Getting Book Endorsements

Dear Authors,

In this issue of BOOK BUZZ! I'll talk about how to get and benefit from testimonials and endorsements for your book. This is important whether your book has already been published or not. Third party validation is one of the most powerful tools for buzzing your book!

WHY YOU ABSOLUTELY HAVE TO GET T&E'S

T&E's (Testimonials & Endorsements) are an essential part of an author's book promotion arsenal. T&E's provide third party validation. That means someone other than yourself or your publisher verifies that that your book delivers on its promise to benefit the reader in some way. T&E's are more powerful than the best pitch that a Madison Avenue copywriter can create
because it's the real-world experience of a real person. T&E's provide credibility for your book in a way no ad, brochure, or website can by themselves--unless they also include testimonials and endorsements.

Think about how you react to a T&E yourself. Don't they seem to carry more weight? Don't they tend to dispel questions about the product? At the heart of every word-of-mouth campaign is/are strong testimonials and/or endorsements!

HOW TO GET MORE TESTIMONIALS

Testimonials are the positive, true, and persuasive words that a reader of your book shares with another--about how much they like your book. It's good if they share it with a prospective reader because that will encourage the other person to buy and read your book. It's even better if they share their experience with you because you can then, with their permission, "broadcast" the testimonial to many others.

In today's world of hype and spin, people tend to downplay what a publisher or author says about their own book(s). But when a third party has something good to say, it's hard to ignore or argue with their experience.

Here are some ways to get testimonials for your book:

1. Ask for them! When someone says something positive about your book, ask: "May I quote you on that?" Write it down immediately (always carry a small notepad with you) or have them e-mail it to you (be sure to follow up on promised e-mails).

2. Invite people to call your toll-free testimony hotline. An easy way to set up a testimony hotline is to subscribe to Audio Generator. For more information, click this link:

http://members.audiogenerator.com/call4.asp?x=29292

3. All of your promotional materials should include an invitation to share a testimony.

HOW TO GET MORE ENDORSEMENTS

Endorsements differ from testimonials. Testimonials come from the person on the street who reads your book and shares how it changed their life. Endorsements generally come from experts, celebrities, or other authors who affirm your trustworthiness as an author and the effectiveness of what you've written. They do not usually include a personal word about how the book helped them overcome a problem.

The message of an endorsement is different from a testimonial but the impact is just as powerful--sometimes more so, if the endorser is well-known. Many authors look for endorsements from those close to them: a pastor, radio announcer, professor, etc. These type of endorsements, although they are third party, do not carry much weight outside your immediate circle. It would be better if people such as this gave you a testimonial instead.

How do you get the high-profile endorsements that can really help your book sales?

1. Again, you have to ask! "You have not, because you ask not." These people probably don't even know that you exist--let alone know that you've written a book. But, when asked, you'll be surprised how many will say yes. Remember, it can be in their interest to have their name circulating on the cover of your book.

2. If you're in a denomination, the head of the organization can be a very good endorser, carrying much weight with that group of people. When you send your book/manuscript, let them know you are part of their organization.

3. Getting the endorsement of another author is almost always a good idea. If the author is well-known it is definitely a great idea. The more famous ones are busier and will be harder to get, but it's worth a try. If you don't personally know the author, talk to someone who does. If you quote the author in your book, mention it. If the author has had a major influence on your life, mention that too and thank them for it.

4. Celebrities should be approached based on their proven interest in your subject. If you know them personally, that works too. How do you know if they have an interest in your book's topic? Well, you'll just have to do your homework. Start with Google Advanced Search (just go to Google and click "advanced search." Enter your book's topic on the top line. Then enter
the person's name on the second line. Ignore the bottom two lines. Click search and see if you get any hits!

5. Check out the attached pdf document: blurbs.pdf. It's got lots of additional ideas for snagging great endorsements. Note: Evergreen Press and Gazelle Press authors can get this pdf by contacting their publisher.

6. Some authors have found that offering to provide a few pre-written endorsements for the person to pick from--or modify--can help to get an endorsement from a very busy, but sympathetic celebrity.

7. How do you find the contact info for potential endorsers? Again, go to Google. It amost never fails.

HOW TO USE T&E'S TO PROMOTE YOUR BOOK

T&E's should be an integral part of your book promotion. They should be used everwhere you have an opportunity. Here are a few suggestions:

1. On your printed materials (flyers, brochures, biz cards, ads, etc.)

2. On your book (front cover if very strong). If your book has already been printed, you could include a nicely printed insert. Of course, they can be added when a reprint is done.

3. On your website. The nice thing about websites is that you can change them regularly to include new T&E's.

4. If you have an exceptional endorsement or testimonial, you could even mention it from the pulpit/podium. But don't over do it: one endorsement and/or two testimonials at most.

I'VE SAVED THE BEST FOR LAST

What is the very best way to get great endorsements and testimonials? Write a great book that really benefits your target audience. Don't try to write for everybody. A book that's written for everybody, appeals to nobody!


Well that's it for this issue. I hope you have been stimulated to go after
more T&E's. Why not set a goal to get at least one new one every week?

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak