How “catchy” does your messaging need to be?
Like all of us, the authors for whom I write book marketing copy have spent their lives being bombarded by zippy and clever Madison-Avenue-style advertising campaigns.
This has given many of them the impression that their book promotion campaign has to be equally zippy and clever.
After all, authors want to sell books. So it stands to reason that you need to write clever sales copy to do this.
I’ve coached dozens of authors and coaches who write their own marketing copy, and many report they struggle coming up with sexy, clever marketing copy for their book or online program.
Other authors are completely turned off by the thought of writing a “cheesy sales pitch” of any kind for their book.
I’ve also worked with authors who don’t even want to hear me utter the phrase “sales copy” in connection with their books – even though they want to sell a lot of them.
So, how clever or catchy does your book marketing copy really need to be?
My answer may surprise you.
To get my thoughts on this subject, click through and
check out this week’s Book Marketing Copy Quick Tip video.
HOW WITTY DO YOU NEED TO BE?
I really encourage you to watch this week’s video where I answer this question in much more detail.
Overall, the notion that your book marketing or online product messaging needs to be witty, catchy, zippy, and clever is a myth.
I’ve written the marketing copy for dozens of bestselling books and I’ve spent very little time trying to be catchy or clever when crafting promotional messages.
The fact is, most people are put off by old-school hype and fluff sales pitches, so they really don’t work anymore.
When I sit down to write book marketing copy, I eliminate words and phrases from my mind like:
- Catchy
- Zippy
- Witty
- Clever
- Salesy
- Slick
- Snappy
Instead, I put myself in a mindset where the words that guide my writing are along the lines of:
- Benefits
- Conversational
- Authentic
- Helpful
- Engaging
- Strategic
- Concise
- Believable
Remember, readers want to know what they’re going to get out of your book. The benefits!
They want to know what you’re going to teach them; what itch you’re going to scratch; what curiosity you’re going to satisfy; what story you’re going to tell; or what emotion you’re going to stir.
You can communicate this information by being straightforward, authentic, and conversational. If you can mix in a little wit or humor when appropriate, great.
However, you certainly don’t need to strain your brain trying to be slick and snappy with your writing to generate interest in your book.
Again, I get into much more detail on this topic in this week’s video. So I encourage you to check it out.
Until next week, take action and make things happen!
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