Famous people can be believable endorsers, but not all feelings about celebrities are positive. Some can actually have a negative effect on people who do not like them. And if the celebrity places himself or herself in a negative situation during your promotional campaign, the fallout may impact your sales.

How to Get Endorsements from Celebrities
Obtaining endorsements from celebrities is not a difficult task. The key is to make it as easy as possible for them to reply. Your request should include a cover letter, a copy of your book and a self-addressed-stamped envelope (SASE).

In your email or letter to them, include your table of contents and chapter titles and a galley copy or sample chapters. Let them know you are aware of how busy they are, and send a list of words and phrases from which they can choose. You might say something such as, “Other readers said something like this … .” Ask if they would like to have you write the testimonial for them.

Shoot high. Before you ask for a blurb, ask the VIP to write the introduction or foreword to your book. Most people will be flattered to have you ask them to write it, but will probably turn you down. Acknowledge that you recognize the time pressures on the person, then offer to write the section for him or her. If they still decline, then ask for a blurb or offer to write it for them.

Getting a good endorsement or testimonial can take time, but if you do not hear back from them in two or three weeks send a follow-up letter or email. Celebrities are busy people, and often their mail is screened by an assistant, delaying your request from getting to them. Where do you find the names and contact information for these VIPs? Here are some general sites on which you can begin your search.

1) The Screen Actor’s Guild (www.sag.com). SAG represents nearly 120,000 actors in film, television, industrials, commercials and music videos. Contact SAG at 5757 Wilshire Blvd. Los Angeles, CA 90036-3600; (323) 954-1600. You can ask for a list of agents at (323) 549-6733. If you are on the East Coasts contact SAG at 360 Madison Avenue, 12th Floor, New York, New York 10017, (212) 944-1030.

2) Another free list of addresses, contact information and important tips on how to reach celebrities may be found at http://www.reelclassics.com/Address/address-list.htm

3) A free site with addresses for movie and television stars, and music groups is at http://www.fanzine.co.uk

4) A site with free background information about celebrities is http://www.who2.com/

How to use your blurbs
Place blurbs on the rear cover of your book. Also use them in your sales literature, in your press releases and press kits, on your website, on book marks, in your advertising and on sales-promotional items. If you have a powerful endorsement from a top celebrity or a recognized industry expert, place it on the front cover of your book.

Resist any temptation to rephrase you customers’ words. That will generally lower the believability factor. But if a testimonial goes over two or three short sentences, it may be too long for people to read and grasp its meaning quickly. In this case, extract a short phrase that characterizes the essence of the blurb and use only that. Never try to misrepresent the intention of the endorser. According to the Federal Trade Commission (FTC) “The endorsement message need not be phrased in the exact words of the endorser, unless the advertisement affirmatively so represents. However, the endorsement may neither be presented out of context nor reworded so as to distort in any way the endorser’s opinion or experience with the product. Endorsements must always reflect the honest opinions, findings, beliefs, or experience of the endorser.”

Always seek and record positive comments about your book. Get permission from the providers and use their blurbs generously in your marketing material. You will gain credibility through your association with these people, and your sales should improve as a result.

Brian Jud now offers commission-only sales to buyers in special markets. For more information contact Brian at P. O. Box 715, Avon, CT 06001; (860) 675-1344; Fax (860) 270-0343; brian@premiumbookcompany.com or go to www.premiumbookcompany.com

Here are a few things to consider:

1. Don’t be afraid to go for the golden egg. Ask a variety of people who are well regarded in your genre—not just authors, but also entrepreneurs, speakers, personalities, and other big names. You’ll be surprised at how many will say yes.
2. Leverage your existing network. There aren’t that many degrees of separation between you and the golden-egg contacts. Speak to people already in your network. Ask whom they know and get recommendations for others you might not have considered.
3. Make it easy for them to say yes. When you send your endorsement letter (sample below), go ahead and include a few sample endorsements that they can choose from should they want to. You can ask your editor or publicist to help you draft a few.
4. Keep them short. Endorsements are generally 1–3 sentences long. To be effective, they must be specific. They can’t simply say, “It’s a great book.”
5. Be professional. If you are requesting an endorsement from someone in your existing network, then an e-mail request is fine. For those whom you’ve never met, a formal letter sent via snail mail is a more professional way to go. Send an Advance Reader’s Copy (ARC) with any mailed requests, but for an e-mail solicitation, it is enough to offer an ARC and then follow up.

In addition to blurbs, you can also solicit someone to write a Foreword for your book. The process for securing these is the same as with endorsements, but instead of 1–3 sentences, the endorser writes a recommendation letter to the reader. It can be as short as a paragraph or as long as a few pages and gives, in greater detail, the reasons why the industry guru recommends your book. Forewords give the endorser more white space to demonstrate their skills and knowledge and an opportunity to connect with your platform in a deeper way—a great selling point to consider when requesting this service.

Now it’s time to get down to the nitty-gritty of the actual endorsement letter. One thing to remember here is that you are not selling your prospect on your book—you need to sell them on their own value as a potential endorser. In other words, don’t start off by saying how great your book is, start by saying why you admire their opinion and why it’s important to you to have it. Also share your reasons for writing the book, the topic, and who the market is so they can readily see that you are marketing to the same audience they serve (this way they can see the advantage in having their name visible to your network).

Here is an example:

Dear Sir or Madam (Use your prospect’s real name—no mass letters here):

I attended your lecture last year and was inspired by your point of view on leadership. Reading your work, it became evident that we are offering new ideas and advice to a similar segment of the business audience. I admire your ideas, so when I knew it was time to start requesting endorsements for my forthcoming book [Title], you were at the top of my list.

Like yours, my book is geared toward upper-level management, but instead of leadership I discuss ways for managers to find a balance between work and life. After spending many years in upper-level management doing things the wrong way, I learned how to find success in my career while still having time for family, friends, and fun. With a weak economy adding more stress to corporate life, it is becoming increasingly important for managers to find that balance. My book includes proven tips and strategies as well as real-life anecdotes to help other managers find that happy balance.

To help with your decision, I have enclosed an Advance Reader’s Copy and sample endorsements for you to review. I thank you very much for your time and look forward to your response.

Sincerely,

Author

Shennandoah Diaz is a freelance writer, editor, and consultant specializing in strategic communications and publishing. She currently serves as the Business Development Assistant for Greenleaf Book Group, a publisher and distributor supporting independent authors and small presses, and as the Nonfiction Editor for Reflection’s Edge Magazine.

Think about how you buy a book. You pick it up, look at the cover, and if you like the visuals, title, and subtitle, it’s because something resonates in you; something about what you see calls to some desire or longing inside you. Perhaps to be touched, moved, entertained, transported, educated, informed, enlightened, reassured, etc. If the cover and title speaks to that something, a kernel of hope starts to stir.

“Sell Me”
Now, the reader is thinking, “Tell me you can do what I’m hoping you can do.” Their next move is to flip the book over, and think, “Okay, sell me.” At this point, don’t give them a reason to put it down. Bet you had no idea that so much was at stake!

An Example
Let’s look at the back cover of my first book: The Well-Fed Writer. Look it up on Amazon, click “Look Inside!” and take a peek at the backside (this Amazon feature reminds us that a powerfully written back cover is equally valuable for both physical and online marketing).

1) Upper Left Corner: Category. Check the books in your genre in the bookstore and notice what’s most appropriate to put in that spot.

2) Top-Center Headline: a strong attention-getting headline/sub-head that makes a claim, asks a question, or piques your prospect’s interest. Mine?

Corporate America Wants Freelancers – Full or Part-Time!
Do You Dream of Being a Well-Paid Freelance Writer and Want to Do It Fast?

3) Sales Copy: Immediately below the headline/sub-head is the benefits-oriented (about the reader, and what’s important to him or her) section of the copy that talks to the reader and gets their attention. Here, I let buyers find themselves in my list of target audiences.

Once I’ve caught their eye, I move on to the next chunk – the features section (about the book and its contents) – fleshing out the story by establishing “the opportunity” that exists in the marketplace and outlining how my book can help them capitalize on that opportunity. The idea is to take them through the logical mental steps necessary to lead to a book purchase.

Anyone reading the back cover copy has qualified themselves as being “in the market” for a book like this. Ergo, we need to maximize this “captive audience” opportunity.

4) Author Bio: Include a brief bio that establishes your credentials for being able to write such a book (also features). You want people to think, “Impressive…”

5) Testimonials: Include at least one, perhaps more, blurbs from “key influencers” in your industry – people who will mean something to your target audience. Bob Bly, the freelance writing guru, was my headliner on the front page.

6) Web Address: A “Duh,” perhaps, but include your URL prominently. Mine’s below my bio. If they decide not to buy it right there in the store or on Amazon, I’ve given them the key to more information (and I’ve heard from web buyers telling me just that). My web site can then take them the rest of the way (and perhaps get them to subscribe to my ezine as well).

All my books have a similar look, given they’re all part of the Well-Fed brand. This clear, clean, bold cover design is not only visually compelling, but the way it’s broken up into sections by color facilitates effective sharing of information in a simple, uncluttered way. This is what a good graphic designer can bring to the table.

Landing the Big-Name Blurb
Why not shoot high and go after that author or “expert” whose opinion would really mean something to your audience (and translate to much greater book sales)? Worst case? They say no. Or never reply. Big deal. But, what if they say yes? So, ask away. These folks are a lot more accessible than you might imagine.

I have a friend who’s written a number of books in the psychology and relationship genres, and for his latest one, he landed a blurb from “Dr. Laura” Schlessinger. At a book signing for the controversial talkmistress, he simply asked. All he had was a few chapters at that point, but he left them with her assistant and a few months later, got his blurb. And a pretty good one at that.

Just as important – especially with “how-to” books – are organizations or associations that can offer an endorsement or “seal of approval” for your book. In these cases, while the specific name of the person isn’t as crucial as the affiliation, you’ll still want to reach the president, executive director, founder, etc. Never underestimate the desire of these folks (and celebrities!) to see their name in print.

Here’s a nifty searchable online database for contacting the managers, publicists and agents for over 54,000 celebrities: www.contactanycelebrity.com. At press time, a seven-day trial was $1, and after that, $30 a month. If you can land some big names quickly and cancel before the month’s out, it’s definitely worth it.

NOTE: Allow a month or so to hear back from your “blurbers” after sending galleys out.

There’s an art to writing good back cover copy. Devote some quality time to the process of transforming a relatively small space into a powerful selling tool.

(Adapted from The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. www.wellfedsp.com).
Got a book in you? Can’t land a publisher? Why not do it yourself, and make a living from it? Sound good? Then, check out the free report on self-publishing at www.wellfedsp.com, the home of the award-winning 2007 release The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. Author Peter Bowerman is known for the award-winning (and self-published) Well-Fed Writer titles (on the lucrative field of commercial freelancing), which have provided him with a full-time living for over five years. (www.wellfedwriter.com.

The answer usually starts with a giggle and “Oh my gosh…” thrown in here and there.  It’s uncomfortable for both the speaker and the listener. By the time the last syllable comes out of the author’s mouth, the listener has grown tired of nodding politely and usually walks away thoroughly exhausted from the experience with no intention of running home and buying the book from their favorite online provider.

Do not fear your book’s description.  Embrace it by defining it. Remember, not every subplot, secondary theme, and character motivation is necessary when describing your book to a potential reader. You should take the time to carefully craft a concise description. Tackle the task of describing your book in four phases.

First, sit down and write a one page description of your book. Allow yourself to include all of your plot points in this incarnation of your description. In fact, if it goes over a page don’t beat yourself up because no one is going to see it. This is for you and you alone.

Second, read through your one page description five times. Have a red pen handy because you are going to slash through every nonessential theme. Keep in mind; if it’s not your main theme, it’s nonessential. Be warned, this is going to be painful. All those things you thought were important to the structure of your book don’t matter here.  If you decide after four reads that you’ve cut enough, read it again. You can never cut too much.

Third, from your now heavily edited one page synopsis, create a one paragraph description. Keep it to the basic three sentence structure. Once you’ve completed it, set it aside for a day or two. Give yourself some time to think about it and absorb it.

Finally, take your one paragraph description and create a one sentence description from it. This is all about the hook. What is the one main theme of your book? What is your genre? This one sentence description will help you overcome the fear of having to describe your book to someone who asks. You’ll deliver it with confidence. You’ll pique some one’s curiosity. You’ll sell books.

R.W. Ridley is an Author Marketing Specialist for BookSurge Publishing in addition to being the self-published author of four award winning books. His one sentence description for his first book is “The Takers is a young adult horror novel about a 13-year-old boy who wakes up to discover he is responsible for the end of the world.”

You don’t need to be a familiar name or face to someone to request comments on your book (or on your business). Ordinary mortals whom I know have received blurbs from luminaries like Senator Bob Dole and the Dalai Lama.

Whether you’re self-publishing or publishing through an established publisher, it’s smart to jazz up your back book cover, web site and promotional material with endorsements – little quotes from authors and other prominent people whose opinion has weight.

Anyone can get influential quotes, whether or not you think you know influential people. It’s important, however, to keep some basic principles in mind and to use courtesy in dealing with potential blurb writers. Based on my experience in both giving and getting blurbs, here’s how.

1. DO cast your net beyond people you personally know. If you know and admire someone’s work, you can get their attention by tying your admiration of them to the theme of your book. Depending on the topic you’ve written about, it might be appropriate to approach politicians, entertainers, company presidents, heads of associations or prominent people who share your hobbies or passions as well as other authors. Flattery helps, especially if it’s specific and sincere.
2. DON’T assume that the person will write a quote without seeing the whole book manuscript. I may not be typical here, but I know I’m not alone. I find it highly insulting and foolhardy when someone asks me to endorse a book I have not read or on the basis of seeing one-twentieth of the contents. Remember that the other person’s credibility is on the line. For some of us, our credibility is everything.
3. DO be willing to provide a printout of the whole manuscript. As more and more work is done on computers, more and more people can’t bear the thought of reading a long manuscript on screen. They prefer to read a printed version. Some people will read a printed manuscript on the train or over the weekend at their beach house. Offer that as an option, whether or not it costs you $25 extra. Remember that the other person’s credibility is on the line in endorsing you. Go the extra mile to make it convenient for them.
4. DON’T react angrily if the person chooses not to endorse the book. Someone discussing blurbs used the expression “got stiffed” in reference to someone who declined to provide an endorsement. The people you are asking for endorsements owe you nothing. Be gracious about a refusal and do not argue with any unsolicited feedback you receive. I’ve been asked to endorse some books that, to my mind, were clearly very far from being ready for publication and got roundly cursed in very colorful terms for my refusal. Ten years later, I remember those incidents very clearly.
5. DO follow up if you don’t hear anything. In most cases I look at the book or manuscript immediately when I receive it. But I’m not always in the mood to write the endorsement immediately. I have three projects in my office right now in that category, where if someone had followed up promptly after sending me the review copy, I would have put my thoughts together for them. More than half the time when I am asked for an endorsement, there is no follow up at all.
6. DON’T send anything riddled with errors. Whether or not there’s a disclaimer on the galleys/proofs/manuscript that it’s uncorrected, if I am constantly distracted by typos and factual mistakes while reading I will put it aside permanently. Remember, the other person’s credibility is on the line in endorsing you, and no one wants their blurb to show up on a printed book that is as uncorrected as the version sent out for endorsements.
7. DO offer unsolicited endorsements yourself when the opportunity arises. I just sent one off this morning. It sends positive energy around the planet, can spark a potential beneficial business relationship and sometimes triggers curiosity about you in someone who reads your printed blurb.

Happy blurb hunting!

Marcia Yudkin is the author of 6 Steps to Free Publicity, 3rd edition (Career Press) and 10 other books. Sign up for her free Marketing Minute newsletter to receive a free tip on creative marketing or publicity every Wednesday: http://www.yudkin.com/markmin.htm

Learn more about publishing and marketing your writing with Marcia Yudkin.