If you use Amazon reviews for ANYTHING other than giving your honest opinion of a BOOK, you are disrespecting the reader and further degrading the review system.

I don't care if the author is an ax-murdering, sulfur-spewing, puppy-eating alien from the planet Zog: using Amazon reviews as a tool for vigilantism is JUST PLAIN WRONG.

When you see this kind of abuse of the system, hit the "report abuse" button and let Amazon know. They are finally cracking down on the review mills, and they will crack down on the vigilantes, too. We all benefit from keeping customer reviews useful and relevant.

Amazon does seem to have been a little slow on the crackdown, and a new article by David Streitfeld on today's NYT blog says manufacturers have been steadily buying reviews for years with very few repercussions--like the Kindle Fire carrying case whose buy page exploded in 100s of ecstatic 5-star reviews last January. (Thanks to Jay Strouch for that link.)

But Amazon does respond to specific reports of abuse, so if you think an author (or a corporation)  has done something unethical, do report it. And there are many other ways to voice your outrage. Rant on your blog. Tweet and Facebook about it until the steam comes out of your fingers. Start a petition to have the author censured by the professional organization of your choice.

But if you haven't read a book, don't review it. Full stop.

Instead, how about doing something positive to fight the degrading of book reviews? Here are some suggestions:

1) Write reviews of the books you read. If you like a book, say so. If you don't, say that. (Unless the book is simply not your cup of tea and you don't feel like giving it any more of your time.)

Every time you write an honest review—even a couple of sentences—you're helping to balance out the phony ones. If you're my age or older, it may seem daunting, but it's really pretty easy. It's not like writing those book reports you hated in grammar school. All you need is an Amazon account and twenty or more words.

2) If you're an author, revel in your one-star reviews. Don't complain. Welcome them. They're a badge of honor. A wonderful piece on Galley Cat this week pointed out that all the big bestsellers have hundreds of them.

When you get your first one-star, break out the bubbly—you're in the big time now. When you get over 400 one-stars, you'll be up there with George R. R. Martin and Steig Larssen. Get to 1300 and you might be the biggest bestseller ever, like E. L. James. A one-star shows your reviews are real. If you're good-humored about bad reviews, you're more likely to encourage honest reviewers.

3) Encourage review sites to change their policies if they require books to have a certain number of 4 and 5 star Amazon ratings to be featured. Sites like Pixel of Ink and Digital Book Today are great—but they insist on 10 four-or five-star Amazon reviews for a book to be considered for review. Not easy if you're a new writer launching a new book. Easy if you're a fat cat who uses a review mill. Because these ratings can now be purchased so easily, the arbitrary barriers do nothing but exclude new authors who don't cheat.

4) Read traditionally paid professional reviewers. Yes. They still exist. I still read the New Yorker reviews and even the NYT Book Review, (although I admit I skip a lot of the middle-aged male angsty stuff.) Let's hope these publications will join the 21st century and get out of the Big 6 pockets pretty soon. But some remnants of print culture are worth keeping. In this week's Guardian, Paul Laity wrote a great piece on the value of the professional critic. (Thanks, Porter Anderson, for the link.)

5) Hug an independent book review blogger today! Read their blogs!! Buy books by clicking through their ads!!! An honest, unbiased and independent reviewer is an author's best friend.

Most book review bloggers are not paid. They usually get the book free, or may receive a small click-through payment from Amazon or other retailer, but their work is mostly a labor of love.

However, I know reviewers who have received hate mail and threats after giving a less-than-stellar review. This is absurd, people. If you're that thin-skinned, you're not ready to publish.

I've recently had personal experience with the disrespect book review bloggers get. Since this blog was a finalist in the IBBA awards in June, I have been inundated by queries from publicists, agents, and publishers who don't bother to take the 20 seconds to click through to see this is a publishing industry advice blog, NOT a review blog. These people never personalize, never treat the blogger as an individual, and send a mass-query that says nothing but "review this book!"

No wonder book bloggers can sometimes sound a little cranky.

So how do you get a blogger to review your book?

That's supposed to be my subject for today, so I'll finally get to it.




How do you find interested book bloggers?

The best way is to check similar books in your genre—especially those that have been recently released. Do a search for those titles with the word “review” and read as many reviews as you can. Make a list of the reviewers you like and read the review policy.

Almost no blogger will take all types of books. Some only read traditionally-published paper books; others want only indie ebooks for Kindle. Some specialize in Nook. They almost always have specific genre requests, so read carefully, and always follow them. Even if the blogger agrees to do a review outside their genre, you won’t reach the right readers. People don’t go to a chick lit review site to discover the latest zombie gore-fest.

How do you approach them?

You should make initial contact with a query—the same way you approach other gatekeepers like literary agents and editors. This means you send a professional letter—not a Tweet or wall post on Facebook.

Here are some general rules for scoring a review:

• Read the guidelines carefully. 
• Then, um, follow the guidelines carefully. 
• Never send an unsolicited book: query first. 
• Don’t query with books outside the prescribed genre. Personalize the query. 
• Keep queries short and intriguing. 
• Don’t take it personally if they turn you down. Reading takes a lot of time and most of them are swamped. 
• Understand the review is for the READER, not the writer, so negative reviews happen. 
• If you get a less than stellar review, mourn in private and move on. NEVER respond to a negative review.

Last November I interviewed popular childrens' book blogger Danielle Smith of There's a Book, and she gave some great advice on how to get your book reviewed by a blogger. She says the best way to approach a book blogger is to keep your query professional, but show some personality.

1.  Make sure you address the blogger by name
2. Include a two to four sentence synopsis—no longer
3. Keep personal information to a minimum. And don’t guilt-trip.
4. Attach an image of the book cover
5. Give the age range of the intended audience
6. Include the page count (for print books)
7. Provide the publication date and expected time frame of when you'd like to see the review posted for scheduling purposes.
8. Don’t ask for a review outside the blogger’s genre
9. Don’t query if you don’t have a website or a blog. (That screams “unprofessional” to a blogger.)

In other words, treat the book blogger like a professional and she will reciprocate.

If you want to know more about book bloggers and how to approach them, Danielle Smith is leading a panel at the Central Coast Writers' Conference with several Book Bloggers, including Amy Riley of My Friend Amy, and Pam Van Hylckama Vleig aka Bookalicious Pam who is also an agent with San Francisco agency Larsen-Pomada.

And if you want to read some genuine, not-paid-for Amazon reviews, here are some hilarious ones for a set of Bic pens.

How about you, scriveners? Would you ever consider paying for reviews? Does this change your opinion of John Locke? Do you read book review blogs?