Despite all the algorithmic nonsense that rules our online lives, the best marketing tool remains word-of-mouth recommendations.
I’ve been thinking about this a lot because my books aren’t in bricks and mortar bookstores or libraries. Yes, I want to get paperback editions out, but that’s a 2026 goal and, even then, there’s a heap of hurdles before my paperbacks appear in-person (so to speak).
You see, in bookstores and libraries the booksellers and librarians advocate for books. They stock them and they promote them.
But when you’re online, your advocate is an uncaring bunch of algorithms and—vitally—real people.
Reviews from real people (as opposed to those from Scammer-McScammer-Mucky-Faces) teach the algorithms and make them unbelievably more effective at putting an author’s books in front of the right readers. Consequently, reviews are angel feathers from heaven for authors, especially for indie authors.
But even better than reviews are recommendations. When someone mentions my books to a new reader I swear, an angel gets their wings!
Looking at what I’ve recommended recently—not just books—reveals something fascinating. It took a bit of digging and self-reflection, but I persisted with the question of why I recommend so few things.
Recommendations require you to share part of yourself. A recommendation reveals what you value. If something left you happier, healthier, braver, or whatever the experience was, recommending it to someone permits them a peek into your life and soul. You’re inviting them to know you.
For some people being known is a thrill. Chasing intimacy is a joy in their life. However, for others of us, being known is scary. The truth is, though, that being known is the only way to build genuine, enduring connections. So, take a leap occasionally and share something you value with someone you value. A recommendation is a gift.
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