Top-Shelf Copywriting Will Help You Sell More Books
One of the four cornerstones of a professionally published book is the book’s description, also known as:
Back cover copy
Sales page description
Copywriting is its own animal, so even if you feel comfortable as a writer and writing your book is no big deal, unless you are a trained copywriter, you’re going to want to outsource this piece of the puzzle.
However, there are a few key things to keep in mind:
The point of the description is to educate your reader about the contents of the book from the point of view of the publisher. In other words, think of your book as the product, and you’re the company selling the product.
The description needs <HTML>, which stands for something in the computer, but basically it allows for specific text, such as bold, italicized, or even LARGER BOLD TEXT (for headings). A great copywriter will provide two versions: one standard text version, and one with HTML. HTML will make your book’s description look great and stand-out!
You can (must!) repurpose your text. In other words, your book’s back cover description can also be used as the sales copy. Online retailers want your book’s description, prospective buyers read it as “sales copy.” They are essentially the same thing. BUT! Read carefully, because sometimes it needs a little editing to move from sales page copy to back cover copy (or vice versa). For example, for my latest book, I changed the last few words in the call to action (the last line of the copy) on the book sales page from “…with one click” to “today!” in order to properly work for the back cover.
If you truly are a do-it-yourself-er with a lot of extra time on your hands, allow me to recommend two books on the art of copywriting:
For the record, I’ve read both, and I still use a skilled copywriter for my book descriptions. It’s worth the $300 (or less), without question! But I have a natural curiosity and desire to learn, and you can never have too many skills or too much knowledge!
What piece of the writing and/or publishing puzzle can I help you with? Feel free to ask me anything via email or in the blog’s comment section. I’ll be connecting with you every other week from now on, so please do be sure to reach out if you need anything in between newsletters. 🙂