Playing the Name Game of Endorsements

My Dear Readers,

I have a book, written with my friend Matt Mikalatos, that hits the shelves October 17. The process of seeking endorsements – the blurbs on the back, inside, and sometimes on the cover – began a few weeks ago. A PDF of our edited but not typeset manuscript was sent/is being sent to leaders in the Church – progressives, conservatives, authors, pastors, organizational leaders, etc. Because our book, Loving Disagreement: Fighting For Community Through the Fruit of the Spirit, is about engaging in disagreements we are intentionally looking for people with a variety of theological and political views, representing the diversity of the Church. I suspect even I may be surprised at the endorsements because hopefully some will come from people I disagree with but believe in book. 

Recently the topic of book endorsements, particularly within Christian publishing, has come under scrutiny because of a soon-to-be published book containing dangerous theology and uncomfortably weird analogies was endorsed by several prominent authors and pastors. Their endorsements raised questions about those blurbs and the process of vetting both the book and the blurb.

I’ve written elsewhere about Christian publishing – how that process played out for me and how it could play out for other aspiring authors. I thought I’d add my one cent here about the game of endorsements.

It’s a business and a ministry and a business

Please remember that Christian publishing is still a business. Even if the publisher is the publishing arm of a non-profit, book publishing is a business. 

So when it comes to endorsements I have found it complicated. As an Asian American female Christian author, I am often asked if I would read a manuscript and offer an endorsement. When I first started down this road of Christian publishing almost 20 years ago, Twitter + IG did not exist. Smart phones did not exist. But that did not mean Christian authors weren’t building platforms. They were blogging and building email lists. They were speaking at conferences that kept getting bigger with more stage production and building email lists. So when five completely unknown Asian American women were getting ready to send More Than Serving Tea out into the world, we were asked to think about prominent Asian American church leaders and academics to give our book credibility and possibly connect us to more readers and networks.

In this recent situation I have been reading a lot of comments about how endorsements are an awful game and authors and readers shouldn’t play. I’m not sure how I can fully divest myself from the game when I am months away from publishing another book and waiting to hear from the more than two dozen folks we have reached out to for endorsements. I’m not sure how as a reader I can fully divest myself from not only turning to friends for recommendations but also looking at endorsements to see if others I respect have signed off on a book I’m thinking about reading. I’m not going to only trust the librarians’ or a pastor’s recommendations if the librarian or pastor doesn’t read books written by authors of color. As a reader, I look for endorsements from other authors and leaders of color, particularly women of color. 

But as an author, I have learned that the game is also networking. Don’t roll your eyes. We all do it. How else do you make friends? How do you find out about summer camps for your kids or possible job leads when you’ve had it with your current boss? How do you find a church in a new community? You lean into your network. And as an Asian American female author, my network and my own platform carry a different weight and carry me.

Let Me Explain and Ask a Few Questions

I know that many of you started following me back in 2016 after authors like Scot McKnight and Rachel Held Evans blurbed about More Than Serving Tea on their own blogs. Now I have no idea if those blog posts generated sales, but for me as an author their posts opened up networks. Scot and Rachel became  people I considered friends and allies. Scot taught me about honoraria and how to ask for what I deserved and needed. Rachel connected me to possible agents and gave an endorsement for my book Raise Your Voice. That came about as a result of the game.

But what I have found is that when I, as an Asian American female author, endorse a white author’s book I am offering a level of credibility. In the crudest way possible, my endorsement can be a stamp of Asian American approval. I have consistently turned down requests for endorsement from white authors I do not know. My priority is to endorse women of color, especially new authors, because the game wasn’t developed with us in mind. That is how I play the game. That is how I have chosen to leverage the little bit of influence and power I have and how I manage my time. 

I am also relying on my network of authors of color and white authors I know and trust to be the first ones I ask for an endorsement. Why? I respect them. Their words carry weight and influence. As an author I believe in my work and I want as many reader to buy and read my books. I will always write, but writing a book? That’s a different beast than writing for myself and for the love of my craft. Personally, I want my books to sell and while an endorsement alone doesn’t sell books, it is a stamp of credibility. I don’t know what other ways an author has to signal to potential readers that our words are worth a chance. What draws you into a book? A beautiful cover? A provocative title? Do you read the endorsements? If so, why? If not, why not? Short of reading the book, what helps you, My Dear Readers, decide to buy and read a book?

And one day I may make a mistake. One day my beliefs may change (many of my beliefs have changed since my first book). One day the beliefs of an author whose book I endorsed may change. I’m not sure how to handle that except to say that is part of the risk we authors take when we send our words out into the world. They are frozen in time and do not move and shift with us, which is why we keep writing and we keep reading.

Back to the Game

Some folks have commented that endorsements can be bought. No one has ever tried to buy my endorsement, and I have never tried to buy an endorsement. I can’t imagine making enough money off of a book contract to give some of it away to buy two sentences, but I can see how that might happen. While many Christian authors have gone the way of Substack and other platforms, there was and might still be folks who sell posts on their blogs and platforms. Some of the “guest posts” on other spaces might be paid for, and you will never know. So if we are going to interrogate endorsements, and I think it’s fair, let’s look at it all, including the platforms. Again, I’ve never charged anyone for a mention of their book or for the chance to post on my blog. But I know for a fact there are Christian authors who “share” their platforms for a price. 

Endorsements when done in a perfect world are written after the book is read and some of the outrage in this current situation involving a book about sexuality and the church is that endorsers may not have read the entire book. That is not my personal practice and I suspect many of us will make sure we spend even more time reading manuscripts before we write our endorsements, but I do have a request of you, My Dear Readers. Please consider how you also play into this game with your reviews (or lack of) and words on the interwebs. Did you love the book? Please tweet about it. Review it on Goodreads. Post a photo of the book with your pet. Ask your library to carry the book and then go check it out.

I’m not sure what if anything will change with endorsements, but I want to remind all of us that Christian publishing is still a business.

The cover. I love it.

 

 

Platforms and #RubyWoo Lipstick

I’m not actually a high-maintenance woman (you can ask my husband), but I can look like one. I love doing my nails and applying sheet masks, and I always have on eyeliner. Red lipstick has always been my fav so if you follow me on Twitter you might have caught wind of the #RubyRevoWootion. #RubyWoo is my new favorite red lipstick and it’s less about lipstick and more about connections, platforms, voice, and sisterhood.

And it all started with me trying to not think about my book. My book manuscript is in the hands of my editor. He told me to mentally put it away and not think about all the things I already want to change, add, delete, etc. so I could come back to the editing process with an open heart and fresh eyes.

So I jumped right into dreaming about launching the book, about holding the finished product in my hands, and sending it out to a group of trusted friends and “influencers” who will leverage their “platforms” or circles of influence (which I write about in my book!) and cheer me and my book on by posting Amazon reviews, writing blog posts about my wise and winsome words, and sharing stylized photos on Instagram of my book on their table with the little freebie I give away.

(Insert sound of screeching brakes.)

In the world of Christian publishing I have generally only seen white female authors do what some call the “influencer box” – the box with the book, a lovely note, and a lovely gift packaged with the pretty crinkle-cut scraps of paper that make me want to order french fries in a color to match the cover. It wasn’t until my friend Deidra Riggs, who also is Black, sent out her first book “Every Little Thing” with a beautiful bracelet and matching set of notecards had I been the recipient of an influencer box and learned another nugget about the Christian Industrial Complex and marketing to Christian women (and by Christian women it’s usually geared towards white Christian women).

So I dreamed and vented with friends Deidra, Jo Saxton, and Amena Brown launching off of a Twitter thread about giving up platforms to return to the “work” of discipleship.

Building or obedience? Or both?

I don’t see building up a platform or giving it up as inherently good or bad. I do believe that if God has given you the talent and gifts to teach, preach, speak, and write and you don’t do it you will probably have a conversation with God about what you did with those talents you chose to bury. Personally, I have not set out to build a platform for myself. This space, my “voice” and influence has been 25 years in the making, maybe longer, and it has been a call to discipleship and obedience sometimes at great cost and indescribable blessing. This work of writing and speaking and in the process building a platform is about discerning what God’s invitation is to me, my family, and my community. How will I steward the gifts, talents, connections, and influence I have?

And in talking with my friends we agreed that the journey is very different for women of color. VERY DIFFERENT.

That is probably a blog series or a book alone. Just trust me, My Dear Readers. The journey is different for women of color no matter how many similarities all women have.

Back to the lipstick

So we come back to my soonish-to-be-published book and my hypothetical influencer box. I wanted “the gift” to reflect me and my voice and, though the book isn’t a “woman’s book,” I did not want to shy away from the fact that the power of my voice comes my living into my female voice.

My hypothetical influencer box would include a single-serving bottle of champagne (because launching a book is a celebration, and I love champagne) and a tube of lipstick.

But as My Dear Readers who wear makeup already know, makeup is tricky and lipstick colors get trickier. Women of all skin tones grow up with different messages about wearing makeup – when you can, if you can, what it means, etc.  And how do you find a lip color that looks good on a group of racially, ethnically diverse women? Because if an imaginary donor or book launch fairy godmother was going to help pay for a tube of lipstick for my influencers it better work for my dark-skinned friends as well as my light-skinned friends because I am not color blind. And, I am that friend who would tell you that that color doesn’t look good on you.

And that’s how and why I started tweeting and asking around about MAC cosmetic’s #RubyWoo. I think it was Jo who mentioned the specific color to me around the time I had Googled “is there a universal red lipstick” where the first article was about #RubyWoo.

And then Deidra started this Twitter thread about “Women I’m for:” with an ever-growing list of amazing women with their own circles of friendships and spheres of influence. I’m no marketing genius, but that thread of women have opinions so I asked if anyone had a connection to MAC or wore #RubyWoo. Maybe I am a marketing genius (where is that commission check, MAC?) but now that thread includes about 50 very diverse women trying on red lipstick for the first time, posting a photo of themselves wearing #rubywoo, and feeling like they are a part of something big and new and fun and beautiful because we are part of what I’m calling the #RubyRevoWootion.

So if you want to join the #RubyRevoWootion just put on that bold red lipstick (or put on whatever makes you feel empowered and fierce and speak up. Love one another boldly. Cheer on one another fiercely.