Author Scams Are Everywhere—So Where CAN You Safely Promote Your Book? by Ann Aubitz
Every day, I seem to spend more and more time telling authors the same thing:
That email you received is a scam. Please don't respond to it.
And I hate having to say it.
I especially hate it because I can hear the disappointment when I tell an author that the person who supposedly discovered their book probably didn't discover it at all.
Authors work incredibly hard on their books. Of course they want to believe someone found their book, loved the concept, and thinks it deserves a larger audience. They want to believe the podcaster who emailed them really wants them as a guest. They want to believe their book was "selected" by a prestigious book club or that a reviewer can't wait to feature it.
I understand why.
Someone appears to be as excited about your book as you are. That's a wonderful feeling.
Unfortunately, scammers understand that feeling, too.
The Warning I Keep Sending Authors
I have sent some version of this message more times than I can count:
Do not respond to unsolicited emails offering book reviews, podcast appearances, book promotion, author services, or book club placements.
There are an incredible number of scams targeting authors right now.
That doesn't mean every person who contacts an author is dishonest. But unsolicited offers—particularly those involving money, guaranteed exposure, guaranteed reviews, movie opportunities, book clubs, podcasts, or promises of large sales—should immediately make you cautious.
If you're interested in a legitimate company or service, don't click the link in the email. Find the company's official website yourself and contact the company through the information listed there.
But I've realized something.
I've spent a lot of time telling authors what not to do.
I haven't spent nearly enough time telling them what they can do instead.
Recently, an author in a women's group was talking about someone who had approached her about her book. I told her I believed it was a scam.
Her response stuck with me:
"Then where does that leave authors? How are we supposed to sell our books?"
That's a fair question.
So today, instead of simply saying, "Don't do that," I want to give authors some legitimate places to start.
Reputable Places Authors Can Explore
These aren't magic buttons, and none of them can guarantee that your book will sell. Some charge fees, some offer free options, and not every service is appropriate for every book.
That's important.
A promotion that works beautifully for a romance novel may make absolutely no sense for a professional business book. A children's author may need to reach parents, teachers, librarians, and grandparents rather than children themselves. A specialized nonfiction author may get far more value from a professional association newsletter than from a general book promotion website.
The goal isn't to be everywhere.
The goal is to be where your readers are.
BookBub
Website: bookbub.com
BookBub is one of the better-known book discovery and promotional platforms. Authors can create free Author Profiles, and BookBub also offers paid advertising and its highly selective Featured Deals program.
Featured Deals focus primarily on free or deeply discounted ebooks. Authors and publishers submit their own books for consideration; BookBub's editorial team chooses which books it will feature. It is free to submit, but there is a fee if a Featured Deal is accepted.
This is an important distinction: you go to BookBub and submit your book.
If "a BookBub representative" suddenly emails you promising a special opportunity, don't assume the message is legitimate. Go directly to BookBub's website and verify it.
AllAuthor
Website: allauthor.com
AllAuthor provides promotional and author-branding tools designed specifically for authors. Its author program includes tools for book promotion, author branding and marketing materials.
This can be a place to explore if you're looking for tools that help you consistently promote yourself and your books rather than expecting one advertisement to do all the work.
The Fussy Librarian
Website: thefussylibrarian.com
The Fussy Librarian promotes free and discounted ebooks to readers who have selected the genres they enjoy. Authors can submit free ebooks or bargain-priced ebooks for promotional placement. The service includes placement in its reader newsletters and on its website.
This is another service where the author initiates the promotion.
It's especially worth exploring if you're planning a temporary ebook discount or free promotion and want to put that offer in front of readers already interested in your genre.
Bargain Booksy
Bargain Booksy is part of Written Word Media and is designed to promote discounted ebooks to readers. Written Word Media operates several reader-focused book discovery services, allowing authors to select promotions appropriate for their book and pricing strategy.
If you're planning a sale on an ebook, this is another established service worth researching.
Freebooksy
Also operated by Written Word Media, Freebooksy focuses specifically on books that are temporarily or permanently free. It can be particularly useful for authors who use a free book to introduce readers to a series or to attract new readers.
Again, this isn't necessarily right for every author. Giving away a book should be part of a strategy, not something you do simply because someone tells you that you need "exposure."
NewInBooks
NewInBooks focuses on new releases and offers paid launch and promotional opportunities. Its programs can include newsletter exposure, social promotion, advertising and other launch-related services, depending on the package selected.
For an author preparing for a release, it may be worth comparing these options with other forms of advertising before deciding where to spend a marketing budget.
BookSirens
Website: booksirens.com
BookSirens is different from a traditional book-advertising service. It helps authors and publishers distribute advance reader copies and connect books with readers and reviewers. Reviews may be posted on sites such as Amazon, Goodreads, BookBub, Barnes & Noble, Kobo, Google Play and Apple Books, depending on the author's selected destinations and what individual readers choose to do.
An important point: legitimate ARC services do not promise that every reader will review your book or that every review will be positive. BookSirens explicitly states that it cannot guarantee downloads, reviews, or positive ratings.
That's actually something I like to see. Be wary of anyone selling "guaranteed five-star reviews."
BookLife
Website: booklife.com
BookLife is associated with Publishers Weekly and is geared toward independent authors and publishers.
Authors can submit books for Publishers Weekly review consideration through BookLife, although a review is not guaranteed. BookLife also offers a paid BookLife Review, which is guaranteed and written by a Publishers Weekly reviewer.
For authors specifically looking for a professional editorial review rather than simply reader reviews, this is an established option worth investigating.
Reedsy Discovery
Website: Reedsy Discovery
Reedsy Discovery offers authors the opportunity to submit books for professional editorial reviews through its reviewer network. As of September 2026, Reedsy lists the service at $299 per completed review, and authors can request up to five reviews for a book.
This is another example of the difference between a legitimate paid service and an email from a stranger promising to make your book famous. You can research the service, understand what you're purchasing and make the decision yourself.
Don't Forget the Places Specific to YOUR Book
This may be even more important than the list above.
Before spending money with any general book promotion service, ask:
Who actually needs or wants my book?
If you've written a book for educators, look at education associations, teacher publications, school newsletters and education podcasts.
If your book relates to grief, caregiving, business, leadership, parenting, history, spirituality, health, a particular profession, a hobby or another specialized subject, start researching organizations and publications already serving those communities.
Look for:
Professional and trade magazines
Association newsletters
Local and regional publications
Podcasts devoted to your subject
Conferences and conventions
Libraries and bookstores
Community organizations
Alumni publications
Relevant blogs
Professional organizations
Book clubs that genuinely read your genre
Local media when there is a real local connection
And don't overlook your own network.
Who do you already know?
Who knows the subject of your book?
What organizations do you belong to?
Where do the people who would genuinely care about your topic spend their time?
Sometimes the best opportunity isn't a giant national book promotion site. It might be a small newsletter reaching 2,000 people who are exactly the people who would be interested in your book.
Podcasts: Find Them—Don't Wait for Them to Find You
Podcasts can be wonderful for authors, especially nonfiction authors with expertise or a compelling subject.
But instead of waiting for an email that says, "We discovered your book and would love to feature you," turn the process around.
Search for podcasts covering your subject or genre. Listen to a few episodes. Make sure the podcast is active and that its audience makes sense for your book.
Then visit the podcast's official website and look for its guest submission or contact information.
Approach them yourself.
That gives you control over whom you're dealing with.
Reviews: Know What You're Actually Paying For
There is an enormous difference between paying a legitimate company for a professional editorial review or ARC distribution service and paying someone for a positive customer review.
A reputable service should never promise you five stars.
Readers and reviewers must be allowed to give their honest opinions.
You are paying a legitimate service for things such as administration, distribution, access to a reviewer network, advertising or a professional editorial review—not for someone to pretend they loved your book.
Here are reputable professional review sources I feel comfortable pointing authors toward.
Kirkus Indie Reviews — Kirkus Indie Reviews
One of the most recognized names in professional book reviewing. Kirkus Indie reviews independently published books and uses professional reviewers. It is a paid service, and Kirkus specifically states that it does not guarantee a positive review—which is exactly what you want from a legitimate reviewer.
Foreword Clarion Reviews — Foreword Clarion Reviews
A professional paid review service from Foreword Reviews, which specializes in independent publishing. Reviews are written by qualified reviewers, and authors can choose whether the completed review is published. Published reviews may also be distributed to industry databases used by librarians and booksellers.
BlueInk Review — BlueInk Review
Specifically established to provide professional, unbiased reviews of independently published books. Its reviewers are drawn largely from mainstream media and experienced publishing professionals. BlueInk also has a relationship with Booklist, which can select BlueInk-reviewed self-published titles for coverage.
BookLife / Publishers Weekly — BookLife
BookLife is Publishers Weekly's platform for independent authors and publishers. This is one I would definitely include because of the Publishers Weekly connection. Authors can submit books for consideration through the BookLife system.
Midwest Book Review — Midwest Book Review
Particularly relevant to small presses and independent authors. Midwest Book Review has been operating since 1976 and publishes several review publications aimed at librarians, booksellers, and readers.
Reedsy Discovery — Reedsy Discovery
Reedsy's Discovery program offers professional editorial reviews for independent authors. Its reviewers must meet experience and portfolio requirements, and authors can use completed reviews in their marketing.
Readers' Favorite — Readers' Favorite
An established review service that works with independent authors as well as publishers. This can be a more accessible option for authors who don't have the budget for a Kirkus or Clarion review.
Independent Book Review — Independent Book Review
Focuses on indie authors, small presses, and independently published books. It offers review and promotional opportunities and is another source authors can investigate directly.
A legitimate paid editorial review is not the same thing as paying for a positive review.
There is nothing inherently wrong with paying an established company such as Kirkus, Foreword Clarion, or BlueInk to have a professional reviewer read and critique a book.
The author is paying for the professional review service—not for praise or five stars. Kirkus, for example, explicitly says it does not guarantee a positive review.
That is very different from someone emailing an author and saying, "We'll give you 20 five-star Amazon reviews for $199." Stay away from those.
A Simple Rule Before You Spend Money
When you're considering a promotional opportunity, reverse the relationship.
You should find them.
Research the company.
Type the company's name into your browser yourself.
Go to its official website.
Read exactly what it offers.
Look at the requirements.
Look at the pricing.
Look for realistic language about results.
And then decide whether the audience actually fits your book.
Don't let an unsolicited email make that decision for you.
There ARE Legitimate Ways to Promote Your Book
I don't want authors to become so frightened by scams that they're afraid to market their books at all.
That's not the answer either.
There are legitimate reviewers, legitimate podcasts, legitimate promotional companies, legitimate book clubs, legitimate publicists and legitimate advertising opportunities.
The difference is that you should be choosing them—not allowing a stranger who appeared in your inbox to choose you.
So the next time I tell an author, "Please don't respond to that email," I don't want the conversation to end there.
I want the next question to be:
"Okay. What can I do instead?"
There are plenty of answers to that question.
Do your research. Find the places where your readers already are. Approach reputable organizations yourself. Spend your marketing dollars thoughtfully.
And most importantly, remember that legitimate book marketing rarely begins with a stranger sending you an email promising that they can make your book successful.
Most importantly, don't let the scammers discourage you from promoting your work. Keep talking about your book. Keep looking for your readers. Keep making connections.
Your book deserves to be discovered—and there are real, reputable ways to help that happen.
Comments