With my most recent novel, Reject High, I sunk a sizable chunk of my advertising budget to pay for a Kirkus indie review.
Before you skeptically look at your screen, let me tell you: I have tried a lot of different marketing ideas. For my first novel, The Lost Testament, I hired a PR person, held a book release party, and did a few TV and Blogtalk radio interviews. With The Revelation Gate, I paid for a blog tour and sent out paperback ARC’s. Last year, I mailed out t-shirts and used Pinterest to publicize The Anarchists in conjunction with electronic ARC’s.
With all of those, I spent considerably more than the $425 I paid Kirkus to review my book.
The results of my previous efforts were mixed. A good ROI (Return OF Investment) is to see a considerable bump in sales due to my efforts. Of course, there’s no concrete way to correlate the two. Book marketing is a formula: effective efforts + timing + God’s favor (you might call it luck or the universe) = MASSIVE SALES.
So, was it worth it? Kind of, sort of.
After your review is complete, Kirkus offers you a chance to “publicize” your review in online and print media. Of course, there’s a cost (somewhere north of $1,000) for it. That might be worth it and it might not, but I’m not doing it.
Also, if you want to use a part of their review on your book, you have to publish it, good, bad, or ugly, on their website first. What if your review was lukewarm or they trashed it? You excerpt what they said (they don’t allow you to add words) and pray nobody goes looking for the full critique.
My advice? If you’re going to pay for a review, you can’t put all of your eggs in just that basket. Supplement it by aggressively soliciting Amazon reviews from your faithful readers, book bloggers and reviewers, like Cyrus Webb of Conversations Radio, and book clubs. I’d also go grassroots and advertise on high traffic sites too.
Hope this helps!