THE SCAMS. They’re getting wilder and wilder, and harder and harder to spot up front or even before you hand over the cash, if the scammer is faking a service you’d have to pay for. We’re all getting these endlessly in non-writing life too, the ticket you didn’t get, the recruiter who isn’t one… I had a friend get a VERY real one that looked like it was from her town, about an existing work permit for work they were doing. The tell in that case was that it asked for a wire transfer, and in that town, you wander into town hall, hand them a check and also explain that you really paid that meter but you hit the wrong button for a car on ParkMobile.

One important link we mention: https://wheregoes.com, where you can check any link you’re given to see where it really goes—and you should.

Here’s Rachael’s episode where she reads you her whole scammy letter, and talks about getting so jaded that she almost didn’t open the email from her publicist telling her she’d hit the list: http://www.howdoyouwrite.net/episodes/i-hit-the-usa-today-bestseller-list-and-a-warning

And to sign up for all Rachael’s writerly things (which are EXCELLENT), go to https://rachaelherron.com/write.

Transcript Below!

KJ Dell’Antonia

Kids, I am here today with Rachael and with Sarina. And the reason that I asked Rachael to join us is that on one of the episodes of her podcast, Ink in Your Veins—link in the show notes—she read, in great detail, a letter from a scammer that she almost fell for. And man, I could see why. And right at that exact same moment, Sarina had been forwarding similar stuff, and even since we had that little conversation, the level of opportunities to fall for this stuff has gotten even greater. So this is us recording an episode to help you figure out which of those emails in your inbox are from scammers. You know, spoiler—“all of them”—and how to spot them, how to feel about them, and how not to fall into ye olde traps. So, Rachael, do you want to start? You don’t have to read the entirety of that letter. For that, y’all can go and listen to the episode of Rachael’s podcast. But just tell us a little bit about it. It was so specific.

Rachael Herron

It sure was that was the —first of all, thanks for having me and the and the thing that really chapped my hide about it, as I said in that podcast, is that we do get, you know, as authors whose—I think that our emails should be out there, right? Readers should be able to get a hold of us and you know, a scouting film, film agent needs to know how to find us to give us lots of money. So our email should be out there. And we’ve always got always gotten scam emails, but this one the very first one I got, and since then, have, like you said, have gotten plenty more. Sorry, let me bring it up here. It was about my book, Eliza’s Home, which is actually, it’s not even a full novel—it’s a novella. And the person who wrote it was named Timmy. Just Timmy, may I point out. But he was the founder of “Lit Flare Book Marketing Agency”. And honestly, “Lit Flare Book Marketing Agency”—that sounds pretty great. I mean, that’s actually a good, good name. I would be surprised if that weren’t a real one. And what he did was, yes, he flattered the book. But more than that, he demonstrated that he understood publishing. He—he called me out in a good way. He complimented me for knowing the industry and for being a hybrid writer. And hybrid writer is not a word that anybody who is not inside baseball uses. You know, hybrid publishing is one thing. Hybrid writers are completely different thing. Hybrid writers are people who both self-publish and traditionally publish. He says, you know, and he knew all of the genres that I wrote, including under a pen name that I use. And he complimented that. He complimented the whole world of this book. He taught—and this is the thing—he talked about some things that I had never thought of. This is post-war fiction. It was basically a prequel novella set after World War II in this small town. And he talked about how you could market this novella to people who enjoy post-war fiction.

KJ Dell’Antonia

See—all you’re doing here is making me want to fall into this person’s web.

Rachael HerronI immediately was struck by, “Well, this has to be—it has to be spam, right? It has to be.” But the more I read it, the more closely I read it, I was like, “This person really understands,” and this is not something that he could have found just by scraping Eliza’s Home and all of the information on Amazon, on the Kindle website, right? It wasn’t available. It wasn’t there. But what I think they’re doing—and correct me if you think I’m wrong—but I think that there’s just some, there’s somebody out there either teaching or disseminating this information on how to scrape everything. They basically went and scraped everything about me as a writer from everywhere, and then pitched it toward this book. And it did sound so good, and he did talk about marketing opportunities that I had not thought about. And I thought, “Oh, this person really must know what they—who—you know, they must really know what they’re doing.” So of course, then, because I have been around a while, I started researching. And I Googled his email—absolutely no hits. I looked up… did he have a website at that point? No, he didn’t have a website. “Lit Flare Book Marketing Agency” did have something online, but it was one of those, you know, temporary free sites that had just been built. So of course, it was bam. But the thing that got me so upset is that it’s going to trick people. He will absolutely have people fall for this. They will have people fall for this. “Have you? Have you? I want to hear about what Sarina’s gotten, and KJ, you must have gotten some of these by now.”

Sarina Bowen

Yeah.

Rachael Herron

What are you all seeing?

Sarina Bowen

So let’s take a step back and just let make sure everybody understands that we’re talking about an email that goes into depth about why your book is great and why it should be read by a wider audience. Rachael Herron

Yes.

Sarina Bowen

And um, I have gotten several of these, and the first one was so horrifically specific to my actual book, except for one huge tell, which is that, um, which is that, um, it was all about, like, here’s the character, and he’s so wonderful, and you’ve got this setup, and it’s so great, and this world that you’ve built is fantastic. And more readers should know about this. It’s a tragedy that they don’t. They were passionate about this idea, and, and, but the thing that was, the problem is they’re like, and it only has two ratings on Goodreads. And the thing is, though, that that book doesn’t—didn’t come out for months. Look, it was a month’s forward in the future publication at that point. So I…

Rachael Herron

Wow.

Sarina Bowen

Knew right away that that person like looked like they were paying attention, but wasn’t really paying attention. So, you know, it says, “So my slightly psycho question: do we let Thrown for a Loop keep skating in circles with too few reviews, or do we blast it into the net where it belongs—loud, messy, and impossible to ignore?” And then there’s a string of emojis, like it’s just so over the top. And the thing is that for years, you could spot the low-rent pitches. You know, “I want to improve the SEO of your website,” by their horribleness—like by their bad grammar, by their insufficient detail. But now, what I think is happening, even though I haven’t tested this myself, is there are some AI search engines out where you can provide web links, and all you’d have to do is put a link to the NetGalley listing of this book, put a link to my author bio, and put a link to the Goodreads page for this book. And you could scrape so much information about what the book is about and why people might care. And you could scrape so much information about what the book is about and why people might care. And I think somebody has written a prompt that just, like, makes that email easy to write in, like, 15 seconds. It’s like—remember the olden days when there was no spam? And then people started figuring out, like, “Oh, wait, I could send the same message to a million people inside of one day.” And then that was a, you know, an idea that we had to teach our parents what spam was. Well, this is, like, the version 2.0 of that. It’s just—it’s going to be incredibly easy for people to write you emails where it sounds like they’re passionate and they know what they’re talking about, and they just don’t.

KJ Dell’Antonia

And it—it kind of hurts. I—you know, Rachael recorded her podcast pretty soon, I think, after getting this. And, you know, they say lovely things, and then it’s just—it’s not even a little bit re