This entry is geared more towards readers than writers and editors, but I think most writers and editors would agree with what I have to say.
When a reader finishes a book, the most important thing they can do (especially if they liked it) is go to Amazon, or any other site, and review the book. Reader reviews do more to help a new book than any promotion, especially with small press titles. With large presses, a new book might have a couple of months to gain a following, but in the small press, the time is much shorter, and all small press writers are dependent upon people reviewing our work. Sometimes even a bad review can help, but obviously we prefer the good reviews. If a potential reader can read a well thought out review from an objective reader, they're much more likely to take a chance on a small press book. Most readers assume that if it's small press, the author must not be very good, but this isn't always the case, and a well thought out review can convince them to buy the book.
I think it's also important to actually review the book...not just rate it. Giving a book a star rating without saying anything about it doesn't really help...especially one and five star ratings because that just makes other readers think that someone was either being a prick (one star rating) or is a friend of the author (five star rating).
Those are just my thoughts on book reviews, so if you've read something that you liked recently, please go and review it. One review can do a lot for a small press author and several reviews can make a career...so help the small press writer out, even if it's not me...
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