Book Review: The Unconquered

TheUnconquered by Scott Wallace is his account of an expedition into the deepest recesses of the Amazon, on assignment for National Geographic, to confirm the existence of ‘The Arrow People’ (or ‘les flecheiros’) so that their territory may be preserved and protected. Wallace joins Sydney Possuelo; a larger-than-life figure in the history of Brazil’s endangered indigenous people, and a man who has devoted his life to saving and protecting the last of the uncontacted tribes.

‘Uncontacted’ is a bit of a misnomer because the remaining elusive tribes have fled from contact, diving deeper in the vast Amazon to escape what they know (from bitter experience) will happen: death from disease, despoliation of their territory, and the loss of their culture from ‘contamination’ by modern artifacts and an increasing dependency on them – this fate has befallen many tribes who now straddle the uncomfortable divide between totally indigenous and self-sufficient, and those who no longer can fend for themselves because they have forgotten the old ways of hunting, fishing, and making their own weapons. Brazil’s past and indeed much of the South Americas is steeped in blood, both historically and in today’s times. The devastation of the forests, the outright plundering of wildlife and natural resources of yesteryear has been tamed but not to the extent that uncontacted tribes can rest in peace and go about heir daily lives. Ever watchful, often times violent (and with good cause), they find their existence is precarious. Amazingly, drug dealers have turned to the Amazon to find passages through; entrepreneurs (in the worst sense of the word) prey on Indians  and their territory for precious woods, rare fish and animals, and gold, despite the best efforts of FUNAI (National Indian Foundation), the agency set up to protect the Indians’ rights.

I found this book hard to read for several reasons. I thought I was prepared for the tragedy unfolding between the pages, having subscribed to newsletters such as Survival International, where a dedicated organisation highlights the plight of indigenous people worldwide.  I wasn’t prepared for the litany of bloodshed and tragedy that taints Brazil’s history. The details of the horrors perpetrated by the architects of Brazil’s rubber boom verges on genocide. Colonialism in its worst form still prevails, but this time there is no outside invader: the threat comes from the vilest of Brazil’s population, those who don’t care a damn about the trail of destruction in their wake. Indigenous Indians are considered a nuisance, and expendable at that. They battle death threats, being shot at, being evicted, being hunted by people who want what is theirs by right; the invaders’ reasoning being how can a tiny percent of the country’s inhabitants (less than 1%) need so much land (11%)? We have learned very little from history when colonial invaders destroyed indigenous cultures outright and reduced their people to the horrors of dependency and/or death in the name of civilisation. People like Sydney Possuelo and the teams of dedicated ‘rangers’ deserve better support than they have received. It is an ongoing, thankless task, and one that seems doomed unless the government gets its act together.

I also found the book hard going because the actual journey is hard going. From the idyllic start of a river-borne expedition, to the utterly hellish conditions whereby the team members had to toil up inclines and down slopes, drenched and slipping in mud, plagued by ferocious insects, under threat from dangerous wildlife, having to make camp each night by hacking their way through thick foliage, facing dwindling supplies; not to mention food theft, food hoarding, and the kind of weird mentality that takes over a group ‘trapped’ in an endless round of daily trudging. One is reminded of Joseph Conrad’s Heart of Darkness in many ways as a grim madness prevails. Ironically, the team was only minutes away from civilization, had a plane been able to land, but months away from it by foot or boat.

At first I thought author Wallace was something of a moaner; he complained endlessly about everything. Then, as I wearily took up the book each night, I began to appreciate exactly what they went through, and the hideous discomforts associated with such a journey. Things such as satellite phones and the like are useless in the dense jungle, so increasingly they had to rely on themselves. Apart from the Indians amongst them who could cope, many did not. No wonder they emerged three months later wild-eyed, exhausted, and much thinner. I ultimately appreciated the mindset and thoughts the author expressed; from saying a special prayer each night, to totally doubting they would ever emerge from the impenetrable jungle. There is so much more in the book than one review can ever tell. The most significant message for me was that we have reached a tipping point where there is very little left that has not been explored, exploited, and ultimately destroyed by civilization’s need, greed, and depredation. Where will it end, one wonders? How much more can be stripped from our natural environment before we are left with the bleak, barren, infertile remnants of a once-beautiful planet? The inhospitable dystopian future so fondly depicted by movie makers and writers does not seem either far-fetched or very far away. A must-read at five stars.

The Great Amazon Book Review Scam

Every author knows that book reviews are important. Why? Simple. Reviews guide the readers (your potential buyers) in the right direction. It helps to have rave 5-star reviews; it hurts to get dismal 1-star reviews. Most authors dream of having hundreds, nay thousands of reviews, like some of the top authors out there.


The NY Times says: “Reviews by ordinary people have become an essential mechanism for selling almost anything online; they are used for resorts, dermatologists, neighborhood restaurants, high-fashion boutiques, churches, parks, astrologers and healers—not to mention products like garbage pails, tweezers, spa slippers and cases for tablet computers. In many situations, these reviews are supplanting the marketing department, the press agent, advertisements, word of mouth and the professional critique.”

But getting reviews is hard work, even when there are helpful guides, such as Dana Lynn Smith’s resource page which, among other useful ‘how to’ publications, actually has a book called How to Get Your Book Reviewed. (It’s brilliant!)

Aha, but therein lies the rub. The ‘hard work’ part. The author has to hunt down people (friends, relatives, colleagues, bloggers, and perfect strangers) and persuade them to read and review the book, giving up their time for no reward. You, the author, get the reward because ultimately their opinion will maybe persuade a (huge!) number of people to purchase your book/s.

Isn’t it soooooo much easier to cut to the chase, eliminate the middle man (reviewers), and write them yourself?

Brilliant idea! And at the same time you’re elevating your own work to the stars, you can trash the opposition, or anyone who might possibly sell more books than you.

Enter the Great Amazon Book Review Scam

This ugly phenomenon first reared its head in a 2010 article in The Guardian revealing how historian Orlando Figes praised his own work and denounced that of his rivals by using fake Amazon accounts to post reviews. He first denied it; even suggesting his wife had done this without his knowledge, and then finally crumbled and confessed, citing ‘intense pressure’ as the reason. Hmmm. One wonders. But then, academics live in the rarified atmosphere of academia and they are fond of saying, “Publish or perish,” so maybe he did just go temporarily off the rails.

However, the lurgy struck again, this time in the world of fiction writing. In August 2012, the NY Times reported a book review scam—masses of paid Amazon reviews.

“Suddenly reviews, of anything in fact, have become vitally important. … But not just any kind of review will do. They have to be somewhere between enthusiastic and ecstatic.”

A site called GettingBookReviews.com (now defunct) created 4531 reviews, mainly for self-published authors, historically the desperadoes of the publishing world and possibly capable (Ha! Ha!) of the lowest of tricks to get positive reviews. Owner Todd Jason Rutherford could not keep up with the demand, so he created a mini industry of reviewers who churned out the reviews. Even John Locke admits (unblushingly) to using his services. The axe fell when an unhappy client criticized the site and demanded a refund. Google cancelled Rutherford’s advertising services and Amazon removed many of his reviews.

Still, ‘real’ (traditionally published) authors seemed to be above all these tacky tactics.

But wait! There’s more! In late August 2012, an article appeared in Forbes alerting readers to another shocking development in the fake review department: at the Theakston Old Peculier Crime Writing Festival, successful author Stephen Leather confessed, during an on-stage panel discussion, that he used fake accounts to promote his own books. For the uninitiated or the ethically minded, this is called ‘Sock Puppetry’ (with apologies to all sock puppets out there)

Can it get worse? Yes.

Suw Charman-Anderson reported in an article (3/09/2012) in Forbes that: “Best-selling crime writer RJ Ellory has turned out to be the latest author exposed in the ongoing saga of fake Amazon reviews, a can of worm that just keeps on wriggling. Ellory was the winner of the Theakstons Old Peculier Crime Novel of the Year 2010 for his novel, A Simple Act of Violence.”

So, at the end of this dismal list, what can one derive? That even traditionally published, successful authors who actually have the advantage of a publisher at their back, grinding away at the publicity machine, seem to think it’s okay to lie, it’s okay to cheat the public, treating them like a bunch of ignorant sheep.

Although Ellory said it was a lapse of judgement in his apology, one wonders how it is possible for anyone to have multiple lapses of judgement. One assumes a lapse of judgement happens when blind rage or intense emotion takes over, and one does something stupid … once … and regrets it thereafter. Somehow, these guilty parties managed to think their way through creating fake Twitter and review profiles; managed to create brilliant reviews for themselves, and also thought up horrible snipes about their rivals—all while in the grip of lapses of judgement.

Lying is lying. Cheating is cheating.

Let’s talk about cheating.

In February 2012, The Guardian posted a cautionary article entitled Plagiarist Beware: The Internet Will Find You Out.

It did in the case of Kay Manning, who had plagiarised sections of a number of romance books. Her excuse? She thought they were parts of her own work on her computer… Huh?

Clearly, the lesson was not learned. Even worse was a report in the New Yorker about Q.R. Markham (real name Quentin Rowan), the author who pieced together his lauded debut from an amalgamation of spy thrillers. Famous spy thrillers. It was inevitable that someone would notice. In Assassin of Secrets, there were thirty-four instances of plagiarism in the first thirty-five pages. He’d cobbled together his novel from a variety of great novels. Rowan later blamed his publishers for putting him under pressure.

The bottom line is this: in all these cheating, jiggery-pokery, and smoke ‘n’ mirrors tactics, how much time did these authors waste in faking it, time that could have been more usefully employed in actually writing more books?

Although some opinions veer towards blaming Amazon, ask yourself: is Amazon the moral police officer of publishing? Amazon is a big shop front. It’s a gigantic store that sells loads of products. That’s their job.

It’s our job, as humans, to self enforce the rules for living. Thou shalt not cheat/steal/lie/dissemble/pull the wool etc. Everyone knows right from wrong. How much more reprehensible is it when writers, traditionally (like artists, playwrights, and poets) the people who hold a mirror up to society and point out our foibles/faults etc in their wonderful stories, deliberately and on numerous occasions seek to puff themselves up, and obtain praise by fraudulent means. It’s like cheating in an exam or faking your qualifications.

Although others have thought there will be little or no impact on these authors, it seems that you can fool some of the people some of the time, but not all of the people all of the time. There has been a backlash. Crime writers like authors Ian Rankin, Lee Child, and Val McDermid were among the 49 writers to condemn the “underhand tactics” of colleagues.

A last word from the CEO of Smashwords, Mark Coker about what makes a book great:

“The most powerful marketing secret is to write a super-fabulous book that markets itself. If a book can’t market itself through the passionate word-of-mouth of readers, the author’s marketing will be less effective. How does an author create a book that markets itself? The secret is to write a book that touches the reader’s soul. The reader must love it, and this holds true for both fiction and non-fiction.

If they feel passion for the book, they’ll leave you a five star review, not a three star review, and they’ll tell all their friends and family to purchase it as well. Reader passion gets you word of mouth and social media buzz, and this drives sales.”

Bring back ethics, morality and good, hard work on creating fantastic books. Then the sales, and the reviews, will come.

Make Amazon Do Your Marketing!

I have to blog about a gem of a book I reviewed recently: Aggie Villanueva’s Amazon Categories Create Bestsellers. Not only did the book open my eyes as to how Amazon works, their review policies, and their sometimes draconian behaviour patterns, it also educated me regarding the way Amazon is structured. Learn how Amazon ticks, and you’ll have greater control over how your book is presented to the mass of readers  out there who could be buying your book, if only you can get them to see it. This book teaches you how to put Amazon to good use.

Understanding Amazon
Any author who wants to see their book up there in Amazon’s shop front needs to understand Amazon. Aggie Villanueva demystifies the giant in the sky. Far from being just a books-and-more store, Amazon has built-in marketing strategies that arise naturally from their own unique construction. Blessed be the author who manages to work out this for himself.

Get this book and implement the simple steps outlined to achieve marketing/sales success. Don’t think the length of the book (78 pages) means you won’t get the information you need. It is packed with tips! I spent time reading it to make sure I understood the strategies outlined, and then I went onto my own book page on Amazon and implemented them. What a shock to see how much your publisher does NOT do for you!

Tight Targeting Gets Your Book Places
Villaneuva dismantles the nuts and bolts of Amazon, and suggests that simply by tapping into the seemingly insignificant areas such as categories, tags, reviews and discussion groups, an incredible marketing machine starts working for the book. Why spend money on a marketing plan when merely making sure your book is properly categorized will reap rich rewards.

Here's the secret weapon: Correct category listings can catapult a book into bestseller lists. Nearly every Top-100 list is drawn from categories. Get that right (you can do it yourself) and your book will fly. You can then get into other Top-100 lists.

My children's adventure novel The Secret of the Sacred Scarab has been placed in two categories:

• Books; Children's Books; Action & Adventure
• Books; Children's Books; Science Fiction & Fantasy; Fantasy & Magic

I thought hard about this and then decided there wasn't any other category I could think of that was applicable.

The Amazon Helpdesk (and they are helpful!) had this to say about having more ctaegories: "Some books have more than two browsing categories because the categories have been updated automatically through data feeds provided by the book's publishers."

Don't Ignore the Benefits
Many authors prefer to use other or their own sites as selling points because they earn more on each book sale. However, it’s hard to ignore the benefits of the world’s largest store and publicity machine. Amazon’s automated system is simple but multilayered.

Books correctly listed will then benefit from free and automatic publicity that reaches millions of readers every day. Using Amazon Central, an author can also monitor and track a book’s performance in these different categories.

Hidden Extras
This book is also a treasure trove when it comes to hidden extras. The pages are sprinkled with links to other marketing videos or supplementary material, all designed to help you get your book from Amazon to a slew of readers. The writing is clear, and understandable to even the most technologically challenged writer (like me!) Screen grabs also point you in the right direction.

But Wait, There’s More!
More? Is this possible? Absolutely. If you follow Villaneuva’s careful step-by-step suggestions, you’ll end up in your Author Central Dashboard (a vital tool!) on Amazon where … tada! … you’ll find that linking back to your Amazon book details are your Shelfari book details. If you have a Shelfari account and wondered why recently you were asked if you wanted to log in via your Amazon account, this is why.

Shelfari is sometimes regarded as the ‘poor cousin’ of the triumvirate, with swanky Librarything leading the pack, and good solid Goodreads (which gets lots of publicity) following a close second. Not so. Shelfari enables you to load a huge amount of book detail on your own books such as: characters, locations, descriptions, quotes, awards, synopses, similar books etc. If you fill your Shelfari book details to the hilt, you’ll find many of these extras appearing in your Book Extras on Amazon.

Take advantage of every possible marketing angle that you’ll find in this book and the extras that add on, perhaps giving you the advantage over your competitors. There are many thousands of books published annually worldwide. Make sure you have an edge!

Amazon Categories Create Bestsellers is an essential guide. Highly recommended.

For more marketing advice, visit Promotion a La Carte. From tours to simple tips 'n' tricks, there’s something there for every author!

How to Write and Publish the (almost) Perfect Book

I love Penny Sansevieri’s newsletters because just as one gest a bit slack about things along comes another gem from the Author Marketing Experts. Here’s Penny’s advice on  …

How to Write and Publish the (almost) Perfect Book
When it comes to publishing, there is a certain recipe for success. And while nothing is guaranteed, there are significant activities which must happen in order for your book to have a chance at success. I often speak of promotion, websites, and gathering a social media footprint. Today we're taking a look at the equally important back-end issues. Now, I can't guarantee if you follow this that you'll come out leading the charge with the most perfect book, but you'll certainly be close. Writers never intentionally write a bad book, or a book that's not marketable. We do our best, and we often hope for the best. But in a world full of clutter, you have to do more than that. You have to step out to succeed, and you have to learn the ropes of your market and the publishing industry. Here are 11 points for you to consider:

1) How big is the market for your book? Before you launch headlong into a campaign or even write your book, be sure you know the market for it really well. Often, I find that authors don't take the time to study their market. This is important because you need to know first and foremost if there is a market for your book. I know this might sound odd, but hear me out. Some years back I worked as a literary agent and was being pitched by this super-talented author. He'd written a book on why good men fall for bad or mean women. He was proud of this book, saying there was no other book like it on the market and further, that he'd written it for men. There are two problems with this:

First, that there is no other book like it on the market. If there isn't a book like it on the market, there might be a reason why. It's not that there are no new ideas, but most of the models that work consist of books that fit a certain, existing market. Second problem: a self-help book written for men. No offense guys, but women buy 97% of all self-help out there. If you're writing a good book with a great topic but for the wrong audience, that's a problem. Know the market.

Go to bookstores and talk to booksellers, they can be the best source of information for you. Ask them if they have a book on your topic and then have them point you in the direction of where those books are shelved so you can see for yourself what the competitive space looks like. If there isn't a book on your topic, see if you can find out why. Ask a professional you trust. This could be your bookseller, or it could be a marketing professional. You'll save yourself thousands of dollars by doing this. Regarding my talented author with a book written for the wrong market, once we repositioned him it was fine. It took little effort but saved him countless hours, dollars, and frustration.

2) What will you call it? When we worked with author Marci Shimoff, she told us that she spent two long weeks agonizing over the title of her book: Happy for No Reason. Marci was featured in Chicken Soup for the Soul, The Secret, and had done extensive speaking events worldwide. Why would she agonize over the title of a book? Because the title (and the cover) are the most important elements of your book. People will judge a book by its cover and title, you can be certain of that. If you're debating on a title, or even if you've settled on one, do not take chances. Find a professional who can give you important feedback. If a title is unappealing, too confusing, or too tied to branding that isn't clear or benefit-driven, you could lose sales. Remember: the title of your book isn't for you; it's for your reader. Make it matter to them.

3) Don't fall in love with your own ideas. This is a big one. It's great to love your work; in fact, you should love it. You should be passionate about it. But don't love it so much that you aren't open to feedback. Feedback is critical to any successful book launch campaign. Further, if you aren't open to feedback, you might miss some advice that could save your book and you from spending thousands of dollars pushing something that isn't quite ready for the mainstream - or worse, a book that's missed its mark only slightly. Be open to feedback and then seek that feedback from professionals you trust and respect.

4) Do you know how to compete with major publishers? If you're self-publishing your book, or even trying to find a major NY publisher for your book, why would this matter? Because, as much as some folks like to say that NY publishers are doing it wrong, they are still the driving force behind the industry. Knowing when they typically release a majority of their titles and what their strengths and weaknesses are is important. Why? Because you need to understand what the competitive landscape looks like. It's important to note, for example, that major publishers don't generally publish to the niches. Why is that? Because they are focused (and must focus) on bigger areas: celebrity titles, trends, etc. Even the things (like the Snooki book) that might turn our stomachs. In an upcoming piece, I will spend some time discussing how NY Publishers work, as well as how you might compete with some of these giants.

5) What's the "look" of your work? I'm speaking specifically about branding and book cover design. I would never trust my book cover to anyone less than a professional designer. Why? Because there are certain things you don't want to leave to chance. This is another reason why you don't want to get too close to your work. You might love a book cover that's totally wrong for your book. Now, don't misunderstand me. You should love your final cover, absolutely. But don't love something that many professionals advise against. This could mean trouble. Further, you should do your research. Look at other covers; see what appeals to you and what does not. Make sure the cover is simple and powerful in design. If you have a brand aligned with your business, make sure there's a synergy between them. Also, your cover shouldn't be too complicated. If you have to explain the cover (or book title) you need to keep searching for a simpler message. Remember: you aren't going to be able to be everywhere and speak to every consumer interested in your book about what the cover or title means. It should pique their interest without confusing them.

6) What other titles are competing with you? Knowing your competitive space is not only important, it's mandatory. As I mentioned in #1, you want to identify your market and know that there's an audience for your book. Once you do, however, you'll want to get to know that market even better. You should read most (if not all) of the top books in your category (to the degree that time allows, of course). You should know the authors who write them and if possible, network with them via email, their blogs or (if you're lucky) in person. Why is this crucial? Two reasons: The first is that you want to know what other titles are out there because your book needs to somehow align with the market. Also, what happens if you do research and find that there's another book exactly like yours? Glad you found out now, aren't you? Now you can change your book slightly to support a similar, but unique, message. Second, networking with other like-minded authors is always a win-win. It's great if you can get to know them, share information, helpful tips, maybe even some upcoming networking events. Knowing your "neighbors" in publishing is never a wasted effort.

7) Who is your target audience and how will you reach them? Who are you writing for? Who is your audience? If you aren't sure, now is the time to find out. Specifically, you want to make sure there's an audience for your book and you want to know how to reach them. By reaching them I mean selling to them. If you're unsure, a professional can help you identify this. The reason you want to do this early on is so that if needed, you can incorporate elements into your book that matter to your reader and make it more appealing to your audience. Identifying your target market and how you will access them is important because this could help you align with them before your book comes out. Let's say that your audience is heavily into associations. This could be a great outlet for you to market to and even, if you're so inclined, to position yourself as a speaker. If you've written fiction, this is important as well. Key associations in your market can be very helpful to your success both through promotion and networking. Authors have a tendency to isolate themselves. Yes, I know this is a stereotypical way of describing an author, but let's face it, between writing, research, and promotion we're clocking a lot of computer hours at our desk. It's important to allocate some time to step out of your comfort zone and get to know the audience you are writing for.

8) How will someone buy your book? You might say: Duh - in bookstores and on Amazon. Well, maybe and maybe not. As I mentioned in #4, bookstore shelf space is often occupied by books published through major houses, therefore getting space on these shelves can be difficult. Your local store or stores may stock you, but that's never certain until the book comes out. I recommend that you offer your book on your website and if you aren't interested in shipping and fulfillment then link to Amazon, Barnes & Noble, or whatever online e-tailer you feel most comfortable with.

Additionally, consider other outlets for selling your book such as: associations, gift shops, catalogs, specialty stores, etc. Why do you need to know this information so far in advance? For planning first and foremost. You want to plan your sales strategy early. If you're going after specialty shops, gift shops, or catalogs you'll need to target them early enough so the book can run through their internal acquisitions process. How will you sell them a book that hasn't been published yet? Print galleys (advanced review copies, also called, ARCs) that you can distribute. Even if the book is only 80% complete, meaning that it's written but in the editing phase, as long as you have a near-final cover you are good to go. Galleys tend to be 80% close to the final book. They should be bound and look like the final book but should indicate on the cover (top or bottom) that it's an advanced reading copy.

9) What's the best time to launch? Timing is everything, especially in publishing. Fall is always a big time for book releases. Publishers tend to publish their biggest titles in the Fall, making this sometimes a rough time to launch. Rough, but not impossible. If you're launching in the Fall you will need to start your efforts early. And speaking of that - when will you start marketing your book? As soon as you have the title and branding complete. Start early, often I recommend six to eight months prior to the book launch.

Remember, it's the long runway of promotion so there's a lot to do before you can take off. Starting well before the book comes out will help you gain significant traction by the time the launch arrives. So, back to your perfect launch time. If you're planning this far out, you should be able to align your book with a target date that supports the subject matter if appropriate. A mom-focused title on Mother's Day, a relationship book on Valentine's day, etc. Remember, it's much easier to sell something to someone who is already interested in it. Selling a topic that aligns with a commemorative date, holiday, or anniversary will make your marketing road a bit easier.

10) What's the unique message? How will you differentiate yourself from the competition? Your book is not the field of dreams; readers won't beat a path to your door just because you wrote it. Remember that you must be different. You must be unique. It's critical to identify your unique marketing message and, as well, identify your elevator pitch. What's your elevator pitch? It's a short, concise message that will help sell your book. It's short, benefit-driven, intriguing, and all about the reader.

11) It's not about you. The biggest and most important message in all of this is that despite the hours that you've toiled writing your book, at the end of the day it's not about you. It's about your reader, and moreover, it's about what your book can do for the reader. If you keep this in mind as you move through the process of writing and publishing your book, you will have a title that will attract readership and help your writing career gain momentum.

Many of us forget this important note. I mean, let's face it: Writing is a very personal experience. Whatever you're writing about, whether it's your life or how to lead a better life, it's all personal. We love our work and we want others to love it, too. Remember your book is your resume and this book is inviting readers into your world. Likely you would never invite a reader to your home, but if you did I doubt that you'd invite them into a messy house, right? Then why launch a "messy" book? Get it edited, vet the content, and get a cover that speaks to the reader. If you can step away from your own book in an objective way, you'll be head and shoulders ahead of most writers who stay too close and too tied to their work. Passion is great, except when it prevents you from making good decisions.

Now that I've given you several ways to succeed, how do you align yourself with professionals you trust? First, do your homework. Read their websites, blogs and newsletters if they have one. If they purport to be social media experts, make sure you take a look at their social media footprint. I've had companies pitch me who say they are experts at social media yet they have no Facebook Page or Twitter account. That doesn't seem very "expert" to me. References are always good to have as well. In fact, the more you can ask others who have been successful for the names of people they trust the quicker it will be for you to find people who have a good track record.

If you hire someone, make sure they can work hourly for you. You just want an opinion, perhaps some brainstorming time. You likely don't need a package, just an hour, maybe two. You don't need to spend your marketing budget on this process, but whatever you do spend can potentially save you a lot once the book hits the market.

Succeeding isn't always about getting to the starting line on time. Often, it's about all the work you do to get to the starting line and then, hopefully, to a successful finish. Our books are often an extension of ourselves, our businesses, and our personalities. But success requires more than just a good book. It requires a lot of sweat equity up front, and while it may seem like a hefty price for a book that hasn't even launched, I can guarantee you this: The more you do now, the more you'll save and succeed in the end. Good luck!

Reprinted from "The Book Marketing Expert newsletter," a free e-zine offering book promotion and publicity tips and techniques.

Thanks for the great advice, Penny! If any readers have more gems to add, please feel free to comment.

It’s Murder... and Madness with Author Jen Hilborne

Another murder author takes the page today with an interesting writer Jen Hilborne. Jen straddles two continents—born in the United Kingdom and living in the USA. I’m sure that puts an interesting slant on her writing. Madness and Murder is her debut novel. Congrats Jen! Let’s hope you’re another Agatha Christie!

Frustrated by the rising body count and lack of evidence, veteran homicide detective, Mac Jackson, questions his own ethics when he risks the life of an innocent young woman to trap a cunning and sadistic serial killer. Known for his uncanny precision with a hunch, he is all too aware that, this time, the stakes are much higher if his gamble fails to pay off. Jessica Croft, withdrawn, vulnerable, and emotionally scarred, moves from Sacramento to begin a new life in San Francisco with her twin brother, Judd. Ninety miles from the sinister, shameful secrets of her past, and the madness that tore their family apart, she hopes to find tranquillity, maybe even love. However, her chance for happiness is short-lived when she suddenly finds herself the target of a relentless madman with a deadly agenda. Loath to continue living a life of fear, Jessica tells no one when she takes a bold risk to draw him out; dangerously unaware of the trap he has already set for her. Now nothing may be able to save her except the accuracy of a hunch.

Tell us about yourself, and your writing background. This is your first book so what did you do before then? Were you interested in writing or just enjoying being a reader?
I’m a native Brit currently living in the US with a background in the world of real estate and finance. I've always loved reading, and have dabbled with writing for years, however, I only thought about writing a novel a few years ago. My earlier scribblings are children’s stories and high-school essays. I started writing Madness and Murder in 2007, and finished the first draft eleven months later. Then came months of editing. The manuscript was accepted by Echelon Press in 2009, after I met my publisher at a writer's conference in San Diego.

Madness and Murder is quite an international mystery. Murder across continents, in fact. How did your storyline end up taking such intercontinental twists?
Madness and Murder takes us on a cross-continental journey because I like to travel, and I'm sure most other people do, too. Quite a few elements of real life are woven into the novel and quite a few of the characters are based loosely on people I know, myself included. I used real life journeys and situations to create many of the scenes (but not the murderous events, I hasten to point out).

I recently did a blog post on types of murders, genres, and Sheila Lowe, another murder mystery writer actually divided them for me. Maybe you can tell us where yours fits in.
I would say Madness and Murder fits somewhere between psychological suspense and thriller. We get into the mind of the killer from time to time and are privy to the murderous deeds he/she is planning, even though we don't initially know his/her identity. The pace is quick, and the murders piling up are violent and sadistic in nature. We know the killer enjoys killing. Madness and Murder is character driven, with plenty of twists and turns to keep the reader guessing. We get an in-depth look at the characters to help us understand what makes them tick, even the killer.

It sounds as if you're having loads of fun writing—what's the best part of it?
I love everything about writing. I love making things up, and writing a novel means I can do it without getting into trouble. I usually begin with a title and a loose idea in my head for a motive and how the novel will end. After that, I decide what method of murder will be used, and then I sit down to write. I don't plot it all out in advance. Many of my characters show up uninvited and tell me what they want to do, where they want to work, and what their grievances are. When I wrote Madness and Murder, the villain invited himself into my story half way through and completely changed its direction.

Aren't you a bit worried you have all these murderous tendencies?????
The question made me laugh. I joke that my boyfriend sleeps with one eye open. I believe most adults have the ability to murder, but of course, most of us don't. The TV and media are filled with news of crime, real and fictional, and it fascinates people, whether they admit it or not. I write about murder not for the thrill of the deed—and sometimes my characters shock me with the things they do—but because I like to solve the crime. I love all things mysterious and puzzling. The murder/mystery genre chose me.

Tell us about your second book, or is it a secret and if you tell us ... you'll have to kill us?
My second book, No Alibi, is another suspense set in San Francisco, and is more of a police procedural. The story follows veteran homicide cop, John Doucette, plagued by personal betrayal, which affects his judgment while he sifts through a complex web of lies and deceit to solve the murder of a beautiful young woman found dead in her home. No Alibi will be published in 2011 by Echelon Press. Currently, I am working on Hide and Seek, my third suspense set in....you guessed it.....San Francisco. This story is based on an adult version of a child’s game with, of course, a murder thrown in.

It sounds as if you ARE becoming the next Agatha Christie! Readers can purchase Murder and Madness at Amazon, and please visit Jen's website to keep up with the body count!

The Benefits of Book Reviews

I never thought much about book reviews until I wrote my first children’s book and was desperate for reviews. Suddenly I began seeing book review pages everywhere—in magazines, in newspapers, online … everywhere! Why wasn’t my book there? I began reading other people’s reviews, appraising other people’s opinions, and wondering how I could get my book reviewed. Although my publishers did send out review copies, I came to the conclusion that it was up to me to drive my own marketing machine.


Are Book Reviews Vital?
Book reviews, in my opinion, are very necessary. Perhaps they aren’t vital, but how many people rush to see a movie without first watching a trailer? That’s why movie makers have trailers—to entice viewers. Book reviews are written book trailers, to entice readers. People don’t want to spend money on something they might not enjoy. They read a book review, hoping to extract some idea of whether the author will appeal.

In her article How to Submit Your Books for Review, marketing guru Dana Lynn Smith has this to say about the value of book reviews: “Book reviews can be a powerful marketing tool for books of all types. Potential customers learn about books by reading reviews in newspapers, consumer magazines, professional journals, newsletters, e-zines, book review Web sites, online bookstores, and other blogs and Web sites. In addition to bringing books to their attention, well-crafted book reviews also help the reader determine if a book is a good fit for them.”
Dana’s excellent article also includes lists of online sites, people, and organizations that do book reviews.

How to Get Your Book Reviewed
How do you get book reviews? You ask for them. Your options are: dedicated book reviewers, bloggers, an organization, library, journal, or company.

Rule Number One: don’t just send a book in the post with a hastily scribbled note begging for someone to review it. All sites, magazines, journals, and libraries will have submission requirements that may include: a cover letter, power testimonials, book excerpts, a marketing plan, and ARC’s or book copies. They may also prefer only pre- or post-publication material. Be sure to read the guidelines carefully, especially if you are a self-published author. Some people won’t accept a self-published book. However, don’t panic, there are many sites and organizations that do. For step-by-step guidelines, read this excellent article on 1st Turning Point: Getting Your Book Reviewed—Preparing the Book Kit by Lillian Cauldwell.

Is Your Book Right For The Reviewer?
Another consideration is whether your material fits the reviewer’s criteria and target market. Don’t send a children’s book to a romance book site or general interest publication. Don’t waste your and other people’s time sending to a tiny niche market outlet if you are an author with a general appeal book. Spend some time reading reviews on various sites or publications to get a feel for the tone and style of the reviews. Get an idea of what kind of readership the publication or site has, or if it’s an individual, what kind of following that person has. School and public librarians are great for children’s books because the reviewer will have a captive, interested audience on hand.

Dead Ends?
Yes, you can send 100 books out for review and not get much back in the way of reviews. So, before you do the ‘spray and pray’ method, really refine and hone your targets carefully. If individuals have agreed to review your book, always keep in mind that this is not their job, and they may not have time to fit you in for a while, if at all. Some people (alas) promise to review but spend more time enjoying the free books they get than actually doing a review. Big sites, journals, or newspapers may not even get back to you. There are many other smaller sites that can still, through sheer volume and hard work on your part, give you enough of a response. Big sites and publications also may not be able to give your book the personal attention you feel it deserves.

Are You a Book Review Snob?
If so, don’t be. Perhaps you think that a big important review site is going to give you more sales than Fred Bloggs from Baltimore or Shirley Jones from Florida? Maybe … but then again, maybe not. Fred Bloggs may just tell twenty or thirty friends about the fantastic book he read, and put a review on Amazon to express his admiration. Shirley Jones may be a very active member of a book club and her praise could result in other book clubs picking up on your novel. While professional reviews are both hard to come by and great to have, it’s the average person out there who is buying your book and their opinion does count. Amazon has some excellent advice to offer authors looking for Amazon reviewers, and explains how these reviews can benefit sales.

What About Bad Book Reviews?
This brings me to the next point. What to do about a ‘bad’ book review? The old adage “There’s no such thing as bad publicity. No publicity is bad publicity” should hold true. Most people realize that a book review is an opinion, that’s all. Top authors like Dan Brown and James Patterson have also been criticized for a variety of perceived writing defects. It’s important to remember that if a reviewer criticizes an author’s writing techniques (style, grammar, plot construction, dialogue), then there is a problem with the book. One always hopes the person reviewing a book will go for the genre he or she enjoys. However, the mark of a good reviewer is someone who is able to judge a book on how it will appeal to a general or (in some cases) a niche market. That’s why authors on specialist subjects should really aim for niche market review outlets to get the best results.

A book reviewer’s job is to tell the potential reader about the book, not about themselves. At the end of the review, the reader should have a very clear vision of the book and its contents and a very fuzzy picture of the person contributing the review. A book review is not about self or personal views, but about the book and how it can benefit others.

I recently began reviewing books and deliberately offered my services in other genres, books I would not go for as my first choice. I have reviewed women’s fiction, romantic suspense, and am about to tackle a collection of horror short stories. That’s a challenge for me and I am enjoying it, keeping in mind my advice above.

Should You Pay For Book Reviews?
The jury is still out on this one because there is an opinion that paid-for reviews are generally more favorable because the author has paid for it. Professional sites and publications usually have too much integrity to risk their reputation on this score and most times advise the author that honesty is their policy. Paying for a review also means that there is a motivation to get it done. Free reviews end up with the site or publication being inundated with demands. You may have to wait a while to get reviewed.

Good old Google is a wealth of information on book reviews sites. Some other leads to pursue are: the Virtual Book Review Network; The Midwest Book Review; ReaderViews. Check out Anastasia Suen’s Literacy Blog for children’s books as well as the list of 100 Best Book Reviewers on Twitter. John Kremer offers a list of magazines that review books.

Book reviews are just one part of the wide scope of marketing possibilities available to authors. Don’t say no to review requests because you never know where your book will end up. It could just arrive on the desk of someone very important to your book’s future.

Are you a book reviewer? Share your opinions with us!