For an author, finishing a book can feel like reaching the end of a very long road. The manuscript has been written, rewritten and edited, the cover chosen, and finally the book is available for people to read.
Then comes another challenge: getting people to notice it.
With countless books competing for attention, readers often want some reassurance before committing their money - and several hours of their time - to an author they may never have encountered before. One of the first places they are likely to look is at the reviews.
A handful of stars can catch the eye, but reviews can do something much more valuable. They allow one reader to tell another what the experience of reading your book was actually like.
And that can be one of the most persuasive forms of promotion an author has.
Why do reviews matter?
Think about the last time you considered buying a book by an unfamiliar author. You probably looked at the cover and read the description, but there is a good chance you also glanced at what other readers had to say.
Reviews provide a form of social proof. They show that somebody else has taken a chance on the book, read it, and thought it worth discussing. More detailed reviews can help potential readers decide whether the characters, themes, subject matter or writing style are likely to appeal to them.
For an independent or relatively unknown author, that reassurance can be particularly valuable. You may know your book is worth reading, but naturally you would say that - you wrote it. An enthusiastic reader has no such obligation.
Reviews can also teach you something about your own work. Perhaps several readers mention a character you hadn't expected to become a favourite, or repeatedly praise the atmosphere, humour, research or emotional impact. Patterns like these can help you understand what readers associate with your writing and even how best to describe it when promoting your next book.
Not all reviews are equally useful
It can be tempting to think the goal is simply to collect as many five-star ratings as possible.
But compare “Great book. Loved it!” with a review explaining which characters captured the reader's attention, what surprised them, or why they would recommend the book to somebody else.
Both are welcome, but the second gives another reader something useful.
A meaningful review doesn't need to be long or entirely complimentary. It simply needs to reflect a genuine reading experience. In fact, balanced reviews can sometimes be especially persuasive because they sound like exactly what they are: a real person sharing an honest opinion.
The goal, therefore, shouldn't be to control what reviewers say. It should be to put your book in front of people who are likely to appreciate it and encourage them to share their genuine response.
Start with the right readers
Advance Reader Copies - usually known as ARCs - can help authors begin gathering reviews before or around publication. Copies might be offered to book bloggers, reviewers, members of your mailing list or enthusiastic readers of your genre.
The important thing is choosing carefully.
Sending a psychological thriller to somebody who almost exclusively reads romantic comedy simply because they have a large following is unlikely to achieve much. A reviewer with a smaller audience who genuinely loves books like yours may be considerably more valuable.
Look at what potential reviewers normally read, check whether they are accepting submissions and follow any instructions they provide. A personalised approach demonstrating that you understand their interests is much more inviting than a mass email.
And always be clear about what you're asking for: an honest review, not guaranteed praise.
Don't overlook the readers you already have
Sometimes authors become so focused on finding reviewers that they overlook the people already enjoying their books.
If somebody emails or messages to say how much they loved your book, thank them - and consider politely mentioning that an honest review would be enormously helpful.
You can also include a brief request at the end of your book, in your newsletter or occasionally on social media. Many readers simply don't realise how valuable a few thoughtful sentences can be to an author.
Make the process easy and never pressure somebody to leave a particular rating. Major review platforms have rules around incentivised and manipulated reviews, so authors should always check the current guidelines wherever they are asking readers to post.
Build relationships, not a review factory
Writers naturally spend time around other writers, reviewers and enthusiastic readers. Those communities can lead to reviews, but they work best when relationships aren't built solely around asking for them.
Take part in conversations. Recommend books you genuinely enjoy. Support other writers. Follow reviewers because you appreciate what they contribute.
If every interaction ends with please review my book, people will quickly notice. Become part of a reading community instead, and recommendations and conversations can develop far more naturally.
The same principle applies to targeting reviewers. One hundred random readers aren't necessarily as useful as twenty people who love your genre, understand what the book is trying to do, and are enthusiastic enough to tell somebody else about it.
What happens when the review isn't good?
Eventually, somebody won't like your book... That's part of publishing.
Reading is subjective, and even enormously successful books attract criticism. Resist the temptation to argue with a reviewer or persuade them that they misunderstood your work.
Instead, give yourself some distance and then consider whether there is anything useful in what they said.
If one person dislikes your protagonist, that may simply be personal taste. If numerous readers independently find the same chapter confusing, however, that might be worth remembering when writing your next book.
Reviews aren't instructions. They are information.
Let your best reviews travel further
When somebody writes something wonderful about your book, don't necessarily allow it to disappear into the depths of a retailer page.
Subject to the relevant platform rules and any permissions required, strong review excerpts can potentially be used on your website, social media and promotional material.
Look particularly for comments that tell potential readers why they might enjoy the book.
“Five stars!” is lovely to receive.
“A tense, unsettling mystery that kept me questioning every character until the final chapter” tells a prospective reader much more.
Over time, reviews can begin telling a story of their own — not simply whether people liked your book, but what kind of experience readers associate with your writing.
Don't chase the number
It is easy to become fixated on review totals and star averages, but there is no magic number that guarantees a book's success; What matters is what can happen after somebody reads it.
One thoughtful review might encourage another person to take a chance on your book. That reader could recommend it to a friend, suggest it to their book group, request it from a library, mention it online or return for your next release.
That is how word of mouth begins.
Put your book in front of people who are likely to appreciate it. Ask politely. Make reviewing easy. Accept that honest opinions will differ, and pay attention to what your readers are telling you.
After all, you're not simply collecting stars.
You're giving readers a reason to start talking about your writing.