And although it may be hard to accept as an author – you’re also a marketer. The publishing landscape has changed. Traditional publishers may have handled marketing in the past – at a ridiculous fee I might add – but, in today’s “Amazon dominated” world …
You need to walk the marketing ropes.
The side effect has many great benefits (to you and your readers).
One of which – it will make you write better books.
Because marketing is about EMPATHY with your customer. Forget how 95% of people approach marketing –– shouting louder, with more exuberant claims and 12 step funnels…
Marketing is about “understanding“.
It’s about tailoring your book(s), products and services – like a glove – to your reader and customer. It’s the way it should have always been – but you’re not just an author … you’re a creator.
And to sell more of your work, creatives need EMPATHY for those they seek to serve.
Queue Peter Drucker on the topic:
It’s crucial that you get to know your potential readers on a deeper, more emotional level. (your competitors won’t – and this is to your unique advantage).
Ie: You want to have “solid insights” into their needs, wants, desires and struggles. A book that addresses and overcomes them all – will, in time, separate itself from the pack.
There’s no point in spending weeks and months writing a book that nobody wants to read and provides little value in addressing the problem(s) your audience wants to overcome.
Here’s some important tips you’ll want to consider when writing your current – or next – book:
Table of Contents
- Tweak 1: Find the problem they need solving
- Tweak 2: Don’t make promises, unless…
- Tweak 3: Cut the fluff
- Tweak 4: Choose one solution
- Tweak 5: Keep it short
- Tweak 6: Get to the meat
- Tweak 7: Engage your audience
- Tweak 8: Use metaphors where possible
- Tweak 9: Build desire and anticipation
- Tweak 10: Create a compelling toc
- Tweak 11: Address their questions
- Tweak 12: Under promise and over-deliver
“When people talk, listen completely. Most people never listen.”
1. Find the problem they need solving
2. Don’t make promises, unless…
It’s important that you can deliver what you promise. If your book promises to give a simple solution, give a simple solution. Be aware of the title you choose for your book. It’s the promise that you make to your readers. If you don’t keep that promise, your book won’t be well received.
3. Cut the fluff
Today, nobody wants to read a bible on your subject. They want “the essential”, “the step by step”, “the checklist”, “the quickstart guide”, … give people what they want. Don’t over explain your solution. Keep it direct. To the point. Focused.
4. Choose one solution
People want solutions to problems and they’re willing to pay (handsomely) for them. But their looking for one solution they can use. A solution that works. Choose one problem and one solution. Don’t try to cover everything you know about the topic.
5. Keep it short
Don’t write 200 pages about one topic. No one wants to read hundreds of thousands of words on any given topic. Like I said earlier, you’re not writing the bible on a given subject. You’re providing a tangible solution to a real problem. Provide it and move on. 20,000 – 30,000 words is the sweetspot.
6. Get to the meat
Don’t beat around the bush or spend too much time explaining yourself. You want to get “right to the point” and identify the problem. If you want to tell a story, that’s fine. Stories help keep the attention of your readers … but, you have to find a way to tell the story while still presenting the problem and getting to the point.
7. Engage your audience
8. Use metaphors where possible
Write creatively where it makes the most sense. Don’t be overly flowery but feel free to inject metaphors in your work where possible. This also helps to engage your audience and showcases your personality.
9. Build desire and anticipation
When done correctly, this can be extremely powerful. If you can refer to future chapters to build desire and anticipation, do it. This creates a connection to your content, hooking your readers to you and your book … and they’ll not be able to put it down until they find out the answers their seeking.
10. Create a compelling TOC
Your table of contents or TOC is the backbone of your book. You should create it before you start writing … but, be flexible if you need to tweak it or move things around. Your TOC is what people are likely to review before deciding to buy your book. Make it count. Make it compelling. Where possible, give your chapters and sub-chapters interesting names. You want people to be intrigued enough to purchase your book.
11. Address their questions
During your research (next chapter), you’ll find out more about your intended audience’s questions, wants, needs and desires. You could address these questions as chapters in your book … nothing wrong with that at all. Or, you could incorporate an FAQ (Frequently Asked Questions) section as one of the chapters in your book.
12. Under-promise and over-deliver
Remember back to a positive experience you had when someone went above and beyond their normal duty? … how did that make you feel?
Why not over-deliver in your Kindle book and give away additional resources, cheat sheets, checklists, software tools etc. to make your customers lives easier. Do you think this will lead to happy customers who leave positive reviews and recommend your books to their friends?