by Rob Kosberg
If you’re a writer, you’ve wondered: do book descriptions matter?
How many readers pick up your book and factor the description into their purchase decision?
I’m here to tell you: enough.
There are enough readers out there who read the book descriptions, who want to know if your book is worth it—if you can do what you say you can.
Book descriptions matter. And more importantly, they can be the difference between a book that converts and a book that doesn’t.
But how do you write a good one?
Can you optimize a book description for your audience?
Yes, and here’s the good news: it’s not as difficult as you might think.
We just need to answer a few questions first.
Why Your Book Description Is Your Secret Weapon
Book descriptions are often overlooked.
They aren’t as flashy as your title, and they certainly don’t contain the meat of your message.
But here’s the truth: they’re just as important.
Why?
A good book description acts as your book’s:
- Elevator pitch
- Social proof
- Hook
…all rolled into one simple paragraph.
Your book description can make or break your sales (maybe even more than your title).
Readers want to know what they’re getting into. They want to know who you are, what you have to offer, and why they should trust you in the first place.
An optimized book description discreetly answers all of these questions and lets readers know if your book is worth the trouble.
The problem is: most authors don’t take advantage of their book descriptions.
They assume the obvious assets (title, website, content) will pull the marketing weight, and they allow their book descriptions to become half-baked summaries.
This is a lethal mistake. Especially for nonfiction authors.
So, what’s the answer? How can you avoid letting your book description go to waste?
Let’s take a look at how to write an optimized book description for nonfiction books.
How to Write a Book Description That Converts
1. Know Your Audience
The first step is the easiest: remember who you’re talking to.
If you’ve already written your book, then you should know:
- What category your book falls under
- What demographics make up that category
- The best way to speak to those demographics
Disclaimer: if you haven’t finished your book yet, hold off on your book description. You’ll only be able to capture your book’s essence after it’s completed.
Take a look at what you’ve written so far.
What keywords do you use? What tone of voice works for this audience? What kind of language might make this audience stop in their tracks to learn more?
Then, put yourself in your reader’s shoes. What information needs to be included to sell someone on your book?
Ask yourself:
- What problem am I solving for my readers?
- What’s the main selling point for my audience?
- What else can I include to connect with these demographics?
Once you’ve answered these questions, you’ll understand what your book description needs to “feel” like in order to engage your reader.
But there’s another reason why putting your audience first is important:
2. Identify Your Readers’ Pain Points
In order to sell your audience on your book, you need to know what their problems are (and how your book solves them).
Too many authors use their book descriptions to summarize their book and/or their credentials.
This negates the point of a good book description.
Remember: your book description is your elevator pitch.
Don’t bore your readers with a tell-all interview.
Instead, identify what your readers’ main pain points are and use them as the meat of your book description.
Then, tease how you’ll solve these problems later in your book.
But don’t include the solution in your book description.
This hooks the reader and leaves them wanting more, otherwise known as…
3. Use the “Open Loop” Process
The “open loop” process is one of the most effective tools an author can use to keep their audience engaged.
It relies on setting up an idea, or a “loop,” stopping before the climax to make your argument, then closing the loop with a natural conclusion.
You might have used this process in your chapter writing, and it works well for book descriptions, too.
To use it, introduce your audience’s main pain point that we talked about earlier.
Explain why it’s a problem, hone in on the repercussions your readers may be experiencing, then note that your book aims to solve their problem for them.
But don’t spell out the solution in your book description.
In order to solve their problem, they’ll have to purchase your book.
The solutions you include in your book will “close the loop.”
4. Create Your Hero Section
This is a method I recommend for author websites, but let’s see if we can’t make it work for book descriptions.
The “hero section” concept accomplishes two feats:
- It creates a personalized offer for your audience
- It positions you as a thought leader in your industry with your book as the byproduct
What does it include?
In order to write a hero section, you’ll need to rely on the details we’ve uncovered so far:
- Your audience
- Your audience’s pain points
- The solution your book offers
- Your credentials/unique experiences as a thought leader
Now, I know: I told you earlier that your book description isn’t about you, it’s about what your book can do for your audience.
And this is true.
But a brief explanation of your credentials and/or experience can establish credibility and social proof for your audience.
So, how do we use this information to write a hero section?
A hero section points out your audience’s pain point followed by your personalized offer as an author and thought leader.
In other words:
- Start your book description with the problem
- Hone in on the consequences of that problem
- Explain why you’re the person to solve this problem (credentials, experience, industry authority, etc.)
- Tease how your book will solve this problem
Now we’ve not only set up your book as the solution but you as a thought leader.
This positioning has the potential to set you up for valuable upselling opportunities outside of the book(s) you sell.
5. Don’t Forget Your Hook
Now for the finishing touch: your hook.
This is the first (and possibly only) sentence your audience will read, so we need to make it count.
I’ve already suggested you start off with a compelling line about your audience’s problem, but there are many ways to accomplish this.
You can start with:
- A question designed to trigger cognitive dissonance
- A story/anecdote/hypothetical
- A contradiction to a common belief
- An argument
In essence, your hook should make your reader think.
They shouldn’t be able to get off easy after your first sentence—they should be challenged, intrigued, and prompted to learn more.
And most importantly: compelled to let you solve their problems.
Conclusion
Your book description contains so much potential for you as an author (and as a thought leader in your industry).
It may just be a paragraph, but it’s a paragraph that can make or break your career.
Use the concepts in this article to get it right.
And if you need more book writing advice, check out my Wall Street Journal bestseller: Publish., Promote. Profit.
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Rob Kosberg is a #1 best selling author, founder of Best Seller Publishing, and has been featured on ABC, CBS, NBC, FOX, and the Wall Street Journal. Rob has spoken to and taught thousands of entrepreneurs, coaches, and consultants how to stop hunting for clients and instead position themselves as the hunted.