{"id":206642,"date":"2023-02-21T06:00:00","date_gmt":"2023-02-21T12:00:00","guid":{"rendered":"https:\/\/www.draft2digital.com\/blog\/?p=206642"},"modified":"2023-02-21T02:28:12","modified_gmt":"2023-02-21T08:28:12","slug":"how-to-write-compelling-ads-that-sell-books-part-1","status":"publish","type":"post","link":"https:\/\/draft2digital.com\/blog\/how-to-write-compelling-ads-that-sell-books-part-1\/","title":{"rendered":"How to Write Compelling Ads that Sell Books (Part 1)"},"content":{"rendered":"\n

Hopefully, you already tune into our Self-Publishing Insiders live broadcasts or catch up after the fact on the podcast version. (If you don\u2019t, sign up here<\/a> to be in the know!) If you do follow Self-Publishing Insiders, you probably saw that Sam Horn joined us<\/a> a few weeks back to talk about how to become an intriguing communicator.\u00a0<\/p>\n\n\n\n

Her insights were so applicable to writing indie author ads, blurbs, emails\u2014and basically any other copy that helps sell books\u2014that we decided to write a two-part blog series on applying good communication techniques to indie author marketing<\/a>.<\/p>\n\n\n\n

Without further ado, here\u2019s how to stand out in the crowd and write compelling ads that help your indie-published books reach a wide audience.<\/p>\n\n\n\n

Generate intrigue and avoid \u201cinfobesity\u201d<\/h2>\n\n\n\n

We\u2019ve all read an email or an ad with far more words than substance. \u201cInfobesity\u201d is Sam\u2019s term for bloated, boring writing that doesn\u2019t grab the reader\u2019s attention and inspire them to care about what you\u2019re saying.<\/p>\n\n\n\n

Can you sell readers a 300-page book in the era of instant information and ever-shortening attention spans? Absolutely\u2014but only if you can grab their attention and communicate in just a few seconds why they should read it. Everyone, from casual readers to high-powered literary agents, makes up their mind in just a few seconds whether they want to read your book or not. So if you\u2019re expecting them to wade patiently through big chunks of content to learn what your book is about, you\u2019re going to be disappointed.<\/p>\n\n\n\n

To that end, rehearse your elevator pitch. You should be able to tell someone in 60 seconds or less what your book is about and why they should read it. (If you can get that down to 30 seconds, even better.) Even the longest epic novel can be distilled into a sentence or two. And, of course, make sure your short description is intriguing enough to inspire someone to learn more!<\/p>\n\n\n\n

Ask, don\u2019t tell<\/h2>\n\n\n\n

No one likes to be talked at <\/em>rather than with<\/em>, and readers are no exception. Conventional wisdom for speechmaking (and nonfiction writing) runs something like this: tell people what you\u2019re going to tell them, tell them, and then tell them what you told them. <\/p>\n\n\n\n

That approach may work great in a lecture hall or within the pages of a book\u2014but when you\u2019re pitching your book to prospective readers, you don\u2019t have that kind of time. Think about all the other authors clamoring for that reader\u2019s attention. You have just a few seconds to hook them and make sure they keep reading.<\/p>\n\n\n\n

The goal of each sentence should be to get someone to read the next one. Opening with a question that piques a reader\u2019s curiosity is the perfect strategy to make sure that happens. Sam shared the following example for the opening few seconds of a pitch that she helped a CEO in pharmaceuticals create:<\/p>\n\n\n\n

\u201cDid you know there are 1.8 billion vaccinations given every year? Did you know up to a third of them are given with reused needles? Did you know we're spreading and perpetuating the very diseases we're trying to prevent? Imagine if there were a painless one-use needle for a fraction of the current cost. You don't have to imagine it. We're doing it.\u201d <\/p>\n\n\n\n

If your audience wrinkles their eyebrows when you dive into the plot of your book, they\u2019re confused\u2014and confusion does not beget sales. <\/p>\n\n\n\n

<\/p>\n\n\n\n

There\u2019s no such thing as a \u201crecipe\u201d for a perfect ad, but here\u2019s a great start. Feel free to play with this format to find what works for you.<\/p>\n\n\n\n

Ask<\/h4>\n\n\n\n

Open with 1-3 intriguing questions.<\/p>\n\n\n\n

For nonfiction, research startling statistics about the topic you\u2019re writing about. If you don\u2019t know them, your reader probably doesn\u2019t either.<\/p>\n\n\n\n

For fiction, you won\u2019t be answering these questions in your ad\u2014just piquing a reader\u2019s curiosity.<\/p>\n\n\n\n

Imagine<\/h4>\n\n\n\n

The act of imagining pulls people out of their preoccupation with whatever is going on in their lives. They stop mulling over their own worries and start picturing your words in vivid detail, seeing what you see. Instead of getting distracted by the dings and pings of daily life, they\u2019re lit up and preoccupied by you.<\/em><\/p>\n\n\n\n

Include a spare number of well-placed evocative adjectives to help immerse readers into the world of your story. If all you have is a few lines, a well-placed word or two is all it takes.<\/p>\n\n\n\n

Hook<\/h4>\n\n\n\n

Finally, hook them with benefits. How will their lives be different or better after reading your book? How will the book captivate them?<\/p>\n\n\n\n

For fiction, the answer could be as simple as: they\u2019ll love the characters and answer the compelling question you asked in step one.<\/p>\n\n\n\n

Nonfiction authors can make this benefit more tangible. What a reader be able to understand and do after reading? How will that benefit them in their daily life?<\/p>\n\n\n\n

Reviews or advance reader blurbs fit well here as a follow-up to copy you write. Readers won\u2019t have to imagine what reading your book will do for them, because you\u2019ll show them.<\/p>\n\n\n\n

<\/p>\n\n\n\n

We have tons more tips to share on writing compelling indie author ads, so stay tuned for Part 2 of this series!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Hopefully, you already tune into our Self-Publishing Insiders live broadcasts or catch up after the fact on the podcast version. (If you don\u2019t, sign up here to be in the know!) If you do follow Self-Publishing Insiders, you probably saw that Sam Horn joined us a few weeks back to talk about how to become […]<\/p>\n","protected":false},"author":25,"featured_media":206649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[469],"tags":[559,158,47,48,284,82],"table_tags":[],"class_list":["post-206642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-author-how","tag-ads","tag-advertising","tag-author-marketing","tag-indie-author","tag-marketing","tag-social-media"],"yoast_head":"\nHow to Write Compelling Ads that Sell Books (Part 1) - Draft2Digital | Blog<\/title>\n<meta name=\"description\" content=\"This week, we break down rules for writing indie author ads that attract new readers and help your work stand out from the crowd.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/draft2digital.com\/blog\/how-to-write-compelling-ads-that-sell-books-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write Compelling Ads that Sell Books (Part 1) - 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