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How to write a book description that converts on Amazon (Fiction & Non-fiction)

Ads get clicks - book descriptions convert.


For $150 Brian Meeks (https://www.facebook.com/brian.meeks.186) will do it for you! Anyone I've ever sent to him has been blown away. I don't get any compensation for recommending him. He actually wrote the fiction example that we'll now take a look at.


brian meeks book descriptions

But...if you're stubborn like me and like to learn things yourself, here are a few principles to help guide you when writing a book description that's going to convert.


Fiction


good book description

Britfield & The Lost Crown


The example above does a great job at addressing the target market: Parents. The reader of the description is more likely to be a parent, buying it for their teen. This requires different messaging. This is why it is so important to know who's going to buy your book so that you can write your book description for them.


I saw something by Draft to Digital that really hit home with me. Take the potential reader on a journey - don't just give them a summary. Here's how to take your potential reader on a journey to the buy button.


1. Hook em'



Open ended and profound. Make the reader question their existence. Okay well maybe that's a tall order but make some bold statement that sets up the story with a punchy line filled with drama, emotions, and call out to the main character.


2. Give them someone to identify with

We are a lot more interested in books and TV shows when we can identify with the main character. So give the reader someone to identify with. Is your main character a tech-savy millennial trying to make their way in this confusing world? Is your main character some western, gun-totting John Wayne character. Give the character a name and a personality that the readers identify with or aspires to be. At the core of all of us, are just a handful of very similar life desires. Tap into those in a line or two.


3. Give them someone to identify against



I personally believe that the best thing that could happen to humans is the discovery of an alien race that isn't our biggest fan. I think we would see humans come together like never before with a common antagonist. Give your reader that antagonist so they can join you in banding together.


4. Give them something larger to believe in


People don't buy what you do, they buy why you do it. I think that's the main message behind most of Simon Sineks work. Would highly recommend Start with Why, haven't personally read it but I like the title. What's the larger topic that the book is tackling? Is it something as simple as human perseverance? Or is it an intricate narrative that extends the reader an intimate view into racial relations in America? Let the reader know the journey they are about to embark upon. What's really going to be the reason they cry at the end of the book? What's the deep message you were able to connect them with?


5. Give them a thrill



People ride roller coaters because it makes their hearts beat faster and forces them to live in the present. What's going to force your reader to live in the present? Get their heart-rate going with a few lines of risk and reward. What's at stake if the protagonist fails in their mission? Will humanity end as we know it? Will AI take over the world? What pressure is the good guy or girl under?

6. Social proof & CTA


Social forums have really leveled the playing field in terms of customers and readers getting to know exactly what they should expect. Some of our most successfully advertised books are ones that have racked up social proof in the form of awards. Most people don't know what any of the awards actually are so you may want to do a quick search online and apply for some. Even small ones can really make a difference



The whole point of this is for the reader to buy the book. End it with a nod to "Buy Now". Using an "If you [insert something that you've hit home with the reader at this point] then you should hit buy now" statement is a simple and effective way to wrap it up.



The stated example does a great job of addressing a lot of the above principles but at the time of this writing, does lack a CTA so make sure to include one! This book has a strong readership but who knows if there might be more readers with a CTA at the end of the description.


Non-Fiction


experience over degrees

Experience Over Degrees


1. Hook em'


Make some polarizing statement that makes the reader either go, "Wow, I couldn't have said that better myself" or makes them say, "That goes against everything I have every believed". If your reader doesn't say one of the two above statements, you need a punchier hook.

2. Make them feel heard


Can you describe the exact pain points someone is having better than they can themselves? This is the sign of genius marketing. When you know your reader better than they know themselves, trust is built. In a few lines, call out the exact thoughts/emotions/beliefs that your ideal reader is having. This builds a relationship with the potential reader and makes them feel like you're a part of their tribe.

3. Offer them your solution


What's the value proposition that the reader is going to get if they invest their time and money into the book. This can be bullet pointed to make it really stand out for the reader. What is the reader going to walk away with at the end. What tools/strategies are they going to be able to apply to their lives and what's the impact those tools/strategies are going to have.



4. Give social proof


This is where you call on your network. Hopefully you have spent time building up a peer group of advocates who you have provided value to and who would be more than happy to support you with a quick sentence or two. Who has a title that would look great next to some words of praise. CEO, CTO, Founder, Dr., Head of X, Y, Z. Call on your high-titled friends to back your message and provide the social proof that you're not just some random person writing a book about something they know nothing about.



5. CTA


In this world, you have to ask for what you want. You should not assume that it's self explanatory that if someone has read your description then they will know to buy the book. Provide that final nudge to call out what the reader should do if the message has really hit home with them.


Final notes

  • No block text

People don't want to read a square, monotoned, block of text. Make sure to bold important things like your CTA or hook. Italicize your awards and what your readers think of the book. Don't be afraid to hit the enter key to separate sentences. Make your product page text visually appealing.

  • Make it about them

Remember that you're not trying to explain the book. You're trying to convey what/why the person reading your product page should invest their time and money into your book. After writing any line on your product page, ask yourself what the value for the reader is.


For an extensive list of Amazon's rules for what not to include on your product page, reference here.


Happy writing!

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