{"id":206645,"date":"2023-02-28T06:00:00","date_gmt":"2023-02-28T12:00:00","guid":{"rendered":"https:\/\/www.draft2digital.com\/blog\/?p=206645"},"modified":"2023-02-28T01:18:21","modified_gmt":"2023-02-28T07:18:21","slug":"how-to-write-compelling-ads-that-sell-books-part-2","status":"publish","type":"post","link":"https:\/\/draft2digital.com\/blog\/how-to-write-compelling-ads-that-sell-books-part-2\/","title":{"rendered":"How to Write Compelling Ads that Sell Books (Part 2)"},"content":{"rendered":"\n<p>If you haven\u2019t read <a href=\"https:\/\/www.draft2digital.com\/blog\/how-to-write-compelling-ads-that-sell-books-part-1\/\" target=\"_blank\" rel=\"noreferrer noopener\">Part 1 of this series<\/a> yet, go back and check it out! We\u2019re sharing the best ways to make your indie author ads stand out in a crowd.\u00a0<\/p>\n\n\n\n<p>Let\u2019s jump right in!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Make your ad copy \u201csticky\u201d<\/h2>\n\n\n\n<p>This might sound odd, but <a href=\"https:\/\/www.draft2digital.com\/blog\/the-opportunity-is-the-marketing\/\">in marketing<\/a>, the term \u201csticky\u201d just means memorable. You want someone to see your ad once and leave their screen with your words ringing in their brain.<\/p>\n\n\n\n<p>The easiest way to do that is to make it resonant. Use alliteration, rhymes, or riffs on common expressions to appeal to a reader\u2019s ear. Kevin Tumlinson shared the example of using the tagline \u201cGet your ship together\u201d to market a sci-fi series omnibus back in the day, and it stuck so well that people still quote it to him years later!<\/p>\n\n\n\n<p>In other words, never underestimate the power of wordplay. There\u2019s a reason why certain business names and taglines are so darn sticky. Think about the slogans and ads that stand out in your memory and why they appeal to you.&nbsp;<\/p>\n\n\n\n<p>In general:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They\u2019re short and easy to remember and understand: \u201cJust do it\u201d<\/li>\n\n\n\n<li>They speak directly to a benefit: \u201cBet you can\u2019t eat just one\u201d<\/li>\n\n\n\n<li>They rhyme: \u201cHello Moto\u201d<\/li>\n\n\n\n<li>They use alliteration: \u201cIntel Inside\u201d<\/li>\n<\/ul>\n\n\n\n<p>Obviously, your ads don\u2019t have to fit all or even one of these guidelines\u2014but using them can help your words stand out and resonate in your prospective readers\u2019 minds.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t get too caught up in cleverness, though. Remember that your ad also needs substance. You should communicate clearly why someone should read your book, set your work apart from other books they\u2019ve read before, and\u2014ideally\u2014leave them with questions they\u2019re dying to know the answers to.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Give specific examples in your ads<\/h2>\n\n\n\n<p>Explanations should always be secondary to examples. Explaining versus illustrating (also known as telling versus showing) tends to confuse and go on too long. And the more we talk, the less interested our audience becomes.&nbsp;<\/p>\n\n\n\n<p>Sam shared a story about an oil tanker that caught fire off the coast of Hawaii. A passing cruise ship saved everyone on board, but afterward, at a press conference, the captain could only think about his dog. He said he was grateful he and his crew were rescued \u2026 but his dog was still onboard the tanker.&nbsp;<\/p>\n\n\n\n<p>That press conference went viral, and money started pouring in from around the world. The United States Navy changed the exercise area of the Pacific fleet to search for the drifting, abandoned oil tanker. When they found it, the dog was still onboard, racing up and down the deck. (And yes, the dog was brought safely back to shore!)<\/p>\n\n\n\n<p>The point this story illustrates is how thoroughly we can identify with one individual and one compelling story as compared to a generalized description of a widespread issue. Thousands of people go without food, water, and shelter every day, but it\u2019s easier to get people fired up over saving one dog with the right story. We call this the \u201cempathy telescope,\u201d and it means we can put ourselves in the shoes of one person, not in the shoes of many.<\/p>\n\n\n\n<p>For writers, this means that specific stories are more compelling than general ideas. So what's your dog on a tanker story?&nbsp;<\/p>\n\n\n\n<p>Put readers in the shoes of your protagonist and their hero\u2019s journey. Tell the story from their point of view in a relatable way and you\u2019ll hook readers far better than if you over-explain a premise. This is particularly important for nonfiction books, where the tendency is to try to sweep readers away with big ideas from the jump.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Turn a No into a Yes<\/h2>\n\n\n\n<p>Finally, put yourself your prospective reader\u2019s shoes. What are they thinking? What do they want?&nbsp;<\/p>\n\n\n\n<p>Presenting an ad to a reader is like making a sales pitch, except that you only have <a href=\"https:\/\/www.draft2digital.com\/blog\/the-top-7-social-media-best-practices-for-indie-authors\/\">a few seconds to grab their eye<\/a> and they have no obligation to pay attention. Good design is part of this, so make sure to notice the designs that get traction in your genre.<\/p>\n\n\n\n<p>From there, though, it\u2019s all about your words. If a reader might say, \u201cI\u2019ve never heard of these characters,\u201d or, \u201cI tried this kind of book before and didn\u2019t like it,\u201d beat them to that thought and grab their attention by saying it first. Say, \u201cGet ready to meet the next <a href=\"https:\/\/www.draft2digital.com\/blog\/hook-readers-with-characters-that-are-personable\/\">character you\u2019ll fall in love with<\/a>,\u201d or \u201cYou\u2019ve never read a [genre] book like this.\u201d Beating a reader to their objection immediately grabs their attention and gives you an opening to convince them to give you a chance.&nbsp;<\/p>\n\n\n\n<p>Another rule of thumb is to make the most of someone\u2019s time. If your ad is longer-form copy or a video, get to the point as quickly as you can. Try not to stretch the experience out so long that people lose patience.<\/p>\n\n\n\n<p>Finally, make objections moot. If a physical bookstore near you declines your offer of a book signing, you can overcome that objection without arguing. Say something like, \u201cI understand why you normally only allow signings by published authors. But I\u2019ll fill seats at a time when you normally don\u2019t have much traffic. I can promise that at least 30 people will buy books.\u201d Make saying yes to your request an easy win for them. (Of course, make promises you can keep and be sure to follow through afterward.)<\/p>\n\n\n\n<p>When you turn a No into a mutually beneficial Yes, magic happens.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>That\u2019s it from us\u2014for now. What tricks do you use to make your ads compelling and attract new readers? Let us know in the comments below!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you haven\u2019t read Part 1 of this series yet, go back and check it out! We\u2019re sharing the best ways to make your indie author ads stand out in a crowd.\u00a0 Let\u2019s jump right in! Make your ad copy \u201csticky\u201d This might sound odd, but in marketing, the term \u201csticky\u201d just means memorable. You [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":206663,"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-206645","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":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write Compelling Ads that Sell Books (Part 2) - Draft2Digital | Blog<\/title>\n<meta name=\"description\" content=\"We take a continued look at rules for writing indie author ads to 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-2\/\" \/>\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 2) - Draft2Digital | Blog\" \/>\n<meta property=\"og:description\" content=\"We take a continued look at rules for writing indie author ads to attract new readers and help your work stand out from the crowd.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/draft2digital.com\/blog\/how-to-write-compelling-ads-that-sell-books-part-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Draft2Digital | Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/draft2digital\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-28T12:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/draft2digital.com\/blog\/wp-content\/uploads\/2023\/02\/Copy-of-Copy-of-Copy-of-Copy-of-Copy-of-Tools.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sarah Kuiken\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@draft2digital\" \/>\n<meta name=\"twitter:site\" content=\"@draft2digital\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sarah Kuiken\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/how-to-write-compelling-ads-that-sell-books-part-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/how-to-write-compelling-ads-that-sell-books-part-2\\\/\"},\"author\":{\"name\":\"Sarah Kuiken\",\"@id\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/#\\\/schema\\\/person\\\/dc9ecfbd17aa9dc04702977810d88da6\"},\"headline\":\"How to Write Compelling Ads that Sell Books (Part 2)\",\"datePublished\":\"2023-02-28T12:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/how-to-write-compelling-ads-that-sell-books-part-2\\\/\"},\"wordCount\":974,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/how-to-write-compelling-ads-that-sell-books-part-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/draft2digital.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/Copy-of-Copy-of-Copy-of-Copy-of-Copy-of-Tools.png\",\"keywords\":[\"ads\",\"advertising\",\"author marketing\",\"indie author\",\"marketing\",\"social media\"],\"articleSection\":[\"Author How-To &amp; 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