For the past 10 years, I’ve trained over 400 authors how market their books more effectively. And, I’m one of the rare consultants to help create three different types of New York Times bestsellers. Many of my clients nickname me the “value statements guy,” because I’ve always harped on the importance of creating value statements.
A “value statement” is a one-sentence description of a result that your book will provide for the reader. The first chapter of my popular book, “Sell Your Book Like Wildfire,” is dedicated to the necessity of value statements.
However, after 10 years of consulting, I’ve concluded that I was wrong. There is something more important than value statements. Don’t misunderstand me. I’m not saying to avoid creating value statements. They are still essential to every book marketing plan. But, the most important marketing element every author needs is a HOOK.
Without a hook, no one will be interested to read your precious value statements. I’ve written about how to create hooks here. But, I’m writing this article to delineate the difference between a hook and value statement. A value statement is NOT a hook. They are two different elements, and every book needs both.
- A hook is meant to generate curiosity in your book to know more about it.
- A value statement is meant to explain how your book will educate, entertain, or inspire the reader.
If you skip the process of creating a hook, you could find all of your other marketing efforts wasted – because no one will listen to you in the first place. If you skip the process of creating value statements, your hook will sound shallow.
So, keep writing value statements, but change my nickname to the guy who says “every book needs a hook.”
“Wrong” image courtesy of Stuart Miles at FreeDigitalPhotos.net