| By :
Ronda Del Boccio
If you're want to know how to write a book that will "fly off the shelves", you need to know the way a potential customer decides whether or not to purchase a book. I have good news and bad news for you. The bad news is that, despite the cliche "you can't judge a book by its cover", people do. The cover is a HUGE aspect of the purchasing decision. You may have the best solution to the reader's problem, but if you have a boring title, she'll never know it. The good news is that when you understand the decision process, you can do a lot to bring attention to your perfect solution. The Book Buying Decision Cycle Have you ever stopped to analyze your own behavior in a bookstore or even on a book website? Do you realize that you make decisions the way I am about to show you? You need to structure your book so that people are drawn deeper and deeper into looking at it and, of course, into making a purchasing decision. There is a specific process the reader goes through, and once you understand this, you'll also have what you need to structure the book in such a way that you build the "know, like and trust" factor into the work. The prospective buyer will look at your book in this order: - Front cover.
- Back cover.
- Table of Contents.
- Inside the book. Now that you have the overview, I will go through each phase of the buying decision so you can understand how to plan your own book accordingly. Front cover The front cover is your attention getter. A "texty" cover with lots of words, a highly complex cover with too many graphics, or a boring cover lacking panache will cause your reader to look elsewhere. It doesn't matter if your book is better written or has a better solution than a similar book. A lousy cover kills sales every time. A perfect example is a horrible looking communications book. It had a pitch-black cover and a blue strip with a boring title in it. Nothing on the cover makes me want to look at the cover much less pick it up. What's inside only matters if someone bothers to pick up the book. Go to a bookstore or wander through an online store and check out the titles, subtitles and covers. Which books entice you? Which turn you off? Write your observations. Now pick up a copy of the National Enquirer and study the headlines. Write down the ones that capture your attention or arouse your curiosity. A cautionary note: Don't worry about the title early on. I've coached a few hundred people through this process, and there is one huge mistake people make. Don't fuss and worry over the perfect title at the beginning. I've known dozens of authors who take 3 months just to get a title. That's flat ridiculous! Set out your plan. Start writing. Either a title will present itself to your mind, or you'll mastermind with someone and come up with an awesome title. Back Cover If the front cover graphic and title grab the reader, she'll flip the book over to read the back. That's where you want to have a sizzling description of the benefit of the book and some high-powered endorsements. Who do you know who can endorse your work? Get testimonials that you can use on your website and promotional materials. Make a list of successful clients and ask for their success stories and testimonials. Now make a list of people who could give you an endorsement. Who are the top people in your industry? Maybe you don't know them today, but you can start making a plan for getting them to know you. Table of Contents You're off to a great start. You don't need to worry about chapter titles in the early stages, but you definitely want to plan the journey your reader will take with you throughout the book. At least give each chapter a working title. You can always change them later. Insider tip: Plan your contents so you can easily write the book in a "plug and play" fashion, snapping pieces into place as you feel like writing them. Inside the Book You write your book in a friendly fashion, like a best friend talking to you over a cup of coffee (or tea, if you prefer). So when a reader opens the book to any page, she'll be drawn to you. Why? Because you "get her." You understand her problems, and you are leading her to a solution. She'll like your style and probably notice your resources and Action Steps, and she'll feel instantly comfortable with you. If you've got what she needs, she'll buy the book. Your book is a relationship opener between you and your reader. Write down what you want him to do after he reads the book so you can keep this in mind as you write your book. Write down what other products or services of yours he will need that you can provide. This will do wonders for getting you into the "expert guide" mindset. Knowing what you now do about the purchase of a book gives you tremendous power. You can now make sure you have a captivating title, a strong promise in the subtitle, interesting chapter titles and a cover that compels the reader to buy your book.
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