The main reason that authors fail to sell a lot of books is because they are just not good writers.
No, I don’t mean that their books are badly composed. In fact, some are really terrific. Many are quite helpful, informative, entertaining, inspiring, and truly special.
But the authors fail to write equally powerful marketing communications.
They can create, research, write, and edit an amazing book but they appear to be pedestrian at penning anything that markets and sells those perfectly crafted tomes.
Words sell words.
Think about that.
Some words sell other words. Just pick the right ones!
String together the best words in the perfect order and you get high-quality:
* Press releases
* Web sites
* Event invites
* Social media posts
* Bylined articles
* Business cards
* Catalog copy
* Book cover copy — front and back
* Amazon page
* Author profile page
* Marketing scripts
* Book award applications
* GoFundMe page
What does it take to write book marketing content that gets attention, is read from beginning to end, and persuades readers to buy, buy, buy?
Headline — If your headline/subject line or opening sentence is weak, you are toast.
Sub-headline — Last chance to keep them interested if you blew it with the header.
Bullet points — make it easy to see what your offer is, not with chunky paragraphs but visually helpful bullet points.
Color/font size/typeface — If your missives physically challenging to read you turn off your reader who is not deeply invested to decipher hieroglyphics.
Images — A picture is worth a thousand words. Studies show having a visual gets more readers. Having a unique or stunning visual draws them in for sure.
Length — Keep it short overall and use short paragraphs and short sentences.
Word choice — Use the words that reflect your intentions. Speak the lingo the recipient expects or needs to hear.
Word variation — Use synonyms and alternate ways to convey or repeat a concept, but try not to use the same word twice.
Repetition of a concept — Reinforce your best ideas by sharing them multiple times. A tactical redundancy of ideas works in marketing.
Timing — When you send or share your communication, it must be done in a timely matter. Don’r discuss Mother’s Day in January or about snow in August. Timing is everything.
Frequency — One email or social media post is not enough. Try multiple media, each multiple times.
Emotional appeal — Make sure you speak to the recipient’s emotions — their fear and desire, love and anger, and all of their hopes and dreams need to be appealed to. Touch their hearts.
Guarantees/freebies — Nothing gets people interested in what
you have to say than the words Free, Discounted, Sample, or Guaranteed.
Demand an action step — Ask for the sale or whatever it is that you want the reader to. Spell it out. Leave nothing to guessing. State the obvious.
Ease of purchase — Don’t complicate the sales process. Click here and order. Make it easy to find the means to buy your book. Don’t hide it.
Ok, what are you waiting for? Get to work.
You’ve got this.
Book Marketing Help?
Brian Feinblum, the founder of this
award-winning blog, can be reached at email@example.com He is available
to help authors promote their story, sell their book, and grow their brand. He
has over 30 years of experience in successfully helping thousands of authors in
all genres. Let him be your advocate, teacher, and motivator!
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About Brian Feinblum
Brian Feinblum should be followed on LinkedIn. This is
copyrighted by BookMarketingBuzzBlog ©2023. Born and raised in Brooklyn, he now
resides in Westchester with his wife, two kids, and Ferris, a black lab rescue
dog, and El Chapo, a pug rescue dog. His writings are often featured in The
Writer and IBPA’s The Independent. This
award-winning blog has generated over 3.4 million pageviews. With 4,600+ posts
over the past dozen years, it was named one of the best book marketing blogs by
BookBaby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2021 and 2018
as one of the top book marketing blogs. It was also named by
www.WinningWriters.com as a "best resource.” For the past three decades,
including 21 years as the head of marketing for the nation’s largest book
publicity firm, and two jobs at two independent presses, Brian has worked with
many first-time, self-published, authors of all genres, right along with
best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen,
Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard,
Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C.
Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a
panel on book publicity for Book Expo America, and has spoken at ASJA,
Independent Book Publishers Association Sarah Lawrence College, Nonfiction
Writers Association, Cape Cod Writers Association, Willamette (Portland)
Writers Association, APEX, and Connecticut Authors and Publishers Association.
His letters-to-the-editor have been published in The Wall Street Journal,
USA Today, New York Post, NY Daily News, Newsday, The Journal News
(Westchester) and The Washington Post. He has been featured in The
Sun Sentinel and Miami Herald. For more information, please consult: