To Sell More Books, Show Don’t Tell

Here is an excerpt from an email book promotion I received a few years back that did not get my click-through to buy the book.

This book “is a remarkable testimony to the strength and perseverance of the human spirit. This true story will pull at the heartstrings of every American, and readers from everywhere.”

Now, that was the total promo sales copy for the book, other than lots of ways to order the book. Now, why would I click on the order links with that sales copy? Yes, if it lived up to that promise, by golly, I want the book. I love to have my heartstrings pulled. But, unfortunately, I am a jaded reader by now. I have seen so many books promoted with these sort of promises — books that never lived up to the promise.

What if instead the author or publisher had actually told a little story from the book that really pulled my heartstrings. Then I would have had no hesitancy about clicking on the buy link.

They told me I’d like it, but they didn’t show me I’d like it. The response rate goes up multifold if you show people rather than tell people. Learn the difference.

Before the first Chicken Soup for the Soul book was published, I heard Mark Victor Hanson tell one story from the book. It brought tears to my eyes.

I knew I’d be buying multiple copies of the book when it was published, even if there were no other stories that lived up to the one Mark told. And, yes, when the book was published, I bought 10 copies. My wife made me. She loved it, too!