Writing sales copy for your book feels like the most frustrating task in the world for many authors. Imagine having a blueprint to guide you. Click the Read More for 7 tips to make your text move books.
Continuing on our recent topic of marketing and promotion, let’s talk about writing sales pitches that sell. Your sales copy needs to sizzle, be creative, and be succinct. Here are a few principles to help in creating it.
- Know your audience. Know who you are writing for. How do they think and what do they need? This should also be part of your strategy for your book description. If you don’t understand them your text will feel phony.
- Understand that Ad Copy is important! If you are just going through the motions the copy won’t feel “irresistible.” The goal is to simply get them to read the next line. People don’t read ad copy for fun, you are fishing, and you can’t do that without an effective lure.
- It’s got to be brief! The attention span of shoppers (especially shoppers who weren’t intentionally looking for you) is very short—so you’ve got to set a hard hook and do it fast. Remember, your objective is not to tell them all about the book, it’s to get them to take it home and discover it for themselves.
- It should be emotional. Nothing sets a hook like making a reader feel something;
- Answer the question. At some level, all books meet a need. In fiction it may be just being an entertaining story. The text should indicate that the reader will gain something valuable from reading it.
- Call the reader to action. This is a marketing term which is designed to prompt an immediate response (buy the book, in sales marketing). Some of the more clever ones don’t have to say “buy now,” instead they craft such urgency that it motivates the reader to purchase.
- Understand that there is a difference between online sales copy and printed copy. Online readers are like wild animals on the hunt for information or products and decide in a fraction of a second whether or not the scent they’ve picked up will result in what they are after. If it feels off, they will move onto the next trail. What does that mean? Online sales text must effective at a glance—your audience scans the content, they do not read it. Write for Scanners, not for Readers. (Click for the best resource I’ve seen on this topic.)
Remember to check out my book The Indie Author’s Bible for tons of tips and how-to guides and be sure to follow this blog! Next week I will lay out some sample formulas to help you craft sales text (like the first paragraph in this article.)
I mentioned Chris Syme last week. She has an excellent blog post about this week’s content over here for more reading.