by Scott Lorenz | Blog, Book Marketing, Book Promotion, Book Publicity, Book Publishing, Promoting a Book
By: Scott Lorenz
Westwind Book Marketing
Some authors wonder whether becoming a Hot New Release on Amazon really matters, or if it’s simply a flashy meaningless badge.
Recently, an author approached me with that exact question. The truth is that it matters much more than people realize, for a number of reasons. Not only is it an eye-catching marker of achievement, but it also drives traffic to your book and can increase the long-term sales trajectory.
What Is the Hot New Release Page?
Amazon defines its Hot New Release page list as the platform’s best new and future releases, with rankings updating frequently. This means books in this category aren’t just trending; they’re performing. This performance tells Amazon’s algorithm that your book is worth paying attention to. Amazon doesn’t have one singular Hot New Release page; it generates micro-lists, distinguished by every genre and subgenre. The differentiation of genres makes success achievable since your book isn’t competing with every single new book on Amazon. Mickey Toogood, Sr. Content Marketing Manager at Amazon, advises authors to pay attention to these lists: “Check out hourly updates on the Amazon Hot New Releases to research how similar products are performing and get a sense for what the market may be like for your idea.”
Making the List
According to Michelle Kulp, bestselling author of 32 books, “The Hot New Release badge tells readers your book is not just new, it’s noteworthy. It boosts discoverability, fuels organic sales, and signals to Amazon’s algorithm that your book deserves more visibility. It’s instrumental in accelerating a book’s early success.”
So how can you ensure that your book makes the cut? There are a few key factors to consider when publishing your book on Amazon:
- Sales performance: Amazon will highlight your book if it’s selling consistently typically withing the first 90 days of listing and not just spiking over a short period of time. In this case, it’s important to market your book on all platforms to increase your daily sales count.
- Visibility: Amazon doesn’t add you to the list strictly based on sales; it also considers visits to your product page. To increase visibility, you need a catchy, striking title and cover. You can learn more about titling by reading my Book Title Generator.
- Reviews: Strong titles attract attention, but reviews provide social proof. Good reviews establish credibility and build trust with prospective readers.
Launchpad for Long-term Success
While the Hot New Release page is designed for new titles, it’s just the beginning of your potential as an author. This kind of publicity will help you build relationships, secure media opportunities, and create a sustainable publishing career.
Popular Amazon strategist and YouTuber Steven Pope (known as The Amazon Guy) emphasizes the financial benefits of the badge:
“If you get that number one new release badge, it’s going to relieve pressure on your need to spend lots of money on advertising. It’s going to allow you to potentially raise prices and help your margins. Chase the number one release badge whenever possible.”
Appearing on such a high-traffic site can sometimes make a book get lost in the mix, but this list puts your book in front of millions of browsing readers who may have never discovered it before. It sets your book apart from the competition when it matters most and lays the foundation for discoverability and long-term achievement.
If one of my authors attains the “Hot New Release” badge I make it a point to add it to press releases and place the news on social media platforms like X. It is definitely something to brag about!
The Bottom Line
The Hot New Release badge not only highlights your book, it’s a distinction that Amazon created for a reason and is often a precursor for the Best Seller Status.
About Book Publicist Scott Lorenz
Book publicist Scott Lorenz is President of Westwind Book Marketing, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
Learn more about Westwind Book Marketing at https://www.WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090. Follow Lorenz on Twitter @aBookPublicist. Want help titling a book? Check out Scott Lorenz’s new award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net.
by Scott Lorenz | Agents, Blog, Book Marketing, Book Promotion, Book Publicity, How to title a book, Marketing a Book, Promoting a Book
By Scott Lorenz
Westwind Book Marketing
If you’ve ever wondered whether you need a literary agent, the short answer is probably yes- that is, if you want to take your writing career to the next level.
A great agent helps you reach heights you’ve only imagined, without losing the heart, purpose, or calm that got you there. For more firsthand perspective, check out my article featuring insider insights from 18 literary agents who share exactly how they help authors succeed.
So, what exactly can an agent do for you? More than what you might think- let’s get into how they make all the difference.
Opening Doors You Can’t
Most major publishers do not accept unsolicited manuscripts. An agent gets your work on the right desks- the editors who are actually buying books in your genre. Without that connection, your manuscript may never be seen.
Taking Care of Business
Publishing contracts are full of complex verbiage about advances, royalties, and rights. Agents understand the fine print and negotiate better deals, which protects you from signing away valuable rights such as film, foreign, or audio adaptations. An agent lets you focus on the writing while they handle getting your work the attention it deserves.
Adding Credibility
An agent’s stamp of approval tells publishers your book is worth their time. Plus, agents can help you polish your manuscript before submitting, giving you a stronger shot at landing a deal.
Thinking Beyond One Book
A great agent is not just chasing your current goal; they’re helping you build a long-term writing career. From branding and strategy to future contracts, they act simultaneously as your advisor and your biggest fan.
Knowing the Industry Inside and Out
With a strong understanding of trends, editor preferences and timing, agents know what can make or break a deal. They can even explore opportunities beyond publishing, such as Hollywood adaptations and international sales.
Want to take your story to the big screen? Learn more about breaking into Hollywood in an article I wrote here.
The Bottom Line
If you’re serious about growing as an author, a book agent isn’t just helpful- they’re your strategist, business partner, and most powerful advocate.
About Book Publicist Scott Lorenz
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
Learn more about Westwind Book Marketing at https://www.WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090. Follow Lorenz on Twitter @aBookPublicist. Want help titling a book? Check out Scott Lorenz’s award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net.
by Scott Lorenz | Blog, Book Promotion, Book Publicity, Promoting a Book
By Scott Lorenz
Westwind Book Marketing
Authors often ask me, “Should I spend money on ads or focus on publicity?” It’s a fair question—after all, both can get your book in front of readers. But here’s the truth: advertising may give you a quick bump in sales, while publicity creates a long-lasting buzz that keeps paying off long after the campaign ends. Readers are smart; they know an ad is an ad. But when your book is featured in a magazine, spotlighted on a podcast, or recommended by a trusted reviewer, that’s credibility you simply can’t buy.
Find out how to generate this kind of buzz in an article I wrote here.
Publicity: The Gift That Keeps on Giving
Publicity is all about earned attention. When a journalist, blogger, or podcast host talks about your book, it carries weight because it’s not something you paid them to say—it’s their genuine endorsement. A feature in the local paper, a radio interview, or even a well-placed guest blog post can live online for years, continuing to attract new readers. That’s the magic of publicity: it builds credibility and trust. People are far more likely to buy a book that’s been talked about than one that’s simply advertised to them.
Advertising: The Quick Fix
Advertising, on the other hand, is more like flipping a switch: once you stop paying, the lights go out. Sure, a Facebook or Amazon ad might drive some immediate sales, but the results usually vanish as soon as the budget runs dry. And let’s be honest—most readers scroll right past ads these days. They’re used to being sold to, and it shows. Advertising can work, especially for launch week promotions or limited time offers, but it rarely creates the long-term buzz authors need to keep a book alive.
Publicity For the Win
Advertising buys attention, while publicity earns it- and readers know the difference. A paid ad might get your book in front of someone once. But an enthusiastic book blogger? A thoughtful podcast interview? Those create authentic connections that ripple outward- leading to more shares, more conversations, and ultimately more sales. Publicity gives your book staying power in a way ads simply can’t match.
The Bottom Line
If you want your book to stand out, be talked about, and remembered long after the ads stop running, invest in publicity. It’s the smartest move an author can make.
About Book Publicist Scott Lorenz
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
Learn more about Westwind Book Marketing at https://www.WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090. Follow Lorenz on Twitter @aBookPublicist. Want help titling a book? Check out Scott Lorenz’s new award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net
by Scott Lorenz | Blog, Book Marketing, Book Promotion, Book Publicity, Book Publishing, Marketing a Book, Promoting a Book
By Scott Lorenz
Westwind Book Marketing
Today, one of my former author clients told me she was contacted by a publishing firm and was offered $90K for the rights to her book.
She wanted me to look at the contract and see what I thought. This is the second time something like this happened in the past few weeks, so something is up. I told her to STOP and do not engage and here’s why.
In the world of publishing, aspiring authors often dream of landing a lucrative book deal. Unfortunately, this dream can sometimes turn into a nightmare when they fall prey to fraudulent publishing offers. These scams are designed to exploit authors’ hopes and ambitions, leading them to part with their hard-earned money in exchange for empty promises.
The Scam Unveiled
One common tactic used by these scammers is to offer a seemingly attractive publishing contract with a substantial advance, many times the once common $10K advance for a book. This one in particular was for almost $100K! Who wouldn’t be able to use $100K? However, there’s a catch: the author is required to pay a ‘finder’s fee’ upfront, typically ranging from $5,000 to $10,000. This fee is supposedly for arranging the deal and securing the advance.
Scammers may even negotiate the fee, reducing it from an initial 15% to 8% of the total deal, to make it seem more legitimate and enticing. Desperate to see their work published and believing they will soon receive a significant advance; some authors may willingly pay this fee.
The Reality
Once the fee is paid, the scammers disappear, leaving the author with nothing but regret and financial loss. The promised advance never materializes, and the author is left with a worthless contract. This fraudulent scheme preys on the vulnerability and aspirations of authors, making it essential to recognize the warning signs and protect oneself.
Red Flags to Watch For
- Upfront Fees: Legitimate publishers do not ask for upfront fees. If a contract requires you to pay a fee before receiving any advance or royalties, it’s a major red flag.
- Too Good to Be True: If the offer seems too good to be true, it probably is. Be wary of unusually high advances or overly generous terms.
- Lack of Transparency: Scammers often provide vague or incomplete information about their company and the contract terms. Always research the publisher thoroughly. Legitimate publishers have a website.
- Pressure Tactics: Scammers may use high-pressure tactics to rush you into signing the contract and paying the fee. Take your time to review and seek legal advice if needed.
- Foreign Accent and Background Noise: Be cautious if the person contacting you has a foreign accent, there are other people talking in the background (indicating a boiler room operation), or they use an American-sounding name like ‘Bill Johnson’.
Tips for Identifying Legitimate Publishers
- Reputation and Track Record: Research the publisher’s history and reputation. Look for reviews, testimonials, and any awards or recognitions they may have received. Established publishers often have a strong online presence and a portfolio of successfully published books.
- Clear Contract Terms: Legitimate publishers provide clear and detailed contract terms. They outline the rights and responsibilities of both parties, including royalty rates, publication timelines, and marketing efforts.
- No Upfront Fees: Reputable publishers do not ask for upfront fees. They invest in the author’s work and recoup their costs through book sales. If a publisher asks for money upfront, it’s not legitimate.
- Professional Communication: Legitimate publishers communicate professionally and transparently. They are willing to answer your questions and provide detailed information about their publishing process.
- Industry Affiliations: Check if the publisher is a member of recognized industry organizations, such as the Association of American Publishers (AAP) or the Independent Book Publishers Association (IBPA). Membership in these organizations often indicates a commitment to industry standards and ethics.
Protecting Yourself
To avoid falling victim to these scams, follow these steps:
- Research: Investigate the publisher’s reputation and track record. Visit their website. Look for reviews, testimonials, and any red flags.
- Seek Legal Advice: Have a lawyer review the contract before signing anything. They can help identify any suspicious clauses or terms.
- Trust Your Instincts: If something feels off, trust your gut. It’s better to walk away from a questionable deal than to risk losing money.
Additional Resources for Authors
For more tips and guidance on navigating the publishing world, please visit my blog www.Book-Publicist.com. Here, you’ll find dozens of articles for authors on topics such as:
- Finding Literary Agents: Learn how to identify and approach reputable literary agents who can help you secure a legitimate publishing deal. I’ve written about this on my blog.
- Crafting a Winning Query Letter: Get tips on writing a compelling query letter that grabs the attention of agents and publishers.
- Understanding Publishing Contracts: Gain insights into the key elements of publishing contracts and what to watch out for.
- Marketing Your Book: Discover effective strategies for promoting your book and reaching a wider audience.
The Bottom Line
If it sounds too good to be true, it is! Fake publishing offers are a serious threat to authors, but by staying vigilant and informed, you can protect yourself from these scams.
About Book Publicist Scott Lorenz
Book publicist Scott Lorenz is President of Westwind Book Marketing, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
Learn more about Westwind Book Marketing at https://www.WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090. Want help titling a book? Check out Scott Lorenz’s new award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net
by Scott Lorenz | Author Advice, Blog, Book Marketing, Book Publicity, Book Publishing, Book Reviews, Marketing a Book
New Behind-the-Scenes Story by FOX-5 NY Sheds Light on the Meticulous Process
by Scott Lorenz
Westwind Communications
As a book publicist, I talk to authors and clients on a daily basis. Many have one goal in common: To become a New York Times bestselling author. One way to do it is to get reviewed by the New York Times Book Review. This is no surprise as the New York Times Book Review is one of the most prominent book review publications out there. It’s a weekly paper magazine that comes with the Sunday New York Times, which has a circulation of 1.5 million. A one-fifth page ad in the Book Review will cost a whopping $8,830 for small presses. You can expect to dish out even more if you’re a major publisher. For more information click here.
If your book gets reviewed by the New York Times Book Review, you’re almost guaranteed an increase in sales and publicity. So, how does the New York Times Book Review select books to review? Good question! Pamela Paul, who’s been the New York Times Book Review editor since 2013 sat down with FOX 5 NY to shed some light on this very common question. Check out the terrific story here.
“We love the publishing industry, and we support what they do, but really we are here for readers.” Pamela Paul, Editor, NY Times Book Review
She explained that the New York Times receives hundreds of books that would like to get reviewed each day. Believe it or not, all the books, except for self-published books, receive some kind of look by a staff of critics and freelance reviewers. The type of look each book gets, however, varies. While one book’s look lasts a few seconds, another book gets read cover to cover.
“Only 1% of all the books we receive make the cut. We’re always on the lookout for new and interesting voices. Since we view books as a form of art, we strive to recognize innovation and diversity,” Paul explains.
Paul was asked whether critics ever get tired of looking at books. “The kind of people that work at the Book Review are always excited to check out a book. They really love books and are doing exactly what they want to be doing,” she says.
All NY Times book reviews are fact-checked for accuracy. Paul states that fact-checking is very important for them because while you can disagree with a book review, you shouldn’t distrust it. Once the reviews are fact-checked, copy editors write headlines, credits, and more before the review goes to press.
You can see that the New York Times Book Review is run by people who love books and why they take extra care to make sure what they recommend is worthy of their audience’s time. That’s why a mention in the NY Times Book Review is so powerful.
From the NY Times Website:
During the Covid-19 pandemic, The New York Times Book Review is operating remotely and will accept physical submissions by request only. If you wish to submit a book for review consideration, please email a PDF of the galley at least three months prior to scheduled publication to booksassistant@nytimes.com. Include the publication date and any related press materials, along with links to NetGalley or Edelweiss if applicable. Due to the volume of books we receive, we cannot respond to individual requests about our plans for coverage. Thank you.
When things return to normal, if you would like to have your book considered for review, please send it to:
Editor
The New York Times Book Review
620 Eighth Avenue,
New York, NY 10018
books@nytimes.com
If you are sending a children’s book, please send it to the attention of the Children’s Book Editor.
The Bottom Line: While earning a spot on the New York Times Book Review is no easy feat, it’s not impossible. As long as your book has a unique twist, is well crafted, has an important message, or a new voice that must be heard, it stands a chance and is certainly worth sending in.
Final Recommendation: Watch the FOX-5 NY piece a few more times so you can really understand what the NY Times wants. https://www.fox5ny.com/news/a-day-in-the-life-inside-the-ny-times-book-review-process
You can also watch an hour-long interview with C-SPAN’s Book TV and New York Times Book Review editor Pamela Paul from 2015. https://www.c-span.org/video/?326362-1/tour-new-york-times-book-review
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
Learn more about Westwind Communications’ book marketing approach at https://WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090 or fill out the form below. Follow Lorenz on Twitter @aBookPublicist. Want help titling a book? Check out Scott Lorenz’s new award winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net.
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