The Invisible Hand Behind Book Sales

Why social proof matters...

In my article, Don’t Give Up!, I touched on the challenges authors face when trying to carve out a space in the crowded world of publishing. If you’re willing to put in the work, there are strategies that can tip the scales in your favour. In this article, we’re diving into one of the most critical—but often overlooked—elements of success: social proof.

Why Do You Need Social Proof?

Imagine walking into a bookshop. You spot two books on a shelf—one with a glowing endorsement from a well-known author and a string of positive reviews on the cover, and another with no such validation. Which would you pick up first? The answer is almost always the one that other people have already vouched for.

This is the essence of social proof. It’s the psychological phenomenon where people look to others’ opinions and actions to guide their own decisions. When readers see your book has received reviews or endorsements, it signals quality and reassures them that picking up your work isn’t a risk.

Photo by Adam Jang on Unsplash

What Is Social Proof?

Social proof for authors comes in various forms:

• Reader Reviews: Whether glowing or constructive, reviews from real readers hold significant weight. They provide a snapshot of the reader’s experience and help potential buyers decide if the book is for them.

• Author Endorsements: A quote from an established author in your genre can work wonders. It lends credibility and signals to readers that your book has been vetted by someone they trust.

• Review Site Quotes: If your book has been featured or reviewed on notable websites or blogs, including these endorsements in your marketing materials is a great way to add credibility.

The Challenge of Getting Reviews as a New Author

Now here’s the hard truth: getting your first few reviews can feel like an uphill battle. Established authors may have a fan base ready to leave feedback, but for new writers, the silence can be deafening.

Why?

Readers are more likely to leave reviews for books that already have them. It’s a catch-22 that makes breaking into the review cycle daunting. Compounding this, platforms like Amazon require readers to have made a minimum number of purchases before they can leave reviews, making it even trickier to garner those first few.

How to Get Your First Reviews

Don’t let the challenges deter you. Here are some proven strategies to help you get started:

Short-Term Methods