By David Wogahn on The Book Designer:
The challenge for self-publishers, especially new authors who have small or nonexistent networks, is to convince readers to add one more title to their to-be-read pile. Unfortunately, most self-publishers do not (yet) have a reputation that confers credibility upon their books. That’s where book reviews can help; they contribute credibility and raise awareness in four distinct ways:
Customer reviews encourage shoppers to learn more. Reader reviews are a social signal, much like a full parking lot or a line in a store are signals of something worth paying attention to (and paying for). The importance of customer reviews has increased as more books are sold online. Having numerous outstanding customer reviews on a retailer’s website acts as a positive social signal to readers, encouraging them to buy the book.
Quotes add gravitas. Editorial reviews—written by those assumed to be professionals—play a different role…
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