After all the kerfuffle last year about sock puppetry (the art of authors writing their own fake reviews on Amazon and other sites), it shouldn’t really be surprising that there are some authors out there that are actually buying their way onto bestseller lists as a quick fix way to get acclaim – as reported by the Wall Street Journal in their article: The Mystery of the Book Sales Spike. People began to twig where there were repeated patterns of an initial spike, followed by the book falling almost completely off the grid. Essentially, some marketing company figured out how to work the bestseller list system, and used it to their advantage.
It would be really tempting to make use of this. There are very few ways as a new author, especially if self-published, to get exposure for your book, and there are few ways to get great exposure for your book like being a bestseller. If it is actually a good book, perhaps it would be a self-fulfilling prophecy – the faked bestseller becomes a real bestseller. I suspect that that is what the authors buying into this marketing scheme figured. And even if not, you have had the exposure and can tout yourself as a bestselling author.
when does using marketing tools become unethical?
There are many tricks to marketing yourself and your book (and many books and website dedicated to this topic). If you look hard enough, you can find websites dedicated to mutual reviews on Amazon – an “I’ll scratch your back if you scratch mine” approach, where if you participate, you can get hundreds of reviews for your book, rather than just your mum and best friend’s reviews sitting there looking a little sad. I am sure that there are other examples of marketing tools that are in a moral grey area, but at what point do marketing tools become unethical?
For me, although tempting, buying your way onto the bestseller list is not the way I would choose to self-promote. I’m not sure if I could live with myself if I “cheated” like that.