If you want to write books that sell, you have to focus on the right aspects of copy both in your book writing and in your book marketing. However, most authors, focus on the wrong ones. In this training, Ellen Violette, award-winning book coach, shares what authors tend to focus on is irrelevant and what they should focus on instead
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“Are my sentences too long or not long enough?”
“How many pages should my book have?” These may be questions that publishing coach, Ellen Violette, commonly gets but, as she explains in this episode of Books Open Doors®, they are the wrong questions to ask. Bestselling books persuade people to want what you’re selling – which is why the only thing to ask yourself is:
“How will this land with my target audience?”
When it comes to crafting a book that will showcase your product or service, the No.1 priority has to be keeping laser-focused on who you’re writing for and what will resonate with their needs.
Ellen shares with us a variety of ways to incorporate compelling “psychological triggers” through both our words and messaging. And remember: Knowing your target audience is half the marketing battle. If you don’t really know what they want or need? Time to get busy! Ellen suggests tapping an obvious resource: your clients. Don’t be shy about simply asking them: “What kind of book could I write that would help you advance your personal or professional agenda?” Once you have clarity around that, generating disciplined copy that speaks directly to your market will flow naturally!
“What’s important in your book, and in your marketing, is that you persuade people to want what you’re selling. That’s what you have to think about every time you’re writing a sentence!”
“Stop thinking about how long your sentences are, how long your book is, how long paragraphs are … Persuasion and psychological triggers are where you should be thinking.”
“People tend to be like sheep and want to follow the crowd. They want to be in the “in” crowd. It makes them feel good to get on the bandwagon!”
“Zero pricing. Free of charge. Price of zero … Getting something for free, that will get people to take action.”
“You always keep in the front of your mind your audience. What they want. What is going to move them to buy.”
“You have to know who your ideal audience is because one ideal audience might be triggered by something entirely different from another audience.”
- Persuasion is king. Don’t get stuck in the weeds! When you’re writing, focus on what’s important:
- Does this connect with my audience?
- Is this going to move people to read my book?
- Will readers respond to calls to action embedded within the book?
- Try “psychological triggers” like the following to boost your book’s marketability:
- The Bandwagon Effect: Everybody else is doing it, so I should do it too.
- Loss Aversion: Not only do you need to communicate that something is great, but there’s a potential risk of missing out.
- Social Proof: Demonstrate that others have achieved great results, which prompts a human desire to buy in based on buzz.
- Reciprocity: Offer something that invites the reader to give something in return.
- Scarcity: Anytime there is a (genuinely) limited supply of something like a special one-time bonus feature, people reflexively want to get in on the action.
- It’s not about you! When putting together your book, let these questions be a guide:
- How is my potential customer going to read and react to my message?
- What is it that my reader wants?
- What will move my audience to take action?
- Not sure what your target audience really wants to learn about? What subject matter will engage the readers you seek? Ask! Your clients are a great resource and will readily provide important feedback. So, don’t be shy!
- Perhaps the most reliable psychological trigger? People love a coupon or freebies of any kind. Ellen recommends an early-bird giveaway when initially launching on Amazon.
- The Bottom Line: It doesn’t matter which method of persuasion you deploy, so long as you have a strategy and always keep your audience top of mind.
- How to reach your audience? Know and understand their motivations!
Ellen is a multiple #1 bestselling author, 3X award-winning book and business coach, including being named one of the Top 20 Book Coaches of 2022 by Coach Foundation, host of The Books Open Doors® Podcast, CEO of Create a Splash/Books Open Doors® Author Services and Grammy-nominated songwriter.
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