Bullet Points: Give Your Book Some Beach Muscle!

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.

When Good Testimonials Go Bad: 15 Words to Avoid

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

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.

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

#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.