Get Marketing Help Without Being Burned (How to Vet Book Marketers)
The KidLit Creator’s Chronicle – Issue #34
Recently, one of my CBM Coaching members (thanks, Nancy!) let me know that someone was using my company (GetYourBookIllustrations) artwork to promote their company. (They cold contacted her to try and illustrate her book, and the image they are using has her book in it! Gotta love the irony.)
They’re called Storytime Publishers and they’re using our art on their Facebook page. You can go look at it if you wish.
Storytime Publishers’ Facebook header and GetYourBookIllustrations website header.
While this annoys me, my concern about the copyright infringement is small compared to my feelings about scammers taking advantage of authors.
On Storytime Publishers FB and IG, they have numerous “photos” of “authors” and “children” reading “real books” with captions like “Real smiles. Honest reviews. There’s no better feedback than a happy reader! Swipe to hear what this little bookworm loved most about their story time.”
All created by AI.
I contacted them to remove my image, and they blocked me (and kept the image up).
Sadly, scammers are getting bolder and more convincing by the day. Even authors with experience have been fooled.
So how do you protect yourself when you’re looking for help marketing your book… but don’t want to fall into the wrong hands?
In this edition, we’ll look at:
- How to spot the difference between real marketers and smoke-and-mirrors
- What smart authors look for (and ask) before signing anything
- And how to protect yourself from offers that sound good… but aren’t
So you can find the right marketing services that are helpful.
What Does a Book Marketer Do for an Author?
If you don’t know what book marketers are supposed to do, it’s harder to spot when something’s off.
A professional book marketer helps you get your book in front of the right readers, using tools and strategies you may not have time (or interest) to learn yourself. Their job is to amplify your efforts or take them off your plate entirely.
Here are a few things they might offer:
- Marketing Strategy – A customised plan based on your book, genre, and goals
- Ad Campaigns – Managing Facebook, Amazon, or Instagram ads to grow visibility and sales
- Social Media Support – Helping you build a presence and connect with readers
- Brand Development – Clarifying your author identity so it resonates with your audience
- Coaching & Training – Showing you how to market your books
- Ongoing Execution – In some cases, managing the day-to-day work for you
Not every marketer does everything, and some are stronger in certain areas than others. That’s why knowing what to look for (and what to ask) is key.
Most book marketing support falls into one of three categories:
- DFY (Done-For-You)
Someone does the work for you, whether it’s managing your Amazon ads, handling your Instagram posts, or running all your marketing. You’re paying for their time and expertise, so this tends to be the most expensive option. But it’s ideal if you want to stay focused on writing and outsource specific tasks (or everything). - DWY (Done-With-You)
You and the marketer work together. They guide you through strategy and setup, while you stay involved in the day-to-day. It’s more affordable and perfect if you want to learn while getting expert support. - DIY (Do-It-Yourself)
You’re on your own, using templates, tools, or courses to guide you. It’s the most budget-friendly option, but it also requires the most time and learning.
There’s no one-size-fits-all answer here. The right fit depends on your skills, time, and how much support you actually want.
Where to Look for Book Marketers
Find book marketers in platforms and networks that specialise in connecting authors with publishing professionals, like:
1. Freelance Marketplaces
– Reedsy
– Upwork
– Fiverr
Of all these marketplaces, Reedsy comes up on top because the platform makes sure the book marketers there have passed Reedsy’s entry vetting process and show a portfolio of at least five books.
2. Publishing Associations and Organizations
You have to become a member of IBPA and ALLi in order to access their online directories.
3. Social Media and Online Communities
- Facebook Groups
4. Personal Recommendations
Ask fellow authors for referrals or attend writing conferences and workshops to meet book marketing professionals.
How to Vet a Book Marketer (and Avoid Getting Scammed)
If you’ve ever thought, “I just want someone I can trust to help with my marketing,” you’re not alone. There are incredible book marketers out there, but unfortunately there are also scammers who prey on authors eager for results.
So how do you tell the difference?
Here’s what to look for, what to ask, and what to absolutely avoid.
Step 1: Check Their Track Record
Start simple. A trustworthy marketer has a trail of happy clients, and they don’t mind you checking.
- Look at reviews and ratings on platforms like Upwork or Reedsy.
- Click through their past jobs, number of clients, and overall satisfaction scores.
- Look at consistency. One glowing review isn’t enough. Are they delivering great work over time?
Example: Tara Lewis has 200+ jobs on Upwork with 5-star reviews. Her website and LinkedIn profile clearly list her services, pricing, and genre expertise (picture books, chapter books, MG, YA). That’s what professionalism looks like.
Step 2: Review Their Website and Online Presence
Before hiring anyone, do a mini background check:
- Do they have a professional website? Look for service descriptions, testimonials from real authors, and clear contact details.
- Can you verify their past work? Have they promoted books in your genre? Do their clients actually exist, and have they published real books? (Check Amazon, for example.)
- Are they findable elsewhere? A reputable marketer will have some digital footprint, whether it’s a portfolio, podcast interview, freelance profile, or referrals in author groups.
It’s about knowing you’re dealing with someone real, experienced, and transparent about what they do.
Step 3: Make Sure They Understand Your Genre
This part is often overlooked, but it matters.
Marketing a YA fantasy is different from marketing a picture book. So is fiction vs. nonfiction. Look for a marketer who specialises in your type of book and understands your target reader.
Ask:
“Have you worked with other [insert your genre] authors before? Can you share examples or results?”
If they hesitate or deflect, that’s a flag.
Step 4: Check the Contract
A legitimate marketer will lay out the scope of work clearly:
- What’s included
- What it costs
- Timeline for delivery
- Communication rhythm (e.g. email updates weekly, or a Zoom check-in monthly)
🔴 Vague promises like “3-month book promotion” or “seen by thousands” are a problem. What does that actually mean?
Look for clear deliverables like:
- “10 Facebook ad variations”
- “5 email campaigns sent to a 10,000-person list”
- “Outreach to 50 book bloggers”
Most reputable marketers can also share their average results.
Example: Tara’s marketing packages (ranging from $775–$875) specify what’s included for picture books, chapter books, or YA. That level of clarity makes it easier to know what you’re paying for and what to expect.
Step 5: Ask Smart Questions
Before committing, ask these:
- What kinds of campaigns do you usually run?
- How do you measure results (e.g. clicks, sales, list growth)?
- Will I get a report or update?
- How do you typically communicate with clients?
They don’t need to reveal trade secrets, but they should be able to talk about their process confidently and transparently.
Watch Out for These Red Flags
If you see any of these, proceed with extreme caution, or not at all.
🔴 Vague or misleading guarantees
Some reputable marketers offer specific, realistic guarantees, like Amazon bestseller status in a niche category, and they follow through. The problem is with vague promises like “thousands of sales,” “viral success,” or “major media exposure,” without clear evidence or strategy.
If someone offers a guarantee, ask for past results/proof and exactly what’s being promised, how they’ll do it, and whether it makes sense for your book. The more ambiguous the claim, the higher the risk.
🔴 Fake or unverified testimonials
Scammers often use fake author names or images. Google their “clients.” Search the books on Amazon. If nothing comes up, be suspicious.
🔴 Extremely high or low pricing with vague deliverables
$3,000 for an unnamed “publicity campaign”? $3 for “newsletter blasts” to mystery lists? Both are risky.
Look for marketers who price according to the actual work being done and can explain it clearly.
🔴 Paid or incentivised reviews that break Amazon’s rules
Amazon strictly forbids paid reviews. It’s okay to pay a service to help connect you with reviewers as long as the reviewers aren’t being paid or pressured to leave a review.
What’s not okay? “Guaranteed 5-star reviews,” offers to “buy” reviews, or any service where payment is tied to the act of reviewing. These violate Amazon’s terms and can result in your book being pulled or your account banned.
Legitimate services (like ARC programs) focus on reviewer access, not review outcomes.
🔴 Urgency tactics
“Only two spots left!” “Deal expires tonight!” Reputable marketers don’t pressure you. They give you time to ask questions and make informed decisions.
Bonus Tip: Use Writer Beware
If something feels off, visit Writer Beware. It’s a regularly updated database of:
- Scammy services and individuals
- Impersonators (posing as real publishers or agents)
- Marketing and publishing frauds
You can also email them directly with the company name and offer you received:
[email protected]
Why Most Publicity Packages Don’t Work
(and What to Do Instead)
Let’s challenge a popular myth in book marketing:
“If I just spend enough on a big publicity package, my book will take off.”
But many splashy, expensive packages deliver very little, because they’re generic.
A press release in a low-traffic “news” site, a feature on a podcast no one listens to, social media posts to bots… none of this builds a loyal readership. These packages are often fluff.
They’re not strategic.
A good campaign must always ask: Who’s the audience for this book? Where do they hang out? What do they actually respond to?
It has to be targeted. (Don’t throw spaghetti at the wall to see what sticks.)
Paying thousands to fling your book into the void is not a good investment.
A print ad in Publishers Weekly might sound impressive… but if your ideal reader is a parent browsing Instagram or a teacher on Pinterest, it’s the wrong channel entirely.
Real results come from reaching the right people in the right places with the right message.
Real-Life Example
When author Alina Adams was approached by a so-called book marketing service, the offer sounded promising: guaranteed sales, glowing reviews, and even features in major outlets like The New York Times. They pointed her to fake Instagram testimonials from famous authors, all carefully created to look real.
Something felt off. So Alina asked for proof, but she got vague replies and a questionable contract. She decided to test the waters and sent $175.
The next day the website, Instagram account and Venmo handle had all vanished.
Fortunately, Alina was able to recover her money, but she shared her story as a warning to others. Always verify a service’s credibility, no matter how convincing they appear. Fake reviews, social media followers, and glowing testimonials can easily be fabricated.
Over to you!
Have you been pitched by a marketer you weren’t sure about? Do a mini background check on them now (even if just as a practice run) and/or go have a look on Writer Beware!
You can get expert marketing support, and your book deserves someone who treats it with the same care and professionalism you do.
The right marketer won’t promise the moon or hide behind vague packages.
They’ll be transparent and focused on what actually works for your audience.
So if someone pressures you, overpromises, or won’t explain what they’re doing, walk away.
There are good marketers out there, and now you know how to find them!
