We’re in Part 3 of my 4-part series explaining how to write an attractive book description. If your book sales aren’t meeting expectations, the culprit is probably a lackluster description that fails to entice readers. I’d like to help you fix the problem.
Step 1 of a great book description starts with displaying a marketing hook that grabs people’s attention. Step 2 involves differentiating your book from the crowded field by presenting accolades or a connection to popular titles that readers already love.
Step 3 is where the heart of the description process comes into play. Now it’s time to tell people about your book’s content. However, most authors make a major mistake during this step. They focus on describing the synopsis of their fiction story or the instruction provided in their nonfiction material. However, this approach overlooks a vital principle:
Logic makes people think. But, emotion makes them act.
If you want more people to buy your book, you must appeal to the reader’s emotions instead of just describing dull facts.
I know this next statement can be hard to accept, but most readers don’t care about your story. They don’t care about your unique insights. They don’t care if your book is full of features and benefits.
People buy books based on the emotional impulse to overcome a frustrating problem, read something fun to escape a long day, or join an exciting movement with thousands of other readers. Notice how these factors don’t involve logic. They involve feelings.
Therefore, if you want your book description to spur more sales, do the following:
Step 3 – Ignite the Reader’s Emotions
For instance, if you write fiction, engage a reader’s emotions by describing how your main character FEELS when facing the ultimate conflict within your story. Use your book description to amplify the primary emotion that your protagonist and the reader will experience, such as fear, jealousy, love, betrayal, etc.
You get to decide how you protagonist feels within your story. Likewise, you get to influence how readers feel when reading your book description. For example, look at how the description for The Girl on the Train connects with readers on an emotional level by using phrases, such as:
The psychological thriller that will forever change the way you look at other people’s lives.
Rachel takes the same commuter train…that allows her to daily watch the same couple breakfasting on their deck…Their life–as she sees it–is perfect. Not unlike the life she recently lost.
Then, she sees something shocking…Now everything’s changed.
Soon she is deeply entangled not only in the investigation but in the lives of everyone involved. Has she done more harm than good?
When your book description stirs up strong emotions felt by the reader, then you naturally appeal to their desire to purchase.
If you write nonfiction, it is imperative to move beyond explaining the boring features and benefits of your book. You must also connect with readers on an emotional level. One of the best examples I’ve seen is the description for Getting Past No by William Ury.
Most self-help books fall into the trap of displaying marketing text that focuses on the author’s mundane methodology, dull teaching points, or lifeless features and benefits. Notice how Getting Past No uses emotional language to grab the reader’s attention:
We all want to get to yes, but what happens when the other person keeps saying no?
How can you negotiate successfully with a stubborn boss, an irate customer, or a deceitful coworker?
You will learn how to…stay in control under pressure…counter dirty tricks…use power to bring the other side back to the table.
You don’t have to get mad or get even. Instead, you can get what you want!
If your emotions aren’t heightened after reading these words, check your pulse. The book description for Getting Past No goes beyond a logical explanation of the content. Instead, it connects with the way people feel.
Now, it’s your turn to ignite a reader’s emotions with your book description. Never forget that logic makes people think, but emotion makes them act. Use the power of words to engage the persuasive influence of emotion.
In my next blog post, I’ll cover Part 4 of the Anatomy of an Attractive Book Description by explaining how to close the sale.
Speaking of emotions, do you feel too busy or too overwhelmed to write persuasive marketing copy for your book? Guess what – you’re not alone. Many of my bestselling clients felt the same way. So, I helped create the book descriptions for them.
If the idea of writing potent marketing copy for your book to display on Amazon leaves you feeling confused or anxious, now you can let my proven expertise save the day. I’ll write the description for your book to make it shine on Amazon.
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