Following Up on Book Endorsement Requests (Without Feeling Awkward or Pushy)

I recently wrote about why book endorsements matter and how you can approach them without stress, so today I wanted to cover following up on book endorsement requests and how to do that without feeling awkward or pushy. 

As I stated in my previous post on the topic, book endorsements matter, not because they elevate your status as an author, but because they are social proof that your book is worth reading. Just like with reviews, a book endorsement speaks to your readers, signaling that your book is worth taking a chance on. When these endorsements come from a trusted voice, like an author of the same genre, or an expert on your topic, they hold even more weight. These book endorsements matter most when a reader doesn’t already know the author. 

Getting a book endorsement is a process and part of that process is following up on your book endorsement requests.

The Uncomfortable Middle: When You’ve Sent a Book Endorsement Ask, But Haven’t Heard Back

So, you’ve sent your requests for book endorsements and now you’re waiting to hear back. Will they reject your request? Have they just forgotten about it? Is the email lost somewhere in their inbox? Maybe you’re wondering if it’s okay to send them a little reminder. Will that seem rude and pushy? Well, it all depends on how you go about following up on book endorsement asks and when you do it. 

But first, I’d like to remind you that a follow-up is not about chasing and pestering. It’s about managing your timeline and supporting a fellow busy person. When you reframe it this way, you realize it’s just a normal part of the process. 

Avoid Unnecessary Awkwardness By Setting Expectations Beforehand

Most follow-up anxiety comes from unclear expectations up front. You can avoid this anxiety and awkwardness when it comes time to start following up on book endorsement asks by setting expectations with your request. 

What do I mean by this? 

1. Give a clear deadline in your original ask (industry norm is 4–8 weeks) 
2. Let them know where the blurb will be used (cover, Amazon, media) 
3. Assure them that a shorter blurb is fine (low-pressure ask) 
4. Frame it as optional: “If your schedule allows…” 

Some extra tips for your book endorsement requests strategy:

• Ask more people than you need: You may request 10–15 to get 5–6 
• Prioritize: Relevance over fame/recognition
• Make it easy: Provide a synopsis, sample, and main themes. Provide pre-written endorsements they can put their name on
• Allow Flexibility: Offer different formats (PDF, print, ebook, etc.)  

A thoughtful and clearly defined request reduces the need for awkward follow-ups!

The Book Endorsement Timeline (SoYou Know What to Expect)

As mentioned in my original article, book endorsements are industry standard and expected. An ask for one is not a burden. Endorsements are not just nice to have, they’re production assets.

Below is a timeline, illustrating when you will need them and what you’ll need them for, so you have a clear idea of why you’re doing things, as well as when. 

• 6-8 months before publication: Begin outreach and send manuscript/ARC 
• 4–8 weeks after request: Expected response window (if they said yes) 
• 2–3 months before publication: You’ll need your blurbs on hand for the next phases in the publishing process. 

This is important! You’ll need these book endorsements (2-3 months before your pub date) to use for:

• Cover design 
• Metadata 
• Retail pages 
• ARC distribution 

So, keep this in mind when doing your initial outreach as well as when you’re following up on book endorsement requests. 

When to Begin Following Up on Book Endorsement Requests

Keep in mind that following up on book endorsement requests may require reaching out a few times. So, be mentally and strategically prepared for that possibility. How you approach it will also depend on whether they’ve already committed to an endorsement or not. I’ll provide an outline for that in the section on strategy. 

The Endorsement Follow-Up Timeline

Follow-Up #1: Ideally, you’ll do this 2 weeks after initial outreach if you’ve gotten no response. This is basically your check-in. Two weeks is long enough that you’ve given them ample time to respond (yes or no) so it won’t seem pushy but, strategically, you’ll still have wiggle room in your deadline.  

Follow-Up #2: You can do this second follow-up (if needed) 2-3 weeks after your first follow-up. Hopefully, you’ll have at least heard back from them, and now you’re just staying on top of the deadline. 

Final Touchpoint: 4–6 weeks after your original ask,  you’ll give them a gentle nudge again. At this point you will know if they’re giving you a book endorsement and, hopefully, you’ll have a decent idea of the timeline you can expect. If they don’t respond, or haven’t given you a solid date, it’s time to let it go.   

Keep in mind, you’re sending them a helpful reminder. If you keep asking beyond that final touch point, it’s going to get pretty awkward. They’ve likely given you a rejection without outright rejecting your request. You don’t want to overpersue or make them feel guilty. That’s not what the process is about. 

Some Guidance on Tone for These Request Reminders

When following up on book endorsement asks, keep in mind that this is a collaboration. 

Your tone and the language you use should be:

• Polite 
• Brief 
• No guilt language 
• No pressure 

Following Up on Book Endorsement Asks Without Feeling Awkward

If you feel awkward about following up on book endorsement requests, it can help to reframe the process. For instance, think of a follow-up not as an imposition but as a helpful reminder. I know I often mean to get back to someone who’s asked me for something, but I might get busy and lose the thread and possibly even the original email. I truly appreciate it when people follow up.

Some helpful mindset shifts to reframe your follow-up:

• You’re not reminding them of your need, you’re helping them follow through on their intention.
• They likely meant to respond
• They are busy, not dismissive
• You are allowed to manage and protect your energy and  your timeline
• Endorsements are a gift, not a transaction 

A Strategy for Your Follow-Up 

As I mentioned earlier, the follow-up process is strategic. So, you may want to consider dangling a carrot. Instead of just checking in when following up on book endorsement requests, give them something to inspire them. This way, you’re not chasing. You’re inviting them into the momentum of the book. See, it’s all about reframing! 

1.Share the Book Cover

This makes it real, builds excitement and helps them visualize their name on it.

2. Share Early Endorsements

This offers social proof that others are in. It can also guide them or give them ideas, setting a template to make it easier for them to write an endorsement too. 

3. Share Momentum and Milestones Reached in the Process

Updating them on the milestones you’ve reached when you’re following up on book endorsement requests not only makes the timeline real, it shows them action is being taken. For example, let them know you’re preparing ARCs, or finalizing the cover, or that your retail pages are going live soon. 

Of course, as I mentioned above, your strategy will vary depending on whether or not you’ve secured a commitment.

Following Up on Book Endorsement Requests is Just Part of the Process

Remember, book endorsements are industry standard, and expected. They are part of the publishing process. Following up on book endorsement requests is a professional process that helps secure these production assets. 

It’s all part of being an author-publisher. You are leading a project, managing relationships, and building visibility. 

Following up isn’t asking for a favor. It’s part of guiding your book into the world with clarity, confidence, and respect for everyone’s time.

A Final Note for Those Concerned

Despite good outreach and strategic follow-up efforts, some people still might not make the deadline to go to print. But don’t worry! These endorsements are still valuable and useful. You can use them in future editions, on your website, and in marketing materials, and more. Specifically, they’re very useful on your website’s Book page and your Amazon marketing copy. You can also use them in paid ads and in your social media promos. All positive endorsements are social proof, no matter when and where they’re used. 

So, are you feeling a little more confident about the process? Do you have any lingering questions? Let me know in the comments!