Choosing the right words and in the right order when writing a book is a challenge. Choosing the right words when writing about your book for marketing and promotions purpose can be equally challenging. Think about all of the different web sites, flyers, email newsletters, social media sites, web sites, and more where potential customers may read about your book.
The style and consistency of this communication will have a significant long-term effect on your relationships with readers, and their inclination to buy your books. An optimal marketing writing style is customer or reader oriented with a positive and enthusiastic tone. Use active language to clarify the potential benefits of the book. Use short sentences and a conversational style. Write about real-life experiences and situations that make it easier for the reader to relate. Avoid lengthy eloquent paragraphs, extended sentences, and college-level language.
Here are some tips to keep in mind to make your marketing writing more effectual:
· Always reinforce the vision or purpose of your book. What is the central promise, theme, or moral of the story? All of your marketing writing must contain messages that accentuate your main purpose. Marketing writing must clarify the benefits that the reader can expect from reading the book. Being consistent on this theme will help to establish a relationship with readers into the future.
· Research similar work for improved sales. There is no harm in referring to the language and messages used by others to promote their work successfully. You book is unique, so you must adapt and customize it accordingly.
· Short and simple works best. Enthusiasm does not mean saying everything you can think of in marketing writing. You may need to work at it, but your guiding principle should be to reduce the quantity of written material. Write down the three or four central ideas and align everything else to them.
· Put a spotlight on benefits and results. Articulate benefits to the reader and those that may produce positive results for him or her. Don’t write long paragraphs describing the details of the book or story. Highlight items that the reader will perceive to be of the highest value; they are the ones that will cause them to buy your book. All of the other detailed communication can be saved for subject-specific content on web sites, blog articles, books, and so on.
· Marketing writing must not be an instruction manual. Readers want to know quickly how they will benefit or solve specific problems or challenges by reading your book. Describing in great detail the steps of your process or method in marketing material does not allow them to easily relate to a positive outcome.
· Avoid jargon as much as possible. Use clear and straightforward language to shed light on tangible benefits and solutions to the reader. For example, the words ‘mobile app’ alone provide no benefit to the reader. However, ‘timely access to sales records from anywhere’ may be an actual benefit.
· Imagery must be consistent. If you use photographs to enhance your marketing writing, focus the images on the key benefit to the reader. Find interesting ways to articulate that message visually. Just as with the writing itself, avoid imagery showing details of technology or methodology, or flowcharts.
· Ask a friend. Solicit feedback from friends or business associates before you complete your marketing writing. Diverse points of view help to improve the clarity and enlarge the potential for more potential readers to grasp your messages easily.
· Use simple language. You do not need to write language that is perfect for English language textbooks. Short, conversational-style sentences are easier for the reader to engage with the material.
Do readers have a common perception about books in your category, or even your books in particular? Your marketing writing must reinforce those perceptions that align with your message, and it must consistently strive to correct those that do not. The words you choose and the style of your marketing writing will determine your success in converting bystanders into customers.