One of the biggest challenges that every self-published author has to face is generating credibility. With over a million books released every year, how can a serious writer separate their work from the half-hearted dregs and vanity projects that are inundating the market? Desperate for their hard work to be recognized as legitimate by the community, many self-published authors turn to the deep-rooted practice of paid reviews. They shell out hundreds of dollars––often far more than they can afford––to obtain a quote from a brand publication because the industry tells them that’s what they are supposed to do.
I morally disagree with this outdated practice.
Self-publishing has changed the literary world and subverted ancient systems that are becoming obsolete by putting power back in the hands of the authors. Paying for a scant review based solely on a brand name is a backwards way of thinking that authors and bloggers need to band together to reject.
Recently, I was told that the overwhelmingly positive Amazon reviews for my fantasy epic Fall From Grace made it seem like I was working the system, as if I should apologize for not having negative reviews. I was advised that my book lacked “credibility” and needed a Kirkus review to be taken seriously. Kirkus is an acclaimed institution, but the idea that I need their review to achieve the perception of credibility is nothing short of an industry strong-arm tactic. For $425 you can purchase a 250 to 300 word review that has no bearing on the Amazon algorithm to raise your novel’s visibility. It is brand adherence no different than the materialism of the fashion industry. I have no issue with authors who choose to pay Kirkus and understand that the name has its solid reputation for good reason, but paid reviews are no longer the sole means of legitimizing the quality of your work. Case in point? Bloggers.
The fallacy that only paid reviews are credible also suggests that bloggers who review novels are illegitimate, that their views and opinions are somehow lesser than institutions like Kirkus. Again, I reject this notion. The content of paid reviews are hardly literary critiques of scholarly quality dissecting themes and character arcs. There is no training or prerequisites necessary to be an effective reviewer, just a love of books. Most serious bloggers read just as much content as any paid review service…but on their own time and not receiving a dime for it. They are strangers––not family or friends––whose passion for stories is the definition of legitimate. They are often backed up with requests 6 months or more, and any author is lucky to have their novel considered for review. For example, I contacted over 100 blogs for Fall From Grace and was able to find maybe a dozen who had the time to read it and write a review.
I cannot subscribe to the theory that a name brand somehow makes their opinion better than that of an active, honest blogger. If anything, a blogger review means more to me because it is a connection to a reader who had the choice not to review my novel because they weren’t getting paid. It’s the simple belief of doing something for love, not money. But because their website may not be as fancy, or their name not as well known, their opinion doesn’t mean anything? I will not support a system that perpetuates that elitist pretense.
Self-published authors are not New York Times bestsellers (yet!) with money to burn. While it is true that you have to spend money to make money, there are far better marketing avenues for authors to distribute their limited funds. We have to be very careful when and where to invest our money, and far too many authors are driving themselves into debt based on the pressures of an outdated system. The fact is, most self-published novels won’t turn a sizable profit, if any at all. Years later, when you’ve moved onto another project, what will hold more meaning––the scant review purchased in order to boast about the brand name alone, or the passionate praise from a reader who connected to your work and spread the word without any monetary impetus do so?
I was very hesitant to write this post because I felt the same pressure as my fellow indie authors to invest in paid reviews. I knew that if I wrote this, I could never pay for a review without being a hypocrite. I have decided to take a moral stand and hope that my example encourages others to do the same. The impression that paid reviews are the premiere means of establishing credibility is simply no longer true. But old systems die hard. The indie author and blogger communities need to support each other and spread this message––credibility is an intangible concept that money can’t buy.
What a great post! I am a humble blogger who only started out a few months ago but I am a huge supporter of indie authors. I have been lucky enough to review several novels by self published authors and the positivity that I’ve received back from them is great. I read for my love of books and all of my reviews come from the heart and I take a lot of time to write them and give an honest opinion of what I’ve read. In my opinion someone who gets paid to do exactly the same thing could potentially write anything, safe in the knowledge that they are getting paid regardless. It’s great to hear that you value a blogger’s opinion more and I’m sure that will be music to all my fellow blogger’s ears. Well done you for taking a stand and posting this and I for one am right behind you.
As an avid reader, I don’t look to paid reviews when considering what books to purchase. I expect an honest review from bloggers and readers who read the entire book because the story kept (or didnt) their interest over someone who finished it because they were paid to write a review.
Technologies change at the speed of light; habits, on the other hand, aren’t so easily rewired. Too often we simply employ new technologies to perpetuate outmoded business models, which is not only self-defeating, it is an inexcusable failure of imagination.
Publishing is in a transition period at present, and the old institutions (be it publishing houses, literary agencies, review journals) are going to do all they can to maintain their hold on the levers of power, which often means denigrating the credibility — the legitimacy — of the newfound authority writers now enjoy in the era of DIY publishing. But, bear this in mind: They can’t actually take that power from us; we have to willingly surrender it, just as Hollywood screenwriters have been conditioned to do for decades. Don’t let them take it. Don’t let them insist that YOU need THEM for legitimacy. We’ve only BEGUN to make the new technologies work in our favor — publishing our own work is merely the iceberg-tip of the awesome potential of these burgeoning digital platforms.
So, take Mr. Ritchie’s advice: Reject THEIR old system for OUR new one. We don’t need to pour hard-earned (and sometimes hard-to-come-by) money into the coffers of the old guard; we’ve already got all the tools we need to help spread positive word-of-mouth for one another. And all that costs is a little quid pro quo. Sounds like a much better deal to me than anything the staid institutions are offering.
This is a much-needed and refreshing look at the issue of indie authors and reviews. I certainly agree that paying more than most can afford for paid reviews such as Kirkus is most probably not a good investment. Spontaneous or invited reviews from bloggers or Amazon readers give better mileage. Reviews can be tricky, since genre preferences and style comfort can lead to thoughtless “don’t like this” ratings, without any serious analysis of the work. Indie authors might consider putting effort into book awards, which seem to impress readers even more than reviews. Enjoyed reading the comments by others, thanks to all.
Nicely said! I have a friend with several traditionally published books (and a Kirkus review) who was surprised to hear that Kirkus charges! Apparently her publisher thought a review was worth paying for. However, she also has many, many positive reviews from other sources.
Edward, you have been very kind with Kirkus. Kirkus does not even really review books, they write a summary, which could have been written by any better high school student. Finally, they sum up with one (1) sentence, which serves as “the verdict”. In other words, indie authors pay $425 for one sentence. Just check any number of reviews to see that that is true. In contrast every better ranked amazon top reviewer will write a brilliant review, many of which compare books etc… plus, even Fortune 500 companies will ask Amazon top reviewers for reviews because their voice counts. So, that’s the route indie authors should go for validation. As an Amazon top reviewer myself I have written a book about it.
I am a self published author (totally self published–I had no subsidy help with my book). I found that the best way to gain credibility was to “go out and meet my readers (potential readers). I did writer’s tours on my own nickel that included book signings and personal interaction, question and answers with potential readers. Never did I try to hard sell the book. My best reviews in my opinion were letters from my readers, along with two unsolicited reviews that I received; one from a newspaper, another from a magazine. I didn’t pay for either one. Go out and engage your potential readers. Don’t try to sell your book to them. “Easy does it.” If your prose have value your audience will recognized it and you will have credibility. This is not to imply that you will make it on the New York Times Best Seller List or win the Nobel Prize for Literature. Just that within your own circle of influence, your book–yourself, will gain credibility.
Thanks for the comment! I agree 100%.