Lookie-loos are everywhere. These viewers often look with no intention of buying. The Internet is full of these individuals.
According to a study by Marist College and National Public Radio (NPR):
- 76% of U.S. consumers shop online.
- 44% of online shoppers start at Amazon, while 33% start with a Google search.
So, whether you are attempting to convince people to buy your book on your own website or on Amazon or another online bookstore, your job is to convince the lookie-loos to buy your book. To effectively do this, the following three book elements are of primary importance. Make these count.
Your book cover is part of a reader’s first impression of your book. Therefore, it is your number one marketing tool. Your book cover will either draw a reader in to learn more about your book or send them on their way, looking for something else to read.
In fact, in one study, 63% of consumers said good images are more important than product descriptions. So, don’t’ skimp on your book cover. Make sure that you use a professional design.
The two best places to spend money on your book is on the cover and on editing. The cover will draw readers in. The editing will make your book compelling causing readers to become fans and promote your book.
Your title, like your book cover, has the ability to draw a reader to want to learn more or send them packing. To grab attention the attention of a lookie-loo and encourage them to take the next step, be sure that your book’s title does one of the following:
- Makes a promise to the reader about what they will get from your book.
- Creates intrigue to draw the reader into wanting to know more.
- States a need that the reader has in her life and your book addresses.
- Clearly communicates that contents of the book.
People want to know what they will get out of buying your book. This means that you must answer the “WIIFM” (what’s in it for me) question. Start your book description with a hook. A compelling statement or question that hooks the person reading it into wanting to know more.
Don’t make your book description too wordy. Remember, people scan text. To make your book description scannable:
- Pull out points and make them a bullet list.
- Keep your paragraphs short.
- Highlight keywords.
- Put your most important point first.
End your book description with a strong call to action. Tell the lookie-loo what you want him or her to do next. Use this call to action to tell them to purchase your book so that they don’t miss out on what your book will give them.
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Photo courtesy of t-watanabe.