This message about avoiding online scams was posted on Self Publishing Support Group on Facebook on January 13, 2024 by Kevin Eastman. We felt the content was so well done, that we asked Kevin’s permission to share it with our readers. Unfortunately, the world of self-publishing is filled with predators waiting to take your money for promised services they never fulfill. We want you to be educated enough to spot them and stop them in their tracks. So, here is the article Kevin Eastman posted.
THE FOLLOWING IS FOR AUTHOR EDUCATION PURPOSES
As authors, we see many pitches from marketers/promoters claiming to be able to help you market and promote your work. Many of these marketers turn out not to be legitimate. Recently, I discovered a terrific post in another group that you can use. The original poster is an author, and with my over 20 years of sales and marketing experience, I’ve added a few things.
Highlight the following text and save it to your computer for future reference. If enough authors are educated, we can minimize the confusion, and make room for the truly legitimate marketers, who actually CAN help authors with marketing and promoting their work.
How to Spot an Alleged Phony Marketer/Promoter on Social Media
Before giving information on your book to someone, do some research on these marketers/promoters. Many of them use several different names. They often don’t deliver the services they promise, because many of them aren’t applying basic principles of marketing at all. What they most often deliver are things you can easily do yourself, and, you wouldn’t have to PAY someone.
To spot an alleged phony Facebook page, marketer, or promoter:
Check Profile Details
Genuine marketers and promoters often have a well-established online presence. Alleged scammers often have two normally “first” names, or a last name first, and a first name last. The latter is unfortunate, because many alleged scammers in the past have been identified as residing in a certain country. In that’s country’s culture, it is customary to list a person’s last (or surname) first. Sadly, because of a few, the remainder of the population of that country (who AREN’T trying to scam people) have to deal with a stigma being attached.
Other things to look for: Many of them don’t have authentic profile photos. Check for a complete profile with genuine photos, a history of posts, and regular engagement with others. Do a photo search to see if the profile photo is a stock photo. Also, check the number of followers and friends. A marketing “expert” doesn’t have “12” followers, 4 posts, and only 5 friends, if they’re good at what they do.
Evaluate Content Quality
Scammers often have low-quality graphics, and/or posts that are poorly written, odd-sounding, or in broken English. They can also contain many grammatical errors. Legitimate marketers and promoters focus on professional presentation and engaging content.
Verify Reviews and Testimonials
Genuine marketers and promoters may have positive reviews or testimonials from authors they’ve worked with. Be cautious if there are none, or if the reviews appear generic. You also have to be suspicious when every review or testimonial is glowing, and absolutely NO ONE was dissatisfied with some aspect. No marketer hits their target every time… period.
Research Their Track Record
Look for evidence of successful book marketing and promotion campaigns they’ve conducted. Scammers may lack a credible history, or positive results.
Check Contact Information
Legitimate promoters provide clear contact information. Be wary if there’s no way to reach them, or if the information seems dubious. If they only have Facebook messenger as their primary method of contact, it should raise a huge red flag. If they don’t have a website you can visit, or an independent way for you to verify their work status ON YOUR OWN is also a red flag.
Watch for Other Red Flags
Watch for commonly-used alleged scammer posts. Things like, “Authors, drop your links,” “Show off your books,” and such are commonly-used alleged scammer techniques. Some take a “softer” approach by asking questions like: “What challenges are you facing as an author?” or using a compliment as their attempted opening. Things like: “Wow! What a fantastic book!” and “May I ask you some questions about your journey?” are normally set-ups for a sales pitch.
Important note: 9 times out 10, a legitimate marketer WILL NOT approach you blindly through a Facebook post, comment, or chat. That’s not how most legitimate marketers operate. Equally as important, a legitimate marketer DOES NOT need the link to your book BEFORE they speak directly to you about your marketing expectations, or discuss marketing methods you’ve already tried (if any). A marketer who tells you they have a strategy that will boost your sales without talking to you first is LYING to you!
Additionally, NO LEGITIMATE MARKETER would guarantee a certain number of book sales. If you have a marketer promising you a specific number of sales, run the other way, immediately! You also need to be on the lookout for unusual payment method requests, excessive up-front fees, and promises of unrealistic success are all red flags. Trust your instincts, and investigate further if something seems off, or too good to be true.
Use Social Proof
Ask for recommendations from other authors who have used their services. Legitimate promoters should have a network of satisfied clients. Be leery if the marketer’s replies to your questions seem hesitant, evasive, or dismissive. Some may even get defensive, and hurl insults at you. One of the most commonly-used tactics by many of these “marketers” is to offer another sales pitch instead of answering your questions. This is another tell-tale sign that the marketer may not be operating on the level.
Look for Consistency Across Platforms
Verify their presence on other social media platforms. Consistency in branding and engagement can indicate authenticity.
Be Aware of, and if Possible, Avoid Pressure Tactics
Scammers often try to pressure you into making quick decisions. Take your time, do thorough research, and don’t rush into any agreements. If they can’t wait, simply find another marketer. A good way to look at this is: they want YOUR money, but you may not necessarily NEED THEIR expertise. There are MANY marketers, and the person is most likely NOT the only person that can do what they’re saying they can do.
Ask as many questions as you need to, in order for you to feel comfortable. If they want your business, they’ll answer your questions. If your questions become too much for them, and they get offended, then you know they were only out for your MONEY…. NOT your satisfaction. Remember this: legitimate businesspeople have no problem with scrutiny or being questioned. They accept questions and provide reasonable responses to make their clients comfortable. The alleged SCAMMER is who has an issue with these things and tries to bully their way into getting you to give them your money.
Report Suspicious Activity
If you’re unsure, report the page or promoter to Facebook. They have mechanisms to investigate and take action against fraudulent accounts.
By staying vigilant and conducting due diligence, you can minimize the risk of falling victim to phony marketers/promoters and protect yourself (and possibly others).
Thank you, Kevin Eastman!
Many thanks and much appreciation to Kevin Eastman for sharing this information about avoiding online scams with us and the world.