hat’s The Secret Password To Publishing Riches?
Considering that books are made of words, authors, publishers, and publicists often fail to come up with the right words to describe a book. They may be good at stringing 80,000 words together to form a book but they struggle to write good book jacket copy or catalog copy or Web site text or even a tweet. Why?
Some just don’t think like a sales person. They can write with substance about something substantial but they get challenged by coming up with a catchy slogan, subject line, or headline. They are used to swaying moods and opinions with the culmination of their words but are not fully comfortable relying on just a handful of words to highlight why you should buy a specific book.
It’s the same challenge one has in writing their college entrance essay, their Facebook profile, their resume, or an obituary. How do you summarize a lifetime of work, experience, and thought into a crowded little space?
Yet the success of one’s book depends largely on their ability to promote, advertise, and market it, and that means you need to create short, snappy, and moving copy in order to engage one to want to read your book. Your book will be prejudged based on how you present it. So what’s the secret to writing a strong copy for your book?
1. You need to determine who you are writing for. Who is the audience? Are you writing for the consumer or the media or someone else? You’ll need to speak their lingo and impress them based on their level of knowledge, experience, needs, and desires.
2. You’ll need to understand the parameters of the medium for which you write. A post on your blog will read differently than a description on your LinkedIn page or a tweet on Twitter. Each format or space has its advantages and challenges, so don’t treat them the same.
3. Even though you want to “sell” the reader, don’t use sales-sounding copy. The key here is to come off as if you’re not selling anything.
4. Highlight the benefits or results one can anticipate, should they read your book. What will the book do for you—will it make you smarter, richer, healthier, sexier, happier?
5. Look at competing books in how they present themselves. Also study competing mediums—advertisements, blog posts, tweets, book cover copy, catalog copy, press releases, Web sites, etc.
6. Offer a sense of urgency and immediacy—but not desperation.
7. Engage the senses of the reader—paint a picture, give them a taste or scent and make them hear you. Don’t just tell them—show them. Use rich examples and analogies of things people are well familiar with.
8. Make convincing, affirmative, forceful declarations. Don’t sound wishy-washy. Go all the way. Forget words like “maybe” or “almost” or “might” and only use words that speak definitively.
9. Don’t merely tell a story or state facts—give them color, perspective, definition. Don’t just say: “24 million Americans have diabetes and this book will assist them.” Play it up: “Every day, 24 million Americans suffer from diabetes. They have trouble doing the things most take for granted. They run the risk of dying before their time. A new book offers not only hope, but viable solutions that will allow diabetics of all ages to live happier and longer lives.” Shape the world in extremes—good and bad, life and death, etc. No shades of grey or anything in between. Everything you say or write must come off as authoritative, unequivocal, and sincere.
10. Sound energetic, passionate and excited. People get convinced based on your level of enthusiasm and drive. Your words should pack emotion, aggression, and vitality.
Of course, even the advice offered here doesn’t apply to every book or every topic. A book about something sad or depressing or horrific can’t be presented the same way one presents a book on dieting, relationships, or launching a business. But the idea is the same—you need to come across as providing something that will interest and benefit the reader. No one wants to be told they are about to read about a pathetic life, an incurable situation, or a terrible predicament unless they are to gain something from it. Everyone needs a dose of hope. Sell them hope even if you can’t sell them a solution. Sell them empathy, compassion, and a feeling of identity and community—even if the book doesn’t really allow one to improve their situation or predicament.
You have a lot of ammunition to play with. There are millions of words, names and events available to you. Choose what you’d like to say and then look to say it better. Gradually rearrange or replace words and whole sentences until you’ve created a picture one would buy if it were art. That is really what you’re selling—a painting of words. If one doesn’t buy into those few hundred words (or characters of a tweet,) they won’t invest in your book.
People tend to like to hear about the ideal, the dream, the perfect picture. They want to laugh or enjoy intellectual wit. They want to feel special and rewarded. They want a solution to something or an escape from something. Use your words to convince them you’ll take them on a journey they won’t easily forget or regret.
There’s no secret string of words that will win over everyone all the time but you can certainly find something to say that will resonate with enough readers to lure them in. Your book’s success depends on it.
Considering that books are made of words, authors, publishers, and publicists often fail to come up with the right words to describe a book. They may be good at stringing 80,000 words together to form a book but they struggle to write good book jacket copy or catalog copy or Web site text or even a tweet. Why?
Some just don’t think like a sales person. They can write with substance about something substantial but they get challenged by coming up with a catchy slogan, subject line, or headline. They are used to swaying moods and opinions with the culmination of their words but are not fully comfortable relying on just a handful of words to highlight why you should buy a specific book.
It’s the same challenge one has in writing their college entrance essay, their Facebook profile, their resume, or an obituary. How do you summarize a lifetime of work, experience, and thought into a crowded little space?
Yet the success of one’s book depends largely on their ability to promote, advertise, and market it, and that means you need to create short, snappy, and moving copy in order to engage one to want to read your book. Your book will be prejudged based on how you present it. So what’s the secret to writing a strong copy for your book?
1. You need to determine who you are writing for. Who is the audience? Are you writing for the consumer or the media or someone else? You’ll need to speak their lingo and impress them based on their level of knowledge, experience, needs, and desires.
2. You’ll need to understand the parameters of the medium for which you write. A post on your blog will read differently than a description on your LinkedIn page or a tweet on Twitter. Each format or space has its advantages and challenges, so don’t treat them the same.
3. Even though you want to “sell” the reader, don’t use sales-sounding copy. The key here is to come off as if you’re not selling anything.
4. Highlight the benefits or results one can anticipate, should they read your book. What will the book do for you—will it make you smarter, richer, healthier, sexier, happier?
5. Look at competing books in how they present themselves. Also study competing mediums—advertisements, blog posts, tweets, book cover copy, catalog copy, press releases, Web sites, etc.
6. Offer a sense of urgency and immediacy—but not desperation.
7. Engage the senses of the reader—paint a picture, give them a taste or scent and make them hear you. Don’t just tell them—show them. Use rich examples and analogies of things people are well familiar with.
8. Make convincing, affirmative, forceful declarations. Don’t sound wishy-washy. Go all the way. Forget words like “maybe” or “almost” or “might” and only use words that speak definitively.
9. Don’t merely tell a story or state facts—give them color, perspective, definition. Don’t just say: “24 million Americans have diabetes and this book will assist them.” Play it up: “Every day, 24 million Americans suffer from diabetes. They have trouble doing the things most take for granted. They run the risk of dying before their time. A new book offers not only hope, but viable solutions that will allow diabetics of all ages to live happier and longer lives.” Shape the world in extremes—good and bad, life and death, etc. No shades of grey or anything in between. Everything you say or write must come off as authoritative, unequivocal, and sincere.
10. Sound energetic, passionate and excited. People get convinced based on your level of enthusiasm and drive. Your words should pack emotion, aggression, and vitality.
Of course, even the advice offered here doesn’t apply to every book or every topic. A book about something sad or depressing or horrific can’t be presented the same way one presents a book on dieting, relationships, or launching a business. But the idea is the same—you need to come across as providing something that will interest and benefit the reader. No one wants to be told they are about to read about a pathetic life, an incurable situation, or a terrible predicament unless they are to gain something from it. Everyone needs a dose of hope. Sell them hope even if you can’t sell them a solution. Sell them empathy, compassion, and a feeling of identity and community—even if the book doesn’t really allow one to improve their situation or predicament.
You have a lot of ammunition to play with. There are millions of words, names and events available to you. Choose what you’d like to say and then look to say it better. Gradually rearrange or replace words and whole sentences until you’ve created a picture one would buy if it were art. That is really what you’re selling—a painting of words. If one doesn’t buy into those few hundred words (or characters of a tweet,) they won’t invest in your book.
People tend to like to hear about the ideal, the dream, the perfect picture. They want to laugh or enjoy intellectual wit. They want to feel special and rewarded. They want a solution to something or an escape from something. Use your words to convince them you’ll take them on a journey they won’t easily forget or regret.
There’s no secret string of words that will win over everyone all the time but you can certainly find something to say that will resonate with enough readers to lure them in. Your book’s success depends on it.
Your selection of topic is very good and also well written. Thanks for sharing. I feel like all your ideas are incredible! Great job!!!
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