Getting Great Endorsements and Testimonials for Your Book
When you’re trying to market your book, nothing beats the “social proof” of other people’s response to your book.
That’s one of the reasons amazon.com is so successful. Not only can you “skim” the book by looking at table of contents and an excerpt, but you can read what other people say about the book–good and bad.
Plus, a great endorsement can almost create a best seller. I believe one of the reasons The Shack took off the way it did was because it had such a strong endorsement by a very well-respected writer, Eugene Peterson.
Some of the questions I’m asked as a publishing coach/consultant are, “How do I get endorsements and testimonials, at what point do I seek them, and what do I do with them?”
First, the difference between endorsements and testimonials. (A fine distinction not everyone makes, but I find it helpful.)
Endorsements are from well-known, key influencers of your audience, and are put on the front cover. One powerful one is usually all that’s needed on the front cover.
Testimonials, on the other hand, are from readers. These are important, but you put some on the back cover (3-5 key ones). Of course, if you have more than one great endorsement, you will want to lead with those on the back cover as well.
You can also put both endorsements and testimonials on the inside first pages (”What readers are saying about this book”). Here you want a good representation of your audience, and strong quotes.
How to Get Endorsements
Endorsements are always stronger than testimonials.
Getting endorsements can be tricky. The best way is to build relationships first. So, when you first have a book idea, think about what key influencers might be a) interested in your topic, b) approachable (forget Oprah!), and c) people who, if they said something glowing about your book, would influence others.
Once you have your list, before you ever ask them to endorse your book, try to make a connection somehow. See if they’re on Twitter, Facebook. Keep up with their work and when you have opportunity, honestly compliment them. Send them information that you know they would find useful.
In other words, build a relationship in a genuine way.
When your book is written–as in at least a good draft is ready–you will then tell them you’ve written a book on X, and you would be thrilled to have their feedback on it. Ask if you can send the manuscript. Say that you know how busy they are, and they don’t have to read the entire manuscript, but if they would just skim it and offer some feedback you would be very grateful. Mention that you would, of course, include any attribution and links to their website that they want.
Many people actually prefer you to write the testimonial and they sign off on it. Many famous people actually expect you to do this. If you think your endorser is that kind of person, then offer to write something and have them sign off on it. (Again, this is why you need to get to know the person first. Many people actually like to endorse books, because it raises their own stature as a credible person. The value to him is that his name and the books he authored were on hundreds of other books–thus spreading his fame.)
For good advice and examples on how to write testimonials yourself and approach famous people, check out Susan Kendrick’s posts on writing and getting testimonials.
Do not wait too long to think about getting endorsements and testimonials. Develop the relationships as soon as possible. Then, contact them as soon as a decent draft is ready (edited). Give them a deadline. Follow up (nicely but persistently).
When you are ready to work on the cover, you will want those endorsements and testimonials in hand. In fact, as Susan Kendrick points out in her case study, the testimonials might end up becoming the bulk of your back cover copy.