What To Expect From Marketing Companies
If you're an indie or self-published romance author wondering whether hiring a book marketing company is worth it—you've come to the right place. In this guide, we're breaking down exactly what to expect from a romance book marketing company, what red flags to watch for, and how to find the right fit for your book. Whether you're planning your debut launch or your fifth release, understanding how ethical book marketing actually works could be the difference between a campaign that flops and one that gets your story into the hands of readers who will love it.
Hi. We're Hawthorn & Aster, an ethical, queer-owned marketing company that specializes in romance. We're on a mission to authentically diversify the literary industry by platforming otherwise underrepresented voices—one book at a time. Romance belongs to everyone, and we're here to prove it.
Over the past two years since opening our doors, we've become uniquely intimate with the highs and lows of indie publishing. We've worked closely with authors at all stages—debuts to established names, on standalones and five-book series.
So when we say we know that you wear too many hats, we know. The marketing hat being the biggest and most exhausting of them all. For that reason, marketing is one of the easiest (and most powerful) services to outsource. But what can you really expect from working with a marketing company? What hides behind all those flashy industry terms, metrics, and fast-talking salespeople?
We're fully aware that we're going to make some people really mad right now, but 🤷♀️
Marketing companies should be expected to do one thing and one thing only: get your work in front of the right consumers.
That's it.
Notice what we didn't promise? We didn't promise sales, reviews, or conversion.
Why? Because ethical marketing companies are working with the greatest unknown quantity: human beings.
Reviewers and consumers are the most unreliable variable in marketing. Their participation and interest shifts based on what's considered "upmarket," the time of year, the social climate, a rogue tweet—you name it. Promising a certain number of reviews means claiming autonomy over living, breathing people. Which seems strange, right? How can anyone guarantee a certain number of reviews if those reviewers aren't paid or compensated in some way? (Don't worry, we'll tie up that loose thread in a bit.)
We Get It: No Promise of Reviews Sounds Fishy
No one wants to spend money without a guaranteed return on investment. Trust us, we get it. But here's the problem.
You're not purchasing reviews. You're investing in expertise, greater reach, and labor that you aren't doing yourself.
Purchasing Reviews is against vendor TOS
Full stop.
"Incentivized reviews" can take many shapes—sometimes it's Amazon gift cards, sometimes it's cash payouts. The long and short of it is that any form of compensation to a reader is considered a falsified review, and can result in very real, very scary consequences: your book being removed from platforms, or you being blacklisted by your vendors.
This includes "marketing companies" that you paid to distribute your book on your behalf.
Now, Let Us Be Clear
Some marketing companies have incentive programs—like ours—where people participate in promotional events to earn points or credits toward goods (signed copies, merchandise, etc.). This is not the same as direct compensation for a review, because there's no direct link between your book and an exchange of money.
So, let's get to the heart of things:
Is It Really Worth It to Book a Marketing Company?
Unequivocally, yes. They have the reach. They have an engaged audience that wants to work with authors like you. They have the resources, skills, and knowledge that let you sit back and breathe while they do the heavy lifting.
It is worth it. But only if they're the right company for you.
Not every company can market every kind of book—especially smaller, more boutique à la carte companies. And not every company has an engaged readership, despite what their follower count might suggest.
How Can You Tell What Company Will Work Best for You?
Research.
Scroll through their socials and see what kind of content they usually create. Are you a dark romantasy author but see nothing but sweet contemporary? Probably not your people.
Reach out to an author they've worked with! It's awkward, sure, but you might even make a new friend out of it. A former client will answer your questions more directly and objectively than the service provider ever could.
Not up for that? Check out their testimonials page. Do they have a fair number of reviews? Do those reviews speak to the things that matter most to you?
And after all that, if you want to talk to them: query before you book. I'm serious.
Ask a few targeted questions:
"I have a book in [x genre] that I'm looking to release in [month]. Is your readership interested in this kind of story?"
"Can you tell me how similar titles have performed for you?"
"On average, what percentage of people who sign up to leave reviews follow through?"
"What is your vetting process, and what happens if my book performs below expectations?"
"As part of onboarding, will you flag any reasons my book might not be marketable to your audience?"
Red Flags: What a Marketing Company Should Never Ask You to Do
It's important to know what's market standard and what isn't. Not only does it protect you—it protects the company you're working with. So, here's the skinny:
A marketing company should never:
Ask you to commit to long-term projects—like ad campaign management, ARC team management, or book tours—without a contract. Some à la carte services like blitzes or blasts may be exempt due to their smaller scope, but anything requiring long-term management and a sizable investment should come with a contract that clearly outlines everything.
Push you to sign a contract while you're still unclear on the service. During onboarding, you should have an in-depth conversation about your goals, what the provider can offer, and a custom strategy for your campaign (if your package includes one). Don't sign until the scope is clearly defined.
Lock you into vague but punitive exclusivity arrangements. If their goal is your success, they'll welcome working alongside another company—and the best ones will offer to collaborate. (Note: PR agencies, which are different from marketing companies, do tend to have exclusivity clauses.)
Ask for access to your backends, including Amazon KDP, Draft2Digital, BookBub, etc. Some platforms penalize third-party access, which can result in account termination. It's also a legal risk, as they'd have direct access to your personal and financial information.
Ask you to violate another vendor's TOS. For example: requesting a BookFunnel link when your book is already enrolled in Kindle Unlimited. Sharing that link while enrolled violates Amazon's exclusivity clause and can get your book blacklisted—or in extreme cases, your account terminated. Do not violate a contractual agreement for the sake of a marketing company.
Promise a specific ROI. Ethical marketing companies can only offer projections—which are theoretical numbers, not promises.
Push you into a high-pressure sales call. You can weed out a lot of bad actors early by declining the initial discovery call. If they respect your comfort level from the start, chances are they'll continue to.
Tell you to change everything about your work—unless that's the specific service you booked, or they're an exclusive company that only takes select clients.
Make you feel uncomfortable or unheard. Full stop.
Long Story Short
À la carte marketing companies are excellent tools for authors who are overwhelmed by the marketing process and need a little extra boost. Working with one extends your reach to audiences you wouldn't ordinarily find, with professional, polished ad copy doing the work for you. You'll also get to take your foot off the metaphorical gas and breathe a little leading up to your launch.
But only if your marketing company is working for you.
Remember: your success is also your marketer's success. You should feel like they have a genuine, vested interest in getting your book out into the world. And if you don't?
Come find us. We take your success very personally.
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