Why Should I Buy Your Book? How to Turn 'Lookie Loos' into "Take-out-the-Credit Card-Buyers"

Why Should I Buy Your Book? How to Turn 'Lookie Loos' into "Take-out-the-Credit Card-Buyers"
Judy Cullins
© 2001

You say your book has lists, how-tos, easy-to-read recipes? 124
pages? Do these features give your potential buyer enough of a
reason to buy your book?

Probably not, unless they are your best friends. Instead, let
your reader see and hear reasons to buy by placing "selling" words
(benefits) with your features.

You need to answer your buyer's questions about how your
book will make them richer, healthier, and make their life
easier. You need to memorize these benefits and have them ready
to spout when someone asks you what your book is about. Leave
the plot or story out. When you verbalize them, just stick to the
thirty second "tell and sell." Or, when you write, sprinkle those
benefits around on your front and back cover, in your introduction,
and in your table of contents.

Potential buyers read these essential "Hot Selling Points" first,
before they open the book to skim the chapters.

Benefits are the words that will bring your buyer running. Why?
Because benefits are the end result of satisfactory use of your
product. For instance, one client's new book, Not on My Table:
Protecting Your Children from Poisons in Our Food, wrote:
Includes: "quick- scan shopping lists." Turning these features
into reasons to buy, I suggested adding a benefit: "stop confusion
with the "quick-scan, time-saving shopping list."

Your audience wants results--challenges and problems solved.
They want to feel good inside, savvy, and that they are doing
the right thing by buying your book. Put a little emotion in
those benefits. So, keep your features, but preface them with
benefits. Your buyer must be persuaded by your words and
know your book will satisfy their emotional wants and practical
needs. Give your readers a reason to buy.

How to Write Benefits and Features for Your Book

On an 8 ½ by 11" paper make a list:

1. Write the exact product/service your want your prospect to
buy. Write your title. For instance, Ten Ways to Market Your
Book Online.

2. Write three features of your book. These are distinguishing facts
about your product. For instance, Ten Ways includes 1) simple,
step-by-step "how to" exercises to start an eMagazine, 2) useful
web site addresses for marketing your book through writing short
articles and tips, and 3) specific author's time and money-saving
tips throughout the book.

3. Write three benefits of your book. These are the advantages
your buyer gain as a result of the features listed above.

Here's a few samples:

1)Creating and sending out an eNewsletter on a regular basis
builds credibility, trust and profits.

2) Giving authors links and web site addresses of top web sites
help the Web site build content, and helps the author bring
attention to his book through the link to where his book is sold.

3) The specific, highlighted "author tips" are short, easy-to-read,
saving the reader time, while giving valuable information.

Remember, adding practical and emotional benefits to your features will hook
your "lookie loos" into a "take-out-the-credit-card" buyer.
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Judy Cullins: author, publisher, book coach
_Write Your Ebook or Other Short Book - Fast!_
_Ten Non-techie Ways to Market Your Book Online_
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