Traditional book marketing strategies call for mailing hundreds of review copies to reviewers at magazines and newspapers. But for a new author with a niche book, chasing print reviews can be more of a distraction than a strategy. A better way to launch your campaign is by finding 100 to 300 readers in your target audience and giving them your book. Ask them to post an honest critique on Amazon. This costs nothing more than mailing review copies to traditional book reviewers, but will likely have a bigger, more immediate impact. Here's where to find review candidates:
From Amazon's list of Top Reviewers who regularly post reviews of books similar to yours.
Amazon users who have reviewed related titles, or books by authors with a writing style similar to yours.
Acquaintances and colleagues interested in your book's topic.
Participants in Internet discussion boards and mailing lists relevant to your book.
Registered visitors of your Web site or readers of your blog.
You can find more prospective reviewers by posting a message on Amazon's discussion board dedicated to customer book reviews: