Over the last several years I’ve worked on book marketing copy for over 100 authors.
You’d think by now I’d have all the steps to writing effective book promotion copy down pat. But as I complete each project I always find myself asking …
“Did I miss something?”
Well, I never want the answer to this question to be “yes,” so I devised a simple 7-step book marketing copy audit checklist that I always keep within arm’s reach.
If you run your book promotion copy through this simple checklist audit, your marketing materials will be more polished and enticing, which will lead to more book sales.
To check out my 7-step book marketing copy audit checklist, just keep reading this week’s Book Marketing Copy Quick Tip blog.
Book Marketing Copy Audit Checklist
I have developed a number of checklists that I use to review specific book marketing pieces such as back cover copy, Amazon descriptions, email promotions, website sales copy, etc.
However, the following 7-step checklist … though general in nature … allows you to perform a strong general audit of any marketing piece you write for your book.
1) Sharpen your headlines
Do you have a crisp main headline that states or implies a benefit, or asks a compelling question that your body copy answers?
Remember, the goal of your headline is to grab your readers and compel them to read your body copy to learn more about your book. To achieve this goal, your headline does not need to be snappy, clever, zippy, or entertaining.
It just needs to grab people and motivate them to want to know more about your book.
2) Craft compelling copy that is inviting to the eye
Does your book marketing copy LOOK simple and easy to read? You can achieve this “look” by employing a liberal use of headlines, subheads, very short paragraphs, and bullet points when writing your copy.
When you write your marketing copy in this style, it will have a lot of open space around it, which makes it look quick and easy to read.
3) Make your copy concise and reader-focused
Check your book marketing copy and ask: Is my copy more about my book … or more about what readers will get out of my book?
Avoid writing a summary of your book and instead focus your main copy points on what readers will gain from reading it.
If you focus on what readers will gain from reading your book – they’ll know what you book is about.
4) Transformation
Does your marketing copy communicate a transformation your readers can expect to experience when they read your book? Do you explain how you’re taking them from point A to point B?
For example, does your book …
- Take readers from being overweight to the best shape of their lives?
- Take readers from being confused about their business goals to certain about them?
- Take readers from continual procrastination to effective daily action?
- Transport readers from their couch into the heat of a WWII battle scene?
Telling readers where you’re going to take them is a powerful way to grab the attention of potential book buyers and stimulate interest in your book.
5) Develop sharp, attention-getting bullet points
This is most applicable to nonfiction books. Have you communicated your book’s primary benefits using short, punchy bullet points that begin with action words like gain, discover, build, create, etc.?
Benefits communicated through a series of sharp and concise bullet points pack a lot of heat, and they’re quick and easy to read.
6) Social proof
Does your book marketing copy contain endorsements, stats, graphs, or findings that elevate your book’s credibility and makes it more believable?
7) Strong call to action lines
Your audience wants you to tell them what to do next (buy your book!). Have you developed confident call-to-action lines that 1) have a voice of certainty to them; and 2) tell readers the next exact next step you want them to take? (i.e., “Click to buy” or “Visit my website to learn more.”)
Now, does every item on my 7-point audit checklist have to be included in each and every book marketing piece you create? The answer is “no.”
For example, if you need a short 75-word description for a promotion you’re running, it will be impossible to cover every item on my checklist.
However, when you find yourself thinking “Am I missing something?” after you write a promotional item for your book – you’ll always be able to refer to this 7-point checklist to see if any additional copy points should be included.
I’ll be back next week with more book marketing copy quick tips that make your book promotions more enticing, so you can sell more books.
Until then, take a lot of action and make things happen!
Casey
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Will this post help you audit your book marketing copy so you can give it a more professional polish?
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