Given the wide proliferation of AI-generated scams we are seeing as a publisher, we have put together some basic guidance below to be aware of fraudulent communications. You can also consult the website of the Author’s Guild as they are continuously updating their resources for authors. If you receive a cold communication in relation to your book, please always treat that message or email with extreme caution.
Scams impersonating media
Publishers and authors are regularly reporting receiving emails purporting to be from media personalities looking to interview authors of published books. These emails can be very convincing in that they use the logos of real media companies like the BBC, and the first email does not mention any monetary exchange. They flatter authors by describing their book’s argument in a compelling way (usually with the assistance of AI), and they sometimes string an author along so far as to record an interview online. The introduction of payment being made (‘to maximise availability online’ or ‘to promote to a wider audience’) can come quite late in the chain of communications. It is always best practice to verify any media enquiry to ensure its validity. Here are some basic tips:
- Remember that radio or tv hosts do not reach out to possible guests directly. Someone from their production team would be making the first approach.
- Check the email address carefully because scammers often use addresses similar addresses to the official one, or they just use a commonly used trusted service such as Gmail. See if the email naming convention matches the media company.
- If you are a Hurst author and not confident if such an email is genuine, you can always run it by our Publicist, Jess Winstanley.
Scams claiming to boost your book’s visibility
Publishers and authors are also receiving a variety of email scams about boosting the ‘visibility’ or ‘reach’ of a book (both published and not-yet-published titles). As above, these pitches are designed to impress the author with a sensitive analysis about the book’s content, an argument for its wide readership, and then an offer of specific solutions to maximise the book’s potential. Again, no mention of payment is made in the initial approach. In fact, the first email might explicitly state that the sender is offering a free service. These emails might claim to be from leaders of reading groups on Goodreads, ‘book visibility analysts,’ ‘author discovery strategists,’ etc. The initial cold approach might be quite brief (followed up with a more detailed email), but usually we find they are lengthy emails, giving weight to the impression that the pitch is well thought out and considered. These are AI-generated communications that often share the following characteristics:
- Breaking up the content with subheadings, possibly in bold or possibly in the form of lists/bullet points.
- The introduction might start off with the idea that they came across your work while doing research or that they were looking at a genre that involved your book. Or they might begin with a flattering statement such as, ‘Firstly I want to acknowledge the work you have put into your writing.’ Occasionally, they dive right into specific content in a dramatic way (quoting a moment in the book), which hooks you in.
- They make wide-ranging claims about improving the book’s visibility on Goodreads, Amazon, BookTok, Instagram, etc.
- They often set out detailed plans that sound plausible about reaching new readers via influencers, podcasts, book clubs, and so on.
- Common buzzwords include: ‘discoverability,’ ‘spotlight,’ ‘visibility architecture,’ ‘forensic audit,’ recommendation behaviour,’ ‘ARC strategy,’ ‘positioning,’ etc.
- If you are a Hurst author and unsure if such an email is a scam, you can always run it by Rubi Kumari, our Sales & Marketing Executive.
Scams impersonating Hurst staff
We have received reports that individuals impersonating editors at Hurst Publishers have reached out to authors to ‘develop’ their manuscripts. Such emails often come from gmail addresses not affiliated with our company. Please keep in mind the following facts:
- Hurst Publishers does not ask prospective authors for any form of payment or bank account information as part of the manuscript process.
- Hurst Publishers does not partner with third-party companies that provide editorial or marketing services to unpublished or self-published authors.
- Hurst Publishers staff communicate exclusively through email addresses ending in ‘@hurstpub.co.uk.’