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What Makes a Good Back Cover?

Put yourself in a potential buyers shoes.  You walk into a book store (or online) looking to buy…something. The title catches your fancy, you pick up the book and flip to the back cover (that is the first thing we all do, right?).  At that point you have exactly 3 seconds (or less) to catch your potential buyers attention (think about your own book store behavior).

 

People buy things for only three reasons: 1) to relieve "pain" - they want to "fix" something - money, relationships, broken window, where to go on a trip, etc., 2) entertainment - think steamy romances, or 3) education - to broaden your knowledge about a subject.

 

Many books have elements of all three reasons, but you’ve got to grab that buyer by the throat right out of the chute or you will never get them to go any further - tell them how you are going to fix their "pain" or educate them, or fill their entertainment needs.

 

Go to the bookstore (or Amazon) and look at best seller non-fiction books - look at the back covers - bullet points, boxes, white space, pictures, special effects - all kinds of things to grab the buyers attention as they SCAN that back cover for less than 3 seconds looking for something to catch their fancy.

 

This is also the same philosophy for developing website content - particularly your home page.

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"And I thought after 40 years of writing, I could write a sales letter... WRONG! Carol White's letter went beyond my imagination and into the sales stratosphere. Thanks, Carol! " -- AD Walker