I write non-fiction and have a longstanding blog with free content, so I feel like I am a prime example of someone who’s faced the challenge of convincing people to buy books when there’s tons of free information out there, not just from competitors, but from yourself as well!
We see many non-fiction authors leave this out when planning and executing their book releases and promotions. The fact that they’re not just competing with other books, but they’re also competing with Google and all the free information available out there on pretty much any topic.
So, let’s talk about ways to make your non-fiction book stand out in today’s super loud and distracting market.
Establishing Your Unique Approach
It’s critical to figure out your unique approach to your topic. What are your key selling points? It has to go beyond simply saying, “My way works better!” because that’s not convincing enough if you’re a potential buyer. Trust me; everyone says that.
Once you create your list of key selling points, you need to include those on your Amazon description in the form of a bulleted list. Bullets draw attention and should be extremely compelling. What if the bullets were all potential buyers got to read about your book? How convincing will you be?
Don’t Forget Your Buyer
Yes, you have to sell your book’s content, but people don’t buy a book just because of the content. They buy a book because of what they hope it will do for them.
So your unique selling points are important, but so is convincing people you’ll make their lives better in some way. That’s something a lot of free online content doesn’t get a chance to do!
Use your book description to convince potential buyers you wrote your book with their needs in mind.
So you have your unique selling points and your emotional appeal. You should also hit people over the head with Google and free info reference! There’s no such thing as making it too easy for someone to make a buying decision.
Too often, we see authors miss key sales opportunities in their book description because the value of the book seems so incredibly obvious to THEM. But don’t assume it’s obvious to your potential buyer!
Work it into your description WHY your book will serve someone better than simply Googling info about your topic online. If you don’t have a strong argument at the ready, then you have some serious work to do.
Have a Clear Plan
Have a clear plan for what you give away for free on your platform and what you include in your book or books.
There’s a lot you can accomplish for your sales funnel by giving away quality info on your blog or in your podcast, but if you give away too much, it makes your book less competitive.
Don’t wing it; figure out your boundaries and justify why that division serves your long-term goals.
Let me know down in the comments if you found any of these tips helpful. I always love hearing from you!