Perhaps an odd mixture of vanity and fatigue conspires when we finish our book. We writers tend to become rather insistent that the work speaks for itself. And who could blame us. We did put one heck of a lot of work into it. It ought to speak for itself.
Don't make the mistake though of overlooking, what ought to be, a fairly obvious qualification to such an attitude. Your book, no matter how good it is, only speaks for itself when being read. Someone has to buy it, though, before they can read it. The chain of association is pretty clear, here, I assume.
Elsewhere I've provided some other valuable tips about how to optimize the author tools for self publishing on Amazon, toward this end. While all those tips have big-time value, most importantly, and most challenging, among them all, is getting your book description right.
Prospective readers who have already invested cold cash in your book, even if only a modest sum, will generally give you about 20 pages or so to persuade them to read on. They have no such investment in your book description. Clicking away doesn't constitute any loss for them. It's a lot easier to do. Consequently, you have about 20-30 seconds, probably around three sentences, to capture their attention enough to keep them reading.
If you're unable to spark their interest in that time that's a book sale you won't be making. This leads us to the big questions: what does your book description need to accomplish and by what means is that done? Here's the hard nut to crack: you have about two to three sentences to impress the prospective reader in three ways.
1. Tell them. Yes, you do want to give a sense of what the book is (not to be confused with a plot summary): fiction or non-fiction; mystery, romance or thriller; sci-fi, period piece, contemporary; maybe, first or third person narrative; possibly some evocative comparison (e.g., in the tradition of Stephen King; Hemingwayesque; Toni Morrison-like).
Second: Entice them with the benefit they will achieve from reading the book. Arguably non-fiction writers might have an easier time with this one. Though, it is not necessarily true that most non-fiction self-published authors actually take this advantage. Clearly though any non-fiction aspires to fill a need of some sort. At the very least it aims to increase topic-specific knowledge (though it usually aspires to more than just that). Be clear what the benefit of your non-fiction book is to your prospective reader and be sure to communicate it. What will they do more easily or more efficiently once they're read your book?
Enticement may be trickier for fiction books. That only means achieving it makes you stand out from the crowd all the more. One approach to consider is highlighting the character of your protagonists' conflicts. Fiction readers are usually looking for some kind of experience. What conflict will your book enable them to understand, recall or experience vicariously?
#3 Last, but far from least, you have to show them what they'll be getting. This is probably the most challenging of the three. It can though be the clincher in selling them on the promise of your book. I find it useful to approach this aspect of the book description as a micro road test of your writing style and ability. If your book claims to explain how to do some practical job, say, website building or making smart investments, use the book description to showcase your ability to make a difficult point clear, in just a sentence or two. After all, they've never heard of you before; why should they feel confident in your ability to explain this complicated topic? Show them why.
For fiction writers, I'd recommend conveying (not naming, but showing) the genre and style of your novel. Imagine beginning with a first sentence hook that evokes the tone and temperament of your book. For instance, if your novel tells a story of urban city drama, you could evoke the kind of desperate situation which the limited options of life on the street may present to your protagonist. This is a tease, but, if you do it well, it's also an audition.
So tell your prospective reader what the book is, entice with a clear statement of the benefits your book will provide, and illustrate a flavor of what can expected between the covers. It is a tall order, no denying that. That is what makes it difficult and why those who are able to do it well will enjoy the fruits of their efforts. It's a key ingredient for success in self publishing on Amazon.
If you have three to five times more rewrites of your book description than you did of the actual book, don't be surprised or discouraged. It's a real skill and takes a lot of work. And obviously there's no guarantee it will provoke the Amazon browser to buy your book. You can't make anybody buy what they don't want.
That thought doesn't mean that, should prospective readers be open to what you're offering, you can't convince them that what you're offering is their best chance of getting what they're after. It's there, with that prospective reader, that you have the opportunity to close a sale and potential for a return reader, who will trust you all the more next time.
Getting that job done requires having a book description which they won't just breeze by. You have to have a description that grabs them and holds their interest. A description that gives the sense they've already started the book and want to read more. The bottom line is that you may think you're finished writing when the book is complete. But you're not. One more big writing challenge remains. Sharpen up that pencil.
Don't make the mistake though of overlooking, what ought to be, a fairly obvious qualification to such an attitude. Your book, no matter how good it is, only speaks for itself when being read. Someone has to buy it, though, before they can read it. The chain of association is pretty clear, here, I assume.
Elsewhere I've provided some other valuable tips about how to optimize the author tools for self publishing on Amazon, toward this end. While all those tips have big-time value, most importantly, and most challenging, among them all, is getting your book description right.
Prospective readers who have already invested cold cash in your book, even if only a modest sum, will generally give you about 20 pages or so to persuade them to read on. They have no such investment in your book description. Clicking away doesn't constitute any loss for them. It's a lot easier to do. Consequently, you have about 20-30 seconds, probably around three sentences, to capture their attention enough to keep them reading.
If you're unable to spark their interest in that time that's a book sale you won't be making. This leads us to the big questions: what does your book description need to accomplish and by what means is that done? Here's the hard nut to crack: you have about two to three sentences to impress the prospective reader in three ways.
1. Tell them. Yes, you do want to give a sense of what the book is (not to be confused with a plot summary): fiction or non-fiction; mystery, romance or thriller; sci-fi, period piece, contemporary; maybe, first or third person narrative; possibly some evocative comparison (e.g., in the tradition of Stephen King; Hemingwayesque; Toni Morrison-like).
Second: Entice them with the benefit they will achieve from reading the book. Arguably non-fiction writers might have an easier time with this one. Though, it is not necessarily true that most non-fiction self-published authors actually take this advantage. Clearly though any non-fiction aspires to fill a need of some sort. At the very least it aims to increase topic-specific knowledge (though it usually aspires to more than just that). Be clear what the benefit of your non-fiction book is to your prospective reader and be sure to communicate it. What will they do more easily or more efficiently once they're read your book?
Enticement may be trickier for fiction books. That only means achieving it makes you stand out from the crowd all the more. One approach to consider is highlighting the character of your protagonists' conflicts. Fiction readers are usually looking for some kind of experience. What conflict will your book enable them to understand, recall or experience vicariously?
#3 Last, but far from least, you have to show them what they'll be getting. This is probably the most challenging of the three. It can though be the clincher in selling them on the promise of your book. I find it useful to approach this aspect of the book description as a micro road test of your writing style and ability. If your book claims to explain how to do some practical job, say, website building or making smart investments, use the book description to showcase your ability to make a difficult point clear, in just a sentence or two. After all, they've never heard of you before; why should they feel confident in your ability to explain this complicated topic? Show them why.
For fiction writers, I'd recommend conveying (not naming, but showing) the genre and style of your novel. Imagine beginning with a first sentence hook that evokes the tone and temperament of your book. For instance, if your novel tells a story of urban city drama, you could evoke the kind of desperate situation which the limited options of life on the street may present to your protagonist. This is a tease, but, if you do it well, it's also an audition.
So tell your prospective reader what the book is, entice with a clear statement of the benefits your book will provide, and illustrate a flavor of what can expected between the covers. It is a tall order, no denying that. That is what makes it difficult and why those who are able to do it well will enjoy the fruits of their efforts. It's a key ingredient for success in self publishing on Amazon.
If you have three to five times more rewrites of your book description than you did of the actual book, don't be surprised or discouraged. It's a real skill and takes a lot of work. And obviously there's no guarantee it will provoke the Amazon browser to buy your book. You can't make anybody buy what they don't want.
That thought doesn't mean that, should prospective readers be open to what you're offering, you can't convince them that what you're offering is their best chance of getting what they're after. It's there, with that prospective reader, that you have the opportunity to close a sale and potential for a return reader, who will trust you all the more next time.
Getting that job done requires having a book description which they won't just breeze by. You have to have a description that grabs them and holds their interest. A description that gives the sense they've already started the book and want to read more. The bottom line is that you may think you're finished writing when the book is complete. But you're not. One more big writing challenge remains. Sharpen up that pencil.
About the Author:
Self publishing authors who want to keep up on the hottest news and tips need to follow the Self Publishing on Amazon site. Lance Fallbrook is a frequent commentator on writers and writing. See his provocative piece on famous American authors -- the dead list!
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