by Cathy Fyock @CathyFyock
Last week I was
meeting with a new client, and he asked me a powerful question. “Cathy, I
basically know what concepts I want to share in my nonfiction book. But, how do
I get my target reader to first buy it, then read it, then use it?”
What a great question!
Aren’t those the issues we’re all trying to resolve as nonfiction writers?
Buy it
Your target readers
need to be compelled to buy your book, to either get them where they want to go
or to ease some pain point. Does your title relay that message? In your title
and subtitle, have you articulated how you’ll help your reader?
One part of your title
(either the main title or subtitle) needs to grab the reader, and part needs to
be definitive about the problem you solve or how to help them. For example,
consider these best sellers:
- Mindfulness: An Eight-Week Plan for Finding Peace in a Frantic World by Mark Williams and Danny Penman
- How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse Disease by Michael Greger MD and Gene Stone
- Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain
The book cover needs
to be compelling. Include a powerful graphic that is symbolic of the value the
book offers. Have you included your most powerful testimonial from your most
influential reader? In your short summary description, do you offer the
advantages and benefits your book offers?
Another factor is book
length. Today’s busy reader isn’t interested in a lengthy tome, but is looking
for a digestible message that solves a problem.
Read it
Again, length is
important. Some of the most popular nonfiction books are shorter in length so
that they are accessible to readers.
Look for ways to break
up the narrative; long blocks of text appear inaccessible. Using headings and
subheadings, boxed text, illustrations, side bars, and pull quotes create a
page that is inviting and help the reader identify key points and concepts.
One of the most powerful
strategies to encourage your readers is to use powerful stories. These can be
case studies, examples from your own experiences, or other vignettes. Including
stories makes your message sticky.
Use it
Is the information you
share actionable? Practical? Action plans, exercises, checklists, discussion
questions, and templates encourage your reader to put into action the ideas
you’ve presented.
What strategies are
those that help you identify the books you want to buy, read the book from
cover to cover, and then implement key ideas? Share your best ideas here.
TWEETABLES
Cathy Fyock is The
Business Book Strategist, and works with professionals who want to write a book
as a business development strategy. She also serves as the Acquisitions Editor
for Silver Tree Publishing, and has helped more than 100 professionals become
published authors. Cathy is the author of Blog2Book
and On Your Mark and can be reached
at www.CathyFyock.com.
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