
Vaughn C. Hardacker
Of late I have been bombarded with scam emails! I even carried on a conversation with Nora Roberts! (Don’t laugh, that’s what it sounded like. I decided to try something. I replied at 1:00 a.m. and got a reply back at 1:59 a.m.–does anyone out there truly believe that Nora is monitoring, let alone answering, emails at 2 in the morning!) The scammer finally admitted he wasn’t Nora, apologized, and then made a sales pitch about what he (maybe she) could do for me. I replied: I don’t think so…you lied to me about who you are, why should I believe anything else you say?
This is a major issue in our industry. Therefore, I have spoken with Melissa Current Gerety of MCG Creative, and she agreed to do a guest blog on the issue. So, Heeeeerrrrres Melissa!
Hello, Wonderful Author: How to Tell What’s Legit in Your Inbox
When I started my career in marketing and publicity the industry was very different. There was no internet–I am old enough to remember life before websites and social media. In fact, back then, we sent media releases and media kits via the USPS and the labels were typed on a typewriter. One. At. A. Time. That was the biggest time suck–all that typing and hoping you didn’t make a typo and have to start over.
Fast forward a year or 30 and one of the biggest tasks on my daily to do list? Wading and weeding through all of the AI generated messages coming to my clients emails and social media accounts. There seem to be four types that we see the most:
- The Reviewer/Book Club
- The Evaluation
- The Best Selling Author Who Wants to Be Your Friend
- The TV/Radio/Podcast Personality Who Wants to Interview You (for a price)
The Reviewer/Book Club
These messages almost always begin with “Hello Wonderful Author” and promise hundreds, if not thousands, of positive reviews OR a smaller number if you pay per review or agree to pay a fee and review other authors’ work.
These seem ok at first. As the pitch continues you’ll discover it really equates to paying for reviews. That is a BIG no-no for Amazon and Goodreads. And, yes the algorithm for those sites will figure it out.
The best way to get reviews? Ask people who you know have actually read your book (or hire a real life publicist/marketer to help). Many people can be intimidated by the thought of writing a review. Tell them it doesn’t have to be lengthy or detailed. Even a star rating alone can help.
These scams can also come disguised as a Book Club with huge numbers of followers in cities all over the world and they want to promote your book. This could be legit, right?
Probably not.
Lots of empty promises and while the fees aren’t usually high, the probability of it resulting in sales is slim at best.
The worst part of these? It casts a dark shadow on those of us who have legitimate book club events and social media platforms (Bookmarks-Maine is mine and there are so many great ones in Maine).
The Evaluation
These messages sometimes take the time to use your actual name. Although, I’ve seen them get that wrong, too. The seemingly credible and seemingly human wanting to help you increase the visibility of your book(s). HINT: they aren’t human. This is all AI generated.
The lengthy email identifies key plot points in your book. It provides well thought out strategies and improvements to increase your online presence and, ultimately, sales. And, they’re willing to give you all of this for FREE because they were so impressed with your writing.
To writers everywhere that kind of validation is a dream come true.
Cue Sally Field at the Oscars “You like me! You really like me!”
Sadly, there is always a catch and it’s usually that the follow up is not free.
The evaluation they provided? You could have generated that yourself in <insert AI platform here> because that’s exactly what this “person” did. Even if you don’t give them any money, the real loss is the time you will spend going back and forth with them trying to get them to leave you alone.
The Best Selling Author Who Wants to Be Your Friend
Lee Goldberg has covered this one better than I ever could on his blog. Read about all of his interactions with “famous” authors here.
The short version: an internationally best selling author somehow finds YOUR book and YOUR contact information and is so impressed that they want to connect you with either their agent or their marketing person.
99.9% of the time, I don’t think John Grisham is emailing you. I hope someday I’m wrong.
The TV/Radio/Podcast Personality Who Wants to Interview You (for a price)
This one is a bit more tricky because it isn’t actually a scam. These are real people who are often starting a second or side career. They offer a media interview, exposure on their channels, and sometimes additional marketing materials.
Sounds great? You would pay for a commercial, why not this?
Here’s the test: Ask them specific questions about their distribution, demographics, streaming numbers, etc… If they can’t answer those in the next interaction, don’t waste any more of your time. These are less of a scam and more of a decision about the best return on your marketing dollars.
A subset of these emails are the “personalities” impersonating real people. You search them online and verify lots of information that proves they are a real person. The problem usually is that they are not THAT real person. Again, check those email addresses.
All of these warnings aside, there are real marketing and publicity professionals out there who are sincere and skilled and who want to help you share your book with the widest audience possible.
The test for that? We’re usually willing and able to have a phone call, a video call or, my favorite, meet you for coffee to discuss how to make that happen.
As for the others, the best rule of thumb? If it sounds too good to be true, it probably is.
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