May

15

Relate your back-end products and services to the change you promised in your book’s title

Filed Under Step 4: Profit

Thursday’s profit tip for authors

Nonfiction books are purchased for change, to help readers solve problems and achieve goals. Titles that promise change, and books that successfully deliver on the promise, create prospects interested in finding out more about other ways you can assist them.

Thus, when describing your firm’s product and service offerings in your newsletters and online marketing, relate your products and services to the same topics of change that you described in your book. Often, a simple rewrite can do a better job of convincing prospects that you are uniquely qualified to assist readers apply the ideas they’ve learned in your book to their specific circumstances.

The starting point is to rewrite the headline on the page where you describe your products and services, for example.

  • BEFORE. Many authors use generic headlines to describe their offerings, such as “Coaching and Consulting” or “Products and Services.” These weak, generic terms fail to build an association in the reader’s mind between the book they have just read and the assistance they can get taking the next step.
  • AFTER. Instead, the headline should build a bridge between the book and the author’s products and services. A more effective headline could begin, “Additional resources to help you…” and it should end by restating the same benefit, or promise, that you offered in your book’s title.

Likewise, each of your products or services should be linked to the change promised in your book. The more specific you are, the more details you provide in your product and service descriptions, the more successful you’ll be converting readers into clients.

What to do
Spend a few minutes and make a list of all of the ways you help your clients achieve the change you wrote about in your book, and the specific benefits they’ll enjoy. Once you create this list, you can refer to it preparing product and service descriptions for your catalog pages.

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