author or you’re self-publishing, it can seem daunting to approach a well-known author or influencer. If the person you wish to get the endorsement from is a bestseller or has instant name recognition, you may encounter a strong gatekeeper before you can ever ask the person.
Most authors keep an “A” and “B” list. The A list is shooting for the stars—Oprah, Stephen King, all those who are household names or experts in their field. Be realistic but go ahead and try for people you think might help your book sell. This person might be the top expert in a field, someone whose similar book is a bestseller or a public figure that readers will recognize.
Your B list can be a bit more modest—approach successful authors in your genre, experts who can lend their authority and even podcast or other media influencers on Instagram or Tik Tok. Give the ones who respond sufficient time to read an advance copy (these days usually a pdf) and a deadline to submit their reaction to your work.
Endorsements ratchet up interest, excitement and buzz to your book.
What Endorsements Do
Endorsements are supposed to ratchet up interest, excitement and buzz to your book. The best blurbs are short and memorable, and many times the publisher will edit endorsements down to a soundbite. If readers think that So-and-so loves your work and readers love So-and-so, then it helps them decide to purchase your book too.
If you are independently publishing, find authors who are successfully promoting their own books. Join an Indy group online and trade tips. Self-pubbed books that do well tend to be in areas or genres that cater to those who are always hungry for the next book, so plan to produce a book or series regularly. Use all the media tools: social media, podcasts, radio and even approach print outlets. Influencers, launch teams and online ads may be as effective as old-school endorsements for independent writers.
If potential readers recognize the name of your endorser, that blurb may help you sell your book. If your endorser is somewhat obscure (like me!) I think the endorsement has much less impact. For trad and self-published, go ahead and get the best endorsement you can. But don’t forget that much of the reading world takes its cues from the internet these days. Don’t forget to go after influencers, ads and email lists to spread the good word about your book.
