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The best way to generate publicity for your book, which in turn generates sales, is to be reviewed.
Online reviews are a great place to tout the benefits and enjoyment of your book, and are much easier to garner than print reviews. Keep in mind during the marketing of your book, to encourage your readers to email you a review or leave a posted review with Goodreads or Amazon.
Start by contacting blogs with content relevant to your book topic (or book setting) or characters from your book. Offer the blogger a complimentary copy of your book, and let them know you’d be honored if it was reviewed on the blog.
If you’re not interested doing the hours of research to find bloggers in your genre and sending out cold-call requests for reviews, you can purchase a virtual book tour (VBT) online. What is a virtual book tour? Similar to a traditional book tour where authors travel from city to city, hoping there will be people/buyers there, you travel virtually online to a variety of targeted blogs across the Internet creating a buzz about your book from the comfort of your own home. Do a search for virtual book tours/your genre and see what companies may be right for you and your book. A VBT can last a week or a month depending on what you’d like to do.
There are many books and eBooks available about virtual book tours, research through the book summaries for your best options.
One company we recommend for book reviews is Midwest Book Review. Self-published authors can get reviews that can also be posted on Amazon.
Do not pay for book reviews, except with reputable companies such as Kirkus Indie Reviews, and BlueInk review, who charge between $395 and $575 for reviews. Their reviews are yours to use in marketing and social media.
The "old fashioned" method of sending books to local reviewers can still be done, though the pool of local newspapers that have a book reviewer happy to announce the work of a local author, is shrinking daily. Your city or region may have an Entertainment or Alternative Weekly (Seattle has The Stranger), which may include a book section with reviews.
Consider sending your book to be reviewed by magazines that share subject matter with your book, especially if you are in a niche market. Always query the magazine first before you send a copy of your book. You only lose the price of postage and your letter if they say no.
A press release about your book or a subject matter related to your book can also create interest in wider circles. Paul Krupin at DirectContactPR.com is an excellent resource for understanding the concept of a press release with multiple samples.