This article is the last in a series of articles designed to dive deeply into the world of book reviews and reviewers. Written from a reviewer perspective, my goal is to aid writers as they tread this sometimes confusing and frustrating area in the writing career.
Last week, we hashed out the good and the bad about low ratings. The previous week’s topic discussed my suggestions on how to work with book reviewers. Lastly, today’s focus covers why a balance in positive and negative ratings is desirable for increased reader reach.
A Fair Balance of Ratings Is Good
As I’ve mentioned in previous posts, I’m a book reviewer and an avid reader, and I’ve read countless reviews that other people have written. There have been reviews that I thought were fair (low ratings included), and some that made me skeptical. I’ve cringed at reviews that were quite angry, and I’ve questioned reviews that didn’t include any helpful feedback at all (such as “I’ve not read this book yet, but I know I’ll love it!”). The beauty (or curse, depending on the situation) of customer reviews is that they’re subjective and will reflect the customer’s opinion based on personal experience.
Ratings and reviews are for the customer.
Yes, ratings and reviews are helpful for the author, but the main goal is to aid consumers in the search for the right buy. Often, when readers look for a new book, they’ll read the book description, then read a few positive and negative reviews. The positives show the potential, and the negatives can clue the customer in on whether the book has undesired content or issues that could be disappointing to the reader.
Ironically, sometimes negative reviews can attract the correct readers. That has happened to me a few times! Comments like “This book is too preachy!” are going to connect the readers who like preachy content. A comment such as “This book was too sad!” appeals to audiences who like a good cry now and then. Negative reviews that share details regarding intricacies of the characters, book setting, or other aspects that the reviewer didn’t enjoy could spark the interest of a potential reader. In other words, what one reader doesn’t like, another reader may love.
What does a fair balance of ratings look like?
What construes a fair balance of ratings? Let me speak from experience that many of my 
reader friends report feeling skepticism if there are only five-star reviews for a book.
A fair balance is not necessarily in exact numbers but is achieved by a large ratio of higher ratings to lower ratings, as shown in the examples of Divergent and Redeeming Love. Simple concept, right? So, what’s my purpose in pointing out the obvious? Don’t sweat a few low ratings; they eventually happen to everyone.
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n contrast, if your balance is tipped a bit in the opposite direction, then it’s time to consider what the reviews report. Sometimes the fix can be relatively easy. For example, if Amazon readers are reporting typos, KDP will allow necessary changes in the form of an update. (Here’s a link that will help you get started if you need to update your KDP manuscript.)
Occasionally, I come across books with more negative reviews than positive reviews. A few problem areas in such situations can include: a need for more organization and editing; insensitive, explicit, or inappropriate content matter; or an established author’s drastic change in writing style.
No matter the ratio of highs to lows that are experienced, one can use feedback to learn and grow as an author.
Balance Is Effective for Sales and Needed for Credibility
Accentuateโencourage honest reviews and utilize the honest reviews.
- Don’t ask readers to avoid leaving ratings lower than five stars. Not only can it raise a question of ethics in the mind of the readers, but it also could be considered questionable by the FTC’s Review Fairness Act. If my words haven’t been convincing enough, let me repeat: honest, effective reviews that are detailed and full of thought can have a tremendous effect in reaching new readers. To be effective, reviews don’t have to be long, and they don’t have to be four- or five-star ratings, either. Honest, effective reviews add credibility for the skeptics and help convince them to buy.
- Share reviews on your social media pages and your website, if you have one. Don’t believe that only five-star reviews are effective in gathering new readers; share those really thoughtful three- and four-star commentaries when you can. I’ve read some nicely written three-star reviews that reported nothing was wrong with the writingโthe storylines just weren’t their cup of tea. In short, don’t discount a review based on the number rating attached to it.
