Many
authors and some publishers put together what I call a lazy press release. They take copy from their book jacket, back
cover, or Amazon description, and slap it together with a headline and contact
information and think they have a press release. What they have is a failure to customize.
Copy
written for the consumer is not the same as what belongs in a press release for
the news media. Sure you are talking about
your book in both cases, but certain things belong in sales copy vs. a press
release and vice versa. One must write
for their reader. The reader of an Amazon description of a book is a potential
consumer; the reader of the press release is not looking to buy a book, but
rather to determine if he or she should interview the author or consider the
book for review.
The
media wants to know, in an economy of words, the who, what, when , where, how
and why. The facts, unadulterated. They want to know what makes the author a
qualified expert, what the book is about, and what the author can discuss as it
relates to the subject matter and not just the book. The media wants to be fed why the book is
relevant to what it covers. It wants
substance over hype.
Book
jacket copy is one big advertisement for a book. Its sole purpose is to lure you in and make
you want to buy the book. It’s a
colorful commercial.
Press
releases tend to follow a certain template of:
·
Headline.
·
Subheadline.
·
Introductory
paragraph.
·
Author
quote.
·
5-6
bullet points on what an author will say on a topic.
·
Paragraph
summarizing author credentials.
·
Concluding
point, author quote, question, or statistic.
There
are other versions of this format but the media wants it short and quick, with the most
important to least important facts. They don’t want bullshit, avoidance of the
obvious, or overstated claims. They
don’t need to be entertained – just interested.
However,
ads, book listings, or book jacket copy is intended to draw people in
emotionally, psychologically, and spiritually.
The idea is to state how one benefit from the book, whether it be
fulfillment of a need or a desire. A book has to either inspire, inform,
enlighten, or entertain – or combinations of two or more of these. Your non-press release presentation should
include visuals and read as if a friend was recommending a book to you. Ad copy has razzle dazzle – the press release
provides news, facts, and insights.
A
press release is not website text, Amazon listings, book cover copy, or an advertisement. It’s unique and customized and your advocate
for media coverage. Don’t blow it!
DON”T
MISS THESE!!!
Unfu*k Your Book Marketing
How Authors Get A Yes Out Of Others
How to write powerful, effective book advertising copy
that sells tons of books
So what is needed to be a champion book marketer?
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