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BookPromo Guerrilla Style Ezine "The Ezine for Do-It-Yourself Successful Book Promotions" Past Issues Archives: http://www.zinester.com/lr/675818/13492929 Issue 21 Year 1 February 1, 2007 http://guerrilla.clarylopez.com *************************************************** On this issue: *************************************************** 1- From My Desk 2- The Making of a Marketable Book 3- Useful Resources 4- How to Write a Sales Letter to Effectively Promote Your E-book 5- Five Book Back Cover Mistakes and How to Solve Them 6- Letter to the Editor 7- Articles Submission *************************************************** From My Desk *************************************************** Welcome to a new issue of BookPromo, in this edition we have a great mixture of article to propel your book sales to the next level. First we have The Making of a Marketable Book, it is something that has been devated before on our new blog The Book’s Den. There is always a question of who do we write for, the reader or ourselves? The answer is simple, both, but there are way to create something readers want and that we enjoy writing. Second we have the article on How to write a sales letter to effectively promote your e-book. Many of us have our books available in print and e-book format, this article will help you create and effective sales letter to promote your electronic version which is the most profitable to us. We close with Five Book Back Cover Mistakes and How to Solve Them. I conducted a small survey not too long ago and in it showed how the back cover was number one in helping make the decision to purchase a book. I usually look at the book cover then the back cover and then some of it’s contents but if the back cover description doesn’t impress me I most likely put it right back on the shelf. Find out about these mistakes for when it comes time to design your book cover. So go ahead and enjoy the issue and let us know how it is helping you with your book promotions. We are also looking for new articles, ideas and suggestions to keep improving the ezine. Looking to help, inform and empower authors. Clary Lopez Editor-in-Chief BookPromo Guerrilla Style Ezine Guerrilla Marketers’ Caf? http://guerrilla.clarylopez.com Blog http://guerrilla.clarylopez.com/blog/ You can contact us at: editor@clarylopez.com Subject: eZine *************************************************** The Making of a Marketable Book *************************************************** By Tara Coyt Statistics show that only 20% of books published sell more than 100 copies. The big problem is that most writers don’t ever think about marketing and selling, which is great if your reason for writing is purely literary. However, if you’re writing a book to build your business or to generate additional income, you can’t afford not to think about marketing. Making a marketable book doesn’t mean you have to compromise the book’s integrity. Addressing marketing from the very beginning can help you create a better book. So, before you write the first word, think about the marketplace, which includes: Readers (the people you expect to BUY and read your book). First, make sure you know who they are. Saying they’re business owners isn’t enough. Paint a clear picture, i.e. age, sex, race, geographic location, industry, revenue, professional affiliations, etc. This information will help you determine how and where to reach them. You’ll also want to identify what appeals to your target market. What style of writing are they most apt to receive? What gets their attention – hype, facts, controversy, celebrities, etc? Competitors (successful and unsuccessful books that are similar to yours). Check out your competitors so you’ll know which books are selling; identify elements that work and use them in your book; identify missing elements that can differentiate your book from existing publications. Also note the publisher, agent and editor (you may want to contact them in the future). Thirdly, examine their marketing efforts; which tactics did they use to garner media attention and generate sales? Agents (if you plan on seeking a traditional publisher, chances are you’ll need an agent). Do your research to identify agents that specialize in your particular genre. Contacting agents will require a query letter, book proposal (for nonfiction books). Both documents are selling tools. Your chance of getting published increases when you successfully use these tools to peak the agent’s interest. In order to do that, you must know what appeals to an agent. Publishing Editor (if you decide to go straight to the publisher and skip the agent). Approaching publishing editors is similar to approaching agents. Most often you’ll start with a query letter; again it must be written in a way that peaks the editor’s interest. Write a boring query letter that simply states the facts or list the details of your book and it will probably end up in the garbage. Literary Publications. Before your book hits the market, you’ll want to send a copy of your book or galley to literary publications for review. Book sellers, libraries and readers often make buying decisions based on reviews. So before your book is published, find out where to send your book for review and be sure to follow their submission guidelines. Book Sellers (independent and chain book stores). Once the book is written and published, it must still be marketed to book sellers. Each book seller has a different needs and priorities for the books they sell. They also have different requirements for determining which books they stock. Understanding their needs and requirements improves your chance of convincing them to stock your book or set up a book signing. A marketable book is positioned to appeal to every segment. That requires understanding what each segment wants and needs and developing a marketing pitch or hook that answers their needs. For more about creating a marketable book contact Tara Y. Coyt, The Write Author Coach – Tara@TheWriteAuthorCoach.com or visit, http://www.GetItWriteAuthorsCircle.com or www.WriteAuthorCoach.com and get a copy of The Making of A Marketable Book. Article Source: http://EzineArticles.com/?expert=Tara_Coyt http://EzineArticles.com/?The-Making-of-a-Marketable-Book&id=432410 *************************************************** Uselful Resources *************************************************** Guerrilla Marketers’ Caf? Resources: Have you checked our Resources section at Guerrilla Marketers’ Caf? lately? We have a great source of tools and services that will simplify your book promotions. http://guerrilla.clarylopez.com/tactics.html ************************************************** How to Write a Sales Letter to Effectively Promote Your E-book ************************************************** By Yuwanda Black Once you've written your e-book, you will spend nine times as much energy promoting it as you did writing it. Following are five areas you should cover in your sales letter to promote your e-book. 1. E-book Benefits: The first thing prospects want to know is WIIFM, eg, "What's In It For Me?" So, tell them what problems your e-book will solve for them. Will your e-book make them more money - so they can spend more time with their family. Will your e-book save them time - so they can pursue their degree. Will your e-book increase their output - so they can increase their income. Whatever it is, make sure you tell them why your e-book is the key. I once read an article that said that you should list at least 100 benefits, answering every conceivable objection. By doing this, you wear the prospect down until they have no choice but to say "yes." That's why so many e-book web sales letters are extremely long. 2. E-Book Author: After you've told a prospect why your e-book is the answer to their problems, they're going to want to know why they should buy it from you. After all, if you're selling an e-book on a certain topic, somebody else probably is too. So, tell them why they should not only buy your e-book, but why they should buy it from you. Do you have many years of experience in what your e-book is about; is your educational background compatible with your e- book, do you have specific examples from years "in the field" that you can talk about? It's up to you to sell you because customers are not buying an e-book. They're buying your expertise on the e-book's subject matter. So, you have to sell them on the fact that you are, indeed, an expert. 3. E-book Ordering: Make it easy for customers to order your e-book by giving them as many options as possible. Remember, most customers are looking for a reason NOT to buy your e- book. Don't drop the ball at this point. Online merchants like PayPal accept many different types of secure payment options, eg, credit cards, e-checks and bank transfers. Clients not comfortable ordering e-books online? Offer to accept payment via mail, with the understanding that they will receive your e-book the day you receive payment in the mail. The great thing about e-books is that they can be delivered electronically. So, after you receive their check or money order in the mail, you can take it to your local bank and cash it and send off the e-book - all in the same day. 3. E-book Bonuses: Every sales letter should have a P.S. Bundle your e-book offer with other beneficial products. This really works. You know those late night commercials where you can order, for example, a ginzu knife and get everything but the kitchen sink with it - all for no additional money. For example, with the purchase of my freelance writing e-course, Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed!, I offer a free writing website. Tactics like this are akin to the long web sales letter. You give a prospect so many reasons to order that they almost feel like they'd be silly NOT to order. 4. E-book Back-end Sales: E-books are a perfect medium for creating back-end sales. What are back-end sales? Have you ever been to a free seminar and at the back of the room a table is set up where you can order the presenter's book, CD, t-shirt, etc. These are called back-end sales. At the end of your e-book you can offer back-end sales, in addition to bonuses. Whatever it is, make it compatible with your e-book. Eg, if you write an e-book about how to write and promote e- books, you might offer the following services to your e-book purchasers: create e-book covers, convert e-book files to .pdf, create e-book web sales letters, etc. There are so many things that go into creating an effective e- book sales letter, but covering these five areas are vital. Good luck! May be reprinted with the following, in full: Yuwanda Black is the publisher of www.InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First- hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Class starts in January 29th -- log on to www.InkwellEditorial.com to register now. Article Source: http://EzineArticles.com/?expert=Yuwanda_Black http://EzineArticles.com/?How-to-Write-a-Sales-Letter-to-Effectively-Promote-Your-E-book&id=416281 ************************************************** Visit our Blogs: Guerrilla Insight for Authors http://guerrilla.clarylopez.com/blog The Book’s Den http://booksden.wordpress.com ************************************************** Five Book Back Cover Mistakes and How to Solve Them *************************************************** By Judy Cullins Did you know that your back cover information is, after the cover, the best way to sell more books? And, that most authors, emerging and experienced, miss this opportunity to engage more potential buyers? Your book's front cover and sizzling title must impress your buyers in four-eight seconds. If they like it, they will spend ten or so seconds on your back cover—a great opportunity to convince them that your book is necessary for their success. Does your back cover pass the test? Best Solutions to the Biggest Mistakes 1. Mistake: Too many non-powerful words and too busy to have a focus. Solutions: A back cover of 6 by 9 inches should have fewer than 70 words. Use sound bites; picture and emotional words; benefits, not features; and testimonials to capture your readers' attention to keep your message focused. Make every word count and be willing to get five-fifteen edits. 2. Mistake: Too much superfluous material on it such a long author's bio or large photo. Potential buyers want to know how the book will help them, teach them a skill, or entertain them. Solutions: Print only a one or two-line bio on the back cover. Put your photo and more bio on the inside of the back cover. Omit features such as format information, which belong in the mini sales letter short introduction. Connect with your buyer emotionally with specific, powerful ad copy. For self-help books use bullets with specific benefits, and enough of the right kind of testimonials to sell your book in under 15 seconds. For fiction, modify to include a startling scene with snappy including a bit of plot, and maybe a powerful quote. Use bookstore models to assist you. 3. Mistake: Repeating the book's title at the top of the back cover. Solutions: Since your potential buyers already know the title and are stimulated enough to look at the back cover, hook them with an emotional question or headline that gives them the #one benefit of your book. Create a "Hot Headline" that compels your reader to buy. Notice the headlines in your newspaper. Visit your bookstore and notice other best selling authors' headlines. "What's So Tough About Writing?" by wordsmith Richard Lederer, author of The Write Way; "Imagine Being an Author," in Dan Poynter's Writing Nonfiction; or "To Age is Natural…To Grow Old is Not! In Rico Caveglia's Ageless Living. 4. Mistake: Omitting testimonials. Solutions: Testimonials sell more books than any other information on the back cover. Put at least three up. Contact a variety of people. Use one from a top professional in your field, one from a satisfied reader, one from a celebrity who cares about your topic, and one from a top media person. These can be local contacts. In her book, A Kick in Your Inspiration, Ruth Cleveland got one testimonial from an ex convict! Jacqueline Marcell, author of Elder Rage, took eight months to get forty testimonials from celebrities. Her book is endorsed by: Steve Allen, Ed Asner, Dr. Dean Edell, Dr. John Gray, Dr. Nancy Snyderman/ABC, Regis Philbin. Jacqueline Bisset, and Phyllis Diller. Worth the effort? Yes, because in April 2001, she made the cover of the AARP Bulletin distributed to over 35 million readers. It included a feature story, some how-tos and contacts and pictures of the author and her book. She had to dance fast, and order 10,000 books to get distributed by the time the piece came out. After it came out, she was inundated with speaking engagements. There's a problem you might love to have! After you write several books and become rich and famous, you, like other professionals, will fill your back cover with testimonials. You won't even need to add benefits, because people have already bought your other books and liked them. Potential buyers will purchase when they see people they trust and know recommend the book. Besides filling the back cover with testimonials, you may want to even add extra testimonials in the front pages of the book. The more testimonials, the better! If you are unsure how to ask for testimonials the easy way, contact a professional book coach. 4. Mistake. Independent publishers submitting galleys to reviewers, distributors, and wholesales without ANY back cover information. Solutions: "Make the back cover your first area of concern," says Susan Howard, Director of Consulting Services at top publishing firm, The Jenkins Group Inc., who write "The Publishing Connection" She adds, "Waiting for testimonials is generally the reason the back cover of a galley is left blank. Failure to realize the value of the back cover seems to equate with the failure to realize that the text for the finished back cover can always be changed before the printing of the book." It's important for writers to "market while they write" with the "Essential Hot-Selling Points"-- To make each part of their book sell copies. The book's back cover is all- important. Judy Cullins ©2004 All Rights Reserved. Judy Cullins, 20-year book and Internet Marketing Coach, Author of 10 eBooks including "Write your eBook Fast," and "How to Market your Business on the Internet," she offers free help through her 2 monthly ezines, The Book Coach Says...and Business Tip of the Month at http://www.bookcoaching.com/opt-in.shtml and over 140 free articles. Email her at Judy@bookcoaching.com Article Source: http://EzineArticles.com/?expert=Judy_Cullins http://EzineArticles.com/?Five-Book-Back-Cover-Mistakes-and-How-to-Solve-Them&id=3973 *************************************************** Letter to the Editor *************************************************** Let us know how we are doing and what you would like to read about, so send us your comments and suggestions to be included on this section. editor@clarylopez.com Subject: Letter to the Editor Do you have an idea for a topic on this eZine? Send it to editor@clarylopez.com Subject: Ezine idea *************************************************** Articles Submission *************************************************** If you would like to write an article for this Ezine please send your request to: editor@clarylopez.com Subject: Article Submission *************************************************** BookPromo Guerrilla Style Ezine Copyright 2006, Clary Lopez All Rights Reserved Worldwide. Clary Lopez will not be held liable for any direct or indirect losses or damages originating from the use of any information listed on our website, newsletters or eZine. By using this site and ezine you agree to indemnify and hold all owners and representatives parties of Clary Lopez/Guerrilla Marketers' Cafe harmless from any claim or demand originating out of your use of Clary Lopez/Guerrilla Marketers' Cafe website and/ newsletters or eZine. Use of our website, Newsletter and eZine is and indication of your complete understanding and acceptance of these Terms of Service. Articles can be reproduced on websites or ezines as long as the article and bylines are included without any alterations. No part of the website can't be reproduced in any form or by electronic or mechanical means including information storage or retrieval systems without the written permission from the publisher/owner. -------------------------------------------------------------- |
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