As a book blogger with a few years' experience under my belt, I have seen new self-published authors make some mistakes when approaching book bloggers. Below are the four most common mistakes new authors make when approaching bloggers and how to fix them:

Mistake #1: Randomly choosing bloggers from blog directories

Choosing book bloggers at random to pitch your book will accomplish two things: first, your book will end up with bad reviews, or the dreaded “Not Finished” designation, because the book wasn't a good fit for the blogger. Second, you will end up with a lot of rejections because you are contacting bloggers who are not accepting books to review.

Fix: You want to find bloggers who are most likely to enjoy your book, and you want to make a good first impression by contacting them via their preferred method(s). Invest some time to look over book blogs to learn more about bloggers, their review styles, their review policies, and their preferred method(s) of contact.

Mistake #2: Direct messaging on social media to solicit book reviews

Unless it is the book blogger's preferred contact method, sending review requests via social media is a hit-and-miss proposition at best, and your social media account could be reported for spamming.

Fix: Use social media to find online communities and groups that bring authors and book bloggers together. On Twitter and Instagram, look for hashtags such as #bookreviewer, #bookblogger, and #booknerd to find book bloggers accepting books, and use those hashtags in your posts asking for reviews. There are also multiple groups on Goodreads, Facebook, and Google Plus you can join that bring together authors and reviewers. Searching “book reviewers” and “book bloggers” will yield a long list of groups.

Mistake #3: Mass emails or uncustomized form letters soliciting book reviews

Mass emails and uncustomized form letters are quick and easy methods of communicating with multiple people. However, these methods send a different message to book bloggers, “I haven't visited your website. I have no idea if you might enjoy my book, if this is your preferred method of contact, or if you are even accepting review requests, and I don't care.”

Fix: Create a customizable form letter that can be tailored to each situation. Address the blogger by name, mention something you saw on the blog, explain why you think the blogger will enjoy your book, then pitch your book. For instance, if the blogger isn't accepting reviews or asks you to submit a request via a form; mention it, and discuss why you felt compelled to contact the blogger via email. A little sincerity and respect go a long way; even if bloggers decline to review the book, they may know a few bloggers who will review it.

Mistake #4: Failing to promote excellent book bloggers

Book bloggers invest a tremendous amount of time and effort on reading, writing reviews, and promoting books and authors. Most book bloggers are not paid to promote books and authors on social media, and there are plenty of book bloggers who are using book blogging to gain enough exposure to start a business that offers a variety of services to authors.

Fix: Share reviews on social media and refer authors in your network to outstanding book bloggers. This gives book bloggers the exposure they need and shows your appreciation for their efforts. Also, sharing reviews by outstanding book bloggers will draw attention to your current and future works because your efforts will be reciprocated.

Book bloggers' and authors' passions are aligned: book bloggers have a passion for books and want to share that passion with the world. Authors have a passion for writing books and want to share their passion with the world. A little sincerity, genuineness, generosity, and respect go a long way in an industry filled with mediocre and rushed reviews as well as spammers and scammers. Avoiding these four mistakes does not guarantee your success in the industry, but it will help you to overcome the challenges you face as a self-published author.