Lately, I've been inundated with emails from authors announcing their latest book release for purchase, asking for reviews or endorsements. Some of these emails include graphic posters or ads related to the book. The vast majority of these are cold emails, in which I don't know the author. This is just as annoying as the telemarketers continuously calling. We've all dealt with them, and even joined the Do Not Call List in an attempt to stop the harassment.

While the Internet and text messaging makes it easy to reach numerous people, etiquette and manners have dropped by the wayside. Being an author isn't just about selling, it's about presentation as a professional. Thus it should be approached with an appropriate business mentality. Here are some helpful tips:

DON'T: Email an author you don't know simply to buy your book, ask for a review or endorsement.

DO: Send an introductory email to the author to start a dialogue on common ground rather than jumping straight to promotion or request. State if there is a connection - such as a forum, and how you obtained the author's email address.

DON'T:  Hype your book or idea by using overly exaggerated catch-phrases. You can't impress a fellow author with such ballyhoo - we know how the market works.

DO:  Use professional language and courtesy, but be straightforward rather than clever.

DON'T: Send graphic ads, posters, excerpts, etc. either in the body of the email or as an attachment.

DO: Only send want the author is willing to accept, if they respond, and never exceed it.

DON'T:  Send anything until you know your audience. In other words, if the author writes fantasy, don't send them a blurb on a murder mystery complete with a bloody poster ad.

DO:  When considering authors to approach, do so in your same genre, and do your research about the author and his/her books. You risk losing much by going outside your genre.

DON'T: Place any author on an email mailing list without permission.

DO: If the above is violated, provide a way for someone to unsubscribe to the email.

DON'T: Follow-up a cold email with another asking, Have you read my book yet? What do you think? If the author didn't answer the initial email, provoking them further won't help.

DO: Remove a non-responding author from your marketing list.

DON'T: Ask for an endorsement from an established author you have no relationship with. The author is staking his/her hard-earned reputation by placing their name on another individual's work. This is not done lightly, so refrain from this request.

DO: Again, form a relationship, and if at a later date, the author volunteers an endorsement - that is a great feather in one's cap.

DON'T: Request a review unless you know for certain the author does reviews, either by way of dialogue with the author or stated on the author's blog.

DO: Follow the same step as earlier by sending a query email, stating your request, why making contact, etc. The author maybe interested by doesn't have the time.

I realize there are many so-called marketing experts telling authors to blitz everyone they know. But more often than not - that strategy backfires.  While one is eager to become known, the last thing to do, is make established authors angry with unwanted emails, and gain a reputation for being nothing more than a pushy and irksome spammer.

Just because an established author accepts a friend request on Facebook, LinkedIn or other forum, doesn't mean they are open to all contact outside those forums.  After making contact and starting a dialogue, learn if the author even does book reviews. I don't do reviews, and have stated this on all sites I participate in regularly, but I constantly reject cold emails requesting one. I write down those names, so don't think an author doesn't keep track of annoyances.

If one wants to be taken seriously as an author, curb the eagerness in favor of professionalism, and understand, it takes time to become established.

Add a Comment