Writing sales copy for an Amazon product page, or Facebook or Amazon Ad, can be a huge challenge for many authors.
Where to even start?
I’m an indie-author and a marketing copywriter, but I still initially found it a challenge to write sales copy for my books. As the writer, you’re sometimes too close to your work to be able to isolate the key elements that a product description requires—but that said, the whole process is much easier if you develop a plan.
The first thing you need is a HOOK—that exciting one-liner that grabs the reader. After trail and error, I’ve discovered the best hooks pack an emotional punch while echoing the genre well. I’m talking about the kind of one-liners that make the hair on the back of your neck prickle.
Movie posters are good examples of this—here are a few classic taglines to inspire you!
- An adventure 65 million years in the making – Jurassic Park
- Reality is a thing of the past – The Matrix
- The first casualty of war is innocence – Platoon
- She brought a small town to its feet and a huge corporation to its knees – Erin Brockovich
- In space, no one can hear you scream – Alien
And for those of you who (like me) write romances, here are two classics!
- What if someone you never met, someone you never saw, someone you never knew was the only someone for you? – Sleepless in Seattle
- He thought that magic only existed in books, and then he met her – Shadowlands
Back to crafting that description…
I hope I’ve convinced you of the importance of the HOOK—however there’s more to a writing sales copy for your novel than just starting well. Here are a few tips for writing a book product description that converts:
- Position your novel—make it easy for readers to identify if it’s the kind of book they’re looking for.
- Focus on triggering an emotional response in the reader, rather than summarising the novel’s plot.
- Share the conflict—let readers know what’s at stake and why it matters.
- Get right into the story and characters with the first line—the first two paragraphs are to hook the reader, the rest are to convert.
- Use a mix of elements that readers of your genre expect—but with new and interesting twists.
- Research the keywords and categories for your genre and weave them into your description—this will help readers find your book on Amazon’s search engine.
I hope my tips help. I share step-by-step details on how to put all of the above into practice in my book product description template—just sign up to my mailing list to get it. And don’t worry, you’re not signing up to get spammed. I only send out newsletters when I have information that’s truly worth sharing!