Book Cover Coaching: Why to Build a Book Cover Team

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.

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

Creating Ebook Covers: Less is More

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.

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

Listen for Great Book Titles

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.

Even Branding Experts Need Help Expanding Their Brands

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

"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.

Advice for New Authors--Do These Six Things Now

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

"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

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

How to Test Your Marketing Copy to See What Works

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

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.

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

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.