New and experienced book authors know their topic and their story. Yet, 99% make the mistake of talking too much about their book’s features on their website or in their emails, and not nearly enough about their book’s benefits. This approach gives disappointing results.
Remember, features describe what’s in the book, such as your how to exercises or quotes so many people love. Benefits describe the results your reader will get from finishing your book, for example, your promise of getting healthier, happier, or richer.
IT’S NOT THE BOOK – IT’S THE HOOK. It’s not the beautiful website; it’s the sales piece for each book, product or service that lists the benefits of reading your book.
What you say outside your book’s chapter copy matters.
Always promote with benefits over features. Benefits show the value of your products. They solve your particular audience’s problem or challenge. They show your intended readers what they will gain from reading your book. Results!
Some common results: more money, less trouble, more time, less stress, desirable relationships, more zest and energy, less fatigue, and the list goes on. Ask yourself what will your readers get from your book that they must have? Sadly, authors need to answer this hot-selling point taught in my books, teleseminars and coaching, BEFORE they write a book. And you can start now.
One. Write down a list of 5-10 benefits for one book at a time.
Here’s Examples of key benefits for a business book from a UK CEO book coaching client:
- See yourself really enjoying perpetual success and outstanding profits.
- Love your work so much, that you can’t wait to get to the office.
- Work with customers that you like and who rave about your products and services.
Notice that each benefit statement starts with a command verb. Use bullets for these benefits in your short web sales letter, email promotions, and most other sales copy.
Examples: discover, improve, increase, reduce, or relieve (not learn-that’s dull).
Brainstorm your best benefits with a coach or savvy business person. Many authors make this mistake, and wonder why their book isn’t selling better. Example: One life coach used “Discover more piece of mind.” Not specific enough. Could be something like: “Reduce tension for decision making with 5 Steps to Piece of Mind.” Show and add the feature at the end of the benefit statement for powerful results!
Keep asking yourself the results question until you get an answer that is concrete, measurable, and definable. Choose one benefit phrase and ask, “What is the result your reader gets from reading your book or particular chapter? For non-fiction and business books, I recommend putting the benefits right after the chapter hook to entice your readers to keep reading.
Use visual and feeling senses. Engaging with emotions compels your readers to act. It’s good to combine the appropriate benefit with the right feature at the end of the statement.
Examples: After reading my book, you will…
- See yourself receiving sales notices by mentioning your 5 best book benefits.
- Feel 10 years younger without a facelift.
- Sell enough books to take that well-earned island vacation and increase your satisfaction.
Two. Write down a list of your book’s 5-10 best features.
Features explain parts of your books. They could include the 5 steps to achieve financial freedom, the stories, the tips, the sidebars, the quotes, and the number of pages to name a few.
FACT: These alone do not sell books!
Three. Include some of your personality in your promotion copy.
For my book, Write your eBook and Other Short Book–Fast, at the end of my sales piece, I once said, ”My book is less than the price of a good dinner, with wine of course!” (Guess with its low cost, I should have said lunch).
Always answer your potential book buyers, “Why should I buy your book?” with strong benefits that will help them decide and solve their challenge. Benefits sell books.
Judy’s Tip: Create a folder on your book’s marketing and promotion. Name and date each file, such as your book’s “Benefits List” and save within this folder to have handy.
Does this make sense to you?
Do you have some promotion strategies that you think needs changing so you can get more book sales and clients? Please leave a comment. This blog benefits from your participation 🙂
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