Shark-Infested Waters: How Writers Can Spot Scammers and Find Real Support - Tools For Authors
The work of an author can be a solitary experience, filled with quiet hours of creation, introspection, and the deep vulnerability of pouring your heart onto the page. But once those words are ready to be sent out into the world, a new, exciting, and sometimes overwhelming chapter begins: sharing your story.
This is a time of intense hope and anticipation, especially for aspiring authors or those who have just released their first book. We dream of our words resonating with readers, of connecting with a community, and of seeing our creative vision realized. This dream, however, can attract not only genuine support but also some pretty shady characters.
Just a few days after setting up my author page for Ink & Asana, my upcoming book and brand focused on the integrated practice of writing and yoga, I was immediately approached by a flurry of "book promoters," "marketers," and "book clubs" – all promising swift success. One of the “book clubs” was a “Fantasy and Horror Book Club”, but they were “intrigued” by my book as it “quickly caught our attention”. They were very complementary, telling me, “the way you intertwine yoga, writing, and healing drawing from personal experience and transformation offers a beautifully grounded and inspiring approach to creative self-discovery.”
Yeah. That really sounds like something your “Fantasy and Horror” book club members would be super interested in. But even if they were smart enough to approach me with a relevant “book club”, I always err on the side of trusting no one.
It was clear: these obviously weren't legitimate offers, but rather scammers attempting to prey on authors' dreams. Turns out, there is a scam for everything, so we’d be wise to proceed with extreme caution.
This experience, while frustrating, highlighted a critical need: a guide outlining tools for authors to navigate the windy path from solitary writer to published author. How do you discern real opportunities from deceptive traps? How do you protect your precious work, your finances, and your energy from those who seek to exploit your passion?
In this article, we’ll explore the common red flags of book promotion scams, give you the tools to vet and verify potential partners, and guide you toward finding actual professional, supportive resources that will genuinely help you flourish as an author.
The Scam: Common Tactics & Red Flags
Scammers thrive on ambition and inexperience. They understand the aspirations of authors and expertly craft their pitches to hit those emotional touchpoints. Here’s what to look out for:
"We can make you a bestseller!" (or another unrealistic promise) This is perhaps the loudest alarm bell. No legitimate marketer, publicist, or book club can guarantee bestseller status. The publishing world is unpredictable, and while good marketing can increase your chances, any promise of a sure-fire spot on a bestseller list is a blatant lie designed to lure you in. Be deeply skeptical of anyone making such claims.
Urgency and pressure, such as, "Sign up now or miss out!" Scammers love to create immediate, artificial deadlines. You might receive emails or messages pushing "limited-time offers" or insisting you act "today only" to secure a special rate or spot in a promotion. This tactic is designed to prevent you from doing your due diligence and researching their claims. Legitimate services will offer clear timelines and allow you ample time to consider your options without aggressive pressure.
Vague services & high prices, like when a "promoter" can't clearly articulate what they will do for you – beyond suspicious phrases like "massive exposure" or "reaching millions" – is another red flag. Be wary of exorbitant fees for services that lack specific deliverables. A real marketing plan will detail specific actions, platforms, and expected outcomes, even if results can't be guaranteed.
The unsolicited (and unprofessional) approach is a sure sign of a scam. Legitimate professionals rarely cold-message authors on social media (or via email, as my would-be “book club” did). Scammers, however, use these as their primary hunting ground. They'll often send identical messages to dozens of authors. Pay close attention to the message itself. Is it addressed to you personally, or does it feel like a template? Are there spelling or grammatical errors? A professional's first impression will be polished; a scammer's is often rushed and sloppy. The “book club” email I received was an exception: addressed to me personally and even quoted a blurb about my book (which they obviously found on my website), and contained a gentle offer to “spotlight” my work. And even if you think that it’s legit, do you really want to work with a partner that has to solicit authors? Don’t you want a professional team that is so good and valuable that authors go to them (and not the other way around) through verified resources?
The fake "Book Club" or "Reviewer", like one of my would-be scammers, is a common tactic involving someone claiming to represent a large book club or be an influential reviewer. They'll ask for a free copy of your book (which is normal) but then follow up with a request for a "reading fee," "submission fee," or "promotional fee" to guarantee a review or feature. Real reviewers and legitimate book clubs do not charge authors for reviews. Their credibility is built on unbiased opinion, and charging a fee destroys that.
How to Vet and Verify: Tools For Authors
Now that you know the red flags, how do you proactively protect yourself? Shift from a reactive defense to an empowered offense. I just ignore those emails and messages, but you can also do some research to see what’s up.
Google it. Before you reply to an email, copy and paste the company name, the person's name, and their email address into a search engine. Add words like "scam," "review," or "complaint" to your search. The results will often be very telling. The writing community is great at calling out bad actors.
Check with industry watchdogs. Organizations like the Alliance of Independent Authors (ALLi) maintain a vetted services directory. Consulting resources like this can save you a world of trouble.
Demand transparency and professionalism. Look for a professional website with clear, detailed descriptions of their services, pricing, and a portfolio or list of past clients. Can you find the books they claim to have promoted? Do the testimonials seem legitimate? A real business is proud to showcase its work.
Ask for references: Don't be afraid to ask, "Could you connect me with one or two authors you've worked with in the past?" A legitimate company will have happy clients who are willing to vouch for them. A scammer will make excuses. But if they do provide references, be sure to vet the authors too.
Trust your gut. This is where your writer's intuition comes into play. If a conversation feels off, if you feel pressured, or if the promises seem too good to be true, they are. Your inner voice is a powerful guide. A legitimate business partnership should feel collaborative and respectful, not desperate or coercive. Give yourself permission to simply say "no, thank you" and walk away.
Finding Real Support: Where to Look for Legitimate Help
The good news is that the literary world is filled with passionate, genuine people who want to help authors succeed. Shake off those spammy messages, and focus your energy here:
Professional author organizations: Joining groups like the Author's Guild or the Alliance of Independent Authors provides access to vetted resources, educational materials, tools for authors, and a community of peers.
Reputable freelancers on vetted platforms: Websites like Reedsy (I’ve personally worked with 2 fantastic professionals that I hired on Reedsy) or Upwork (with careful review of profiles) have professionals with public-facing portfolios and reviews. Look for specialists in your genre.
Author communities and networks: Participate in online forums, Facebook groups (like 20BooksTo50k), and local writing groups. The best recommendations often come from other authors who have firsthand experience. Be careful here too, however, as at least one of the scammers I encountered is in a Facebook group that I joined.
Building your own platform: This is the most powerful, scam-proof marketing tool you have. By authentically sharing your journey, providing value (like this blog post!), and slowly building a community around your brand—in my case, Ink & Asana—you create a direct line to your readers. It's a marathon, not a sprint, but it's the most rewarding path.
Writing a book is an act of courage, especially if your story is a personal one. It’s a piece of your soul that you are choosing to share with the world. That creative act deserves to be protected with mindfulness and integrity.
The allure of a quick fix is strong, but the most enduring success is built on a foundation of authentic connection and smart, informed decisions. By learning to spot the red flags, trusting your intuition, and seeking out genuine communities, you can safeguard your work and build a writing life that is as resilient and rewarding as the stories you tell. Your journey is yours to own—don't let anyone hijack it with false promises.
-LC
