No Book Cover Testimonials? No Problem

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.

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

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.

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.