My second novel, Emerson Page and Where the
Light Leads, will be released everywhere books are sold
in less than a month on May 14th. This week I’m focused on pitching the book to
individual book reviewers. These are reviewers with popular websites and social
media accounts who primarily focus on reviewing books. I wanted to share some
top tips for authors who are pitching these reviewers:
Review their websites
There are sites like BookSirens.com that make it easy to find book reviewers.
It may be tempting for authors to just contact all reviewers on platforms like
this and let the chips fall where they may. This hurts you and it hurts all
other authors, too. Use these platforms to go to the individual websites. What
does a reviewer care about? What’s their style and brand? Would your book be
appealing to them, and if so, what you can you highlight about your book to get
their interest?
Respect the reviewer’s guidelines
By going to their websites, you will almost always find review guidelines.
Please follow these to the letter. What do they want in the pitch? What do they
not want in the pitch? What types of books and authors interest them? If they
are not a match for you, don’t contact them. Again, they are flooded with
requests. If they aren’t a match for your book, save your time and theirs, and
move on.
Respect the reviewer’s genre and format preferences
Within their guidelines, they will often define the genres and formats
(paperback, ePub, PDF, etc.) they prefer. They may also define what they don’t
want. Again, if they aren’t a match for you and your book, move on. I started
out sending my PDF as an attachment in my pitches. Then I decided it was best
to send the pitch without any attachment because the PDF is a big file and may
clog their inboxes. So just send the pitch as an email with no attachment and
include a link to your book or author website instead.
Personalize the pitch
Now that you have all this information from the reviewer’s website, personalize
your pitch. Give them everything they ask for and give them a reason to be interested
in your book. Is there something on their website, social platforms, or in
their bio that you love? Do they have a personal interest that matches with a
unique aspect of your book? Touches like that show your care and generate
connection.
Respect the reviewer’s time
Authors are strapped for time whether or not they have an agent, and whether or
not they have a publisher or have chosen to self-publish. (FYI — I don’t have
an agent and I have a publisher.) Having a book published is launching a
business. You, the author, need to do a lot of marketing and promotion of your
book. There’s a temptation to save time and send mass emails to reviewers or
take a “spray and pray” mentality. I get it. But please don’t do that. You are
asking a reviewer to give hours of their time reading and reviewing your book.
Make it easy for them to say yes by following their guidelines, preferences,
and personalizing your pitch.
Have you successfully pitched book reviewers? What are some other top tips
you would share?
Published by Christa Avampato
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
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