Last Thursday, I examined Step 1 of the Book Buyers’ Process – Finding Your Book. Now that you’ve got them at your book page, you’re done. Right?
Wrong. Your job has only just begun. You’ve got three opportunities for these potential customers to walk out the virtual door never to return.
Step 2 of the Book Buyers’ Process – Reading the Description
The first thing the book buyer is going to do on your book page is look at the description. If they like it, they’ll continue on in their research process. If not, it’s on to the next author.
- If they’ve made it this far in the process, they’re rooting for you to convert them into a customer. They’d much rather find a book now than to have to continue on.
- This stage is only Step 2 of 5. You cannot get them to click buy from your description alone.
- You can get them to click “back,” however, if you make a mistake.
- Your potential buyer doesn’t want to spend a lot of time on this stage. They want to quickly find out what your book is about.
Advice on Crafting Your Description:
- Don’t screw up! Any typos or errors = automatic fail.
- Remember that the thing that interests a reader in your writing is the same thing that’s going to draw them in with the description – a character. As research for this post, I spent more than an hour reading book descriptions. By far, the ones that interested me the most focused on a character and how that character reacted to the plot.
- The shorter you make this section, the better. Give the potential customer just enough information to whet their appetite and have some idea of what the book is about.
- In contrast to the point just above, you want to use all the space that Amazon gives you. I suggest starting with your actual description and use the rest of the space to help the buyer justify their purchase. List any awards that the book has won. Failing that, endorsements from other authors are a good idea. Work in SEO words if you can (but do not just list phrases!).
Do you have any thoughts or suggestions about how to better craft descriptions to draw in the buyer?
Tune in later this week for Part 3 of this series about the next stage in the book buyers’ process – Reviews.