When I talk to authors about reviews, many think only of reader reviews – those reader comments that appear on Amazon, Goodreads, and other online sites. Reader reviews are important, essential, and influential.

But you also want to know about – and pursue – what the publishing industry refers to as “literary” or “trade” reviews. These are the critical, in-depth reviews of books offered by professional reviewers writing for media outlets.

Literary reviews carry more weight

Reader reviews have exploded all over the Internet in recent years, which is why most authors are more familiar with them.

And while there are fewer options for literary reviews today because so many publications have folded, reviews by trusted pros at media sources still carry more weight than reader reviews. That’s because book buyers know they’re from an objective media source with a name they recognize.

In addition, many bookstores and libraries won’t purchase self-published books that don’t have them. They are essential social proof.

Consider these scenarios:

• Let’s say you love romance novels. Whose review would you trust more – a detailed and thoughtful commentary from Historical Romance Magazine, or a two-sentence reaction from the average reader you’ve never heard of?
• What if you’re thinking about adding a deck to your house right about the time you read a good review for Build a Deck in a Weekend: 18 Plans You Can Use Right Now in your favorite magazine, Family Handyman. Think that detailed review might influence you? If you’re like most, it will.
• If you wrote How to Hire, Motivate, and Retain the Best Restaurant Staff: The Only Guide You Need to Succeed in the Restaurant Business, you’d be grateful for a review in Nation’s Restaurant News. That’s a trade magazine read by restaurateurs — your book’s target audience.

When my book, Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions was published, I was pretty happy with the review in trade publication Bulldog Reporter’s Daily Dog.

It said, “Publicity for Nonprofits doesn’t just explain why publicity is important, but shows you how to use cost-effective public relations plans and tactics to reach fundraising goals, recruit employees and volunteers, and educate consumers.”

Couldn’t have said it better myself.

Don’t discount this option

While it’s true that some literary reviewers won’t review self-published books, others will, including two of the sources consumers recognize and respect, Kirkus Reviews and Publishers Weekly.

Plus, while The New York Times Sunday Book Review section is out of the reach of most authors whether they’re traditionally or self-published, there are still other legitimate outlets for literary reviews.

They include your local daily or weekly newspaper, city and state business journals, trade journals, and association newsletters. They’re all easier to crack than Cosmopolitan or The Los Angeles Times.

What can you expect?

What’s realistic for your book? It depends on these and other factors:

• Your traditional publisher’s quality standards and reputation
• Whether your self-published book looks and reads like a traditionally published book
• The size of the book’s genre or category (and hence the competition for attention)
• The book’s topic or niche
• The author’s reputation
• Your local media options
• Honest feedback you’ve received from early or beta readers

How to get them

Pursuing literary reviews is a smart and effective book marketing tactic for many authors and books. Are you one of them?

Learn more about this process as well as how to snag those important reader reviews in the two Build Book Buzz Book Marketing 101 courses — there’s one for nonfiction and another for fiction. You’ll learn how to get both types of reviews in Module 1 of the four-module training program.

What does your favorite review of your book say? Please share it in a comment.

(Editor’s note: This article was first published in March 2015. It has been updated and expanded.)

Square’s survey of 1,800 consumers was conducted for retailers, not authors, but the findings are still relevant to authors seeking reader reviews.

According to the research, 43 percent of respondents said that customer reviews are very or extremely trustworthy. This is why Amazon wants honest reader reviews.

The research also revealed that 53 percent find customer reviews only somewhat trustworthy — which is also why Amazon wants honest reviews. Amazon knows that consumers are increasingly savvy. They know a fake review when they see one.

Fake review characteristics

Square’s research shows that 44 percent of respondents said that it’s very or extremely important that the tone of the review isn’t overly positive or negative.

I understand this — and hope you can, too.

It reminds me of how I approach audience evaluations after I’ve presented at a conference or event. I toss out the form that gushes about my presentation — that one was probably completed by a friend. I do the same for the worst one (some people are never happy). I focus on everything in between to learn and grow.

This applies to books, too. As readers scan peer reviews, they intuitively focus on what’s in between the five-star review that shouts, “Best book ever!” and the one-star, “Hated it.”

Readers know the good review is trying too hard, while the bad one was left by someone connected to a competitor or who is, quite simply, a fool. (This is why authors shouldn’t obsess over negative reviews unless they’re the norm).

Another red flag? When the reviewer refers to the author by first name. It’s not a dead giveaway, but if it’s followed by “Everyone should read this!,” there’s a chance the reviewer knows the author.

Why friends and family aren’t good reviewers

Many authors rely on their friends and family network to generate reviews on Amazon, Goodreads, and elsewhere for obvious reasons. They believe that people with a connection to them are more likely to make the effort to review their book.

While it’s understandable, it’s not wise for a few reasons:

• Amazon doesn’t allow immediate family members to write reviews. If they do, Amazon will probably delete them.
• The people you’re closest to might not read the kinds of books your write. In that case, expecting them to actually read your book, then review it, is not only unrealistic, it’s unfair.
• It puts a lot of pressure on people who like you as a person but not as an author to write something lovely about a book they might not have read or liked.
• It forces people who do like what you write to make the time to read your book and review it. It seems like a simple thing, but when you’re busy, it’s hard to make time for this sort of task.
• Some of the relatives you’re relying on to write a positive book review share your last name. That’s not only a red flag to book buyers, it’s a red flag to Amazon, which will probably remove the review. Amazon’s technology is the equivalent of a mother with eyes in the back of her head. You just can’t fool it (or her)– Amazon sees all.

As I explain in another article, it’s important to manage your expectations with friends and family.

Go after honest peer reviews

Your goal is always to generate as many honest reviews from “real readers” — the peers of those reading the reviews — as possible.

The process starts with writing a great book.

If you’re self-publishing, you’ll need to invest in a professional editor and cover designer, both with experience in your genre or category. (Traditional and hybrid publishers usually provide that service.) Authorship is, after all, a business.

With a great book in hand, there are a number of ways to generate honest peer reviews. They all have one thing in common: Giving complimentary copies of your book to the people who are most likely to love it — your target audience — with a request for an honest review.

The books you offer in exchange for reviews can be digital, rather than printed, to reduce costs. But you have to get your book into the right hands.

Make it as easy as possible for readers to review your book, too. Give them the Build Book Buzz Reader Book Review Form (there’s one for fiction, another for nonfiction), an easy-to-use, fill-in-the-blanks shortcut that readers love using. It allows them to quickly write an honest, meaningful review that tells other book lovers what they need to know about your book.

Consumers are smart

As the Square research shows, consumers are smart. They trust recommendations from friends and strangers alike, but they can also spot fake reviews.

Don’t waste your time pursuing “fake” reviews. They won’t help. Write an amazing book and get it into the hands of people who will become your champions. They are the “peers” that readers trust.

Help readers trust your reviews — and you.

What do you do to generate honest reviews? Tell us in a comment.