By Tami DePalma

Next issue: Pre-Publication Reviews – Part 2: Secrets to successful follow-up

You’ve probably heard the importance of pre-publication reviews. Do you know why they are important? Aren’t they next to impossible for independent publishers to get? To whom should you send galleys? When? Should you follow up? How?

Pre-publication reviewers write for the magazines read by book industry professionals, bookstore owners and librarians. Readers rely on reviews to find out what books are going to be hot sellers for their next season. They order according to these reviews.

Reviews in trade magazines are vital to your success in bookstore sales. When your distributor’s sales reps meet with booksellers, they give each book a glance, at best. If the book buyer has heard about your book before the sales presentation, your book may get more than just a moment. Your book may be selected! Repetition is the key.

Trade publications work on lead-times of three months or more. Once your book hits its publication date, most are no longer interested.

Imagine the desk of a book editor. Their incoming mail for just ONE DAY can exceed 15 postal cartons of mail. Your media kit must look sharp!

You must also follow the rules. To quote a sport utility vehicle TV commercial, "Stay within the lines. The lines are our friends." Pre-publication reviewers have specific days, times and methods in which they want to be contacted and followed-up. Break these rules at the risk of losing maximum exposure for your book.

Before you compile your media kit, take this solemn vow: "I promise, never to send any marketing materials without including: Book title, Author, Publisher, ISBN, price, publication date and whether the book is hard ("cloth") or soft ("paper") cover." Include this information on each and every piece! It helps to make the job of reviewing your book easy.

Most media kits are sent in simple envelopes with address labels and a pre-printed return address. How will your media kit stand out? Have printed envelopes, a rubber stamp or labels made with an intriguing message, such as "Perfect for Valentine's Day" for a relationship book or "Navigating the Financial Jungle? Treasure Map enclosed" for a finance book.

Keep cover letters short, upbeat and intriguing. Their sole purpose is to get the reviewer interested enough to look at your media kit.

The message should be "The enclosed information is so interesting/life-changing/soothing, you won’t want to wait another day before you get this book into your review process."

Start with a headline that grabs their attention. Let them know why their readers will enjoy a review of this book. Finish with a "call to action" that asks if they will review your book.

Once pre-publication reviewers open your media kit, they expect to find an interesting, information-packed media release.

The message of your media release is "This book is so interesting to such a strong targeted market. It is well written, credible and will make a great review. Bookstores will love it. Readers will pull it off the shelves in a hurry. And you will be the one that announced this book to the world!"

Provide one galley to each address on your pre-publication media list. Get a few extra for misplaced galleys you need to resend.

Sending finished copies is the kiss of death. It indicates that the book has passed publication date. In the minds of many pre-pub reviewers, it is too late to get reviewed.

Include a finished book cover with your media kit. If chosen for a review you want your cover art available to be included with your review. This allows the reviewer to see what your book will look like and recognize its quality. Request extra promotional book covers from your printer early in the printing process.

Your media kit can also include a book review status form book brochure, author bio, or list of interview questions. However, it is most important to reach prepublication reviewers in a timely manner with a quality book. Do not devote the extra time to develop these materials if it means missing their deadlines.

Popular Reviewer Publications

The following publications are most desirable to most publishers. However, reviews of independent publisher titles are rare, especially when national distribution for the title is neglected. Increase your chances by subscribing to and being familiar with their publications. Most have their editorial calendars available on their website. Send your kits and cross your fingers.

MarketAbility’s Best Bets for Independent Publishers

These publications review titles from independent publishers – some of them exclusively.

MidWest Book Review (www.execpc.com/~mbr/bookwatch/),278 Orchard Dr., Oregon, WI 53575-1129, Phone 608-835-7937 - Send finished copy, not galley copy, to Jim Cox.