Sell More Books With a Powerful Back Cover Judy Cullins ©2003
Did you know that your book's back cover information is, after cover, 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 seconds. If they like it, they will spend eight seconds on your back cover ( mini sales letter)-a great opportunity to convince them that your book is necessary for their success.
Does your back cover pass test?
Five Best Solutions to Biggest Book Back Cover 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 under 70 words. Use sound bites; picture and emotional words; benefits, not features; and testimonials to capture your readers' attention and to keep your message focused. Make every word count and be willing to get five-fifteen edits, because outside of book's message is 10 times more powerful than inside pages.
2. Mistake: Too much superfluous material on back cover. Do you have too long an author's bio or large photo? Potential buyers want to know how book will help them, teach them a skill, or entertain them.
Solutions: Write only a one or two-line bio on back cover. Put your photo and more bio on inside of back cover. Omit features such as format information, which belong in book's introduction. Connect with your buyer emotionally with specific, powerful ad copy. For self-help books use bullets with specific benefits, and enough of right kind of testimonials to sell your book in 8 seconds. For fiction, modify to include a bit of plot, with a powerful quote or dialogue. Use bookstore models to assist you.
3. Mistake: Repeating book's title at top of back cover.
Solutions: Since your potential buyers already know title and are stimulated enough to look at back cover, hook them with an emotional question or benefit-driven headline at top..
This "Hot Headline" includes your best benefit and should compel your reader to buy.Notice 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!" heads Rico Caveglia's "Ageless Living" back cover.