Hot Tips for Getting Book Endorsements

Publishing and "shameless marketing" expert Larry James offers these tips:

Start at the top!
Use "star" power! Any way that you can attach a brand name or celebrity to a book project, do it. Make a list of high profile people that "fit" in your area of expertise. They are the ones most likely to respond. High profile people know the value of having their name on something good. It's better to assume that someone will give you an endorsement rather that assume than they won't and never know for sure. Some years ago, I received a hand-written endorsement from Og Mandino within 10 days of requesting it. At first, I was reluctant to ask such a revered author for an endorsement. No longer!

Contact endorsees directly.
Spend some time finding authorsí addresses and send them a letter. Requests sent to publishers rarely get forwarded to the author.

Send a good sample.
If your book is not yet published, send enough content for them to get the "feel" of the book. Usually the table of contents and 2 or 3 chapters will do. If the book cover (front and back) is already designed, send that too.

Be humble.
In your letter of request, acknowledge that you know they are busy and you are an admirer of their work.

Make giving an endorsement easy for them.
Most high profile people are very busy. Write two or three endorsements for them (who better can do this than you) and ask them either edit, rewrite or write one of their own. Make it great! Writing a good endorsement is a creative act; it takes time and careful thought. Editing a pre-written endorsement is easier and faster.You will get a higher and much quicker response. Include a self-addressed, stamped envelope.

State your timeframe.
Tell them your deadline date (45 days or more works well for most - some may take longer) and let them know that if they are unable to meet the deadline, to please send an endorsement for use in your promotional material or for the second printing of the book. Requesting that someone write the foreword for your book can be approached in a similar manner as endorsement, however be sure to allow a longer deadline.

Be selective.
Avoid those people whose names you find on every book you pick up.

Don't overlook celebrity tie-ins and corporate sponsors.
Perhaps a celebrity might like have their own cookbook or a health food chain might like to have a book about health. This contact could lead to another book project!

Look for prominent online figures and bloggers in your own niche to review your book.
Try editors of high-profile ezines or websites.

Use endorsements in all of your marketing.
When you get these endorsements, make sure you post them prominently on your website and in all promotional materials. Devote a special page in the front of your book for endorsements you cannot use on the cover. I can assure you that your credibility and sales will increase because of them.

Visit Larry James' Authors and Speakers Network website for more great publishing and marketing tips.


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John Kremerís Marvelous Book Marketing Strategies

Git-er-Done NOW Book Marketing Tip #2 - Get Testimonials from at least three famous people.
Welcome to Marvelous Book Marketing Strategies, a new monthly column based on book marketing expert John Kremerís 24-Point Book Marketing Action List, a list John compiled specially for the participants in his Book Marketing Blast-Off seminars. The actions on the list range from writing press releases and networking, to contacting Oprah and getting to know your bankís president. The underlying value of the list may be that it encourages you Ė the independent author and/or publisher Ė to focus on ACTION. As an independent author, self-publisher, or owner of a small publishing house, it all depends on YOU and your ability to GET THE JOB DONE. Self-promotion, guerilla marketing, and effective networking strategies are all vital elements of getting the BUZZ for yourself and your books that lead to SALES.

Each month weíll list one of John Kremerís Marketing Action suggestions, and elaborate a bit on why itís important and how to make each action happen effectively and efficiently. Prepare to TAKE ACTION, IMPROVE YOUR MARKETING, and SELL MORE BOOKS!

Book Marketing Action Tip #2:Get testimonials from at least three famous people.

To obtain three good testimonials, you'll need to send reading copies or sample chapters to at least ten people. Make a list of those celebrities, subject experts, or authors you'd like to read your book and say something good about it. Then send them a personal letter along with the manuscript or sample chapters. Ask them to fill out a comment sheet that elicits good testimonials or statements about your book.

When selecting testimonials to highlight in your press releases and book cover copy, pick ones that really say something about the benefits of your book. Here's a really effective testimonial: "If you want to sell 24,000,000 books like we have, read this book." That's the testimonial Jack Canfield and Mark Victor Hansen gave for my book, 1001 Ways to Market Your Books.

How can you find the celebrities that might give you such a testimonial? First, browse the bookstore shelf in your topic area for well-known authors. Scan the books for contact info or search online for direct contact or publisher contact info. Remember, many authors are eager to see their names in print to expand their name recognition.

Next, research experts and personalities in your field. If your book is about sports, consider coaches and television commentators. If it's a cookbook, find celebrity chefs and restaurant owners. Again, research contact info online or contact television shows and/or networks.

Get googling! Aim high! Don't be afraid to ask -- you never know who might respond.

Aside from research, don't forget to talk about your book to everyone you meet, and make sure everyone knows what you do, and that your book is about to come out. Whether flying on an airplane or mingling at a party, always be on the lookout for networking connections. As we stated in Action Tip #1, have your "elevator speech" ready at all times!

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Previous Marketing Action Tips:

Tip #1: Develop a 25-Word Key Statement

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