Most authors love words. We love to string words together to make powerful and memorable statements. Words create emotions in people and can move them to action.
Many authors are intimidated by the idea of marketing. Yet, marketing is simply using words to draw people to your books. Good marketing is about finding the right words and phrases to hook people to action—either finding out more or buying the product.
Words, of course, are not enough. Which words you choose and how you present these words are both important.
1. Choosing Marketing Words
There are many websites that provide marketing phrases that have worked successfully for marketing campaigns. You can use the information gleaned from studies and experts to help you craft marketing messages that draw readers in.
Some of the most effective marketing words and phrases include:
- Best Seller
- Act Now
- For a Limited Time
- You Deserve
2. Presentation of Marketing Words
Words are not enough. Your presentation of these words matters when it comes to creating marketing messages. The places you use marketing messages include:
- Your book’s back cover
- Your book’s online description
- Your book’s website
- Your blog posts
- Your online and print ads
- Your other marketing materials
- Your social media posts
All these messages should contain words that draw potential readers in, but they also need to be easily read and easy to skim. In other words, dense paragraphs and long descriptions are best left for your books.
A study out of San Jose State University found that the new normal in reading is skimming, with word-spotting and browsing through the text. The study found that many readers use an F or Z pattern when reading. With these patterns, readers sample the first line and then word-spot through the rest of the text.
Your marketing text must be easy to skim so that skim readers will comprehend what you are saying. When we skim read, we don’t grasp complex issues. Therefore, it is important to keep your marketing messages short and simple. Include headlines and bullet points to allow for easy comprehension for skim readers.
Remember, your marketing messages are supposed to entice people to want to learn more about your book. So, present your marketing words and text layout in a manner that will engage your potential readers.
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