By Susan Kendrick
Write To Your Market, Inc.
Your nonfiction book cover is a conversation with a potential buyer that makes them say, “Yes, that’s it! This book is just the solution I’ve been looking for.” Whether that solution focuses on health, medicine, leadership, funding your retirement, raising thoughtful kids, or making a career change, your expertise shines. But, who else could benefit from your approach. And, where are your own interests taking you?
What we find with many author experts is that while the books they are writing are a culmination of their existing expertise, their sphere of influence and interest is already growing into other areas and markets, even while they are writing those books.
So, what to do with all that other expertise and the fact that you know you can help even more kinds of people, in a variety of situations, and that your own passion are already leading you in those directions?
Build that flexibility and growth right into your book cover. Note that doing so is about more than what should already be included in your back cover bio--that you speak, consult, etc. Somewhere else in your copy, without getting “salesy,” mention the other ways you can and want to help. Advertise for more of what you can and want to do.
Here’s an example of one way to do this, from the book back cover copy we developed for our client, Joe Keller, author of “Single Effort: How to Live Smarter, Date Better, and be Awesomely Happy”:
“Heartfelt, funny, and always practical, Single Effort is a must-read for single guys everywhere. It’s also perfect for anyone (male or female, single or not) in search of unique dating and lifestyle ideas for a more fulfilling life.”
Did you hear that? We let readers know that Joe Keller, while an expert on the single guy, is also a trusted resource on taking dating to a new level as a way to enhance your whole life, not just one phase in the dating journey. Think of the doors this opens for Joe and how he is now positioned as an expert on a range of related topics. Now, think about how you could do the same with your expertise and passion, growing it into areas that interest you and where you can reach out to more people in more markets.
You grow by publishing a book, and then you keep growing. Make sure your book cover helps take you there and develops a loyal, enthusiastic following and profitable business in the process. To help you get your ideas to market faster and more successfully, find out how we can help. Call Susan Kendrick and Graham Van Dixhorn at 715-634-4120, or email email@example.com about writing a book to build your business.