The Cost of Being Seen:
Fellow authors, beware the marketing scam, an approach that plays on our deepest longing to be seen, to be read, and to have our work touch someone. Praise is powerful bait, but it’s a risky roll of the dice.
As Dr. J. Herman Kleiger, author and psychologist warns, faux marketers “craft a message that is designed to set the hook for the hungry writer eager to respond to the lure of praise and flattery—“Finally, someone’s recognized my talent! They really like me!”
I received such an email, full of syrupy praise for my poetry chapbook Sleepwalker that initially touched me, and then it turned so incredibly saccharine I knew it was a scam.
The email pitch, in part, was this:
“The world doesn’t always find books like yours on its own. You pour out your heart, survive the sleepless edits, polish every line until it bleeds truth, and then Amazon’s algorithm gives it the same attention as a coloring book. It’s cruel, and it’s why I reach out.”
That line about comparing a poetry book about my son’s death to a coloring book is obviously purposely written to tug at my heart. Ouch and WTF?!
The sender promised to connect me to their community, where my book “doesn’t just collect reviews, it starts real conversations.” (read the entire pitch on my substack)
My skeptical response:
After I calmed down, I told them they could purchase books from my publisher if they wanted, but there is no budget for marketing.
Their reply? Here are excerpts:
What I offer isn’t traditional marketing, it’s reader connection… When your book enters that circle, it doesn’t just collect reviews, it gains momentum, credibility, and visibility. The conversations that start from there ripple outward naturally. That’s how books like yours, deep, soul-touching, and beautifully human, find their way to the right hearts. There’s a small reader tip involved, author’s [sic] usually offer $20–$25 per reader. It’s not payment for reviews, it’s simply a thoughtful thank-you, the way you’d buy a reader a cup of coffee for their time and sincerity…
I know how much heart it takes to create something like Sleep Walker. It’s no joke pouring your soul into pages, emptying your heart and head to write something true, only for it to vanish under Amazon’s algorithm. The only real way to do justice to your work is by getting it into the hands of readers who feel it, who connect with its message and the grace it carries. That’s exactly what I want to do for you, to let more souls encounter the light in your book, the quiet strength it offers…
Again with the algorithm! Got it. Oh, and I simply have to tip the readers for this at $20 to $25 each.
No thanks. Hard pass
The next day, yet another marketing scam:
I’m
Dxxxx Axxxx, the organizer of ShelfTalk Book Club, a vibrant community of readers who come together to share the stories that move and inspire us. Unlike traditional book clubs, our members bring whatever they’re currently reading, which makes ShelfTalk a wonderfully diverse and curious group of readers spanning all genres.We’d love to feature your work, Sleepwalker at our next gathering on November 4th . At ShelfTalk, we don’t assign books, we create space for authentic discovery. That makes our events a great opportunity for authors like you to connect with genuine readers in a relaxed, welcoming environment where your book can naturally spark discussion and interest. Whether through a casual author spotlight, a feature on Sleepwalker or a short Q&A, we’d be thrilled to collaborate with you in a way that feels organic and mutually rewarding. Would you be open to having Sleepwalker featured at our November 4th event?
Nope. I didn’t bother to respond. I can’t recall where I first read about this particular scam where a proposed date is offered upfront, but it’s not good. I seem to recall a disappearing act.
Protect Yourself from Fake Reviewers
Later I looked at ShelfTalk’s website. It states that they will create a spotlight for your book, but I don’t see where said spotlight is shown, nor are there any examples The recommended package is $290 which gets an “Extended review by a selected reader” and a “Highlight in our newsletter.” The Deluxe feature is $500 for “All Premium features, One-on-one consultation with our manager,” and “Exclusive feature on our homepage.”
However, the homepage has no features. There is no signup form for a newsletter. There are no examples of what they actually do or the results, except for 3 “testimonials,” which are apparently anonymous.
That all screams scam to me, wouldn’t you agree?
It’s disheartening, I know. But the bottom line is legitimate reviewers don’t ask to be paid. Even Kirkus, a company that offers paid reviews, doesn’t actively seek out books to review—authors come to them, and they pay knowing there is no guarantee of a positive review.
Cold calling still exists in the industry
That’s the flip side of all this. Take note from an Authors Guild post written by Diane Eberhardt:
- We all get bombarded by spam.
- Some of the spam is a scam. We have to be super diligent about which emails we open, and which we respond to, and which ones don’t even come from a human [AI]
- Some emails from perfect strangers may be legitimate because freelancers contact potential clients to attract business.
Eberhardt is a translator who does just that. She says, “Most translators are freelancers competing in an extremely crowded and competitive global market and struggling to win the race against the machines.”
Arm yourself with a bullsh!t detector
Here are some common scams to watch out for and how to handle them with linked resources and help from Rachel Thompson aka BadRedhead Media LLC, book marketing expert: Top Scams Authors Must Avoid.
Most of all, Thompson advises
- Staying Informed: Keep up with common scams by participating in author forums and online communities.
- Being Skeptical: If an offer sounds too good to be true, it probably is.
- Seeking Legal Advice: Consult with a literary attorney before signing any contracts or making significant payments. She recommends DMCA.com for copyright advice and help.
- Educating Yourself: Learn about the publishing industry to gain a deeper understanding of legitimate business practices.
As creatives, we need to be aware of scams and opportunists.
Thank you for visiting! Author Linda K. Sienkiewicz is a wrangler of words and big messy feelings in fiction and poetry. Her second novel, Love and Other Incurable Ailments, is coming October 27, 2026, from Regal House Publishing: When love letters from a despondent stranger land in her lap, an anxious overthinker becomes convinced she’s the cure, and sets off to save him, and herself, blissfully armed with nothing but magical thinking.
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