As a nonfiction author, you’ve poured your expertise, experience, and heart into your book. Now it’s time to get it into the hands of readers who need it most. One of the best ways to build trust and visibility is through book reviews. Reviews don’t just boost credibility; they also help your message reach a wider audience and validate your work in a crowded marketplace.
But here’s the catch: not all reviews are created equal. From trade and critical reviews to paid professional and reader reviews, each type serves a different purpose—and comes with its own pros and cons. Understanding these distinctions will help you create a smart, intentional review strategy that aligns with your goals, whether you’re relaunching a book or introducing your first book.
Here are the four main types of reviews.
Trade Reviews
Examples: Publishers Weekly, Foreword Reviews, Kirkus, Booklist, Library Journal
What They Are:
Trade reviews are usually paid reviews written primarily for industry professionals—publishers, booksellers, librarians, and reviewers—rather than the general public. These reviews often appear before a book’s release and can help determine whether your title gets stocked, ordered, or recommended by major industry players.
Pros:
- Credibility boost: A positive trade review from a respected source can lend your book serious professional legitimacy.
- Influences purchasing decisions: Librarians and booksellers often rely on trade reviews when deciding what to carry.
- Great for pre-launch promotion: Many trade outlets review books pre-publication, helping you build early buzz.
Cons:
- Highly competitive: Trade outlets receive thousands of submissions and accept only a small percentage.
- Timing is strict: You’ll usually need to submit galleys or ARCs (advance review copies) at least three to four months before publication.
- May not reach everyday readers directly: Their audience is industry professionals, not consumers.
Critical Reviews
Examples: The New York Times Book Review, The Guardian, The Washington Post, NPR
What They Are:
Critical reviews appear in major media outlets and are written by professional critics. These reviews are not paid but are difficult to get. They focus on the literary or cultural significance of a book, often discussing writing quality, themes, and impact.
Pros:
- Prestige: A positive review in a major outlet can dramatically raise your profile.
- Visibility: These reviews reach a large, engaged readership.
- Longevity: A strong critical review can become part of your author brand for years.
Cons:
- Difficult to secure: Space is limited and competition is fierce—especially for indie authors.
- Editorial control: You have no input on how your book is reviewed.
- Unpredictable influence: Even a glowing review doesn’t always translate into big sales.
Professional Paid Reviews
Examples: IndieReader, BlueInk Review, Kirkus Indie, Clarion Reviews
What They Are:
Professional paid reviews are written by experienced reviewers for a fee. These reviews are typically unbiased (payment guarantees a review, not a positive one) and can be used in marketing materials, press kits, and retail listings.
Pros:
- Accessible for indie authors: You don’t need to go through a traditional publisher or long approval process.
- Professional quality: Reviews are well-written and credible, often accepted by bookstores, distributors, and media outlets.
- Marketing-friendly: You can quote and share them freely in promotional materials.
Cons:
- Cost: Reviews can range from $100 to $500+ depending on the service.
- No guarantee of positivity: You’re paying for a professional opinion, not a favorable one.
- Limited reach: Unless you promote the review yourself, visibility may be modest.
Reader Reviews
Examples: Amazon, Goodreads, Barnes & Noble, BookBub
What They Are:
Reader reviews come from everyday readers who have purchased or read your book. They can range from a few sentences to detailed critiques and play a huge role in influencing buying decisions.
Pros:
- Social proof: A high volume of positive reviews can significantly boost sales and ranking on platforms like Amazon.
- Engagement: They help you connect directly with your audience and see how your message resonates.
- Ongoing momentum: New reviews keep your book visible and relevant long after launch.
Cons:
- Unpredictable quality: Reviews can vary widely in tone and depth.
- Less control: You can’t moderate or remove negative feedback.
- Time-intensive: Building a steady flow of authentic reviews takes effort and reader outreach.
How to Decide Which Review Type to Target
When choosing which reviews to pursue, consider your goals and where you are in the publishing process.
- Trade reviews can build early credibility and industry awareness.
- Critical reviews can provide prestige or literary recognition. They are challenging to get but carry lasting weight.
- If you have the budget, Professional paid reviews can offer a realistic, accessible option.
- If you want to drive maximum sales and reader engagement, invest time in Reader reviews to build social proof and momentum.
Ultimately, the best review strategy often involves a mix of trade or professional reviews for credibility, and reader reviews for ongoing visibility.
Start where you are. If you’re new to reviews, begin by building reader feedback and adding a professional review when possible. If you’re preparing for a new launch—or celebrating an anniversary edition—explore trade and critical reviews to expand your reach.
Start where you are. Every review, big or small, is a way to connect your message with potential readers and influence their buying decision.
