The best (and worst) times to reach out to competing authors

You should make friends with authors who write in the same sphere as you, even if your approaches differ or your books compete. Why? Because readers of competing books are far more likely to want to read yours — and because together, you’ll be defining a perspective worth considering and publicizing. And, of course, because they can help promote your book.

But reaching out to a competitor, especially one that’s more well-known than you, can be challenging. You don’t want to appear blatantly self-interested in riding their coattails; instead, you want to communicate mutual respect regarding your respective contributions about the topic you share. What matters most is the timing of your approach, because these relationships are built well in advance of your own book’s publication. Here are a few ways to make the connection, sorted from most to least effective.

Review their book

What: Write or record an honest and insightful review of their book and post it on your blog, as an article on LinkedIn, on your podcast, on Amazon or Goodreads, or in multiple places. Tag the author when you promote your review on LinkedIn.

When: Ideally, soon after their book comes out, but this can also be effective later on. Just don’t do it a week before your book comes out, or it will appear to be what it is: a ploy to get the author’s attention.

Effectiveness: Unless the authors is extremely popular, they’ll likely notice what you wrote. This is an effective entree that you can follow up on later with a request to review or mention your upcoming book.

Interview them for your book

What: Reach out for an on-the-record interview with the other author with the intention to quote them in your book.

When: While you’re writing.

Effectiveness: This is a great way to start a relationship and demonstrate mutual respect. It costs you nothing and will actually improve your book. And if you reach out later and ask for help promoting your book, they’ll be far more likely to be receptive.

Ask them for a blurb quote

What: Email the other author and ask for a blurb. Offer a pre-release copy of your book for them to review.

When: When your writing is done, but at least a couple of months before your publication date.

Effectiveness: This is unabashedly self-promotional, but offering the prerelease copy is an effective way to communicate, “I trust and respect you enough to show you the book before the public sees it.” It is often effective, not only in securing the blurb quote, but in starting or deepening the relationship.

Ask for a promotional mention after your book is published

What: Contact the other author and ask them to mention and promote your book.

When: Close to or after your publication date.

Effectiveness: Unless you’ve already established a relationship with the tactics mentioned above, this is unlikely to work. It communicates, “I don’t know you, but I’d like to exploit your following.” That’s disrespectful and is likely to backfire.

Have your publicist reach out

What: Have your publicity firm contact the other author and ask them to mention and promote your book.

When: Close to your publication date.

Effectiveness: If you have no existing relationship with the other author, this is insulting. First, you’ve communicated that you’re so important, you need to have other people do your outreach. Second, it’s a naked ploy to get attention. If you’re looking for a way to make enemies of your fellow authors, this is a great way to do it.

What you can learn from all this

Relationships with fellow authors pay off richly. But you have to invest in them. Plan ahead and act respectfully, and you’ll not only make a friend, you’ll cultivate a promotional asset. But wait until the last minute and offer nothing in return, and all you’ll do is prove you have no respect for a colleague — and alienate yourself from the broader author community.