Book Cover Coaching & Business Branding

Google Instant Preview: How Does Your Website Look?

2011-10-18T06:00:00.000-07:00

Does Your Website Look Good in Google Instant Preview?

By Susan Kendrick

If you've ever been tempted to pack a lot onto your web pages, this is your wake-up call.

Size is everything now. I talk a lot about how important it is for your book cover and other branding elements to command attention and respect even on increasingly smaller online formats like smart phones. But, now the same thing applies to your websites and blogs as well.

Here's What's Happening

Google Instant Preview is a way to evaluate whether or not a web page has information you are interested in without you having to go to the particular site. You can also quickly compare the basic look and feel of each website to others that come up in your search. You simply preview "thumbnails" of these sites right on the Google search results page.

YouTube Tour of How Google Instant Preview Works

Click on the image below to watch:

See Your Website the Way Your Prospects Do

(1.)
Search your company name in Google and see how your home page looks on Google Instant Preview.

- Is it appealing, professional, clean, free of clutter?
- Does a main headline and/or a single powerful graphic pop out at you?

- Is the page broken into chunks of copy that make it look easy to read?
- Does it make you want to know more, or look like much work to figure out?

- How does it compare with the preview pages of other websites?

(2.)
Now, search a key word or phase you know will bring up a particular page on your website.

See how the place on the page that contains that search term stands out as a text call-out. Is this what you want your prospects to see? Does it help "sell" them on your website, expertise, quality of information you provide?

I talk a lot about thumbnail versions of your book and eBook covers and how they have to work just as hard for you as the full-size versions--sometimes harder. Now with "thumbnail" browsing, your website has to compete in a smaller format as well.

We judge books by their covers. And, now your prospects are judging your website by its thumbnail. Make sure yours stands out as inviting, low on clutter, and high in content.

Website Graphic Tips: Choose fewer, larger, bolder images for your web pages.

Website Content Tips: Write website copy for how it looks in addition to what it says. Less-is-more has always been a cornerstone of great website copywriting. Now it is more important that ever. Get to the point and make your visitors want to know more.

If you have questions or want feedback on your website content and how you can condense it for more appeal, contact us at info@writetoyourmarket.com.

Book Editing: 5 Writing Tips for Authors

2011-09-07T09:17:00.000-07:00

Book Editing: 5 Writing Tips for Authors

By Susan Kendrick

Barbara McNichol - Book Editor

Whether you are writing a brilliant message inside your book, or packaging your book to sell on the cover, the same basic writing principles apply. Be clear and vivid. Talk to your readers, not at them. Be conversational yet concise. And, above all--use good grammar to make it all work.

In my last post I showed how a recent client of ours worked with us and the rest of his team to create his book cover. Now meet another member of your book-publishing team, your book editor. For both long and short copy--inside your book and out—flow, organization, and grammar combine to make your message shine and give you maximum credibility as an expert in your field.
Check out Barbara McNichol's five guidelines below to instantly improve the way you write the inside of your book by thinking like an editor.

- - - - - - - - - - - - - - - - - -

Authors: HowCan You Think Like an Editor?
By Guest Blogger -- Barbara McNichol

As anauthor, you take your observations and experiences, draw insightfulconclusions, and translate them into messages on paper (or computerscreens). You don your writer’s hat to express your messages in thewritten word.

But don’tstop there. You then need to put on your editor’s glasses and focus onfine-tuning those words to make sure they communicate with your intendedaudience. That requires you to read your piece as if you have never seen it before and think like an editor.

A skillededitor examines every phrase and asks:

· Is it necessary?

· Is it clear?

· Is it concise?

When youreview your own writing, you likely won’t answer “yes” to all these questions.So take off your writer’s hat and look through your editor’s glasses. Then makechanges based on these five common writing problems.

1. Use theactive voice. (WHO does WHAT to WHOM.)

Passive: Itwas decided that everyone would take the class.
Active: The principal decided everyone would take the class.

2. Makesubjects and verbs agree. (No mixing singular and plural.)

Incorrect: A group of writers were in town. ("Group" is singularwhile "were" is plural.)
Correct: A group of writers was in town. ("Group" is the subjecthere, not "writers.")

3. Useparallel construction. (Give your writing rhythm.)

Weak: We’ve learned to read, write, and we’re making sure information is shared.
Stronger: We’ve learned to read, write, and share information.

4. Make thesubject obvious. (Don’t let your participles dangle!)

Yucky: Driving down the highway, the new stadium came into view. (Who was driving down the highway? The stadium?)
Better: We couldsee the progress on the new stadium as we drove by it on the highway.
5. Usespecific, vivid verbs and nouns. (And don’t overuse adverbs and adjectives.)

Dull: I sawsome really pretty yellow daffodils.
Interesting:I reveled in a riot of daffodils.

When youwear your editor’s glasses, make sure every word counts. What areyour favorite writing/editing tips that will enhance someone’s writing? Pleaseshare them on this blog.

BarbaraMcNichol is passionately committed to helping authors achieve accuracy andartistry, clarity and creativity through the written word. She delivers expertediting that puts your book on the pedestal it deserves. Since founding BarbaraMcNichol Editorial in 1994, Barbara has worked with 200+ amazing authors. Shesays, “Enjoy the credibility authorship brings you with a well-edited book youcan market with pride.”

To furthersupport authors, Barbara has created a word choice guide called Word Trippers (www.wordtrippers.com)and produces Add Power to Your Pen, a valuable ezine for improving yourwriting. Contact: www.BarbaraMcNichol.com,email editor@barbaramcnichol.comor visit her blog www.nonfictionbookeditor.com.

Book Cover Coaching: Why to Build a Book Cover Team

2011-08-24T05:53:00.000-07:00

Featured Client:
Dr. Brad Case
How to Use the Team
Approach to Create an
Award-Winning Book Cover

By Susan Kendrick

* Download our Free Book Cover Timeline--an easy, one-page checklist of
what to do, when to do it, and how to work with your book cover team.

Dr. Brad Case stays in touch ... a lot. That's because he's always announcing some new award he's received or project he's involved in as a result of his book Thugs, Drugs, and the War on Bugs. My partner, Graham Van Dixhorn, worked with Dr. Case to create the marketing concepts and language for his book cover copy. We also work with a select handful of book cover designers and book interior designers, like the ones listed below, as well as book editors. See how a team approach to your book cover can get your book seen and sold, and give you expert status.

We started by asking Dr. Case a simple question.

Q. "Given the success of your book to-date, what stands out for you about the role or contribution of your cover?"

A. "In my experience, by the time a book is written, the author is too close to the project to be able to see how others will see their book and to know how to sell it. You really need some objective eyes to help you formulate a great selling cover, which is the basis of all your marketing efforts. Though you should be involved, don’t try to do it all on your own. This entire dust jacket was really a group project. I turned to Graham and Susan’s expertise because they really know how to sell books."

Awards, Exposure, and Business Leads

Here's just a sample of what's been happening.

Thugs, Drugs and the War on Bugs won the Gold Medal in the Independent Publisher Book Awards contest for the Health/Medicine/Nutrition category. Over 3,000 books were entered in the overall contest. "I don’t know exactly how many books mine was up against," says Case, "but it apparently beat them all!"
Thugs was also a Finalist in ForeWord Reviews’ Book of the Year contest, and it was awarded the Pinnacle Book Achievement Award last year.
Dr. Case was also recently interviewed by Wisdom Magazine. Its May/June issue included a lengthy, four-page interview. They also posted the entire first chapter of Thugs on their website
This interview led to Case being invited by an East Coast filmmaker to be in a documentary on the healing power of foods.

Book Covers From Mars ...

"I’ve received so many complements on my book cover," says Case. "The only thing that’s gotten more comments is my title. In fact, when I spoke to John Gray, author of the Men Are From Mars, Women Are From Venus, and told him the title of my book, he literally laughed out loud, asked me to repeat it, then laughed again. I’m sure the title made an impression on him and eventually led to him endorsing the book. His endorsement led to others endorsing it."

Who to Include on Your Book Cover Team:

Since any book should be marketed well before the actual release date, your cover is essential for that marketing to begin. Here are the three main functions you will need help with to produce a professional, "buy-me-now!" book cover. And, here is Dr. Case's take on how that team approach worked for him:

Book Cover Marketing Copy

"The back cover sales copy gets potential buyers’ attention with a hard-hitting headline and bullet points. The rest of the back cover copy expands on those benefits. The inside flap copy continues that conversation, with a more detailed synopsis, reasons to read the book, and what the reader will get out of it.

"I came up with the title. Graham came up with the much-needed subtitle. He did a great job capturing my dry humor in a subtle way. For the rest of the book cover copy, the credit goes to Graham. I basically gave him a bunch of my information and ideas. He got a feel for the overall tone and content of the book, then formulated all my disjointed ideas into a cohesive book cover that sells the book. Graham and I also played off of each other to build bullet points and the About the Author section.

"I use all the book cover language he developed as the branding and sales copy in my other marketing efforts for the book as well, such as my book website and my main website, as well as my page on Amazon. Graham also came up with the domain name for my website: HealthIsNatural.com.

"All of this came together to make a great cover, which led to my getting more endorsements and receiving awards—more selling points that have also found their way onto the cover."

Book Cover Design

"George Foster was the cover designer. Not only is he a great designer, he’s a great guy with a great sense of humor. The front cover is a bit provocative, but so is the title and the rest of the book, so they all fit together. If my title and subject had been less in-your-face, the cover would have had to reflect that tone, but with a title like Thugs, Drugs and the War on Bugs, we needed a cover like this. It also makes a great poster that really draws the eye in. It catches your attention and raises curiosity in potential readers."

Book Interior Design

I also had my book internal designer, Shannon Bodie, create a great logo for me. My publishing company is called “New Renaissance Books.” Shannon created a professional looking logo that resembles a book morphing into an aloe plant or a lotus, which, depending on what you see, fit the themes of either natural healing or awakening, both of which I resonate with. It perfectly reflects the blending of reading a New Renaissance book and the Natural Healthcare Revolution—all in one logo.

For an easy, one-page checklist of what to do, when to do it, and how to work with a book cover team, download our free Book Cover Timeline.

Get more "Book Cover Coaching ..."

Subscribe to this blog and get more tips about what goes into developing a great book cover. For our help developing your book cover, book website, personal or business brand, and more, email us about an initial consultation at info@WriteToYourMarket.com or give us a call at 1-888-634-4120.

Creating Ebook Covers - How to Choose and Use Testimonials

2011-07-01T11:32:00.000-07:00

Profile #3

What's Great About this Ebook Cover?

By Susan Kendrick

My partner, Graham Van Dixhorn, and I are judges for the Ebook Cover Award category in Dan Poynter's Global Ebook Awards program. To give these authors and experts more visibility for their ebooks, and to use these covers to share the strategies we teach and use in our own work creating book covers, we're featuring many cover entries right here on our Book Cover Coaching blog.

State of Mind

Sven Michael Davison

Visit Sven Michael Davison's website. The Kindle edition

and print version are also available on Amazon.

There are two primary components of the State of Mind ebook we want to emphasize. One is obviously Sven's powerful front cover. The second is his use of back cover testimonials.

Ebook Title

We love Sven's title, in part because. It is a great use of a book title strategy we use and recommend often. Sven does a great job with it:

Use a Twist on a Familiar Phrase*
This strategy works so well because it combines something already familiar to people--a well-known phrase--with a fresh twist that makes it unique, memorable, and best of all, something that people now associate with you and your ebook.

* Excerpted from our "10 Steps to Ebook Covers That Sell" - see below.

In this case, the familiar phrase is "state of mind," which in this novel can refer both the psychological state of an individual and what happens when you risk coming under control of the state or the powers that be. Both meanings work for this techno-thriller. This book title strategy adds a level of complexity that immediately sets the pace for the novel itself.

Ebook Cover Design

Sven nails it with his front cover design. This one image hits you in the gut ... or somewhere. It is arresting and even slightly off-putting. With a cover like this you may risk driving a few people away, but you will surely draw in your target audience. In Sven's case he makes a major shout-out to people looking for the best in bold techno-thriller fiction. And, that takes us to an important point about the back cover.

Ebook "Back Cover" Sales Copy

Again, even if your ebook does not have a physical back cover, you still develop that marketing message for use on your website and anywhere else you market and sell your ebook.

Testimonials are an important part of that message and your credibility.

Testimonials
Having the right people endorse your ebook adds valuable credibility to it. Aim high: What a testimonial says is less important that who says it. Potential buyers look at the endorser's name, title, company, affiliation, etc.
* Excerpted from our "10 Steps to Ebook Covers That Sell" - see below.

Think a few steps ahead

What do you want your book or ebook to do for you? Whose attention do you want to get and who do you want to influence, besides your potential reader? Your testimonials influence potential readers, yes, but they also influence potential partners who will also judge you by who else has already aligned themselves with you and your work. This is true in any field.

In Sven's case, his high-tech thriller seems to have all the makings of a movie. Sven already has extensive experience in the movie industry and consults for entertainment technology companies. You can see that the sources for two of his quotes are well-known in the movie and digital movie business. His trailer, or "P-Chip infomercial," is also much more than a typical book or ebook trailer. It crosses over into more of a movie short.

By getting his particular endorsers involved with his book, he continues to gain credibility with people who look to these experts for their take on this kind of story or content--in books, movies, digital movies on the web, and other media.

Think very strategically about what testimonials you want for your book and from whom. Too often we see authors and experts start this process too late to get the endorsements they want, or they simply are unaware of how much a well-chosen endorsement can do for them and their books.

* * *

Get Your Free Copy

"10 Steps to Ebook Covers That Sell" includes three sets of 10-step checklists creating book title and subtitles, back cover sales copy, and book cover design. It also serves as the judging criteria for the Ebook Cover Award. Request a complimentary copy by emailing us at info@WriteToYourMarket.com.

* * *

Subscribe to this blog and learn more about what goes into developing a great book cover. See examples, including those we develop for our clients, and get tips you can use throughout all your book marketing. For help developing your book cover, book website, personal or business brand, and more, contact us at info@WriteToYourMarket.com.

Creating Ebook Covers - The Power of Back Cover Sales Copy

2011-06-24T04:45:00.000-07:00

Profile #2:
"What's Great About This Ebook Cover?"

By Susan Kendrick

The Pathway to Love
Julie Orlov

Visit Julie Orlov's website. Her, ebook, book, Kindle edition, workbook, and audio guide are available on her Products Page. The Kindle edition is also available on Amazon.

Ebook "Back Cover" Sales Copy

I'm going to focus on Julie Orlov's back cover copy because she did such a good job on the cover itself and the way she uses this book marketing copy throughout her website. That is the great benefit of back cover sales copy, even for an ebook--it creates a powerful, brand consistent, at-a-glance marketing message that promotes your book or ebook wherever you use it. Here's what makes this ebook cover special:

Know What Your Audience Needs and Wants

If your book or ebook is a solution to a problem, you need to understand that problem. Julie Orlov handles this beautifully. The first paragraph of Julie's back cover starts with, "Discover the secrets to creating more understanding, acceptance, and love in your relationships." She gets right to the point. She doesn't waste any time connecting with her reader and what they're looking for. You have about 10-15 seconds to get someone's attention and get them to see the value of what you book. Make every second count.

Show What's Unique About Your Solution

Julie then moves right into the second sentence, which shows exactly how her approach to relationships is unique: "Through the art of storytelling Julie Orlov reveals how relationships grow from fantasy to love in four phases." She uses storytelling and she reveals four phases. ... What are those phases? Am I in one of those phases? Which one? ... This is the possible response from someone reading this copy. It does two things. It draws them in and gets them to keep reading.

Create a Sense of Abundance About What the Reader Gets From the Book

Next, Julie uses the "Not Only" copywriting technique to show the range of help available from her book. The third sentence reads, "The book not only empowers you to create the relationships you want but demonstrates how your relationships mirror what you need to see, thereby providing the perfect conditions to heal, grow, and transform."

Here is a simple but important point. Notice in the back cover copy the use of "you" and "your." Notice, too, how you can create energy and momentum with phrases ranging from "not only empowers you to create" to "providing the perfect conditions." This kind of language gets your prospective buyer excited about the possibilities in this book. And, that is exactly the role of the back cover, to get prospects interested enough to read the book and to buy it.

Use a Few Powerful Bullet Points to Seal the Deal

Great book covers use visual chunks of copy to draw in the reader. Bullets are the place to highlight the most compelling benefits of your book in an at-a-glance format. See the bullet points on The Pathway to Love when you click the image (right) from the softcover print version of The Pathway to Love.

On Julie's website home page, those three back cover bullets take center stage. As Julie has also done, you can then tweak your back cover copy to suit the needs of an individual website page-
-whether you are promoting your ebook, book, or overall brand and expertise. In this case, Julie added a fourth bullet that mentions "relationships at work," a significant part of her expertise and the kind of consulting and speaking she wants to attract more of. As you look at other pages on Julie's website, you will continue to see other parts of her back cover copy.

On a tactical note, bullet points should each start with an active verb to further continue the energy and momentum of your marketing message. Julie's bullets start with "Distinguish," "Understand," and "Transform," and on the website, "Enhance."

Get High-Profile Testimonials

The impact of testimonials is more about who is saying something about your book than what they are saying. Again, you want to create your back cover in various, high-visibility chunks. Testimonials do not need to be long to support your book, but they have to be by experts your audience recognizes, trusts, and respects. Julie has just two, but one of them is by Bernie Siegel, MD, and the other is from a highly credentialed expert in her field, an MD, PhD from UCLA and company president. See more in our article on how to get and select book cover testimonials.

Ebook Cover Design

There are many good things to say about Julie Orlov's ebook cover design. The main point is that from the color--the soft green, clean white, and bright spot of red in that heart--to the simple image of the orchid, and font style, it has been designed with Julie's core audience in mind. Women buy the vast majority of books. Even for books that are written for men, it is women that buy the books for the men in their lives--husbands, sons, fathers, partners, etc.

As you can see in Julie's YouTube videos, men attended and spoke very highly about her book launch event. But for books on relationships especially, women are the core audience of readers and buyers, and this cover reaches out to them on this topic with a sense of beauty, lightness, and promise. The marketing copy is fresh and authoritative. The overall effect is that Julie's book cover positions her as a trustworthy authority on her topic with a lot to offer her readers.

* * *

Get Your Free Copy

"10 Steps to Ebook Covers That Sell" includes tips for creating book title and subtitles, back cover sales copy, and book cover design. It also serves as the judging criteria for the Ebook Cover Award. Request a complimentary copy by emailing us at info@WriteToYourMarket.com.

* * *

Think about entering your ebook in Dan Poynter's Global Ebook Awards. There are dozens of award categories. Check out 10 Reasons to Enter on YouTube.

Creating Ebook Covers: Less is More

2011-06-15T20:48:00.000-07:00

Profile #1:
"What's Great About This Ebook Cover?"

By Susan Kendrick

My partner, Graham Van Dixhorn, and I are two of the judges for the Ebook Cover Award category in Dan Poynter's Global Ebook Awards competition. In addition to picking the best covers from those submitted--and being on the team that decides the ultimate winner--we will be featuring many covers right here on this blog with a brief "What's Great About This Ebook Cover?" write-up. We will use each ebook cover we feature to point out important ebook cover components and strategies. Think about entering your ebook. There are dozens of award categories. Check out 10 Reasons to Enter on YouTube.


Request a Copy

Participants in the Book Cover Award category receive our "10 Steps to Ebook Covers That Sell." It contains checklists for creating ebook/book titles and subtitles, back cover sales copy, and book cover design. Request a complimentary copy at info@WriteToYourMarket.com.

Selene of Alexandria
A Novel by
Faith L. Justice

There are many reasons we chose to feature Selene of Alexandria as an example of a successful ebook cover. Overall it has a highly professional look and feel, which seems simple but is often difficult to achieve. Here's what makes this cover special:

Visit author Faith L. Justice's website. The ebook is also available on Amazon.

Ebook Title

Short and Clear
Many book titles try to be clever at the expense of clarity, but there is power in simplicity. Selene of Alexandria also suggests a certain stature, that this is a story worth knowing.

Unique
There are no other books or ebooks on Amazon with the same title. This ebook cannot be confused with any other book, old or new, or in any way be diminished by sharing its name with other books, music, etc.

Search Engine Key Words
Selene of Alexandria is about a fictional character in a real place and time--the ancient city of Alexandria, Egypt, during the fifth century. For historical fiction, which has a large following, using the key word "Alexandria" helps lead readers to this period piece. A search for "Selene of Alexandia ebook" currently shows up as #3 in Google.

Ebook "Back Cover" Sales Copy

Click on the cover above to see larger images.

The question comes up, "Does an ebook need a back cover?" The short answer is, yes. Ebooks should take advantage of all the book marketing opportunities available to print books, including buy-me-now, 10-second sales copy. Request the PDF above and see the introduction to the "Back Cover Sales Copy" section. See why your back cover text is the most important ad copy you will draft for your ebook and where you will use it.

Selene of Alexandria had already been published as a softcover in November 2009, so it had its back cover sales copy ready for use in marketing the ebook version.

Headline
A headline can take many forms, one of which is a high-profile testimonial. In this case, praise comes from an award-winning author. This gives the book immediate credibility--we're willing to trust that an expert in the field thinks this is a great read.

Clean, Crisp, Inviting Copy
Right away we get a feel for the setting and the conflicts in this story. The copy is energized by colorful language that reaches out in subtle ways to a wide reading audience.

Author Bio

Faith L. Justice's author bio is a refreshing counterpoint to the setting of her 5th century story. It starts with "a self-styled science geek and history junkie ..." It wraps up with her significant accomplishments and a call to action to engage prospective buyers in her other offerings, "Visit her website to read her award-winning short fiction, articles, interviews, and sample chapters of upcoming novels."

Ebook Cover Design

Available on Amazon

Here is where Faith L. Justice's Selene of Alexandria shines. Here are just a few of the ebook cover design criteria that this book embodies so well.

Make One Strong Visual Statement
She uses one powerful graphic image with a color and lighting that stands out against the black background. This cover looks good in any size, even as a thumbnail image, from iPads to smart phones.

Avoid Clutter

Imagine for a minute what could have happened to this cover. In addition to the sculpture it could have had a cityscape in the background to play up the Alexandria part of the title, or the added real image of a young woman. The classic sculpture all by itself gives this book the feeling of, well, a classic.

Title Is Easy to Read
It's big and easily readable. And, with a longer word like "Alexandria" in the mix, emphasizing "Selene" in larger type is a smart move. Trying to put the whole title in the same size font might have looked cramped or just made the whole title illegible. Again, this strategy will ensure the title stands out even in smaller viewing formats.

Author Name Is Big Enough to Read
Again, no fancy fonts, no special effects. Just the author's easily identifiable name.

Easy-To-Read Font
Interestingly, even with straightforward font choices, the name Selene is big, bold, and contemporary like a living, breathing character. By contrast, just like in the story, "Of Alexandria" evokes the time and place of the ancient setting.

A Few Strong Colors

Black, gold, and white create a strong, authoritative feel. This is a book you pay attention to and an author you take seriously. The quality of the cover image--color, lighting, resolution--all play a part in the high-quality feel of the entire cover. Choose any cover graphic and colors with great care.

* * *

Subscribe to this blog to see all the ebook cover entries and comments we post as judges in Dan Poynter's Global Ebook Award. For one-on-one feedback on your project, contact Graham and me, Susan, at info@WriteToYourMarket.com.

Listen for Great Book Titles

2011-05-17T03:48:00.000-07:00

Book Titles are Seen and Heard--Listen
for Ones That Catch Your Ear, and Why

By Susan Kendrick
http://writetoyourmarket.com

This past week I was listening to public radio while driving and captivated by the very energetic introduction to the next program, "Here on Earth: Radio Without Borders" hosted by Jean Feraca. The guest was an expert on grains, but not in the eat-these-they're-good-for-you way. Somewhere in her early adulthood as a journalist living on frozen pizza, she had rediscovered a moment in childhood when a small bag of sweetened Greek dessert had delighted and transported her during a very sad time. And now this writer, journalist, and cook has contributed to Gourmet, Saveur, and Gastronomica, as well as Marie Claire, and Elle.

In the introduction to this guest and her celebration of grains as comfort food, desserts, and more, I heard phrases like "gorgeous grains" and "ancient grains for modern meals." Feraca spun a web of words so rich, I couldn't wait to hear if the guest had a book and which of these delicacies was the title.

The guest, of course, did not disappoint. Maria Speck was passionate, personal, joyful, and highly articulate about every nuance of her topic. And, yes, she is the author of Ancient Grains for Modern Meals: Mediterranean Whole Grain Recipes for Barley, Farro, Kamut, Polenta, Wheat Berries & More.

Take-Aways You Can Use

The Reason I am posting this book title and radio interview here is because there are a couple of good take-aways. First, a good book title needs to clearly communicate your topic, but a great book title "sounds" good doing it. It rings. Ancient Grains for Modern Meals is a great example of three good book title strategies that make this title sound good:

(1) Rhyming--Ancient Grains

(2) Alliteration--Modern Meals

(3) Parallel Construction-- Ancient Grains is a simple,
two-word descriptor that sets up another simple,
but contrasting two word descriptor, Modern Meals

Now, granted, authors and publishers do not always and do not need to create book titles on such a dissected level. These types of book titles are usually equal parts intent and serendipity. So listen. Listen to how you talk about your topic. Get your friends and collegues involved. See what rises to the surface in conversation. A great book title is easy to say, hear, and remember. It says what is new and different about you and your book.

Listen to this broadcast for a good example of how great a book title can sound.

One More Thing That Works

The other thing I noticed while listening to the introduction to this interview was all of the other descriptors that came up and initially had me wondering which one was the title. Was it "Gorgeous Grains"? Was is "Ancient Grains for Modern Meals"? This is a good time to point out that any phrase that does not make the final cut as title, can still be used to great effect as a headline or sound bite about your book. In this case, I imagine that "Gorgeous Grains" could have been on the table at some point as a possible title.

So, as the saying goes, listen and learn.

Happy Publishing!

© 2011, Susan Kendrick, Write To Your Market™. All Rights Reserved.

10 Reasons to Enter Dan Poynter's Global Ebook Awards

2011-05-11T08:27:00.000-07:00

By Susan Kendrick

http://www.writetoyourmarket.com/

Click Here for Details -- Enter by June 30, 2011

"A major challenge with ebooks is a lack of visibility," says Dan Poynter, world-renowned self-publishing expert and bestselling author of The Self-Publishing Manual.

Why? Because at first glance, an ebook looks like a simple, streamlined alternative to a print book. But, many ebook authors and publishers just don't get their ebooks in front of enough people to make a difference. If you want to get your wisdom out into the world and start reaping the rewards now, an ebook is the way to go. Be an early player in the move by more and more people to ebook readers. Reach new audiences eager to download all the ways you can help them in business, life, leadership, parenting, relationships, nutrition, fitness, and more. But first, get it out there!

Eliminate "Post and Pray" -- Dan Poynter

Most ebook authors and publishers do not even know where to start,
so they don’t. This is how Dan describes the process:

They upload their ebook to a website

and sit back.

This is called “Post and Pray.”

We are longtime fans of Dan and his self-publishing education and techniques. When we heard about his new Global Ebook Awards, we were excited to learn that it is not just about putting your ebook in a competition. The submission and award process itself has a built-in ebook promotion program. See the 10 Reasons to Enter, below, and all the ways your ebook can get seen and sold through this competition.

TOP 10 REASONS TO ENTER
THE GLOBAL EBOOK AWARDS
Watch this video

Plus, We May Feature Your Ebook Cover on This Blog

My partner, Graham Van Dixhorn, and I will be the judges for a special ebook cover category in the Global Ebook Awards competition. In addition to picking the best covers from those submitted, we will be featuring many covers right here on this blog over the next two months with a brief "What's Great About This Ebook Cover?" write-up. We will use your ebook cover to point out a key book cover strategy--always something positive--so you and your ebook look good. This gives you even more marketing visibility!

Get All the Details

Go to Dan Poynter's Global Ebook Awards website. You'll find entry rules, dates, ebook categories, and answers to any questions. The website is also designed as a complete resource for all things ebook.

How to Break Into New Markets With Your Book

2011-05-02T11:14:00.000-07:00

One of the Most Profitable Relationships
You Can Develop ... And 6 Ways to
Get Started Now

By Susan Kendrick
http://www.writetoyourmarket.com/

(First, it's good to be back! I've had a busy year. Lots to talk about.
Here's to May 2011 and getting reconnected. Warm Regards, Susan.)

What’s easier, a cold call or having someone personally introduce you to a new prospect? What’s a quicker way to build trust—jump through all the hoops of proving that you’re as good as you say you are, or have somebody your prospect already knows and trusts back you up as a great resource? In each case, either way works, but a third-party introduction and endorsement is definitely less labor-intensive. You move on much more quickly to building relationships instead of just trying to get them started.

That’s the way it is when you want to introduce yourself, your book, and your services to a new market. One of the best ways to do this in consulting or any industry is to become a part of that market and for someone already known in that market to make the introductions. Rather than creating relationships one at a time, this is the way to gain access to many prospects at once.

Who Should You Approach?

Take a look at these three criteria. It should be an individual or organization that:
• Continually offers their followers quality information, perspectives, and resources
that will help them be better at what they do
• Has a list of followers with whom they regularly communicate and who are used to
signing up for educational programs and purchasing resources
• Reaches out to their followers in a variety of ways: enewsletters, magazine, webinars,
blogs, podcasts, speakers, annual events, expos, conventions, and more

Who Does All That? Professional Associations
Professional associations exist on many levels—nationally as well as by state, region, and even by sub-industry. Approach each of them like you would approach a media outlet. In other words, offer to do things that help them achieve their goals. Be a good partner, an information hub, a source for quality perspectives, insights, and educational content. In return, you get introduced as a go-to expert to potentially throusands of new prospects.

6 Ways to Get Started

1. You can start by offering to do something as simple as contributing articles to the association newsletter and magazine. They get great content--which they associations always need. You get your message across to a group of prospects eager to get them most from their membership through access to expert guidance.

2. Associations face a major challenge on a daily basis that you can help them solve--membership. Associations of all kinds are continually trying to acquire new members and keep existing members. Offer your book to the association at a volume discount as part of a new-member incentive package or as a renewal incentive for existing members.

3. Become a champion for one of the association's causes and post regular blog features about it. You attract those interested in that cause to you as a reputable source of information. The association gets exposure to your followers. And, you position yourself as someone valued by this organization and the team that runs it. You are part of a vital mission in this new market you are penetrating. It is a win-win for both you and the association--again, the key to a profitable partnership.

4. Interview the executive director of the association in a way that enhances their visibility and credibility. Make this interview available as a podcast, downloadable transcript, and video if possible for use by you, the director, and the association.

5. Offer to give the association a sample of your speaking abilities by doing a free breakout session at their next big event. Even if you don’t get paid for the engagement the first time, that live exposure to decision-makers in this new market is a huge opportunity. Use this session to give away a free gift (your book, related product, consulting package) at the end of your presentation, through a drawing of business cards you collect from participants.

6. Go through the vetting process. Most associations have some kind of process in place to help them select sources that will be a true value to their members. Your book—or even your forthcoming book—mark you as a recognized authority in your field. Use it, your website, blog, Facebook and Twitter following, testimonials, and other components of your existing platform to demonstrate your credibility and how you can add value to the association and its membership.

The idea is to enter a new market that you have identified as a good source of potential clients and revenue. Partner with an association in that market that meets the three criteria listed above. Then, do everything you can to add value to what the association is doing for its members in a way that introduces you, your book, and your services to those members.

What Does This Have to Do With Your Book Cover?

Planning for how you want your book to open doors in multiple markets—or at least give you the flexibility to do that over time—will directly influence what you include in your front and especially your back cover sales copy. It will even influence who you approach—and don’t approach--for endorsements.

I have seen partnerships with professional associations work successfully time and time again—both for myself, my clients, and my colleagues. If you have any questions about the finer points of putting this approach to work, or for more ideas that will help you break into a new market with your book or write and design your book cover so that it will open more doors for you, please feel free to contact me or my partner, Graham Van Dixhorn, at info@writetoyourmarket.com.

© 2011, Susan Kendrick, Write To Your Market™. All Rights Reserved.

Writing a Book to Build Your Practice -- PART II

2010-05-25T10:55:00.000-07:00

Co-author a book,
like these two authors.

Writing Your Book: How to Get
Organized, Get Help, and Get Going

By Susan Kendrick
http://www.writetoyourmarket.com/

Once you start thinking about writing a book to build your brand and your practice, the first question is "How?" Like Part I of this article for medical and health experts, any professional can use this information, especially the free mini-course (see below).

Since my partner, Graham, and I specialize in creating book titles, subtitles, and back cover copywriting, we turn to our colleagues for help with other parts of the book publishing process. Our good friend John Eggen of Mission Marketing Mentors is a great resource. He provides what most busy professionals ask us for--a tested, systematic way to write and publish a book. He even shows you how to start making money on your book before it's released--a great way to fund your book project.

John just came out with a free mini-course that he has set up so that we can give it away to our readers.
Go to http://ultimateclientmagnet.com/newauthors.

A few tips from our end on the book writing process

A proven formula is helpful any time you take on an endeavor outside your immediate area of expertise. This is especially true when writing a book. It you don’t have a specific path to get from the idea stage to the final manuscript, you risk becoming overwhelmed by a project that can easily grow out of control. Ideas add up, tangents materialize that take you off course, and input from family and friends can send you reeling in a dozen different directions as you try to craft the “perfect” book.

Given these tendencies, it’s important to know that writing a book is first and foremost a function of organization.

Here's one way to think about organizing your book

While there are a few different ways to approach writing a non-fiction book--see John's free mini-course above--one is the 10-Point Book Writing approach. Here’s how it works:

• Choose a topic—something you are good at, like to do, or want to learn more about. This can relate to either your professional life, your personal life, or both.
• Tell readers why you wrote the book and what they will get out of it. That is your Introduction
• Identify 10 key points you want to make about your topic. Those are your 10 chapters.
• Break each of those 10 chapters down into manageable parts: An introduction, 3-7 key points, quotes, examples, stories, etc.
• The ideal length for a non-fiction book starts at around 144 pages, including the Table of Contents, Acknowledgments, Copyright page, and author bio. That means each of your chapters will be approximately 11-12 pages long. Think of it as writing a long letter to a good friend.

But, I don’t have time to write a book

You don’t have to go it alone. Busy physicians regularly hire ghostwriters, transcribers, and editors to assist them in the book writing process. You can even partner with a physician or non-physician to co-author the book with you. Do make sure you follow a tested process. Remember to check out John Eggen's free mini-course at http://ultimateclientmagnet.com/newauthors.

Whether you want to self-publish or work with a traditional publisher, make publishing a book another profitable part of your practice. Please email us with any questions at info@WriteToYourMarket.com or call us at 1-888-634-4120.

Happy Publishing,
Susan

© 2010, Susan Kendrick, Write To Your Market. All Rights Reserved.

Writing a Book to Build Your Medical Practice -- PART I

2010-05-11T11:38:00.000-07:00

Reasons for Doctors to Write a Book

By Susan Kendrick
http://www.WriteToYourMarket.com

See all book and book website links at the end of this article.

Instead of focusing on book cover text and book cover design in this post, I am backing up a step to show what writing a book can do for particular group of author/experts. While this post is for physicians writing books, this information can apply to other areas of expertise as well.

I was encouraged to write this series of articles by my client, Dr. Kenneth Cohn, a board-certified general surgeon/MBA. Dr. Cohn reaches out to physicians in innovative ways through his physician websites, the Health Care Collaboration Blog,"Improving Physician-Hospital Relations" and The Doctorpreneur, "A complete resource for physicians interested in pursuing non-clinical career opportunities."

What Writing a Book Can Do for You

Physicians regularly write and publish books for a variety of professional and personal reasons. The following are some of the most common incentives:

Revive your passion for your practice and/or your life if you are transitioning to a non-clinical career
Create uniqueness that differentiates your services
Stand out in your field as an expert
Expand your reputation in a specific area of expertise
Attract patients and others who are eager to work with you
Discover and develop other parts of yourself
Generate additional streams of revenue, such as speaking and information products

[We helped develop the book covers for the following five books by self-publishing physicians.]

What Kind of Book Should You Write?

Can you reap the benefits of being a published author only by writing about something related to your medical practice? Not at all. Professionals in many industries find that writing a book about a personal interest can also be a great way to connect with existing and prospective clients. Telling people something about you as a person builds trust, which goes a long way toward creating and cementing relationships that build your practice.

Create a Lead-Generating Brand

Building a professional or personal brand is a great way to improve your medical practice, and writing a book has long been recognized as the best way to build a brand. According to Alan Weiss, international consultant and bestselling author of How to Establish a Unique Brand in the Consulting Profession, writing a book is, "the best branding technique of them all."

Ask Yourself These Four Questions to Get Started:

- What energizes you—either in your practice or your personal life?

- What do you like to do and what are you good at?

- What would you like to learn more about?

- What would you like to be known for 3-5 years from now?

Depending on what you want the book to do for you, you can choose to write about something related to your medical expertise, or you can focus on a more personal topic. Or, you can do both. Again, the reason that writing a book or a series of books is such a good outlet for physicians is that it does very positive things for your reputation, your practice, and your personal well-being.

Professional, Personal, or a Blend:

Writing a book gives you a way to reach into yourself and out to others in an extremely rewarding way. It begins to bridge what may have become a wide gap between who you are as a physician and who you are as a person.

You can even write a book for other physicians about how to survive and thrive in your professional. Based on your own experience and interviews with colleagues, you can cover a number of areas, such as how to reduce stress, find time to get to the gym, spend time with family when you’re on call, or just relax and recharge.

Expand Your Practice or Expertise: There are many books on the market that demonstrate the success of books written by doctors on some aspect of their medical expertise. We have worked with many doctors who use that expertise to delve into an alternative approach they have developed to a common health challenge.

Take a more personal route: On a more completely personal level, you can write a book about your passion for gardening and describe the health benefits of eating food you grow yourself. Do you like to travel? You can write a book about how travel helps relieve stress and renews your body, mind, and spirit.

Do you love to spend time with your kids? Outline some of your favorite suggestions for activities, road trips, or “vacations” in your home town when you don’t have a lot of time but still want to create family memories. Describe how doing things together builds relationships that benefit the emotional and physical health of your family.

Depending on what you care about and what excites you, the possibilities are endless. One important guiding principle to keep in mind is that the topic should be one that will hold your interest for a long time, both in the creation of the book and in promoting it.

Next in This Series:

Part II -- "Organizing and Starting Your Book"

All Book and Book Website Links for This Article:

- Dr. Oz and Dr. Roizen book series

- Dr. Christiane Northrup

- Dr. Helene Leonetti

- Dr. Steven Park

- Dr. Marlene Coleman

Create Book Cover Brands That Look Great Online

2010-03-10T06:32:00.000-08:00

Creating Book Titles and Subtitles That
Still Work in the Smallest Online Formats

By Susan Kendrick

www.WriteToYourMarket.com

The last article here was What Makes a Good Subtitle and How Long Should it Be? There's another reason the length of titles and subtitles is coming up a lot lately, and that is because of the variety of ways your book is now seen.

A Brief History of the Book Cover

Think about it. A book cover used to be written and designed primarily as a physical billboard for your book. The book needed to create interest when seen on the shelf at the bookstore or anywhere else it was displayed for sale. Then came those small thumbnail versions on amazon and other online retailers. Your book cover still has to draw people in, even in its reduced size. But, now that miniaturization goes one step further as book covers make their appearance on Kindle, ipad, and smart phones.

Check These Out:

(Take a look at the books on this bestseller page on amazon. Which ones do you think stand out in their smaller format and which ones don't.)

One author of two published books recently questioned whether or not her third book even needed a subtitle, since it would hardly be visible online. We strongly encouraged her to keep her subtitle for the reasons a subtitle has always been, and continues to be, pivotal to the branding and marketing of your book. Again, see previous article.

PLUS!

Your subtitle will show up in search results for your topic, in the product text on amazon, and any other place your book appears online. Don't waste this opportunity.

An Exception to This Rule?

An interesting exception to standard subtitle use is Rework by Jason Fried and David Heinemeier. This book does not have a subtitle, but it does have an endorsement, "Ignore this book at your own peril," by Seth Godin. It also gets a huge credibility boost from bestselling authors like Tom Peters and William C. Taylor, Founding Editor of Fast Company.This book's uber-clean cover and bold, off-the-grid feel--plus the quirky Godin-esque endorsement and amazon review--surely speak to the intended audience for this book and set it apart on a planet of its own.

Is This a Wasted Opportunity?

I wonder, though, what the back cover does for this book--it doesn't show up as a "Look Inside" option on amazon. And, when you look under "Customers Who Bought This Item Also Bought," the subtitles for each of those other books are included in the text box under the book cover image. They get the benefit of this additional positioning and sales copy for their books.

Avoid Piercings and Tatoos ...

... Especially if you're going it alone. If you do not have a magic-carpet ride of high-end endorsements in place for your book, and especially if your book will be self-published, your cover needs to be of the highest quality and adhere to every industry standard to "look legit" and avoid looking self-published.

It's like going in for a job interview--the higher-end the position, the more tailored and professional you need to look. Your book is a candidate, too. It has to stand out from all the other books on the topic. Everything about the packaging must be impeccable. And, depending on your audience ... no tongue piercings, visible tatoos, or stilettos. There are better ways to get noticed.

Getting the Right Help Will Get You Noticed

From a branding standpoint, it is your title that is the basis of the iconic look for your cover, so do consider how your title will look even the smallest formats. Use as few words as possible and short words when possible. And, make sure your book cover designer knows how to turn those words and your overall cover into a an immediately recognizable visual brand--an iconic look that will get your book noticed at any size.

Happy Publishing!

Susan

Book Cover Coaching: Subtitle Tips

2010-02-24T06:51:00.000-08:00

What Makes a Good Subtitle
and How Long Should It Be?

By Susan Kendrick
www.WriteToYourMarket.com

People work long and hard to come up with good book titles. The subtitle, however, is often an afterthought, something quickly thrown together before moving onto book cover design. Please don't
do this to your book. Your subtitle is not just some front-cover
formatting slot to fill. It is a critical piece of marketing real estate for creating your brand and selling your book.

The Role of Your Subtitle

There are many things your subtitle can do for your book. It can:
__ Identify and draw in your target audience
__ Differentiate your book in a crowded market
__ Clarify a key benefit or benefits of your book
__ Add definition to a provocative but possibly obscure title, like those in Malcolm Gladwell's bestselling series, Blink, The Tipping Point, and Outliers.

Long or Short--Is There a Rule?

First, I need to say a few words about length. We get asked this a lot: "How long should my subtitle be?" The answer is--it depends. Really. There are no hard and fast rules, and don't let anyone tell you otherwise. Say what you need to say. Simply do it in as few words as possible to keep your ideas crisp, authoritative, and memorable. See more under "Subtitle Tips," below.An example of a long subtitle is Rich Like Them: My Door-to-Door Search for the Secrets of Wealth in America's Richest Neighborhoods. That's a lot of words, but they work hard together to say what this book is about. While longer subtitles are the exception rather than the rule, it's helpful to see how they can work when handled skillfully.

Tim Ferriss's highly successful book and brand, The 4-Hour Work Week, was released in an expanded and updated edition in December 2009. His subtitle is a semi-whopping nine words and it consists of three different elements. But, it is still clear, crisp, and strong. It hits a major nerve, and not by chance. Ferriss is known for testing his title/subtitle combos until the results reveal a sure winner.

Also, check out an Amazon Book "Bestsellers" list, like this one for Business & Investing. You'll find a range of subtitle lengths here, and with a few exceptions, they serve their books very well. Again, the "Subtitle Tips," below, will help you think about your subtitle as a way to reel people into what you have to offer without tangling them up in excess words or jargon. There is no guarantee that a certain length subtitle is best. What is important is how the words you choose create and promote your brand.

Subtitle Tips

Here are some tips to help you start thinking about what will work for your book.

__ If your title is long, keep the subtitle short. If your title is short, you have more flexibility with the subtitle. But, do say what needs to be said. A descriptive, yet still concise, subtitle goes a long way toward attracting readers, retailers, partners, and even the media.

__ Do not repeat in the subtitle words that you have already used in the title. A book cover is all about making the most of the very limited real estate on both the front and back covers. Make every word count. If you need to reinforce an idea, use fresh language each time. If your subtitle repeats words in the title, it looks like you have already run out of things to say--not a good signal to send to potential buyers.

__ Practice economy of language. Do this by first deciding what to say, then how to say it. Then, if you can use four-letter words instead of 12-letter words, do it. If you can say something in seven words instead of 14, do it. Be ruthless and be especially hard on adjectives. You'll be surprised how powerful a phrase becomes once it has been stripped clean of excess. Which brings me to the next suggestion:

__ Use parallel construction. These kinds of phrases are memorable and therefore create a strong brand for your book. Chip and Dan Heath, Authors of Made to Stick: Why Some Ideas Survive and Others Die, just released a new book this month called, Switch: How to Change when Change is Hard (above). Subtitles like this have what you could call a sing-song quality to them that simplifies the topic and makes it instantly apparent either what the book is about or what you as the reader get from it.

__ Remember that your subtitle is not just read, but heard--another good reason to create sound-bite appeal. For Amy Tiemann's new book, Courageous Parents--Confident Kids (above), I developed this subtitle, "Letting Go So You Both Can Grow." This is the essence of the book boiled down to a highly brandable sound bite. This phrase is also both powerful and memorable because it contains rhyming, alliteration, and the syntactically strong long "O" and hard "G" sounds. This is one more example of how just seven short words can build a strong, memorable brand and marketing presence for your book.

__ Consider your target audience when establishing the tone of your subtitle. This may go without saying, but a book on investing or entrepreneurship, for example, will have a different feel than a book about improving your marriage or taking care of elderly parents.

Need help creating the subtitle and/or title for your book? Contact Graham and me at info@WriteToYourMarket.com.

Happy Publishing,
Susan

© 2010, Susan Kendrick, Write To Your Market. All Rights Reserved.

Even Branding Experts Need Help Expanding Their Brands

2010-01-15T18:55:00.000-08:00

How This Branding Expert Created a
Book Series to Reach Out to New Markets

By Susan Kendrick
http://www.writetoyourmarket.com/

Click book cover images at left to see this client's back cover text.

Meet corporate branding expert Brenda Bence. Her new book series and website are outstanding examples of how
to use book publishing to expand an already highly
successful brand, this time into new niche markets. Take a look at these book covers and Brenda's website to see how her new "How YOU™ Are Like Shampoo" series title we developed for her can help you in your own branding or re-branding process.

In the World of Branding -- You Can't get Much Better Than This

With more than 25 years experience within Fortune 100 multinational corporations--from Procter & Gamble and Bristol-Myers Squibb to Mattel and Pizza Hut--Brenda has been responsible for marketing some of the world's biggest-selling brands in almost 50 countries across four continents.

Also a certified career coach, Brenda married her passion for brands and her passion for coaching to develop the first and only personal branding system. This system, based on the same methods successful companies use to create powerhouse name brands, outlines step-by-step how to define, communicate, and master your personal brand for greater success at work and in life.

In fact, she was already using "YOU™ -- The Trademarked You" as a central component of her identity and marketing message to mean "your personal brand."

"We actually DID go out and register this trademark," says Brenda. "No one we talked to thought it would be possible to trademark this, because “YOU” is such a common phrase, but we did it! it took three years of legal battles, and we now own “YOU™” as a registered trademark--another important element of this brand or any brand."

To expand her YOU™ brand to new markets and further increase her visibility, credibility, and revenue by doing so, she created first a book and then a book series. This time, she brings her expertise not to big business, but to individuals. Each book in her series fluently translates the strategies she uses to help corporations build successful consumer brands into ready-to-use techniques for professionals, job seekers, and college grads.

How Brenda's Book Cover Expands Her Brand

My partner, Graham Van Dixhorn, created Brenda's new "How You Are Like Shampoo" brand for her book title and series name. He then developed the positioning that would both establish her expertise in the personal branding market and elevate her expert status in the corporate market. Here is an excerpt from Brenda's back cover:

"This groundbreaking book provides you with a start-to-finish system for defining, communicating, and taking control of your personal brand at work. Modeled after the world’s most successful big-brand marketing methods, How YOU™ Are Like Shampoo guides you step-by-step through proven corporate branding techniques never before adapted for personal use."

This positioning and "elevator speech" create the transition from Brenda as business branding expert to go-to corporate and personal branding strategist.

The Back Cover Also Includes Other Essential Elements:

- The headline
- At-a-glance bullet points
- An expert/author endorsement, which Graham created for source approval,
a great endorsement technique
- High-profile bio and lead generator
- A technique that drives traffic to Brenda's website, which includes a
name-capture device once they get there, in the form of a newsletter sign-up

Getting Bigger Shouldn't Dilute Your Brand--It Should Make It Stronger

Notice that expanding Brenda's trademarked YOU™ branding into "How YOU™ Are Like Shampoo" does not detract from her status as corporate branding expert--it reinforces it. The allure for professionals, job seekers, and college grads is that they now have access to the same branding strategies Brenda uses to help the likes of Kraft and KFC, through a series of books created just for them.

"Extending the franchise to college students," says Brenda, "provides me additional speaking opportunities. Whenever I’m working with corporate clients in various locations, there are inevitably colleges nearby where I can speak. This allows me to connect with and help students with their job-searches, and Career Services are happy to have me speak, so they pay me a fee and offer to sell my books in the back of the room.

"But even more importantly," she says, "those smart college students will be managers in a few years’ time, looking to hire a speaker, trainer, and coach. So, I collect students’ e-mail addresses for my data base in order to build up a relationship with them that hopefully will last for years to come. I already have a number of university bookings set up for this year."

This Book Cover IS Your Brand

Creating your book's front and back cover positioning language is intended to be a once-and-done function. You are not just creating a "back cover blurb," you are choosing how to identify and communicate your brand. With her first three "How YOU™ Are Like Shampoo" books in place, Brenda can continue to extend her expertise to other niche markets through additional books that will continue to add value to her series and overall brand.

Use It Across ALL Marketing Platforms

The positioning you develop as the your core marketing message for your book cover now functions as the key branding message you use across all your marketing platforms--your website content, book website content, media kit, press releases, social media profiles, public speaker materials, and any other sales collateral. Again, see Brenda Bence's website for good examples.

3 Goals for Creating a Book Title with Branding Power

Here is what to strive for on not just your books, but also your ebooks, information products, speaking topics, and any other parts of the your brand marketing:

- Create a book title that makes people see their world differently
If you can tie your brand to some tangible part of people's lives, you can trigger thoughts of you when people see it. In Brenda's case, the image of "How YOU™ Are Like Shampoo" triggers a connection any time you are faced with a sea of shampoos, competing for your attention on your grocery store shelf. It may even make you stop to think about why you choose one brand over another and what your personal brand says about you.

- Establish a book title that is flexible enough to function for a book series
This way, you can accommodate your growth into known and not-yet-identified markets. With the right title, simply inserting the word "For" after the title can link your message to any audience you decide to reach out to.

- Develop positioning that attracts more of your ideal client
Just as the individuals in Brenda's new niche markets are attracted to her international reputation as the brand expert to the corporate stars, she also elevates her expert status in the eyes of her corporate market as a now published author. As a published author, she gains exponential credibility in the eyes of all her markets. That is exactly why that back cover sales copy--the foundation for Brenda's marketing--intentionally makes that corporate expertise a high-visibility part of her marketing message.

What Will Your Next Book Do for You and Your Brand?

What do you want your book to do for you and your expertise? Make you more visible to your target market? Be a lead generator to your ideal client? Help you stand out in a crowded market or create a new niche and dominate it right from the start? Whether you need to re-fresh your brand to make it more current and relevant or accommodate new growth and directions, your book cover is the place to start. Master your branding message on this one piece of marketing real estate, and you have everything you need to market with power and precision across all marketing platforms.

We Write Book Covers, and Create Bestselling Brands in the Process
Contact us if you are thinking about writing a book or if you are already in the manuscript or book cover process. We will answer your book cover questions about when to get started and more. And, we will create a bestselling cover for you that builds, refreshes, or expands a profitable brand for you and your business. We can also refer you to a book cover designer to handle the visual part of your brand.

Email us at info@WriteToYourMarket.com or call us 1-888-634-4120.

Susan Kendrick and Graham Van Dixhorn, Write To Your Market, Inc. All Rights Reserved.

Book Covers for Business Books

2009-12-28T07:41:00.000-08:00

"A look back at the best business books of 2009"

"Business Monday books columnist Richard Pachter offers his highly subjective list of favorites"

See Richard Pachter's complete article in the Miami Herald, http://www.miamiherald.com/business/story/1399600.html

From Susan Kendrick
http://www.writetoyourmarket.com/

The end of the year is a great time to look back and see what books stand out as having the most impact in their markets. I ran across this best-of list by Richard Pachter this morning on the Miami Herald website. I'm passing along his picks because they offer insight into what makes good book covers for business books.

In other words, while Pachter focuses on the content and usefulness of these books, my interest (and my reason for passing them along to you) is in their packaging.

I started looking for these covers on Amazon, eager to see what they looked like. I got excited when I saw that these book covers do the three things every good cover should do. They each incorporate the following:

-- Clear, compelling book titles and subtitles

-- Book cover design that brings that title to life

-- The marriage of text and design that establishes a strong verbal and visual brand

Interestingly, these covers also help answer two questions a good client of ours, a first-time business book author, recently asked us. They are:

1. What colors work for business books?

Notice how four out the five books shown here are predominantly white. They have that clean, powerful, authoritative appeal of books like Malcolm Gladwell's Blink, The Tipping Point, and Outliers, as well as his newest book, What the Dog Saw.

While it may seem easy enough to come up with such simple concepts, it isn't. There are far too many business books still coming out that are cluttered and dated looking--these are the "teal green carpet" of the book cover world. in fact, I ran across an interesting article on this phenomenon called Why Are Business Book Covers so Ugly? This article is worth reading for a look at the book covers and for the comments from readers that offer some interesting input as to why.

2. What sells more business books--a text-only or more illustrative cover?

See how the books shown here are largely text-driven, with the exception of Bailout Nation as well as the iconic Twitter book, where it makes sense to incorporate the ubiquitous visual brand.

The rest of the graphics on these books are relatively simple. No cliche landscapes, horizons, mazes, soaring eagles, or any combination of these (yes, this still happens). Any graphics take a single-shot approach--there is a singular visual message that directly supports the title and the concept of the book.

Of course, this doesn't mean that all business books should be white or predominately text-driven. The particular book title and book cover design for every book should be carefully determined based on a number of factors, including: the target market for the book, what appeals to that audience, if the book needs to stand out in a crowded market or create and dominate a new niche right from the start, how well the brand (if any) is already known, how and where the book will be marketed, etc.

Even while there is no "right" answer for what kind of book cover works best, one look at these covers reveals some definite trends, and from major publishing houses like Wiley and Random House.

Each of these books also demonstrates that the best book covers have billboard appeal. They are bold, professional, and they make a strong, singular statement--in both book cover writing and design. They are good examples for any author of how great business book brands are born.

Questions about the how to create the writing or design concepts for your book and brand? Email us at info@WriteToYourMarket.com or call 1-888-634-4120.

Susan Kendrick, Write To Your Market, Inc. All Rights Reserved. 1-888-634-4120.

Professional Critique and Consultation Package

2009-12-21T11:16:00.000-08:00

Year-End Special -- One Week Only

For you ... or a great gift for a colleague, friend, or client
(Click on the box to open.)

Happy Holidays!
What a busy time of year, so we'll keep this short and sweet.

Here's your special year-end package. We offer this super-low pricing
only twice a year, for one week only.

-- Order now and deduct it on your 2009 taxes
-- Use it any time in the next 12 months, whenever you're ready
-- Use it yourself or gift it to a colleague, friend, or client

ONE WEEK ONLY:
Offer expires December 29

Please click on the link below for details.
http://writetoyourmarket.com/YearEndHolidayOffer2009.html

What are you working on next?
Creating A Brand . Re-Branding Your Business . Book Cover .
Website . Call-To-Action . Media Materials . Speaker's Kit .
Business Name and Tagline . Social Media Outreach

Whether you're an emerging or established author, expert, speaker,
entrepreneur, this package can help you. Check it out.

Warmest wishes for a wonderful holiday with family and friends,
Susan Kendrick and Graham Van Dixhorn

No Book Cover Testimonials? No Problem

2009-12-10T08:15:00.000-08:00

Create Powerful Book Marketing Copy-- Even When You Don't Have Big-Name Endorsements

Susan Kendrick
Susan@WriteToYourMarket.com

Click on image at left to see final front cover and back cover sales copy for this new book, released November 11, 2009.

A big concern for authors and experts is getting endorsements. You add credibility to your business, books, products, services, consulting, and speaking when you have recognizable names or organizations behind you.

"A testimonial from a well-known industry expert can be a powerful addition to your book's cover. However, for a first time author these can be difficult to land," says Steve Pavilanis, author of A Life Less Anxious. Steve did end up getting an endorsement from an author / expert in his field that he used on the front cover. The back cover, however, relies solely on solid marketing copy.

Getting testimonials, especially from big-name industry experts and authors, is a process that takes time for an author. Because many authors and experts are publishing books to meet specific goals and deadlines, they often don't have the time, even when they do start the process early. In that case, know that there are at least 10 essential marketing elements that you can use to build your back cover copy, and just one of these relies on having testimonials.

Steve's book is a great example of powerful back cover copywriting that does not rely on testimonials. It makes such a compelling case for the message in the book and the authority of the author that you don't even notice. What would actually be worse is adding a quote from a "nobody," someone that means nothing to your readers or other decision-makers. Those kinds of quotes can be dangerous in that they can actually detract from your credibility instead of add to it.

Use These Same Book Marketing Copy Tactics on Your Book Cover

Take a closer look at the back cover copy that my partner, Graham Van Dixhorn, wrote for this book. Analyze the headline, the opening positioning paragraph, the conversational style, the bullet points, the feeling of this book marketing copy being fresh yet authoritative, intelligent yet accessible. Even if you are not looking for the particular solutions that this book offers, you can see how it would appeal to someone eager to find answers from such a trustworthy resource.

Knowing that you have many choices for creating powerful sales copy is important, especially when you see so many books that use only testimonials as their back cover copy, to the exclusion of any other sales copy. If you'll notice, these are usually books by authors who are already well-known and widely read, and often the book is their second, third, fourth, and so on. You also see endorsements-only copy on fiction books, which is a format often used for that genre. Many of these books will have the story summary and author info on the book cover flaps.

You are different if, like so many authors and experts we work with, you are publishing a book to establish yourself as an expert in your field and you want your book to be a serious lead-generator back to you and your services. In that case, you need powerful back cover copy that does that job.

One other thought that may help is that if and when you do get the testimonials you want once your book has been released, you can add them as a high-visibility section of your website and to subsequent printings or editions of your book. You can also use those testimonials as a way to stay in touch with your list, the media, and others you want to keep updated on the success, newsworthiness, and credibility of you and your message.

If you have any questions about how to write your book cover copy or testimonials for approval, or if you have questions about how we can do that for you, please feel free to contact us at info@WriteToYourMarket.com.

To the success of you and your books,
Susan

Susan Kendrick, Write To Your Market, Inc. All Rights Reserved. 1-888-634-4120.

Advice for New Authors--Do These Six Things Now

2009-10-19T11:03:00.000-07:00

A Look at One Author's Successful
Book Launch and How She Did It

By Susan Kendrick
Susan@WriteToYourMarket.com

It’s always a pleasure to feature a new book from one of our book cover and marketing clients. We couldn't be happier to see Susan Berg launch her timely and important book, Choose on Purpose for Twentysomethings: Finding Work You Love, Places to Grow, People Who Care. If you have a special twentysomething in your life, consider Susan’s book as a gift for them. It’s that good.

Hit the Road Running!

As an author, take a look around Susan Berg’s Choose on Purpose™ website. It’s a good example of how you can have an all-in-one book and brand presence, actively promote your book and your services, and engage on many levels with your online visitors.

Even better, in this article you hear directly from Susan Berg about what she’s been doing to not only successfully market her book, but to use her new book to get speaking engagements, be invited as a featured guest on a national webcast, line up workshops, be a guest blogger, and more.

What’s Working for This New Author Can Work for You

After going back and forth with Susan Berg over the last few months about all the good things that are coming together for her, she and I compiled the following list of marketing musts that are working for her and can work for you, too. Check out what Susan Berg has to say about her book-marketing journey.

1. Submit Your Book for Review

… For attention from Library Journal, B&N, and others
“On the book front,” says Susan Berg, “some very good news. Both Barnes & Noble college and retail have approached me to sell the book in stores. We're very excited about this, as the book made it through those high walls all by itself. That’s the book cover copywriting and design at work. I also got a review from Library Journal. According to Dan Poynter, that can be good for sales of anywhere from 1,000 to 5,000 books. I'll take it!”

… The American Marketing Association
“More good news,” says Susan Berg, “is that the American Marketing Association approached me in August to do a national webcast. There were more than 1,000 people signed up from companies and colleges all over the country! The AMA even purchased 25 books to promote the webcast. I believe this invitation came through someone at the AMA keeping up on professional book reviews, and she caught the Library Journal review of my book. So, submitting your book for reviews, while it can feel futile, can pay off.”

… Twitter group following, and more
“What's also important about this AMA webcast is that we got a Twitter group following from it as well as inquiries for follow-up materials and a request to be a guest blogger. Most of all, my daughter and Chief Outreach Partner, Kirsten Berg, and I got a chance to work together. That was wonderful.”

2. Make Public Appearances

“As for getting the word out about my message, public appearances of any sort are the ticket for me. And, whether it is speaking, workshops, or presentations, the book is my calling card.

The Media
“One outlet for connecting with the media has been HARO (Help A Reporter Out). For someone like me who doesn't want to invest in a paid newswire service while they’re still learning the ropes, it’s a way to see what kinds of stories and interviews people are looking for. I have gotten interviews through HARO, so again, that’s something that has been worth trying. The media kit (go to “Media Downloads” on this page) you and Graham developed for me has been invaluable in getting these interviews."

Speaking Engagements
“All the speaking engagements I am getting I have gone after myself. My media kit and of course my website have been a big help for showing who I am and what I can do. I work through my contacts to find people willing to talk to me, then I meet with them and propose a speaking engagement. Other new authors and speakers should know that it can be a lot of leg work, and you have to be patient. It usually takes weeks to get the appointment, then months to actually have a speaking engagement. For example, a friend who works at a liberal arts college introduced me to the director of the Career Center in July. In August she agreed to schedule me to speak. I will be conducting the workshop in early November."

More on the Power of Speaking for Authors:
For more information on the effect speaking can have on your book sales, see my last post, “The ‘Rules of Fives’ for Successful Book Marketing.” If you would like more information on how to create a speaker one sheet to promote yourself to meeting planners and speakers bureaus, contact us and we’ll walk you through the components of a typical speaker’s kit. As Susan Berg mentioned, above, the media kit we created for her (again, see “Media Downloads”) can double as a speaker's kit, at least in getting started.

3. Connect With Colleagues

“The other thing that is working for me,” says Susan Berg, “is ‘top of mind’ phone calls to colleagues with whom I have been out of touch. I don't ask for a thing. I call only with the intention to reconnect. But, what I'm finding is that my passion about the book somehow gets other people excited about getting involved. I've found, as a result, at least one opportunity for a workshop with an old colleague who will help me promote the book, as well as a new relationship with a non-profit with whom my advisory board can get involved. This helps us further promote our work. Just calling and talking to people who know you does wonders! Sometimes it generates opportunities, but it at least always results in a pick-me-up and validation for the work I'm doing. Some days, that’s enough.”

4. Get a Book Cover That Opens Doors

“As for the book cover, for me it is everything. The positive response I get to the front and back cover copywriting you created for me does its work everyday. The language is so simple; it reaches people on contact. My ability to turn that copywriting over and over into marketing sound bites and content I use on my website and elsewhere allows me to use my time more effectively. I’m not constantly re-inventing the wheel. You perfectly mirrored the book’s content with wording that is comfortable and compelling. That message, complimented by the cover graphic, is consistent with the reader’s experience throughout the book.”

Check out these links for more info on creating book titles and subtitles and for creating book back cover sales copywriting.

5. Build a Great Website

“How important is my website? CRITICAL!” says Susan Berg. “I point people to it for detailed information on me and my work. I especially have them look at the Media Room page for insight on my speaking approach. Nobody wants to look at hard copy anymore. It's all on the web. Having links to Amazon and B&N also makes me look credible. This is where the copywriting you created plays a big role. I re-use it or adapt it, so I’m not creating everything from scratch. And again, it ensures that the website mirrors the book content. You hit a home run aligning the marketing message on the book cover to the book and my work”

6. Get a Professional Media Kit

“Having a good media kit is really important. I have had several people tell me they were impressed with the thoroughness of the media kit (see media downloads) your partner, Graham, created for me. People who accepted my responses to HARO make this comment as well as publicity people. They are impressed, for example, that the kit already includes interview questions they can use. A media-friendly kit like this makes you look professional and like you know what you’re doing, even when you feel like the learning curve you are on is 100% vertical, and you're figuring things out as you go."

Whether you are in the planning stages for your book or coming down the home stretch, Susan Berg and her Choose on Purpose book, brand, book cover, website, media kit, and her experiences as a new author can help you see what you can do to successfully launch and promote your own book.

Questions?

If you have any questions about anything discussed in this article or how Graham and I can help you with your book cover, website, or media kit, do not hesitate to contact us. You can also call us at 1-888-634-4120.

To the Success of You and Your Books!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/. 1-888-634-4120.

Book Marketing: What Really Works

2009-09-23T14:21:00.000-07:00

"The Rule of Fives" for
Successful Book Marketing

From an internationally bestselling author,
who started out with a box of books just
like everybody else.

By Susan Kendrick
www.WriteToYourMarket.com

Every day, there are more ways available to market your book. But, if you are a new (or not-so-new) author, you want to know what really works, or just as importantly, where you should start.

Of course, we all know there is no magic bullet when it comes to book marketing. There is not one key you can turn that will keep your books flying off your website, amazon, or bookstore shelves.

Even bestselling authors and publishing experts like Jack Canfield and John Kremer will say that it is the steady, persistent effort of doing a few things every day to market your book that wins the race.

Still, some things work better than others ... right?

I asked a good client of ours this question. Patrick Snow, author of Creating Your Own Destiny, has been so successful that he now guides other new authors through the book publishing process. His book, completely self-published, has done so well that he just got picked up by Wiley Publishing for a two-book deal. (See more of Patrick's results below.)

"Great question and great topic," said Patrick. "The following is what I coach / teach my publishing clients." When I looked over Patrick's remarks, I thought of "The Rule of Fives" as a good way to help you remember what worked for his book, and what will work for yours, too.

5 Most Important Criteria for Creating a Bestseller

1. Author's Willingness to Promote Their Book for the Rest of Their Lives
2. Book Cover Design
3. Book Title / Subtitle
4. Introduction of Book
5. Actual Content

Want to know more or pick Patrick's brain a little? Patrick has offered to do a complimentary publishing consultation with anyone who contacts him through this article. In your email to Patrick, just mention that you heard about him on Susan's Book Cover Coaching blog. Email Patrick@CreateYourOwnDestiny.com.

Next, how to market your book ...

The Top 5 Ways to Market Your Book

My book cover copywriting partner, Graham Van Dixhorn, helped Patrick create his title, subtitle, and back cover copy back in 2001, in other words, Patrick has had plenty of time to market this book and be the judge of what works. Here are his top picks for how to successfully market your book.

1. Speaking
2. Giving Away Books to Movers and Shakers
3. Becoming Your Own Publicist
4. Selling Books to Direct Sales / MLM companies
5. Selling Foreign Rights of Book

* Plus ... social networking. "It's becoming a bigger part of book marketing," says Patrick, "but people are still seeing mixed results with this strategy. Many people believe it should be number one, and I would disagree with that, at least for now."

There it is, pretty straightforward. That is a list you can get to work on right now. But, Patrick didn't stop there; he is
passionate about this topic of book publishing and book marketing. He continued by saying this about his NUMBER ONE book marketing choice, speaking.

"The best way to promote your book is to speak
on the topic of your book as often as possible!"

The 5 Most Important Groups to Approach

Patrick confirmed that for speaking you have the following markets:

1. Corporations
2. Associations
3. Network Marketing / MLM
4. Colleges and Schools
5. Churches

Again, if you have questions, Patrick is offering a complimentary consultation to anyone who contacts him through this article (see details above).

So, now you have three Top-5 lists you can refer to every day as you market your book strategically and successfully, moving ahead based on what works. Here are those three lists again:

__ The 5 Most Important Criteria for Creating a Bestseller
__ The Top 5 Was to Market Your Book
__ The 5 Most Important Groups to Approach

More Results -- Or, What Can Happen When You Do What Works

Patrick has sold more than 150,000 copies of his book. He has been featured on the cover of USA Today and in The New York Times. When Patrick talks about his results, this is what he says: "My book cover was the best investment I ever made. Many people buy the book based on the title alone. My book cover has also catapulted my speaking career!" For more information on the writing and design principles at work on Patrick's cover and other successful authors, go to Bestselling Book Cover.

Patrick insisted we pass this on as well, because he knows first-hand what it takes to succeed in a field where it is easy to fail. "In no way would my book have had this success if it were not for the work that your company brought to the table with title, subtitle, and tagline.......and back cover copy."

If you have questions about the information in this article, especially regarding your book cover or how to get speaking engagements, please feel free to contact us, Graham and Susan by email or at 1-888-634-4120

Now, go do what works!
Susan

How to Test Your Marketing Copy to See What Works

2009-09-12T08:52:00.000-07:00

Part One:
Let Your List Decide

By Susan Kendrick

www.WriteToYourMarket.com

See "Testing Tips to Get You Started" at the end of this article!

If you are working on a critical piece of marketing copy—like a book title or subtitle, business name or tagline, headline or other branding sound bites—you can get to a place where you know you have good copy, but it may not be clear if it is the best copy.

Why can “short copy” be so tricky?

There are two good reasons. First, the kinds of short phrases mentioned above are your primary “hooks,” the most visible components of your positioning and sales copy. Everything else depends on getting this short copy right, because it has the lone job of getting people interested enough to stick with you, read the rest of your copy, and take action—to literally “buy” what you have to offer. Whether you want people to buy your books and products, speaking presentation, consulting services, or just to contact you to find out more, your copy needs to get them interested enough to take the next step.

Second, writing this type of high-performance copy requires you to step outside of your own tastes and preferences. You know the value of what you have to offer, but how do you put that in terms that matter to someone else? Another way to put this is that is awfully easy to fall in love with our own ideas. Even the well-meaning feedback of friends and colleagues will still be somewhat biased in your favor. And, more to the point, your friends and collegues may not have anything in common with your target audience and what's important to them.

To resolve both issues associated with writing effective short copy, the best thing to do is test your copy in the real world. It is easy, relatively quick, and what you learn will amaze you.

It Takes a Village

The following copy-testing technique was suggested during a group coaching session with a client of ours who was in the early manuscript stage for his book series. He wanted to nail down the subtitle for the first book so his team could move forward with his website and marketing for this new brand.

The group that came together to talk about this book and product line included the client, editor, project manager, myself, and my favorite book marketing expert, John Kremer, author of 1001 Ways to Market Your Books.

John gave his feedback on the subtitle choices I had created for the client. There were some solid options, and what didn’t work for the subtitle would clearly make great marketing headlines and branding sound bites on the client’s website and elsewhere. The task was to choose among these good choices for the best subtitle choice. John’s advice was to test our top two choices for the subtitle this way:

Create Two Versions and Let Your List Decide

To do this yourself, select something you can offer people as a free download. If you are testing a book title or subtitle, the download can be an excerpt from the book. If you are testing a business name or tagline, headline, or other sound bite, the offer can be for a special report, evaluation, checklist, or tip sheet.

Next, position the offer as if there were two choices. For example, if you are a financial advisor, you could offer a tip sheet with your unique approach to helping families save money. You will be offering just the one tip sheet, but the offer will be made to look like there are two choices, because each will have a different title or sales headline. One could be called:

“The Official Money-Saving Handbook for Busy Families”

The other copy you test could be called:

“Money-Saving Secrets of America’s Wealthiest Families”

(Not bad for two made-up names, huh?)

Again, no matter which tip sheet people choose, they will receive the same download, but you will quickly see which marketing copy gets more results.

Testing Tips to Get You Started

If you are on the fence about a key piece of copywriting you need to market your books, products, and services, keep the following tips in mind to get the best results:

1. When testing any marketing copy, test only two versions or two copy variables at a time.

2. Whether you are working on your own or with professional copywriters like my partner, Graham Van Dixhorn and me, make sure you are testing two good pieces of marketing copy that have already been carefully developed and fine-tuned as much as possible.

3. Carefully select the free download you offer. Make sure it offers valuable information you can stand behind and are proud to circulate.

4. Offer the free download to your own list. In addition to testing your copy, doing so will help you learn more about your list and their current needs and interests. This is information that will be helpful to you in continuing to reach out to them with your products and services.

5. If possible, also send the offer out to other lists, that of a colleague or expert in a related field whose readers and subscribers would value your offer.

6. Use this testing technique only once for each download you offer. In other words, don’t test two copy versions for the tip sheet above, and then test another two versions a week later for the same tip sheet, at least not with the same list of people. You can do repeat tests with different copy variables as long as you use a different list each time.

7. Put a time limit on the offer. You want immediate feedback you can start putting to use to move forward with your marketing.

8. Allow yourself enough time to use what you learn. If you need to finalize a business name or tagline, book title or subtitle, or website headline, and you are working with other team members like a graphic artist, book cover designer, or website developer, allow time to test, choose, and have your final copy ready for them to use.

If you have questions about which marketing copy you should test, please contact us at info@WriteToYourMarket.com, or call us toll-free at 1-888-634-4120.

May Your Best Copywriting Win!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/
1-888-634-4120.

Creating Book Titles--From Working Title to Final Title

2009-09-08T07:47:00.000-07:00

Is Your "Working Title" a Winner ...
Or, Does It Still Need Work?

By Susan Kendrick
www.WriteToYourMarket.com

Recently, our friend John Eggen of Mission Publishing, a Division of The Mission Marketing Mentors, Inc., asked us to help him answer a question for one of his members about when to finalize a working book title. This is an interesting question, especially coming from John, because he does a lot to teach authors and experts how to monetize their books before they are even completed, and a good working title is an essential tool for doing this. However, John is also adamant about quality and using only a really good working title, then making sure that the final title you decide on is the absolute best for you, your topic, your market, and your revenue goals.

Here, then, is the question from John's mentoring program member and our answer.

QUESTION:
When Should I Finalize My Book Title?"

“My book is about how living organizational core values drives success -– profits and otherwise. I’ve interviewed 14 companies who practice living their core values and have “synthesized” 5 practices underlying living core values. I have my working title, (and it is available), but the subtitle is a work in progress. I’m working on pre-sales opportunities through speaking. People keep asking about buying the book and I need to have my website up, but I don’t even have the first draft done yet. My question is, how do I know when to lock in on the final book title? The target date for the book release is January 15, 2010.”

ANSWER:

First, Understand the Purpose of a Good Working Book Title

Just as there is expert status associated with being the author of a published book, there is a similar status involved in getting out there with news of your "forthcoming" book. Therefore, using a good working title to promote your book while you are firming up plans for your book cover does many important things for you and your book.

A good working book title enables you to talk about your "forthcoming" book in a concrete way, in your emails, on your blog, on your website, in speaking presentations, and through your consulting. In this way, it lets you start building a loyal following for your unique ideas and approach to your topic. A good working title can also help you reach out to joint venture partners who will ultimately be very important to your promotion and sales efforts. In fact, since you are still writing the book, you have the flexibility to mention or quote these experts in your book, a great incentive for them to get behind you and your message.

How to Know When It's Time to Finalize Your Book Title

But, your working title and subtitle can take you just so far. The question remains ... when do you need to settle on the final title and how do you know if it’s a winner? The answer is that you need a firm title and subtitle to move onto the book cover design stage, and you need at least a front cover to start pre-selling the book on your own or other websites. So, when your book-in-progress starts getting enough exposure through speaking engagements and other channels that people are excited about it and want to buy it, it’s time to take these next steps forward. You earn income from early sales and build on the marketing momentum that you have created.

Simple logistics also come into play. If your target release date is January 15, 2010, you will need to count back through all the publishing production steps—from printing as the final step to creating your title as the first step—to determine exactly when your title must be finalized in order for you to meet that release date. You can download a Free Book Cover Timeline that outlines these steps and how long they take at http://WriteToYourMarket.com/submitformfreetimeline.html.

Is Your Working Title a Winner ... Or, Does It Still Need Work?

To tell if your working title is a winner or still needs more work, check your title against the criteria below. The subtitle should also help clearly define your target audience, what they get out of it, and even how that happens. In the case of a book with a specific number of practices or steps, for example, incorporate that into your subtitle. Specifics sell. And, clarity beats cleverness any day. Your title and subtitle should create a powerful one-two punch that draws in your target audience on contact and makes them want to know more.

The Book Title Checklist

Use this quick-start checklist to see if your working book title measures up or if you need to either rethink or fine-tune it:

• Your title or your subtitle contains a keyword or keywords related to your topic
• The title is easy to say, hear, remember, and talk about
• Your book title is clear and concise, i.e. no one who hears about it or sees it, regardless of their background, will go, "Huh?"
• The title stands out from other books on this topic because of some unique feature or benefit
• It is not already taken--book titles can’t be copyrighted, but you don’t want your book confused with another one out there
• Experts in the area of book covers and book marketing give you a thumbs up
• It will give you the flexibility to create a series of related books, products, and services
• Your book title captures the attention of your target audience, which you can determine either by a focus group or online tools like Google AdWords
• Your book title creates a defining brand that will grow your reputation and your overall business

My book cover writing partner, Graham Van Dixhorn, and I create book titles, subtitles, series names, back cover copy, and more for a wide range of non-fiction books, authors, and experts. If you would like help with your book title or would like feedback on your working title, please email us at info@WriteToYourMarket.com or call 1-888-634-4120.

Best!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/, 1-888-634-4120.

Book Cover Critique & Consultation--What to Expect

2009-08-17T13:41:00.000-07:00

What Really Happens During this Process?
A sneak-peek look at one author’s experience

By Susan Kendrick
www.WriteToYourMarket.com

A few of my next posts will show examples of how book covers get a major transformation through the critique and consultation process. We often hear from people who say they are interested in getting this kind of feedback, but are not sure what to expect. The following is a behind-the-scenes look at how this process started for self-employment expert Sara Morgan and her new book, No Limits: How I Escaped Corporate America to Live the Self-Employed Life of My Dreams."

Even when people hire us to write their book cover copy for them, they often come to us with working copy in place. Perfect. This is usually the best way to focus your efforts as you write your book and think about moving on to the book cover and marketing stage. Your working copy gets you ready to take this next step.

What to expect from a critique and consultation

The first question authors and experts usually ask is, “Will you tell me if my book cover copy and book cover design ideas really need help, or if I am doing OK?” Absolutely. If you are going strong and just need a few tweaks here and there, we will tell you. If we think you need more help, we’ll tell you that, too. That’s what the following is, my initial feedback to Sara about her cover. Some of my comments will be relevant to you and your book as well.

The Typical Email about Getting Help

Sara emailed me this question:
“I am currently 25% done with the manuscript and expect to be complete with it at the end of June. The name of the book is, "No Limits: How I escaped from Corporate America to live the life of my dreams". I have already purchased the ISBN & bar code for the book and I am working on the web site at this time.

“I have an image that I would like to use for the book's front cover design (if you think it would be appropriate—it is attached in this email) and also need help with my back cover copy.

“Please let me know whether you would be interested in helping me with this project, what your prices are, and whether you can work within my June 30th deadline.”

My Initial Response to Sara

The following is part of my first email back to Sara, to let her know what kind of help I thought she needed:

“Sara, from reading your proposed back cover copy, yours is not so much a copywriting task as much as a positioning task, so that what we will focus on in the critique and consultation is first what to say about your book and why … then how to say it.

What We Addressed and What We Changed

Title and Subtitle:
I did offer Sara feedback on her front cover as well and her back cover. Her proposed title/subtitle was: "No Limits: How I Escaped from Corporate America to Live the Life of My Dreams."

“Sara, your proposed title 'No Limits' is already being used by a host of other books, including one just released by Michael Phelps, http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Dstripbooks&field-keywords=No+Limits. While book titles cannot be copyrighted, and you can certainly use 'No Limits,' ideally you want to create an original new presence of your own and also avoid having your book being confused with any others.”

Note:
Sara had a very strong connection with her No Limits title, as it was a mantra of sorts for her during some major transitions in her life and what she uses in her work with clients. The nature of a critique and consultation process is that the author is asking for feedback and so is, in the end, responsible for his or her own decision about how to use that feedback.

What Sara did do was use my suggestion to tweak her subtitle, so that it included the words, “Self-Employment.” Now the book has the clarity plus key words it needs to reach out to her very well-defined target market. “Self-employment” is a highly ranked term in the search engines for her topic. Adding this keyword to her title/subtitle combo gives a major boost to Sara's search engine visibility.

Back Cover Copy:
On her back cover, Sara needed to show why her book is so relevant to her target audience. It needed to be much more tightly positioned and the copy needed to be stronger and more focused.

First, get the headline right

Sara’s headline was a series of three questions. One compelling question is fine, but three can be tricky and are often simply too much to process. All three questions were also the kind that generate only a yes-no response, so if you hit it wrong and get a “no” response from the prospective buyer, you paralyze the selling process. There was no reason to keep reading. You’ve missed your first big opportunity to really grab someone’s attention.

Drill down to the particulars

“Sara, when your headline asks, 'What’s holding you back?' my immediate response is, 'from what …?' It's also like the question, 'what’s keeping your stuck?' that has become so overused at this point. You need to drill down to the particulars and deliver it in a fresh but authoritative way.

Note:

Your back cover headline should draw people into the rest of your copy. It should pique interest, surprise, alarm, make them smile, etc. Simply put, it should engage them. Your back cover is a conversation. Be the one in the room they want to listen to. Keep the conversation dynamic. Make your potential buyer expectant and hopeful that you are the expert and have the solution they’re looking for. Remember, people will only spend 10-15 seconds total looking over your back cover. Make every word count.

More Tough Love at Work

… More from my first email back to Sara:
“Overall, the rest of the back cover copy feels general and somewhat vague. It does not relate to me as the potential reader/buyer and my present situation. Nor, does it outline why this book is the solution. Remember, people seek out non-fiction books as a way to answer a question or solve a problem. What I’m not getting is who exactly this book is for?

- Is it for the person toying with the idea of leaving corporate America?
- Is for the person who, no matter what their present circumstance, wants to have more control over their time, energy, finances, location, etc.?
- Is it for the person who already has an idea or product and wants to take the next step?

“Why this book, and why now?”

“Your bullets, too, seem to span the spectrum from getting inspired, to making a move, to the hard core particulars of taxes and insurances. From your description of the book on the phone, and from the testimonial you showed me, the sense I get is that you what you supply is the inspiration and the examples necessary to get beyond the “dreaming about” stage to having the courage to make the move that either your gut or your present life circumstances tell you is the break you’re looking for. For example, there are whole books dedicated specifically to the logistical details of self-employment—see this amazon link, http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=self-employment&x=24&y=23. What is unique and special about YOUR book. Why this book, and why now?

“And, what happened to your story? That fact that you have done this, and provide examples of other people in the book who have also done this from and to a variety of work scenarios, is key to this book. Make sure that shows up on the back cover.

Be aware of other books on your topic

“Also, as an ‘expert’ on your topic, you need to be aware of other books out there directed at your target market. One reason is to position your book as a unique resource (and be able to clearly differentiate that offering on your book cover, website, etc.) Another reason is to seek out potential joint venture partners who reach out to the same target audience that you do but with a different set of non-competing tools and resources.”

De-clutter your copy

Sara and I are still working together in a consultative relationship. Right now we are fine-tuning her press release. Sara is a joy to work with because she definitely “gets it,” but just needs some “tough love” to help her focus and let her best marketing copy rise to the surface. She is one of those people who just needs someone to help her remove the clutter so that she really shines. See how Sara also followed what we teach about getting all the marketing mileage you can from your book's back cover copy by using it as the content on your book website as well.

Sara's website address, by the way, was developed using the advice in this article about how to register a domain name for your book when your book title is already taken as a domain name.

The last word … from Sara Morgan

"Susan's initial guidance and advice was invaluable to me. She patiently listened to me ramble on about what I was planning and then after reflecting over what I was trying to accomplish and who I was, she offered brilliant advice that just nailed what I needed to do next."

Sara Morgan’s new book is am terrific resource and her cover copy and design is light years from where it started. If you’d like to know if a Critique & Consultation is right for your book cover, please email me at Susan@WriteToYourMarket.com. Please put “Critique and Consultation” in the subject line.

Make Sure Your Book Cover Drives Traffic to Your Website

2009-07-09T13:24:00.000-07:00

How to Stay in Touch with Anyone
Who Buys or Even Sees Your Book

Susan Kendrick
www.WriteToYourMarket.com

As you may have seen from other articles and posts on this blog, we are big proponents of strategically writing your book cover to make the most of it as the lead-generating tool it is. One way is to use it to drive visitors to your website in such a way that you learn who they are and how to stay in touch with them.

Terry Whalin's new book, Jumpstart Your Publishing Dreams, is a good example of this particular lead-generating strategy. Terry is a veteran literary agent and publishing expert. He has also become a good friend of ours in the book publishing industry. We respect him and the work he does to help authors, so are pleased to use his new book cover and his book as an example.

Think About How Things Usually Happen

Even if someone has already bought your book, there is no guarantee that they will ever visit your website. And, unless someone buys the book from your website--if they buy it on Amazon, in a store, or from a catalogue, for example--you will never know who they are or how to stay in touch with them about what else you have to offer.

Furthermore, when people do visit your website, you need to have a strategy in place for finding out who they are how to let them know about your other products, services, special offers, teleseminars, and more. This is typically called a "name capture" device.

Here's How to Make That Happen -- Right on Your Book Cover

One of the best strategies for making sure people visit your website and give you their contact information is to include an offer right on your book cover that they have to go to your website to claim. On Terry Whalin's new book, notice the gold seal on the upper right-hand corner of the front cover that says:

FREE EBOOKS
$84 Value
On Page 206

This offer, of course, does two things. First, it provides an added incentive for buying the book. But the bigger picture is that is does what any good, lead-generating book cover should do; it makes people go to page 86 to find out how to get their free ebooks. What they will find on page 86 of this book (or on the inside of any book using this strategy) is the following:

_ A website address they can visit to download their free gifts.

_ On the website will be a bit of copy that says something like,"Click here to download your free ebook."

_ To complete the download, the usual steps are for the person to submit just their first name and email address. No big commitment there.

_ Next they receive, usually by email, either the ebook download or a direct link to it.

_ And, if you're the author, what did you just receive? The name and email address of someone interested enough in what you you do to download a valuable learning tool from you.

_ And, what will you do with that information? Use it to stay in touch with this person with further information, related products and services, and more special offers.

In other words, you have just started a relationship with a new prospect who is as interested in you as you are in them.

3 More Tips for Using This Strategy

__ In the example above, Terry offers free ebooks. But, you can offer other free downloads, like a workbook, checklist, quiz, list of related resources, a teleseminar, interview with a related expert, etc.

__ Also, instead of putting the website address inside the book, you can include it right on the book cover, along with the offer. The address can be a memborable, brand-building URL that links directly to a free-standing, one-page website set up for this purpose, or to a specific page on your main website.

__ This type of offer can also be part of your book's back cover copy. Then, when you use both your front and back cover copy as your book website content, you can make turn that "sticker" or "seal" into a live link. This way, your free offer is right there with the rest of your sales copy, just as it appears on your cover, which, afterall, has been written and designed for maximum selling power. Make the most of that by using your complete front and back covers right on your website.

It's All About Building Relationships

And, relationships are the very heart of your marketing. I use Terry's book as an example because I have known Terry for a long time and respect both his expertise and the integrity with which he reaches out to authors.

"You are exactly right," said Terry when I asked him about his book cover. "That 'button' on my cover is one attempt to register every one of my readers. I've actually got a number of those elements inside my book in the "dig deeper" sections. For example in the chapter about how to get a literary agent, I include a link to over 400 agents. If the reader uses any of these resources, they get on my list for additional marketing and products--but more importantly to build a direct ongoing relationship."

Start With Quality

Whatever it is that you use as an incentive for people to visit your website and tell you who they are and how to stay in touch with them, make sure that what you offer them is of true value. It should be educational, inspirational, instructional, or all three. Giving members of your target audience something of value is a great first step in building a loyal, long-term relationship.

If you are just as interested in what's inside Terry's new book (including the free ebooks) as in what you just learned about his book cover, check out his book website content where you can see a trailer and learn more about why his new book may be a great match for you and your publishing dreams.

Remember, your book is a lead generator. Make the most of it! If you have any questions about how to use the strategy above on your book cover, or if you need help coming up with a good incentive for your book, please contact us at info@WriteToYourMarket.com. Or, pick up the phone and give us a call at 1-888-634-4120. We regularly use this strategy on the book covers we write, and would be happy to help you use it on your book.

Best!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/, 1-888-634-4120.

Virtual Book Tours--Get Big Visibility for Your Book

2009-06-22T06:09:00.000-07:00

Take Your Book on a Blog Tour!

Get High-Visibility, Low-Cost Book Marketing ...
Before Your Book is Even Released

Susan Kendrick

It's always exciting to find an author resource that does something particularly well and that we can pass along as a next book marketing step, one you can count on for results.

That was the case on May 18, when I received a Google Alert (which you know I am a big fan of) about WOW! Women on Writing. The Alert was about the importance of a powerful book title and book cover, but what I found was that the book featured was on a blog tour, and that's where the book cover came into play.

Since then, I have been emailing and talking with WOW! blog tour director, Jodi Webb, jodi@wow-womenonwriting.com, about exactly how WOW! puts its blog tours together, the benefits of a blog tour, pricing, etc. What I discovered is that this group delivers exactly what they promise. They are specific, accountable, calendar-based folks who make things happen. They are my kind of people.

More Marketing Milage for Your Book Cover

Besides the fact that a virtual book tour can do so much so quickly for a new book, the other reason I am excited about this book marketing vehicle is that it is a way to immediately put your new book cover to work. In fact, much of what you will need to provide your blog hosts is already right on your front and back cover.

Because we like to see authors and experts get as much book marketing mileage from their book covers as possible--especially before the book is released--virtual book tours are a natural next step to completing your book cover.

Book Marketing at an Affordable Price

Another reason WOW! blog tours are a next step you should consider is that they are affordably priced, especially for authors who have already invested time and money in their book cover copy, book cover design, starting work with an interior designer, etc. We've heard about and seen first-hand how authors can spend large amounts of money on monthly retainers with PR companies and other marketing ventures that do not usually guarantee any results and therefore too often do not deliver. I realize this isn't always the case, but it is heartbreaking to see authors invest in something that does not give back to them and their books.

Here then is what I have learned through my conversations with WOW! about how you can arrange for a virtual book tour that gives you a full calendar of guaranteed book reviews, interviews, Q&A sessions, recorded interviews, and more, on blogs that are hand-picked to get you in front of the people interested in your topic.

At a Glance -- a Virtual Book Tour Enables You To:

_ Appear on up to 15 blogs in four weeks
_ Build a following for your you, your book, and your expertise
_ Get seen by the people most interested in what you have to offer
_ Generate leads for more appearances, review, and interviews

I will make a disclaimer and say that I know there are other groups and individuals who host virtual book tours, but WOW! are the people I have gotten to know.

Here is what I compiled as a result of my conversations with Jodi:

Susan: How Long Does a Blog Tour Last?

Jodi: Our blog tours last 3 to 4 weeks and include 12 to 15 “appearances” starting at The Muffin, the blog for WOW-Women on Writing where we hold a contest giving away a copy of your book. The appearances range from interviews (email or telephone depending on the bloggers preference), book reviews, articles by our authors either on writing or something related to their book or life, to a book giveaway (with an enthusiastic blurb about your book of course).

Susan: How do you customize these tours?

Jodi: Let's take Sybil Baker's tour with her novel The Life Plan* as an example. Her blog tour included writer's blogs, blogs written by women (the main character was female), blogs by expats (the novel was about an expat), travel blogs (she guest posted about her travels), blogs for travel writers (she traveled extensively).

Another was Rachel Dillon's children's nonfiction book Through Endangered Eyes.* She visited parenting blogs, librarian/teacher blogs, nature blogs (it was about endangered animals), travel blogs (the artwork was inspired by Australian native art), green living blogs, writer blogs, children's writing blogs.

(Susan: *Please note that while these two examples from Jodi are about fiction books, she also arranges an equal number of tours for non-fiction books and arranges tours for a wide range of books written by both men and women.)

Susan: What is the format of a blog appearance?

Jodi: Every blogger is different, but blog appearances usually take the form of an interview (conducted by phone or email), book review, guest post or article by the author, or phone interview posted as a recording. Interview formats, for example, generally consist of a recap of the book and and/or the author's life and 5-8 questions about some interesting aspect of the book or author's experience. But rest assured that each interview is completely different. We would never dream of sending the same 8 questions to each author! Although we do usually end the interview with a "What are you up to now?" opportunity to brag about their upcoming projects.

Susan: What else do you do to get exposure for the book and the author?

Jodi: We offer bloggers the opportunity of giveaways. However I tailor this to each author's wishes. Some authors will say, "I only have ARCs to give bloggers" or "I can only give away 5 copies but I can send everyone a pdf of the book." So I determine which bloggers we should offer the print copies to. Or, an author indicates they would prefer to do interviews instead of posts. So I "steer" the bloggers toward interviews during our initial emails.

Susan: It seems that the benefit to the author is that blog readers get to know the author in a more personal way. And, when you care about and trust the author, you care about and trust the book. And, when that happens, you ideally buy the book. Is that the general dynamic of the blog tour?

Jodi: Yes, we do feel the blog appearances are like a good friend saying "I just heard about this great book." Readers come to trust the blogger and their recommendations--that's why we try so hard to fit the right book with the right blogs. Our authors have been very happy with the way WOW! Blog Tours present them to readers--often readers they may not reach doing publicity on their own. Authors also appreciate the time we save them--time to write their next book, be with family, or attend live events.

Getting Started ...

Susan: Great. So, how does an author get started working with you?

Jodi: The first step is for you to answer our Author Survey so we can get a better feel for you and your book and match you with the ideal blogs for you. Then we approach these blogs about your book and receive a list of dates. After the dates are set, we get all the information from the bloggers about what they need (book cover image, article, review copy, etc.) and remind you of what needs to be done. We also set up a Google calendar to help keep you on track.

Susan: How much does a blog tour cost?

Jodi: A WOW Blog Tour costs $250. The only additional cost to the author(or publisher) is for the cost and shipping for any books sent to bloggers or given as contest prizes. You can save money in this instance by having a pdf of your book available to give away.

The $250 cost for a WOW Blog Tour of 12-15 appearances includes the following:
• Locate highly trafficked/commented blogs related specifically to the author’s book and target audience
• Schedule the dates
• Help the author determine guest post topics
• Send author pics/excerpts/book cover images/book trailers to bloggers
• Set up a Google Calendar for the author
• Remind the author of dates
• Check to make sure the blogger posts what they promised
• Run interference between the author and the bloggers and any other advice or help the author needs
• Create and send out a dedicated e-mail newsletter to WOW’s subscriber base of 20,000+ subscribers
• Publicize the author’s tour on social networks
• Provide an events calendar that readers can add to their Google home page and/or blog
• The author is responsible for emailing guest posts, answering interview questions, and mailing out copies as needed in a timely manner. Postage and cost is responsibility of the author/publisher.

What You Need to Go on Tour

Susan: You will want to provide the following information / materials to each blog host on your tour.

_Book Synopsis
What is your book is about? You can use your back cover and flap copy to provide this “elevator speech” about your book

_5 Topics You Can Be Interviewed on or Provide Articles About
Provide the blogger with at least five topics you would be willing to post on. Please include two types of topics. Give each of these topics a great title, one that will capture people’s interest.

You will want to develop these like you would any good headline or media story angle. Let us know if you need help with this, info@WriteToYourMarket.com.

_Review Copies
Would you be willing to provide bloggers with review copies of your book, e-book copies or excerpts, or other promotional products for giveaways?

Also be ready to provide the following:
_ Book Front Cover
_ Author Bio
_ Author Photo

Related Considerations / Questions

_Who is your audience?
What is the main group that will be interested in either you or your book. Also, what other related facts about you or your book are of interest and to whom?

_Desired Visibility
What group would you like to reach that you haven't yet?

_Timing / Scheduling
Do you have a preference for when you would like to start a blog tour?

_Logistics
Do you have a pdf file of your book or a downloadable excerpt?

_Additional Appearances
During or after your 12-15 appearances on the blogs selected for your tour, you may get asked by other blogs to do additional appearances on their blogs. You can either arrange for these on your own or wait and use these requests to arrange another blog tour, with the same 3-4 week lead/prep time.

As you can see, a blog tour or Virtual Book Tour is a great way to get meaningful exposure to your target audience, sell books, and create leads for even more appearances. If you have questions about getting your book, book cover, or topics ready for a tour, please email us at info@WriteToYourMarket.com or give us a call at 1-888-634-4120. We hope you will look into WOW! and Jodi Webb's blog tour services as a next book marketing step for your book at jodi@wow-womenonwriting.com!

Book Website Copywriting

2009-06-14T07:45:00.000-07:00

10 Steps for Increasing Your Book Website Visibility

Source:

If you don't already read Entrepreneur magazine or visit the Entrepreneur website, put it on your list of things to do. Both the magazine and the website offer information, advice, and inspiring examples of entrepreneurs like you making a name for themselves and growing successful businesses, often in very narrow niche markets.

Here's an Entrepreneur.com article that showed up in a Google Alert for "Book Website Copywriting" a couple of days ago. This 10-step checklist is a good way to make sure you're set up to get the most online visibility for your book website. Depending on how much you interact with your own website, these tips are simple to implement, especially the first five. I have included them below.

You can link here to the final five tips and this Entrepreneur magazine article in its entirety. (See how I just created that link based on advice in step #5, below.)

Take a look at this "must do" SEO list for getting your book website seen.

1. Title tag ()
This is most important of all. If you have the title tag set up right, and it's a unique enough phrase, you could rank on page one for this alone.
Write your keywords early in the title, and place your company name last--unless you are Coca-Cola, or have a huge brand.

2. Meta tags
Description--(see code in artile) . Place your page content description between the blank quotes with a call to action statement like, "Sign up here," or "Call us at 800 XXX-XXXX."
Keywords--(see code in article) . Place keywords between the quotation marks after "content," separated by commas. Google ignores this, but it appears that other search engines still review it.

3. Header tags
H1--This HTML tag should contain your core keywords, one per page.
H2--This HTML tag should contain derivatives of the keywords.

4. Body
Content--Use content that matches the keywords on your site. You should ideally have 400 to 800 words on a page.
Bolding--Include bolded keywords that match your topic/theme on the page.
Create a blog--Wordpress is an amazing blog that is free and can easily be optimized via plug-ins. Then, write entries twice a week.

5. Linking
Use links and anchor text to create popularity and reputation around keywords (example: don't link to just "click here," but create a better link like, "download the digital camera white paper").

Again, with just a little knowledge of how to interact with your book website's source code, these tips are easy to put in place if they are not in place already. You can also ask your web designer for help.

If you have questions about these tips or other book marketing and website questions, please email us at info@WriteToYourMarket.com.

Still working on your book or book website?
Be sure to download your Free Book Cover Timeline. This is a complete checklist of what to do, when to do it, and how long each step will take.

And, please contact us if you need help creating a bestselling book title, subtitle, back cover sales copy, series name, or other book marketing copy. Email us at info@WriteToYourMarket.com or call 1-888-634-4120, whether you need start-to-finish help or just a critique and consultation.

Best!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/, 1-888-634-4120.

Where to Use Your Book Cover to Market Your Book

2009-06-11T17:31:00.000-07:00

10 Places You May Not Have Considered

Susan Kendrick
www.WriteToYourMarket.com

I had an interesting conversation today with a self publishing author whose back cover copy we just finalized. This author has good marketing sense, a great book, his gorgeous new front cover, and an innovative way of looking at things. So, we were both surprised when I suggested that he use his front cover on one side of his new business card for his medical practice, and he said he had never thought of that. He said this was the solution to the question that's been running through his mind--how to mention his book on his card.

But why just mention your book when you can show it?

This was just his particular blind spot, But, we all have them, so I thought it would be a good idea to create a list of the places you can use your book's front cover to get as much visibility for your book, your brand, and your credibility as a published (or soon-to-be-published) author as possible.

Now that this author has his completed front cover (title, subtitle, tagline, and design) and his back cover copy in hand, he can start promoting and building buzz for this book while he's completing it. One of the first things he's going to do is use his new front cover and back cover copy to approach the people from whom he most wants to get endorsements. We can then add these endorsement to the back cover (where we have left room) before his book and cover go through final production and printing.

As he gets the rest of his book publishing and book marketing efforts going, here are the places he can use his book cover to get the most visibility on a daily basis. Whether you have a new book on the way or have already published a book, consider using these ideas, too.

10 Places to Use Your Book Front Cover:

_ Signature on your emails
_ Your business card and letterhead
_ Each page of your website
_ Your blog
_ Your comments on other blogs
_ With articles you submit to online newsletters
_ In the package you send out to get testimonials
_ Each page of your book's media kit
_ Your speaker one sheet

_ ANY place in your social networking profiles where you are currently using your own photo
Happy Book Publishing!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/, 1-888-634-4120.

Creating Bestselling Book Titles--Try the "Look to Your Book" Strategy

2009-05-18T09:46:00.000-07:00

Use These 5 Tips to Get Started

By Susan Kendrick

To create the title for his bestselling book, "The 4-Hour Work Week: Escape the 9-5, Live Anywhere and Join the New Rich," author Timothy Ferriss created and tested many titles and title variations to come up with that final, winning combination.

To develop the title for his bestselling book, "Swim With the Sharks Without Being Eaten Alive," Harvey Mackay reports that he hired a creative team to hold focus groups to generate possible book titles. They included “Swim With the Sharks” among the 800 titles voted on in the final ballot.

Many great book titles are painstakingly developed, and some just happen. But most are usually a combination of both approaches--strategy and serendipity, science and art, logic and (dare I say it?) pure luck. For the strategy part of the equation, having a systematic process in place saves you the time and aggravation of brainstorming pages and pages of book title ideas that go nowhere.

Before you move onto book cover design or start looking for a book cover designer, you need a unique, powerful, and memorable book title--the first step in creating a bestselling book cover and brand for your book. Try using our "Look to Your Book" strategy to confidently create a great list of book title ideas for any book--non-fiction or fiction. This is great strategy that we turn to again and again with great results.

How to "Look To Your Book"

Manuscripts are one of the most overlooked sources for a great book title. Either on your own or with help from someone else who can bring new eyes to your text, read through your chapter titles, each chapter, and the Foreword if you have one. You are not reading for content, but for individual words and phrases that capture the essence of your book in some compelling way. Keeping the two bestselling book title examples above in mind, here are five book-title-starters to look for in your book:

1. Listen to the way you say things
Sometimes in your own writing you can find an especially bold, concise, or even poetic way of saying something. It may be a phrase that speaks to a need for your book. It may relate to a benefit of reading your book. It may not encompass your entire message, but it points to it in such a powerful or offbeat way that it suddenly jumps out at you. Again, having someone else look through your manuscript is helpful because they are seeing and hearing the language you use for the first time.

2. See if you've coined a new term
Next, look for words, phrases, or expressions that are uniquely yours. Without noticing, you may have coined a new term that will set you apart from everyone else writing on your topic. Look, for example, at bestselling books like "Freakonomics."

3. Check out your chapter titles
A great chapter title or one of the headings within your chapters can also translate into a powerful book title. You have no doubt already spent time coming up with these. And, while no one by itself will summarize your entire book, one chapter title or heading can express a key point that becomes an anchor for your overall idea or approach.

4. Look for pictures and images
Finally, look for vivid images in your manuscript. "Swim with the sharks" is a great example. An image that like might come from your picturesque way of talking in your book. If you see an image, grab it and see if it can be used as a title. Again, it may not sum up your entire message, but it does give people a strong visual that they then associate with you and your book--a great first step toward creating a powerful brand.

5. Use other people's praise for your book
One more place to look for words and phrases is in the testimonials you are collecting for your book, or in any advance reviews or feedback you are getting for your book. The Foreword, testimonials, and reviews are written by other people who talk about you and your book differently than you do. They may see things that you don't, or they may describe your message or approach in sharp, colorful ways. Look through their comments for words and phrases that could make a great title.

As a friend of mine used to say--and what is true in many situations--the solution is close at hand. So, "Look to Your Book" as one more way to create a book title that is as powerful and unique as your message.

Be sure to download your Free Book Cover Timeline on our website at www.writetoyourmarket.com/. Learn what to do, when to do it, and how long each step will take.

Need help creating a book title and subtitle for your book? Email us at info@WriteToYourMarket.com or call 1-888-634-4120, whether you need start-to-finish help or just a critique and consultation.

Best!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/, 1-888-634-4120.

Free Book Cover Timeline

2009-04-27T13:13:00.000-07:00

Did you see the offer to download our
Free Book Cover Timeline?

An excerpt from "Cover The Book: Insider Secrets for Writing AND Designing a Bestselling Book Cover," this timeline shows you what to do, when to do it, and how long each step will take. It's designed to help authors and publishers keep the whole book cover process running smoothly and on time--title and subtitle, cover design, interior design, printing, and more.

Download this Free Timeline at: http://www.WriteToYourMarket.com/submitformfreetimeline.html

Best!
Susan

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Bullet Points: 30 Power Verbs to Get You Started

2009-04-23T10:53:00.000-07:00

Part Four: Learn How Easy It Is To ...

By Susan Kendrick

(Here is the fourth and final installment from this article on bullet points and how to write cash-on-counter marketing copy for your book.)

As you create bullet points for your marketing copy, try leading into the list with a phrase like, “Learn how you can” or “Discover how simple it is to” and then start each bullet point with a powerful verb.

Remember, Once you’ve drafted your bullet points, stand back and look at them. Will they:
- Get noticed at-a-glance?
- Create a thirst for what your book has to offer?
- Give people irresistible reasons to buy?

If all your answers are “Yes,” congratulations. If not, keep at it. The following list will help.
How to Write Bullet Points ...
30 Power Verbs to Get You Started

Ask
Begin
Start
Boost
Invite
Improve
Capture
Overcome
Move past
Get
Capture
Create
Keep
Stay
Reduce
Grow
Eliminate
Explode
Protect
Look
Allow
Fill
Nurture
Escape
Expect
Reverse
Scan
Stretch
Use
Overcome

Get help with your marketing copy. Visit us at http://www.writetoyourmarket.com and get your Free Book Cover Timeline.

Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Bullet Points: Examples from Bestselling Book Covers

2009-04-21T03:58:00.000-07:00

Part Three--Before You Start Writing ... Examples to Follow ... Making Sure Your Bullet Points Work

By Susan Kendrick

(Here is the third of four installments from this article on bullet points. Read this then go make good things happen for your book marketing copy!)

Before You Start Writing
Who is your target market? Don’t say, “Everyone.” To reach out to people who need what you have to offer and sell them on the expertise in your book, you need to identify your particular market niche—that group of people who have specific questions or problems for which you offer specific solutions.

For example, if your book is about personal finance, what kind and for
whom? Is it for people at the end of their careers and ready to retire?
Young professionals who have more time to develop retirement
strategies? Parents eager to save for their children’s college education?

The differences may be subtle, but they are important. Knowing the specific wants, needs, hurts, hopes, and deepest desires of your target market helps you create bullet points that magnetically pull them into your message and what it can do for them.

Examples from Three Bestselling Books

Here are bullet points from a few well-known, bestselling books. See how each of these bullet points instantly pulls you in and makes you say, “Yes!” And, see how each one starts with a powerful verb? Wouldn’t you like these things for your life?

Jack Canfield--The Success Principles:
• Ask for and get everything you want … from people who can give it to you

Robert Kiyosaki--Rich Dad Poor Dad:
• Explode the myth that you need to earn a high income to become rich

Timothy Ferriss--The 4-Hour Work Week:
• Eliminate 50% of your work in 48 hours using the principles of a forgotten Italian economist

More Examples to Follow

Here are some more examples of buy-me-know bullet points, this time from a handful of books on our shelves, from book covers we‘ve developed for our clients. While the following bullet points were first developed for book covers--a great proving ground for creating concise, powerful book marketing copy--these authors went onto successfully use these bullet points to sell their books on their websites and in other promotional copy.

Business Success:
• Use only those marketing techniques that will be most successful for you
• Grow your business, even on a limited budget
• Get corporate sponsors on your side—they’re looking for a good idea, too!

Personal Success:
• Attain all your dreams and goals while keeping your family a top priority
• Use this menu of everyday smells to help you learn faster and retain more
• Scan your home, job, and relationships to get rid of Joy Busters™

Personal Finance:
• Contact the people and companies who want to help you re-establish credit

Parenting:
• Be a great mom without losing your identity
• Understand what dads offer that babies can’t get anywhere else

Health and Wellness:
• Use simple home remedies to reverse everyday damage to your immune system

Now, Inspect Your Work
Once you’ve drafted bullet points for your book, stand back and look at them. Will they:

- Get noticed at-a-glance?

- Create a thirst for what your book has to offer?

- Give people irresistible reasons to buy?

If all your answers are "yes," congratulations. If not, keep at it until you can say “Yes!” to each and every one of these questions. Need some help? Give us a call, 1-888-634-4120, or email info@WriteToYourMarket.com.

NEXT: 30 power verbs you can use to create powerful bullet points for your book marketing copy--on your book cover, book website, media materials, and more.

For information on our book cover branding, copywriting, and coaching services, please visit us at http://www.writetoyourmarket.com./

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Bullet Points: Getting Started

2009-04-20T04:44:00.000-07:00

Part Two--Why Bullet Points Work ... 3 Tips for Writing Them ... Do's and Don'ts

By Susan Kendrick

(This is the second of four installments on writing bullet points for your book marketing copy. To see all the parts in this series, go to following posts:)

Part One -- "Get Noticed Fast"
Part Three -- "Examples from Bestselling Books"
Part Four -- "30 Power Verbs to Get You Started"

Why Bullet Points Work

There’s never any guarantee that people will read all of your book marketing copy, or read it from top to bottom. They may look at your headline, your endorsements, your call-to-action, or your bio. But, bullet points, because they stand out from everything around them, tend to pull people in first.

Exposure to decades of advertising copy—in print ads, on TV, online—has conditioned consumers to react to bullet points this way. That’s where they expect to find the real reason to buy a product or service and what they will get out of it. Capitalize on their expectations!

Make your bullets tight, punchy statements that instantly bring out the benefits of your book to the reader. Note, this is not about all the great things you and your book have to offer—the features of the book. It’s about describing those features as mouth-watering, benefit-rich, sound bites.

One disclaimer: Not every book needs bullet points. Using or not using them depends on what kind of copy is going to work best to attract your target audience. A gift book for new mothers, for example, may deserve more of a narrative style, a “dialogue” with the reader. But, most non-fiction books will get exponential marketing power with a few well-crafted bullet points.

3 Tips for Writing Powerful Bullet Points

Anyone who sees your sales copy—either in print or online—will only spend about 15 seconds reading it. Your main selling points have to pop and be highly visible, almost at a glance. So bullet points, too, must be kept short and to the point. Here are three tips to get you started:

1. How Many? Use about 5 to 7 bullet points total. You can use less, but do not use more or they lose their at-a-glance appeal.

2. Keep Them Short! Remember, you want to make these points an inviting and easy-to-read part of your book marketing copy. Keep them concise by avoiding excess description or “flowery” copy.

3. The WHAT More Than the HOW … People are more interested in what your book will do for them than how it will do it, at least initially. Give them the benefits and do it fast. You can explain how this happens later, or inside the book.

Plus ... A Couple of Do's and Don'ts:

* DON'T use any punctuation at the end of your bullet points. You do not need a comma, period, or semicolon at the end as a break between bullet points. Only use a period if the bullet point is more than one sentence (like this one ...). For book marketing copy, your bullet points will be short (see next point!).

* DO try to keep bullet points on one line if possible, or no more than one and a half to two lines, max. Remember, at-a-glance visibility is key here, especially when bullet points are included in quick-read book marketing copy like your book's back cover copy or on your website.

* DO start each bullet point with an active verb. (See the list included in the third and final post in this series, tomorrow.)

Free Book Cover Timeline

Have your started your book cover, or are you in the middle of that process right now? Please download our Free "Book Cover Timeline." It's a great way to keep the entire book cover process on track and running smoothly. Learn what to do ... when to do it ... and how long each step should or can take. Go to http://www.WriteToYourMarket.com/submitformfreetimeline.html.

Have questions about your book marketing copy? Email us at info@WriteToYourMarket.com.

Happy Publishing!
Susan

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Bullet Points: Give Your Book Some Beach Muscle!

2009-04-18T10:41:00.000-07:00

Part One--Get Noticed Fast

By Susan Kendrick

Greetings. Well, it's been a while, which usually means I've been writing for clients, so my writing here takes a break. But, here's a new series I think you'll like.

This is part one of a new article in the Copywriting Fitness series I've been writing for IBPA (Independent Book Publishing Association -- formerly PAM). This article is designed to help you give your book the most high-visibility, buy-me-now advantage of successful book marketing—bullet points, beach muscle for your book.

(Since this is a longer article, I will be posting it in sections over the next few days.)

Get Noticed Fast!

Let’s face it, bullet points are for show. Their job is to stand out, get noticed, and attract the attention of people who might not read anything else in your marketing copy.

While your core positioning statement gives your book power for the long haul--with readers, your industry, the media, and joint venture partners--bullet points are meant to be a little more flashy. They are a teaser, offering just enough information to make someone want to get their hands on your book—now!

That’s why bullet points are one of your best sales tools, on your back cover copy, your website, media pitches, catalogue copy, anywhere you publicize your book. They quickly assure your reader that what your book delivers is something they need and want.

NEXT: Part Two -- "How Bullet Points Work" and "The Quick-Start Guide to Bullet Points"

For information on our book branding, copywriting, and coaching services, please visit us at http://www.WriteToYourMarket.com.

Happy Publishing!
Susan

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Testimonials: What to Send Someone When You Request Their Endorsement for Your Book

2009-02-09T14:20:00.000-08:00

Send the Right Stuff To Get the Testimonials You Want

By Susan Kendrick

The latest series of articles on this blog have focused on testimonials for use on your book cover and throughout your marketing materials. We've looked at how to get big name testimonials, how to write them yourself, and mistakes to avoid.

Now, a Question from a Reader!
What to send the person from whom you are requesting a testimonial

Q:
Hello, Susan—Thank you for your blog and your web site—and the offer to submit a question. I have an important question about getting big name testimonials for my inspirational book. (Currently, it’s being considered by an agent.) I have a few people in mind whom I’ve never met. What should be sent to them? Thanks!

A:
Thank you for your note. Good question! I will answer you directly in this email and then post my response on the blog as well.

The first thing to do when you have someone in mind you want to approach for a testimonial is find out if you can contact them directly or if they have a “gatekeeper,” a secretary or assistant who handles their calls and emails.

-- If you can contact the potential endorser directly, first do so by email. Briefly introduce yourself and say why you are contacting them. Also tell them the complete title and subtitle of your book and why you would like an endorsement from them. Then, ask them what they would like you to send--i.e. the whole manuscript, or just the Introduction and a few samples chapters.*

Also mention that to help make the process easier for them--since you know they are busy--you would be happy to create and send them a few testimonials to choose from or to use as a springboard for their own ideas. And, ask if they would like to receive your material by mail or email. Keep this initial email as short and sweet as possible. Just the facts. Don’t overwhelm them. Be clear and concise. Look like someone who understands and respects their time.

* One thing that Dan Poynter recommends, too, is to approach this person as someone you would like to review a chapter or chapters because you would like their expert opinion on a particular aspect of your material that is their known area of expertise.

When you do send what they request, it is ideal if you can include the back cover sales copy, or at least a good working version of it, to give them an at-a-glance idea of the scope of your book and the benefit to the reader. Ideally, you will send your completed front cover design as well. Sending this market-ready piece shows the potential endorser that your book is real and in the production stage, not just an idea you are working on. This is another good reason to start your book cover early, so that you have that front cover ready to send.

-- If the person you are approaching does have a gatekeeper, call or email them. Then, follow the same approach as above, and ask this person how best to proceed—by phone or email, what to send, in what form, etc. If they offer to put you in touch directly with the person from whom you would like the testimonial, great. If not, work directly with the gatekeeper with the same high level of respect and professionalism.

Now, It's Your Turn

If you have further questions about how to approach potential endorsers for your book, who to approach, how to write quality endorsements yourself, etc., please feel free to email me directly at Susan@WriteToYourMarket.com.

And, please ask about our Critique & Consultation sessions and our mini coaching sessions. Sometimes all it takes to move forward is some feedback and direction. We're happy to provide help where you need it most and need it now.

Happy Publishing!
Susan

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.

Writer's Digest Selp-Published Book Awards

2009-01-29T06:33:00.000-08:00

Call for Entries -- Deadline is May 1, 2009

From Susan Kendrick

Here's an announcement that just arrived for the 17th annual Writer's Digest International Self-Published Book Awards. Click here for details about award categories, how to enter, cash prizes, and more. Winning a book award, or even being a runner-up, is great way to gain industry recognition and add further credibility to your book.

Please contact us with any questions about how to get your book cover ready, at info@WriteToYourMarket.com.

Happy Publishing ... and Getting Your Book Noticed!
Susan Kendrick

Remember to visit our main website at www.WriteToYourMarket.com.

When Good Testimonials Go Bad: 15 Words to Avoid

2009-01-27T14:33:00.000-08:00

How to avoid the most common copywriting mistakes
when writing testimonials for source approval

By Susan Kendrick

This is the third in a series of three articles on testimonials: getting them, writing them, and now avoiding the most common copywriting mistakes in testimonials for your book cover, website, and all your book marketing.

The excerpts below are from the first article in my Copywriting Fitness Series I'm writing for the Independent Book Publishers Association, IBPA, (formerly PMA). This article will be published in its entirety and posted online on February 20, here and on the IBPAwebsite.

First, the Good News
The good news is that, among all the copywriting mistakes you can make, the one that will do the most damage may also the easiest to spot and fix: exaggeration. Yes, you want that sizzle that makes people buy. Just don’t let the sizzle burn you!

... Here are some examples of the kinds of overwriting and exaggeration that you need to avoid when writing testimonials for source approval because they will make those testimonials work against you instead of for you. You don’t want to risk damaging your reputation, your book’s reputation, or the reputation of those people who are giving you their support.

Examples of What to Avoid

To stress benefits of your book, use copywriting that highlights those benefits in a way that is believable, specific, and relevant. In other words, avoid doing the following:

* "This author is celebrated around the world as the leading expert on ___________."

Really? Around the world? The leading expert? This had better be true. Unless you are Tony Robbins, reel this one in and be more specific: “He speaks to and coaches organizations in the United States and ## other countries on how to _________.”

* “The author unleashes unprecedented power in all individuals who follow her methods.”

Really? Unprecedented, as in never before possible? And in all individuals? Stop the presses! Surely no other books on personal power are needed because readers finally have the single answer that works for everyone. How about replacing that copy with: “Her methods are helping individuals face financial change [or whatever the right specific is] with new levels of confidence.”

* “The steps in this book will improve every area of your life quickly and easily.”

Really? Every area of my life? Quickly and easily? Sign me up! I sure hope I’m not disappointed when I get to the last page and my life is pretty much the same as when I started. Don’t give self-help a bad name. Be specific in your claims: “The steps in this book provide simple ways to be more respected as a partner, parent, and co-worker.”

Build your copywriting muscle and take control of the credibility that great quotes can give your book. The book gets the credibility boost it needs, and the people kind enough to lend you their good names to it looks good, too.

The Word Gym Anti-Exaggeration Checklist
15 Words to Avoid in Your Copywriting

All
Always
Best
First*
Only*
Every
Everyone
Highest
Never
Unique
Undisputed
Extraordinary
Life-Changing
Unprecedented
World renowned

- Check for word length. Sometimes the longer the word, the bigger (too big) the claim.

- The bigger the claim, the more you need to support it by being believable, specific, and relevant.

- * Use “First” and “Only” only when this is absolutely, positively, demonstrably true, in which case, you should not only say so, but say so loud and clear.

To ask a question or for help writing testimonials for your marketing materials, feel free to contact me at Susan@WriteToYourMarket.com.

Happy Publishing!
Susan Kendrick

Write To Your Market, Inc.
http://www.writetoyourmarket.com/

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/ 1-715-634-4120.

How to Get BIG Name Testimonials

2009-01-21T11:39:00.000-08:00

One Author's Story

By Susan Kendrick

One of the questions we get asked most often about book covers, websites, speaker materials, media materials, and other marketing vehicles, is "How do I get testimonials?"

My last post, Want Killer Testimonials? Write Them Yourself, presented some basic background and how-to's on how to write those testimonials for your quote sources to review and approve. What I want to do now is show you a good example of an author we worked with who learned to be very self-sufficient about getting big-name experts and bestselling authors to endorse her book. Part of that process involved, you guessed it, helping to craft those testimonials herself.

She Got 20 Big-Name Quotes -- from Brian Tracy, John Assaraf, Debbie Allen, and more!

Laura Cardone, founder of Profits With Purpose, Inc., is the author of Motivation at Work: Transform Your Business in Six Extraordinary Steps. As you can see on her Book Back Cover, she ended up creating that copy almost exclusively from those big-name endorsements, which she got all on her own. She originally started out with more sales copy. But, when those endorsements came pouring in, she saw an opportunity to give her book tremendous credibility and used those quotes instead. She even quoted herself from her book, putting her in good company with these other bestselling authors. And, if you think Laura's back cover endorsements are impressive, check out Laura's Book Front Cover and the endorsement from Brian Tracy.

Now, take a look at how Laura uses those quotes on various pages of her website, from her home page to her tools and services page. In fact, another reason I chose Laura as an example is because of her topic. She may be of interest to you if you are a busy entrepreneur (who isn't?) who wants to "add more zeros to your bottom-line AND more time for yourself."

Two Things You Can Learn From This Book Cover ... and This Author

(1.) As I pointed out in writing testimonials, work with your quote sources to make the process as easy, stress-free, and as positive an experience as possible. And, don't just think of the endorsement process as you asking someone for something. Think of what you can do for someone by giving them visibility on your book cover, website, etc., with a well-written testimonial that makes them look good, too. As in all parts of marketing, you are creating partners. Follow Laura Cardone's example. She didn't just go asking for quotes, she created mutually beneficial relationships.

NOTE: Laura says she created additional value for both her readers and her quote sources by including information about her sources' unique gifts and talents inside the book as well. "When we pass along referrals for products and services we believe in, we feed the web of life," says Laura. "We share helpful information and everybody wins!"

(2.) You, too, can become self-sufficient in your marketing when it comes to getting big-name testimonials. Being able to put a quote from Brian Tracy on the front cover of your book is proof of that. What Laura did is follow some basic advice and then take it from there. Here's what she says about that process. I have to admit that this is a plug for our double-CD set, but if getting killer testimonials like Laura's sounds good to you, you should know how she did it:

"This program helped me attract powerful testimonials from more than twenty bestselling authors and business leaders, including Brian Tracy. The tools and templates eliminated unnecessary bottlenecks, costly mistakes, and revisions. Thank you for sharing your expertise!”

To do what Laura did, check out Bestselling Book Cover.

Too Late to Add Testimonials to Your Book Cover?

Fine! Add them to your website, your speaker materials, your media materials, every piece of marketing where you want to boost your credibility as a highly regarded expert on your topic. When you start the testimonial process early, you can usually get the ones you want for your book cover. But you will continue to get endorsements after your book is published, so use them throughout your marketing, and on your book cover when it's time to reprint.

Still to come ... details on how to avoid the most common copywriting mistakes when writing testimonials for source approval.

Happy Publishing!
Susan

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.

Want Killer Testimonials for Your Book? Write Them Yourself.

2009-01-15T13:04:00.000-08:00

Want Killer Testimonials for Your Book?
Write Them Yourself.

By Susan Kendrick

The reason you may avoid approaching well-know experts, bestselling authors, industry celebrities, and other people in high places for testimonials for your book ... is the very reason you should consider writing those testimonials yourself. These people are busy. They may want to help you, but getting around to writing a meaningful testimonial can be daunting. They want to make you look good. They want to look good, too! If you understand this, you can make the process easier for both of you.

You may be surprised to find out ...

Knowing you can offer a way to help will also make you more confident about aiming high and approaching your "ideal" testimonial sources for their support of your book. You may be pleasantly surprised to find out that many testimonials on book covers are created through this kind of collaborative partnership between author and quote source.

Help those who are helping you

Aim high. Do the best for your book. And, do it in a way that helps those that are helping you. Having testimonials ready for review is just another way to demonstrate your total professionalism as an author and expert. You show that you are a capable partner, one who can be trusted to take care of details and publish a quality piece of work.

Your source may approve a quote you have written without making any changes to it at all. Or, they may tweak it a bit. Or, they may use your quote as a springboard for their own thoughts. As with any kind of writing, some people just need a good running start. Start your book cover process early to give yourself time to get the testimonials you want.

Two Ways to Write Killer Testimonials

General Testimonials:
One way to write testimonials is to create several choices that could be said by anyone. That is, they each say specific things about some aspect of your book's message, its usefulness, what makes it different from other books in its market, how it will make a difference for people looking for information on this topic, etc. The quote focuses on you and your book, but does not reveal anything about the person saying it.

Customized Testimonials:
Writing a customized testimonial means that you do some research on the person your want to approach, more than you may already know about them. You look at their book or books on amazon. You google their Bio information, accomplishments, current projects, etc. You take that and weave it into the quote in such a way that it showcases their expertise or promotes that in subtle ways. High-profile experts will appreciate your genuine interest in what you can do for them as well as in what they can do for you.

Warning: For any testimonial that you either receive from someone or write yourself, be sure to avoid making highly inflated remarks that are so glowing as to be unbelievable. Over-the-top exclamations can easily backfire and detract credibility instead of adding to it. This can hurt not only you and your book, but your quote source as well. My next blog post will provide a checklist of words and phrases to avoid as well as ways to create copy that is specific, intelligent, believable, and therefore the huge credibility boost you want for your book and your reputation as an expert on your topic.

Take control of the credibility that great quotes can give your book. As with almost any endeavour, do that by finding ways to help the people you are asking to help you. Your book gets the credibility boost it needs, and the person kind enough to lend you the support of their good name looks good, too. Everybody wins.

For information on how to choose who you will approach for testimonials, see the my article on Getting and Using Testimonials: Use the Three P's. For one-on-one feedback or advice on how to write quotes for your ideal sources, please contact us at info@WriteToYourMarket.com.

What's an Author Like You Doing with a Book Title Like That?!

2008-12-06T07:13:00.000-08:00

What's an Author Like You Doing with a Book Title Like That?!

5 Ways to Fix Your Book-Title Blind Spots

By Susan Kendrick

Book cover projects seem to come in waves here. This was the week for otherwise highly intelligent consultants who are putting their expertise into new books ... to have landed on some really poor book titles.

Again, the reason this is frustrating to see is that these individuals and their manuscripts are vigorous, sharp, focused, informative, and downright fascinating. This is in complete contrast to their proposed book titles, which were either dull, confusing, misleading, meaningless, jargon-filled, or all of the above. In other words, there was a complete disconnect between the books and the book titles. Not only are their books at risk, but also their businesses, reputations, and future prospects, not to mention the money spent on publishing a book with a go-nowhere book title.

Of course, showing up with poor book title is not a big deal, unless ...

... you are sold on that title, like these authors were. In fact, they were contacting us because they were ready to move onto their back cover copy and then book cover design. Great move. They understand that your back cover copy is the foundation of your book branding and marketing efforts. But, they had definite blind spots about their book titles.

Fortunately, these authors are now rethinking their book titles. I would tell you their original titles, except that they are now going through a makeover, and because these authors deserve to have their new book titles be the first thing the world knows about them -- not what almost happened.

So, what went wrong and how can you avoid blind spots when it comes to your book title?

The following five tips will help you evaluate your book title. These tips aren't about how to come up with a great title, but how to at least avoid settling on a bad one, which is a good place to start. Remember that ideally your book cover will pave the way to book sales, new business, attracting your ideal client, getting the media attention you want, and more. Here's what New York publicist, Rick Frishman says: "The way your book is packaged tells us a lot about you and your message. Bring us something we can sell. Give us a book cover that can help make that happen! "

You can be the expert on your topic and still not be ready to boil that down into the few words that will make people get and want what you have to offer. And, that's OK. Your job inside the book is to expand on your topic; the job on the cover is to condense that into a few words that sell.

Try the following tips for getting a reality check on your book title ideas:

- Walk through a bookstore and browse Amazon
Find the section for books in your category. Look around. You know what catches your eye, especially those book titles that have such great billboard effect. See what draws you in. Does your book title have that same power? If you saw your title on the shelf next to these other titles, would you be drawn to it? Now, analyze the book titles you like best. Is there a certain kind of action word, the word "your," or some twist on a phrase that make them so appealing? Raise the bar on your own book and start brainstorming better titles.

- Test your book title on Google AdWords
This is proven way for getting a completely unbiased, real-time response to your book title, from people who are interested in and looking for resources on your topic. You can even set up two book-title variations and test them against each other to see which one generates more clicks. You can easily turn your ad on and off to learn what you need to know while you monitor and control costs. Used correctly, this pay-per-click service is an invaluable tool for testing book titles, subtitles, taglines, headlines, and more.

- Check out the New York Times Bestseller List
The New York Times Bestseller list is primarily based on bookstore sales at hundreds of independent booksellers nationwide. In other words, people had to hear about and care enough about a book to go to a book store and put their money on the counter to buy it. Would your book title achieve this same effect? Of course, a lot of marketing goes into most of the books that make it big, but that usually starts with the process of deciding on the title--a process anyone can master. For example, a recent New York Times bestseller with a title that was tested on Google AdWords is Tim Ferriss's The 4-Hour Work Week. Enough said.

- Listen to NPR and watch TV talk shows
Morning TV talk shows include interviews with book authors. National Public Radio, NPR, also does many features on new books. Listen to these hosts and the authors discuss these books on the air, or listen to these broadcasts online. Can you imagine your book getting this kind of attention or sounding this good in an interview? Just like with New York Times bestsellers, books do not rise to the top by their book titles alone. But, a poor title can kill your chances of even getting in the door. Listen to what books are being talked about and ask yourself if your title would help your book make the cut.

- Trust your gut ... really
When it comes to your book title, do NOT ignore those feelings of self-doubt, worry, or uncertainty. If you think you can do better, you probably can.

If you think your book title may be at risk or want an evaluation to help you identify your potential book-title blind spots, email us at info@WriteToYourMarket.com or call us at 1-888-634-4120.

Happy Publishing!
Susan

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.

5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 5

2008-11-24T10:23:00.000-08:00

#5. Turn your Book Cover into a Speaker One Sheet

By Susan Kendrick

Here it is, the fifth and final post in our 5-part series. Enjoy!

Books and speaking have always helped each other: Being an author improves your ability to get speaking engagements, and speaking increases your ability to sell and pre-sell your books. Here's how to take that relationship one step further and use your book cover copy and design to create your speaker one sheet.

Start with your Book Title and Subtitle
If you are currently a speaker or want to start speaking on the same topic as your book, you can use your book’s title and subtitle as the topic title and subtitle for your one sheet. Doing so helps you build a consistent brand for your message and your expertise—as both as an author and speaker.

If you will be speaking to a more tightly targeted group or situation, you can add that identifier to the title. You can even create a series of presentations targeted to different audience needs or circumstances. For example, a book titled “Top 10 Leadership Secrets” can become more tightly niched speaking topics:

- “Top 10 Leadership Secrets--for a Down Economy”
- “Top 10 Leadership Secrets--for IT Managers”
- “Top 10 Leadership Secrets--for Keeping Your Most Talented Employees”
- Etc.

Now, Borrow Your Book’s Back Cover Copy
For non-fiction books, the copy components you should have on your back cover are similar to those that belong on your speaker one sheet. One thing to keep in mind is that your back cover copy is usually written as a one-on-one conversation with your potential reader. Your one sheet copy, on the other hand, is directed to meeting planners and other decision-makers that will hire you based on what you can do for their audiences and how that will ultimately help those companies and organizations.

See how the following copy elements from your back cover translate onto your one sheet:

- A headline that immediately speaks to some hot-spot need, dilemma, question, statistic, or desire for improvement
- Stand-out-from-the-crowd positioning copy that shows why you and your message are the solution your potential clients are looking for
- Powerhouse bullet points that tell what the audience will take away from your presentation
- Killer endorsements. If you are just starting out and don’t yet have endorsements specifically about your speaking, you can usually get permission from your sources to tweak their book quotes so that they speak not just to your book, but to your overall expertise on your topic
- A high-profile bio that reinforces your credibility, expert status, and related services

To complete your one sheet, now add these elements to your copy:

- “Short List” of High–Profile Clients
Like testimonials, this list speaks to your credibility by showing who else has already made use of your expertise and services. Again, if you are just getting started in speaking, this list can represent companies and organizations for whom you have provided consulting or training. Many new speakers will even offer to speak at well-known, big-name organizations or companies for free to be able to include them on their list of clients and to fine-tune their presentation delivery.

- Media Appearances (Not necessary if none are available yet)
Keeping your target audience in mind, list where you have been featured in major media outlets—radio, TV, newspapers, magazines, industry publications, and websites.

- Additional Topics List
This is a list of the topic titles of other presentations you deliver as either keynotes or seminars. It demonstrates the range of your expertise and your ability to deliver on a variety of related and sought-after topics. It is a great way to generate repeat bookings right from the start.

- “Educational Materials” List
This is the place to list your book and one or two other relevant products, workbooks, etc. Most companies and organizations have an “Educational Materials Budget” that may be used to order books, etc. for their audience participants.

Graphics—Look to Your Book
Again, borrow from your book cover to create the layout and design for your one sheet. This will give you a cohesive "visual brand" across all your marketing materials. Your speaker one sheet can be designed with the same color, fonts, and overall look of your book cover. You should also have a photo of you on each side of your one sheet. And, include the name and contact information of the speaker’s bureau that is promoting you, or your own name and contact information if you are promoting yourself to meeting planners.

The point is, you don’t have to wait for your book to arrive from the printer before you can start benefiting from the credibility and expert status that book gives you. You are already an expert; your book is just the culmination of that expertise. Get out there and enjoy the rewards of your hard-won knowledge and wisdom, even if you are still working on your book. And, let your book cover work as hard as you do to make that happen.

For more help on how to create your speaker one sheet or your complete speaker’s kit, email us at info@WriteToYourMarket.com or call us at 1-888-634-4120.

Happy Publishing … and Speaking!
Susan

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.

Book Cover Coaching: 5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 4

2008-11-22T06:49:00.000-08:00

#4. Enjoy Having Instant Book Website Copy Ready to Go

By Susan Kendrick

Here it is – Reason #4 in this Book Back Cover series.

With all you have to do to publish your book--finalizing your manuscript; moving on to interior design, production, and printing; setting up a book website, etc.--do yourself the favor of eliminating at least one task from that often overwhelming to-do list: Writing your website copy.

With your book’s back cover copy in hand, you already have the content for the book landing page of your website. We advise our clients to cut and paste their back cover copy right into that page and have seen incredible book-selling websites get up and going very quickly this way. And, because that back cover copy is designed to SELL your book on the back cover, it is ready to do that same thing on your website, and in 350 words or less for a great billboard effect there as well.

Good for your book -- Good for your website!

Think about it. In developing your book’s back cover copy, you’ve already made your most important positioning and branding decisions. And, the copy itself is the best sales rep you have:
- A great headline
- Stand-out-from-the-crowd Intro copy
- Powerhouse bullets
- Killer endorsements (or endorsements in the works, see previous post)
- An “About the Author” bio that reinforces your credibility, expert status, and related services
- A Call-to-Action that instantly builds your list of qualified prospects
- And more …

To complete this book website content, all you need is the book’s front cover graphic and a buy button to start promoting and even pre-selling your book while you are finalizing the book itself. With your author credibility established, this web page can also introduce and link to your consulting services, speaking, seminars, etc.

Make Your Back Cover Copy a Book Marketing Priority!

Your book’s back cover copy is the foundation of your BRAND and ALL YOUR BOOK MARKETING EFFORTS. Yes, it’s that important. Make the copywriting for your back cover a once-and-done success that you can use to build powerful, at-a-glance visibility for you, your message, and your ability to help your target market. We work with and personally advise hundreds of authors and experts, so we know how well this back cover process works--on your book and on your website. Consider contacting us if you want help creating those same results for you and your book, or just need help thinking through your book’s back cover copy. It’s easiest to reach us at info@WriteToYourMarket.com. Or, call us at 1-888-634-4120 and we’ll return your call within 24 hours.

Happy Publishing!
Susan

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.

Book Cover Coaching: 5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 3

2008-11-20T11:32:00.000-08:00

#3. Get Those High-End Endorsements You’ve Been Fantasizing About!

By Susan Kendrick

Having your back cover copy in hand--at least a solid, working version of it--is a great way to get endorsements for your book while you're still working on it. You can then add the endorsements you get to your back (or front) cover before you finalize it and the book goes to press. Starting this endorsement process while you’re still working on your manuscript is important because getting endorsements can take time—time to decide who to approach, time to build enough of a relationship to get in the door, time for the endorser to respond, time to accommodate his or her travel and work schedule, etc.

Why Timing Makes the Difference for a Successful Book Cover
Starting the endorsement process while you're still working on your manuscript lets you to complete this task in time to use those endorsements on your book cover. Many authors start the endorsement-getting process too late and miss the opportunity to include pending endorsements on their cover. This usually happens when there is another deadline in place, like needing to finalize and print your book for a big speaking engagement or marketing event. This time-crunch also happens when the author is trying to meet an arbitrary, self-imposed publication deadline he or she feels compelled to meet, even when extending that date to include some really great endorsements would be worth the wait. This timing is a balancing act between getting the elements you need in place for your cover and getting your book to press and to market. Starting the endorsement process early helps you achieve the best of both worlds.

Worth the Wait?
Yes, remember that endorsements--from experts in your field, bestselling authors, satisfied clients or customers, celebrities, or other “household names” recognizable to your target audience--are critical for establishing your credibility and are perhaps the most powerful selling feature on your book cover. Endorsements are one of the first things both readers and buyers look for on your book cover—who is saying what about you and your book. For “The 3 P’s” of getting and choosing endorsements for your cover, check out this Book Cover Coaching article.

But wait, how can you ask for endorsements when your manuscript isn’t even finished? Don’t you need your manuscript to show those people you want to endorse your book? Yes, but you can provide them with either a completed manuscript, or in many cases, just your Introduction and several key chapters to give them a feel for your message and your level of expertise. Send these chapters along with your front cover and your working back cover copy.

Your back cover copy does three things to help you get the endorsements you want:
-- It tells potential endorsers what the book is about and the importance of that message to people they care about as well
-- Like your front cover, it shows that this book is “real,” with a well-developed intent and marketing message
-- It allows each potential endorser to see the rest of the back cover on which his or her comments and name will appear

This last point is especially important for gaining the trust of potential endorsers in you, your message, and how you will professionally showcase them on your book cover. If you have already secured other endorsements, all the better, because new endorsers will be able to see who they will be appearing with on the back cover of your book and therefore on your website and other marketing outlets. Done right, your back cover copy goes a long way toward showing potential endorsers the benefit to them of appearing on your book. It’s a good way to start what should be a mutually beneficial relationship.

For more information on the benefits of starting your book cover as early as possible, and for step-by-step how-to's for using the book cover secrets of today's bestsellers, please visit http://www.BestsellingBookCover.com

Happy Publishing!
Susan

© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.writetoyourmarket.com/ 715-634-4120.

Book Cover Coaching & Business Branding

Google Instant Preview: How Does Your Website Look?

Book Editing: 5 Writing Tips for Authors

Book Cover Coaching: Why to Build a Book Cover Team

Creating Ebook Covers - How to Choose and Use Testimonials

Creating Ebook Covers - The Power of Back Cover Sales Copy

Creating Ebook Covers: Less is More

Listen for Great Book Titles

10 Reasons to Enter Dan Poynter's Global Ebook Awards ﻿﻿﻿

How to Break Into New Markets With Your Book

Writing a Book to Build Your Practice -- PART II

Writing a Book to Build Your Medical Practice -- PART I

Create Book Cover Brands That Look Great Online

Book Cover Coaching: Subtitle Tips

Even Branding Experts Need Help Expanding Their Brands

Book Covers for Business Books

Professional Critique and Consultation Package

No Book Cover Testimonials? No Problem

Advice for New Authors--Do These Six Things Now

Book Marketing: What Really Works

How to Test Your Marketing Copy to See What Works

Creating Book Titles--From Working Title to Final Title

Book Cover Critique & Consultation--What to Expect

Make Sure Your Book Cover Drives Traffic to Your Website

Virtual Book Tours--Get Big Visibility for Your Book

Book Website Copywriting

Where to Use Your Book Cover to Market Your Book

Creating Bestselling Book Titles--Try the "Look to Your Book" Strategy

Free Book Cover Timeline

Bullet Points: 30 Power Verbs to Get You Started

Bullet Points: Examples from Bestselling Book Covers

Bullet Points: Getting Started

Bullet Points: Give Your Book Some Beach Muscle!

Testimonials: What to Send Someone When You Request Their Endorsement for Your Book

Writer's Digest Selp-Published Book Awards

When Good Testimonials Go Bad: 15 Words to Avoid

How to Get BIG Name Testimonials

Want Killer Testimonials for Your Book? Write Them Yourself.

What's an Author Like You Doing with a Book Title Like That?!

5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 5

Book Cover Coaching: 5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 4

Book Cover Coaching: 5 Reasons to Write Your Back Cover Copy While You're Still Writing Your Book--part 3

10 Reasons to Enter Dan Poynter's Global Ebook Awards