Book + Hook = Sales (Marketing Recipe for Authors)
BOOK MARKETING TIPS
Is your book full of hooks?
If you donÔÇÖt understand the question, donÔÇÖt worry. IÔÇÖll explain it shortly.
After I ask a different question.
Why did you read this article?
I realize that you havenÔÇÖt committed yet. At any moment, you could walk away.
And so could customers when they check out your book. Remember that.
The hooks make the difference:
- Did the title or image with this post grab your attention?
- Did it make a promise, like more book sales?
- Obviously, the beginning held your interest long enough for you to reach here.
YOUR BOOK NEEDS HOOKS
What is a hook?
A hook is something that catches your potential readerÔÇÖs attention, arouses a readerÔÇÖs curiosity, or engages your readerÔÇÖs interest, for example. Anything that encourages potential customers to read your book effectively serves as a hook.
Your book should have several hooks:
- Your title can actually have three hooks. (1) One hook comes from making a catchy title, a phrase that snaps the customer out of a trance. (2) Another hook conveys what the book is about, so when the customer reads the title, the customer knows the genre or subject. Be sure to put the right bait on your hook. (3) Any keywords in your title, subtitle, or series name help to hook readers through keyword searches. But you must balance this with 1 and 2. Also, shorter titles tend to sell better in fiction.
- Your cover is another hook. For every 1000 or so customers that see your book cover, 1 may actually check out your book. It could be 1 out of 100. Or it could be 1 out of 10,000. But the difference can be huge. A cover also has multiple hooks. (1) What kind of book is this? ThatÔÇÖs what every customer wants to know without having to work for it. Make it so easy that a customer can tell at a glance. (2) Even subconsciously. The right color scheme and font actually impact shopping behavior. ItÔÇÖs worth a little research. (3) Reinforce the title by making the most important keywords stand out even on a tiny thumbnail.
- Your blurb is all about hooks. A customer reading your blurb is not committed. Not even to the first line. (1) The first line of your blurb can send 90% of your potential customers out the door. ItÔÇÖs your pick-up line. Pick this book up, please. But you have to be subtle. You need to arouse curiosity. Wake the customer from a trance, but use language the customer wants to hear. Make your blurb the dream date the customer has been yearning for. (2) You need to reinforce the subgenre or subcategory. The customer isnÔÇÖt sure what kind of book this is. The title and cover create expectations. DonÔÇÖt forget to make this clear in the blurb. Early in the blurb. (3) Concise is your friend, especially for fiction. Short sentences. Short blurb. Yet containing all the info the customer wants to know: What subgenre (implicit, but clear)? Engaging content (show it by example). What features will sell your book? Make these featuresÔÇöno, make the benefits of these featuresÔÇöclear, but be concise. For nonfiction, bullet points help break a long description into easy to identify points. (4) Cut out the material that customers donÔÇÖt need to know, so only the hooks remain. For example, does the customer really need to know the names of multiple characters when just checking the book out? (5) Whatever material remains, make it seem more engaging. Trim and engage. Repeat. (6) DonÔÇÖt spoil fiction. Definitely, donÔÇÖt give away the ending. But donÔÇÖt give away anything if you can avoid it. You donÔÇÖt want the customer to feel like he or she already knows what will happen at some stage. Not knowing can help you sell books. There are words for this: Curiosity. Suspense. They are sales tools.
- Your Look Inside is that last hook between the customer and a sale. Or walking away. And again, it should be full of hooks. Minimize the front matter to essentials that help sell your book, so the customer can reach the ÔÇ£hooksÔÇØ without distraction. (1) The opening line is like the first line of your blurb. Many shoppers donÔÇÖt get past that first line. (2) The customer isnÔÇÖt committed to your book. The beginning needs to arouse curiosity and engage interest. Come out with your best stuff. Will a non-committed shopper read a lengthy build-up? You want the beginning to be so good that the customer clicks the magic Buy Now button. (3) Send a consistent message. The title and cover create expectations for a particular subgenre or subcategory. The blurb must reinforce the same message. And the Look Inside must also make this clear. Tell the customer (implicitly), ÔÇ£Yes, youÔÇÖre in the right place. Now please make yourself at home.ÔÇØ (4) What will sell your book? Suspense? Curiosity? Fascination with a character? Language that flows well? Comb through your Look Inside to remove stuff that may inhibit sales, so that what remains will hook the reader.
- It doesnÔÇÖt end there. You donÔÇÖt just want a purchase. You want the reader to continue onto the next chapter. You want the book to deliver on its promise so that the customer is already hooked on your next book. So that the customer helps you hook new readers. Word-of-mouth hooks are among the best hooks in the business. And the hardest to get.
- Even the back matter can contain a hook: A captivating sample of one of your other books.
- Let me back up a bit. Wise choice of keywords (or keyphrases) and categories can help you throw more hooks out into the sea of readers.
- Hooks are everywhere. If people discover your blog, you want your blog to hook new readers, right? Well, then, your blog needs to be full of hooks. All of your marketing should have hooks. Even a catchy straplineÔÇöa phrase or sentence that helps create interest in your book (and also convey the right expectations)ÔÇöcan be used anywhere, even in daily conversations.
PRACTICE HOOKING (!)
(I really hope you donÔÇÖt take this the wrong way!!)
Practice hooking your readers.
A great place to practice is with social media.
Every blog post, tweet, or Facebook post is an opportunity to practice hooking readers.
Learn how to write a title that achieves all of its three goals.
Learn how to find images that attract the right audience.
Learn how to say a lot in a little by learning how to use tweets effectively.
Social media offers a great way to practice, experiment, and learn the art of hooking readers.
But also practice from the other side. Practice getting hooked. Practice trying not to get hooked, and find yourself getting hooked despite that.
Check out successful books. Books that donÔÇÖt sell because of name recognition or preexisting fan bases. Find new indie books that grow quickly, for example. Discover books with great hooks.
That can help you learn the art of hooking readers. See what kinds of hooks other authors use to hook their readers.
MARKETING WITH BOOK HOOKS
Think of writing as fishing.
YouÔÇÖre just one of millions of fishermen.
- Location matters. You want to fish in a spot where there are plenty of fish. So you want to write a book that will attract readers. So write it with the customer in mind. What does the customer want? This question impacts your choice of topic, how you begin your book, how you write your book, how you package your book, etc.
- There are a million fishing poles out there. You need lures and bait that will attract fish to you. Your title, cover, blurb, and Look Inside need effective hooks.
- Authors wait patiently for readers to find their books. You need readers. You need them to discover your book. You need them to want to read your book once they discover it. The hooks on your product page and the hooks in your online and offline book marketing all help readers discover your book and decide to read it.
Write happy, be happy. 🙂
Chris McMullen