by Scott Lorenz | Blog, Book Marketing, Book Publishing, Book Reviews, Writing a Book
By Scott Lorenz
Westwind Book Marketing
Editorial reviews are one of the few true third‑party endorsements an author can get, trusted signals that your book is credible, worth reading, and taken seriously by people who evaluate books for a living. While organic reviews carry weight, paid editorial reviews also play an important strategic role, giving authors access to respected outlets that can elevate visibility, authority, and market reach.
When authors start exploring editorial reviews, the first question is almost always: “Which service is the best?” The truth is, there is no one-size-fits-all answer. The “perfect” review partner depends on your book’s genre, your target market, and what kind of credibility you actually need. A business book aimed at corporate buyers has different needs than a memoir, and a sci-fi novel plays in a completely different ecosystem than a leadership article. But even with all those variables, there’s still a clear hierarchy in the review world- and understanding that hierarchy helps you spend your money where it actually matters.
Here’s how to choose editorial reviews that actually work for your book and your brand.
Start With Your Book’s Strategic Goal
Before selecting reviewers, get clear on why you want editorial reviews. Ask yourself:
- Do I want media coverage?
- Do I want Amazon conversions?
- Do I want speaking or consulting credibility?
Clarity here prevents wasted time and mismatched reviews.
As Debra Englander, a consulting editor at Post Hill Press and publishing consultant, recently told me: “The right review strategy always starts with understanding your audience. Once you know who you’re trying to reach, you can choose the outlets those readers and gatekeepers actually trust.” She’s exactly right. Credibility first, amplification second. That’s the formula that works.
Prioritize Relevance Over Prestige
A glowing review from a niche yet respected authority often outperforms a vague endorsement from a well-known but unrelated source. The strongest editorial reviews come from publications that cover your specific genre or topic, experts trusted by your target audience, and organizations that align with your book’s subject matter. The key question is: Does this reviewer influence the people I want to reach?
Evaluate the Quality of the Review Itself
Not all reviews are created equal. To assess the usefulness of a review, ask yourself if it contains compelling, substantive commentary or just a one-line summary. A quality review is specific, highlights benefit for the readers, reinforces your expertise, and uses quotable language.
Editorial Review & ARC Service
At the top are Kirkus Indie Reviews and Foreword Clarion Reviews- the two outlets that consistently carry real weight with librarians, booksellers, reviewers, and media. Right behind them sit Publishers Weekly (via BookLife) and Booklist, both of which can meaningfully influence library and trade-market visibility if your book is selected. After that, you’ve got the indie and ARC-driven services- IndieReader, NetGalley, and others- which are great for building early momentum, generating reader reviews, and filling out the ecosystem.
Using Reviews Strategically
Choosing the right editorial review is only half the battle. Now it’s time to decide the best way to use it. Effective placement is where the real power lies. This includes the Amazon Editorial Reviews section, back cover and interior pages, press releases and media pitches, website landing pages, and speaker one-sheets and proposals. A well-placed editorial review continues working for your book long after publication day.
The Bottom Line
The right editorial review will build your buzz and drive your sales. Find the one that tells the world why your book matters.
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 award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net. Then for Christian authors, check out Lorenz’s new book called Book Title Bible: How to Title Your Christian Book with Faith and Inspiration. www.BookTitleBible.com.
Would you like help promoting your book?
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
by Scott Lorenz | Blog, Book Marketing, Book Promotion, Book Publicity, Book Publishing, Book Title Generator, How to title a book
By Scott Lorenz
Westwind Book Marketing
In a publishing world crowded with voices, genres, and endless scrolling options, authors face a challenge that goes far beyond writing a great story: being remembered. It’s not enough to rely on a book cover or a single title to stand out. Readers connect with people, not just pages- and that’s where a strong tagline and moniker become invaluable.
These two branding tools act as quick, powerful anchors in a reader’s mind. They help define your identity, communicate your promise, and create emotional resonance long before anyone sees your book description.
Award-winning author and holistic health guide Natalie Sager uses an especially memorable brand identity. Her tagline, Peace, Love, & All That Jazz, evokes creativity, harmony, and a retro artistic spirit, while her moniker, “The Modern Hippie Mama,” instantly conveys her personality and what sets her apart.
Taglines: Your First Point of Connection
An author tagline is a short statement that communicates what your writing offers. Think of it as your advertising slogan, your literary handshake, or your personal mission distilled into a few words. Taglines are important to create consistency across platforms, strengthen reader trust, and differentiate you in a vast market.
Monikers: The Shortcut to Author Recognition
A moniker is a descriptive nickname or phrase that encapsulates your author persona. It’s not your name- it’s your identity amplifier. A strong moniker gives people a simple, memorable mental hook. It can also help establish you in your genre and fuel word-of-mouth marketing, all while elevating your brand beyond individual books. Readers may forget a name, but they’ll remember the Cyberpunk Storyweaver.
The Proof is in the Pudding
Many well-known authors use taglines or monikers to position themselves clearly in readers’ minds. Some are official; others are widely used by media, fans, or marketers. Here are some notable examples:
- Stephen King- “The King of Horror”
- Agatha Christie- “The Queen of Mystery”
- George R.R. Martin- “The American Tolkien”
- Roald Dahl- “The World’s #1 Storyteller”
- Tom Clancy- “The Master of the Modern Thriller”
Tips For Your Tagline/Moniker
- Keep them short
- Make them specific
- Focus on longevity
- Choose language that reflects your tone
- Be authentic
The Bottom Line
Memorable authors don’t leave branding to chance. Develop a clear tagline and moniker now that captures who you are and what you stand for.
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. Look for his newest book: Book Title Bible, How to Name Your Christian Book with Faith and Inspiration. www.BookTitleBible.com.
Would you like help promoting your book?
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
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.
Would you like help promoting your book?
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
by Scott Lorenz | Blog, Book Events, Book Fairs, Book Festivals, Book Marketing, Book Promotion, Book Publicity, Book Publishing, Marketing a Book, Promoting a Book, Writers Conferences
By Scott Lorenz
Westwind Communications
There are several good reasons why writers should invest the time and effort required to attend writers’ conferences.
Attending a writers’ conference only takes a few hours, or a couple days at the most, a small investment, and a little effort to register and arrange travel and lodging, but the payoff can be big.
Attending a writers’ conference gives you a great chance to pitch your book, learn about the major publishing houses, meet book editors, agents and book marketing specialists. If your book is six months or a year from being finished, you can meet people who will give you valuable ideas on shaping your book and provide other advice to help you wrap up your project when you return home.
Or maybe you have been working on your book for a few months and are feeling insecure or unsure whether you really can be a published author. Attending a conference is a good way to get a reality check from book editors to get a professional opinion on your plot and characters and to determine whether you are on the right track.
Most importantly, attending a writers’ conference provides you with an opportunity to learn about the publishing business from fellow authors. You will also get honest and helpful professional assessments from book editors that will be more than worth the cost and effort of attending the conference.
Of course, you will want to prepare for any writers’ conference you attend by having a plan of what you want to find out and what you will do while there. You will want to develop an ‘elevator pitch’ of your book that you can deliver in 30 seconds. Have a one pager available with your book cover, author headshot, short 50-word synopsis, short bio, website URL, Twitter handle and your contact information. You never know who’ll you’ll meet so be prepared for that moment.
Now that you are ready, here are some writers’ conferences that you should consider attending:
Here are some upcoming writers’ conferences in 2026 for your consideration.
February 6-7, 2026: San Diego Writing Workshop (Online)
March 13, 2026 (Charlotte) and March 14, 2026 (Raleigh): Carolina Writing Workshop (Charlotte, NC)
March 16, 2026: Cincinnati Writing Workshop (Cincinnati, OH)
March 21, 2026: Colorado Writing Workshop (Denver, CO)
March 21, 2026: Chesapeake Writing Workshop (Online)
March 24, 2026: Kentucky Writers Conference (Louisville, KY)
March 27, 2026: Alabama Writing Workshop (Birmingham, AL)
March 28, 2026: Atlanta Writing Workshop (Atlanta, GA)
March 28, 2026: Boston Writing Workshop (Online)
April 11, 2026: Minnesota Writing Workshop (St. Paul, MN)
April 11, 2026: Writing Workshop of San Francisco (Online)
April 11, 2026: Toronto Writing Workshop (Toronto, ON)
April 17, 2026 (Orlando) and April 18, 2026 (Tampa): Florida Writing Workshop (Tampa, FL)
April 23-25, 2026: Las Vegas Writers Conference (Las Vegas, NV)
April 25, 2026: Philadelphia Writing Workshop (Philadelphia, PA)
April 25, 2026: Tennessee Writing Workshop (Nashville, TN)
May 1-2, 2026: Washington Writers Conference (Rockville, MD)
May 2, 2026: Michigan Writing Workshop (Livonia, MI)
May 2, 2026: Writing Conference of Los Angeles (Los Angeles, CA)
May 8, 2026: Portland Writing Workshop (Portland, OR)
May 8-9, 2026: Pittsburgh Writing Workshop (Online)
May 9, 2026: Seattle Writing Workshop (Bellevue, WA)
May 15-16, 2026: Storymakers Conference (Provo, UT)
May 15-17, 2026: Pennwriters Conference SCBWI (Coraopolis, PA)
June 20, 2026: Writing Workshop of Chicago (Chicago, IL)
July 26-31, 2026: Napa Valley Writers’ Conference (Napa, CA)
July 30 – August 1, 2026: Mendocino Coast Writers’ Conference (Mendocino, CA)
August 20-23, 2026: Killer Nashville’s International Writers’ Conference (Franklin, TN)
September 4, 2026: WriterCon 2026 (Choctaw, OK)
September 2026: James River Writing Show (Richmond, VA)
Select a writers’ conference of interest to you and be prepared to enjoy the benefits of meeting other writers, acquiring knowledge you can use immediately, learn about different genres, find a new market for your book, elevate your professional effectiveness, meet editors, agents and publishers, become inspired and return home energized.
The Bottom Line: Make a commitment to attend at least one writers’ conference this year. You’ll be glad you did!
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.
Would you like help promoting your book?
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
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.
Would you like help promoting your book?
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
