Blogger: Janet Kobobel Grant
To endorse or not to endorse–that is the trickiest question of all. Many authors think of themselves as being between the proverbial rock and a hard place when a writing colleague asks for a book endorsement.
To the not-yet-published writer, that might seem an odd way to view the request. But well-known authors receive so many such requests that they can’t possibly say yes to all of them–nor should they.
Why endorse?
Because of the flood of endorsement requests, an author needs to establish criteria in how to respond. I think every author realizes being asked to lend his or her name to help to sell or promote someone else’s book is a compliment. Newly published authors almost invariably will agree to the first few requests without regard as to whether the request made sense in the first place.
You should think about saying yes if:
- It makes sense with your brand. When you write historical romance and your best friend writes sci-fi, your two reading bases are about as far apart as first base is from third. Your name is unlikely to strike a chord with your friend’s potential readers. But if your friend also writes historical romance, your fans are huddled around the same base. Should they already enjoy your books, they’re likely to enjoy your friend’s.
- You truly want to connect your reputation with the writing. This is where things can get awkward. Let’s say you met someone at a writers conference, and he’s the nicest person ever. You enjoyed talking about all things writing with him. But now he’s asked if you’ll endorse his book, and in your opinion, the writing is sub-par. You can hardly attach your reading sensibility to the book. But if his writing is compelling, and the story powerful…well, that’s a different story entirely. You’d be proud to introduce his book to your fans.
- You haven’t exceeded your endorsement quota for the year. You do have a quota, don’t you? If your name appears on 10, 12, 15 back covers in a given year, pretty soon readers will think you’ll endorse a grocery bag. Make sure your endorsement holds its value by limiting the number of times you connect your name to other authors’ books. Think of it as having a set amount of money in a piggy bank; you can break the bank…
- For newer authors, this is a way to establish yourself as an authority regarding a certain topic, or as a writer whose opinion is important. No, you aren’t offering your endorsement solely to build your reputation, but it is a hidden benefit to doing endorsements.
When should you refrain from endorsing?
In addition to the reasons listed above, do NOT offer an endorsement solely because:
- The person is a friend. Awkward as it might be, if the book is in a different category from the one you write in; if the writing isn’t all that good; or you’ve committed to the maximum number of endorsements for the year, you must say no to your friend. Really. You aren’t doing your friend a favor–or yourself–by offering an endorsement based on friendship alone.
- You feel obligated to. Let’s say you asked a colleague to endorse your last release, and now that person is asking for your endorsement. Of course you want to say yes. But if it doesn’t make sense to do so, by all means, say no.
- You feel guilty saying no. After all, other people have helped to promote your books, isn’t it your turn to help others? Yes, but not if it isn’t a heartfelt endorsement. Your name has value because you’re protecting its use. Don’t let guilt dictate your decisions.
How do you say no?
Some of my clients who receive multiple requests for endorsements each year let me say no for them. We always discuss whether to agree to an endorsement, but ultimately it’s my job to deliver the answer. This helps my clients to remain objective and thoughtful about each decision. And when I turn down a request on their behalf, I suspect it doesn’t hurt quite as much, plus I’m playing the bad guy, which is part of my job sometimes.
Keep these guidelines in mind:
- If you choose to read the manuscript as a first step in considering the use of your endorsement, always stipulate that you won’t be able to make a final decision until you’ve completed the book. Should you ascertain that the manuscript is disappointing, you’ll need to go back to the writer and communicate that you had hoped to enjoy it more than you did, but that you won’t be able to endorse it. That kind of honesty hurts, but you do need to be honest. I would cushion it with, “this is just my opinion,” “my thoughts are subjective, and someone else might see the book completely differently,” etc. Don’t allow yourself to be drawn into a critique of the work. Keep coming back to that being your opinion, and that the writer should seek further evaluation from a writing coach, editor, etc.
- Keep a list of how many of your endorsements will appear on the jackets of books in a given year. Do not let yourself exceed the limit you have set (and keep that limit to 5 or less). When someone asks, don’t re-evaluate your limit; stick to it.
- Check your schedule carefully and critically: Do you really have time to read a manuscript and write a lucid endorsement? Yes, you should read every manuscript you endorse. To skip that step is to blindly lend your name to a work “you’re sure” is wonderful. Don’t sacrifice needed time to write your own manuscript to read and endorse someone else’s. That’s not what your publisher is paying you an advance to do.
What’s the hardest part about asking for an endorsement? What tips have you learned about asking for endorsements? About responding to requests?
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Interesting topic. One that strikes bone for me.
* I was asked to give an endorsement for a very worthy book, agreed – and the circumstances that were not of my choosing pushed that promise off the back of the canned-goods shelf that is the working model of my memory. I forgot about it well past any appropriate point.
* The requestor – who is a very dear and beloved friend – was far too gracious to remind me of my omission, much less offer the slightest impatience. And I have been too embarrassed to go back and say, well, do you still need my input? I feel like the heel that I am.
* The moral is – if you agree to an endorsement, DO it.
Good point. But it might clear the air if you offer your input even at this late date.
A crucial step for me in deciding to endorse is whether the person asking, be it a publishing professional or the writer, is willing to contact me two weeks before the endorsement is needed to remind me. Otherwise, I’ll have the same issue as Andrew.
That’s an excellent stipulation to make, Kathleen.
Quiet evening, Janet, so I’m going to step off-topic with a suggestion –
* See the Director’s Commentary by Edward Zwick for “The Last Samurai”. Seriously. Now.
* From this you will learn –
1) How to avoid archetypes becoming stereotypes (I mean, he was working with Tom Cruise!).
2) How to develop several relationships in one scene
3) Why a light scene following heavy drama can be very important (hint…it lets the reader/viewer breathe, and feel that they are in ‘good hands’).
4) How to use a literary analogue to lighting to define a character (in this case ‘Taka’, the female protagonist.
* I hope you will excuse this off-the-path excursion, but I am writing it while I can, while I remember what to say. I think it may help some members of this community; that is my hope.
Lots of good insights, Andrew. Thank you.
Novelists can learn a lot from films about how to write a compelling story with strong characters.
How generous of you to offer to deliver the bad news, Janet.
*No one’s asked for my endorsement. But I’ve read some cringe-worthy work from friends and prayed, “Please God, don’t let them ask for my help.” And then I wonder, “Do friends I’ve asked to read my work think that about me?”
*If the time comes, it’s going to be hard for me to ask for endorsements. I think I’ll say, “Only if you feel comfortable, and it’s OK if you don’t.”
Shirlee, no one will ever think that about your work. You’re very good.
Janet, I know this can be a tricky situation, all the way around. From the person who needs the endorsement being brave enough to ask to the person who is asked having to decide yes or no.
*I hadn’t heard about capping the number of endorsements you’ll agree to do. This makes a lot of sense.
*As a pre-published writer, the thought of asking for an endorsement is a little intimidating. I’ve begun a list of possible people I can ask though . . . when the time comes. I guess we need to think beyond our own comfort levels and remember we’re working WITH a publisher to help sell our books.
*I so appreciate your suggestions here. I hadn’t considered all that goes into endorsements.
I agree with you, Jeanne … it would be intimidating. 🙂
Janet, good advice. I’ve always used the stipulation that I’d read with an eye toward endorsement (never promise to endorse) if it’s something in my genre, I have the time, and I can do so honestly. (I actually borrowed this from another author, but I can’t recall who it was). I never thought about putting a limit of times my endorsement will appear in a year, but it makes sense. Thanks for posting this.
Maybe the hardest part about asking for an endorsement would be believing in myself enough and bracing for a rejection. You’d think that once you have an agent who believes in you, you’d have it made … but I suppose every step along the way is risky and takes courage.
*One thing I’ve always wondered about … on some books, I’ve noticed that an endorsement from an earlier work will be used. That always confuses me. I’ll read it, thinking it’s about this particular book, and then I’ll see where that endorsement was written for an earlier work. Why is that?
Shelli, I was wondering about those ‘previous book endorsements’ too. They look kind of weird.
Shelli, that always feels rather like a bait-and-switch sales tactic to me, especially when it isn’t made abundantly obvious at the beginning of the endorsement that the endorser is writing about a different book than the one in hand.
Does anyone else feel that way?
Publishers would prefer to have fresh endorsements, but sometimes the author isn’t able to rustle up new ones. Sometimes the endorsers miss the deadline for sending in their endorsements–or forget to set aside the time to read the manuscript. This catches the publisher up short, because the marketing staff had anticipated certain recognizable names to be on the cover. Using endorsements from a previous book can be a last ditch effort to have any endorsements. And the publisher should make it clear that the endorsements are for a different title.
That makes sense. Thank you, Janet. I’ve always wondered about that.
I remember reading a book based on an endorsement once and being disappointed. The endorsing author wrote Christian suspense and the book she’d endorsed was a straight up Christian romance. I finished the book quite disappointed even though the author has won many awards for her work, I’d expected to jump into the world of police procedure and an inside peek into the FBI or something. It really showed me that an endorsement should say that there is something in common between the 2 books.
And that endorser didn’t “spend” her reputation well in agreeing to do that blurb.
Thanks for this information, Janet. These guidelines are sensible. To be honest, I’ve never been asked to endorse a book. But I can see the difficulty when the work is sub par. It’s good to know what you will do before being put in that situation. I have asked for endorsements on my monastery book. Responses have varied. I’ve even tried some big names, one had me send the manuscript, the others ignored the request. I now can see why. They probably get many such requests. A local Anglican priest and published author was quite happy to do so, and he said that the book has potential to go places because of its central message. That was encouraging.
I’m glad for this information. Have a great Monday.
It’s flattering when those first few people ask you for an endorsement. And then you read a few manuscripts and, yes, you do figure out your own rules. 🙂
My biggest personal rule is that I won’t endorse a book that has swear words in it. This is becoming a bit more common with the indie books taking off, but if there are true swear words in there, I won’t attach my name to it because swearing is one of the things that won’t be found in my books. Do I read books that have some swearing in it? Yes, some. A little. There are Christian fiction books out there with language in them, and they’re not all indie books. But attaching my name to that book really is taking it a step further, and I know that the majority of my readers don’t want that kind of language. So it’s about being true to what I write and to what my own readers expect from me.
Loved the idea about having an endorsement limit for the year. Makes tons of sense. Thanks for the tip, Janet!
Sally, do you tell authors your guideline about swearing when they ask you initially to endorse their books? Or do you read the manuscript and then let them know why you can’t endorse it?
Janet, I’m at the point now that it’s pretty much the first thing I say in my reply.
That makes sense since it establishes right up front a reason you wouldn’t be able to endorse.
Yes, and saves us both time. 🙂
Excellent wisdom, as always. Thank you.
I have been spooked off of most endorsements because of Amazon’s punishing policy when they feel endorsements are reciprocal. I’m not sure how it works, so I just hunker down and write.
I’m hoping they relax that thing soon, because most of us write the truth in our endorsements.
I haven’t heard much lately about book reviews being rejected by Amazon. I wonder if that policy still is vigorously being enforced.
Amazon’s policy is not to accept promotional reviews as Customer Reviews, and I can see why Amazon think endorsements are promotional. Based on Janet’s comments above, you get author X to endorse your book in the hope of attracting her readers. That’s a form of promotion.
But authors can include quotes from endorsements in the Editorial Reviews section of their Amazon book page, where there are no such restrictions. And, of course, the endorser can still act as an influencer.
Iola, but in mind, there’s a vast difference between a review and an endorsement. Any reader can write a review, which generally should contain what you liked and what you wished were done differently, or mention that it didn’t match the types of books you like to read, etc. An endorsement is a plug for the book, the writer of the endorsement would never say anything negative about the book. And the endorsement is given solely to help to promote the book.
“the endorsement is given solely to help to promote the book.”
Absolutely, Janet. And that highlights why an endorser shouldn’t review the book on Amazon.
Ah, I see now what you were saying. Thanks for clarifying.
I definitely appreciate this advice, and I hope writers new and old will read and heed. I’ve had to decline some endorsement requests for books in genres that I never even read, but I had personally met the author, so they felt at liberty to ask. Declining can feel awkward, and nobody wants to be “guilted” into performing this favor. I believe this post has performed a valuable service for the writing community.
Rick, thanks.
Janet, a question – do advise your clients to drawing a distinction between TradPub and SP when giving endorsements?
* My assumption is that a TradPub endorsement is likely ‘better’ in that it acts as a bit of highlighting for one’s own ‘name’ to reach a bigger audience.
* I have often been guided to authors that endorse a book (John McManus, the military historian, is one example) but I have never been put off by an endorsement for a book I didn’t like. Tastes, as you mentioned above, differ.
Actually, none of my clients has ever asked me about endorsing self-pubbed books. That either means they are quietly doing so, and they are saying no. My guess is they are quietly endorsing authors they have strong relationships with. I would say sticking to one’s limit of endorsement should still apply, even to self-pubbed books.
It is always hard to turn down endorsements. I try to only endorse about 3 titles a year which makes it tricky. Whenever I need to pass, especially if it’s a friend or comrade, I try and look for other ways to help. Maybe showing online friends that it’s in my TBR pile, or sending out retweets on release day, etc. It helps them know we care, even if we weren’t able to carve out the reading time, or offer an endorsement.
That’s a great idea, Joanne, thanks for mentioning that here. And for letting us know what your blurb limit is.
I’ve taken the approach of asking people to read the content, provide input (good and bad), and then an endorsement as they see fit. This has provided great discussion points and improvements from their perspective, and what I believe to be a pretty strong line up of endorsements for a first time author.
When I shared 3 of the endorsers with an editor at a big publisher, he smiled and said, “you plan on asking them for endorsements?” He was surprised when instead I explained these were already confirmed, following several hours of face to face or phone discussions, and then showed him in a book from his publishing house where the author touched on the topic in order to go deeper with my terminology in a future edition.
Bottom line to me is the ask is first about improving my own work, and the endorsement is secondary and an extra blessing. This allows them to ‘test the water’ by giving input and seeing if I really am open to input, or just want their name to sell books.
Recently working on other efforts (including a self-published book with niche audience of Christian Movie promotion) and building platform, but looking forward to re-launching the publishing journey later this year.
The most common reason I refrain is a genre misfit. Recently, someone sent me a request to endorse a children’s storybook based on a loose connection to an element in one of my novels. I frame my “rejection” from the other author’s point-of-view – my endorsement and/or review will do little to nothing to help them. My readers are not looking for their books, and vice versa.
By the way, I love the idea of a quota. I’m stealing it 🙂
Sarah, I appreciate your perspective on the miscue many authors have regarding what sort of person they should look for to endorse their books. And feel free to steal away!
Thank you, Janet, for this wise counsel. I found it incredibly helpful as more of my writer friends are now finding publishing homes. I especially appreciate the tip to keep track of how many endorsements will come in a calendar year.
Teri Lynne, I’m so glad this is helpful. Yes, as you have more friends getting published, the requests will only increase.
As an indie author, I have been so blessed by authors who have taken the time to endorse, so I know what a boon it can be when launching a book (especially a debut novel!). At this point, I have severely limited the number of endorsements I can offer, because I like to read the book in its entirety before endorsing and I am usually too busy to promise an endorsement by a certain time. However, what I can do is INFLUENCE for authors I already love or for books I am very interested in and fairly certain I will enjoy. And all the authors I endorse, I will influence for by default.
My hand-picked beta readers are also often my endorsers, because they tend to be writers in my genre. Over the years I have been so pleased at the authors who have offered endorsements or accepted my request to read my books/endorse if they enjoy. You will never know unless you ask! 🙂
Heather, thanks for encouraging this blog post’s readers to ask for endorsements because, as I always say to my clients about my contract negotiating philosophy, “They can’t say yes, if I don’t ask.”
Thanks for these helpful tips, Janet. I’d thought any good novelist could effectively endorse based on great writing and powerful story. But I see the wisdom of focusing on the genre in common. Annual limit—great idea.
I appreciate your view of connecting reputation with how one handles endorsements, warning against endorsing too many books or not reading the book. I think guarding one’s reputation/integrity also applies to reviews. An acquaintance says new writers are sensitive and if we can’t give a 5-star review, we shouldn’t do one. But I think following that would erode the author’s credibility. Wouldn’t help an author’s career long-term either.
Mary Kay, if we all gave each other 5-star reviews, reviews would become meaningless. I believe I read somewhere that Amazon gets suspicious if a book receives only 5-star reviews. It’s that kind of behavior that brings controls on our ability to review colleagues we might personally know.So, for many reasons, we should not hand out 5-star reviews as a matter of course.
Totally agree.
Thanks so much for this, Janet. SO timely. I’m a debut Regency author from Australia who this past week has been trying to find endorsers and US influencers for my publisher to send ARC copies to soon. It is a very daunting prospect, and I hate the feeling of trying to prise open relationships to get further noticed, so your article was very helpful – thank you.