If you’re looking to skyrocket your book sales…
And sell more books than you thought possible…
Then you need to learn how to create one of the biggest money-makers in the marketing world.
It has been one of the best ways to generate new customers in marketing since the advertising boom of the 50s.
And it remains one of the single most effective ways for anybody – including writers just like you – to make sales.
But so many writers just aren’t using it…
I speak, of course, of the humble landing page.
(You’re not alone – even businesses aren’t using them because they don’t know how…)
Ask any copywriter, and they’ll tell you the best way to make more money and generate more leads is a damn good landing page.
But how do you create one that’s designed to make crazy sales for you?
That’s what this article is about. I’m going to show you how to create a killer landing page that’s designed to sell more books.
So, let’s break it down…
Starting From The Top – The Headline
The first element of any landing page that’s worth a damn is what people see when they first land on it – the headline.
As the great David Ogilvy himself once said…
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
In other words, make sure you get your headline right. If you don’t, people won’t see the rest of the page, and your goal of selling more books will go up in a puff of smoke.
I’ve seen a lot of headlines in my time as a copywriter. Some good, some bad, some dreadful…
But when it comes right down to it, keeping it simple is usually the best way forward. Simple sells more books.
Don’t try to get too smart with it. I see lots of copywriters try to generate intrigue with puns or funny lines. Personally, I don’t see this working for a large majority of the audience.
If your joke falls flat, so does the entire landing page.
A truly great headline…
- Grabs your reader’s attention…
- Is specific about the content the reader is going to get from your book…
- Demonstrates the value of your book or why they need to read it…
- Gives your reader a compelling reason to read what you’ve written…
Take a look at how a simple headline can make a huge impact in the image below.
It really is that simple.
Keep it short, between 10 and 20 words, and tell the reader what they can expect from your book.
And if you’re writing fiction, then your headline can either be your book’s title, or a teaser of what it’s about.
Make sure there’s an image of your excellent cover placed next to it, as well. Most landing pages place an image of their book to the left or right of the copy.
Also, it would be a great idea to add a good Call to Action (CTA) up here. Something like “Get the Book Now” is ideal, because it tells the reader exactly what you want them to do.
CTAs that order the reader to do something convert better.
But next, it’s time for you to…
Use a Sub-Heading to Demonstrate Even More Value
If your headline is the MOST important thing about your landing page, then your sub-heading or sub-headline is your second most important.
It’s an awesome way to demonstrate even more value “above the fold”…
(Meaning the part of the website that your visitors see without having to scroll.)
If done right, you can sell them right then and there – meaning that you’ve sold the book before they’ve even read the rest of the page.
Think of your sub-heading as an expansion of your headline. A chance for you to go a little bit more in-depth about the value your book offers to your reader.
Take the example of The Lean Startup by Eirc Reis below..
See how it tells anyone that’s on the page exactly what the book is about?
I love this kind of sub-heading. It’s what I try to do with my copy.
My headline is either the book’s title or the book’s main value proposition. Then my sub-heading expands on that.
Ideally, you want to show your readers exactly what they’re going to get from your book if they buy it before they’ve even scrolled.
If you do these two things right, then you’re going to sell more books.
But there’s more to your landing page.
And your next step should be…
Give Your Readers Some Great Social Proof
Social proof is a powerful buying motivator – and one of the main ways that you’re going to sell more books.
So you need to sprinkle it throughout your landing page.
But I like to ensure that it’s the second thing readers see when they scroll.
Take the example from Sabry Subi’s Sell Like Crazy below…
If you have good professional reviews, this is great place to show a choice quote from them…
If you don’t, don’t sweat it. Any reviews will work. As long as they’re genuine and given by real people.
Social proof is one of the best tools in any author marketing toolkit, believe me. It can make the difference between a new customer and abandonment.
I like to include them as the first thing readers see below the fold and after the next section, which is…
A Killer Synopsis Or Breakdown
Your headline and sub-heading generated intrigue…
Social proof stoked their buying fires even more…
Now, your reader is curious to see what your book is about.
This is where you tell them.
If you’re a fiction author, this is where you put a synopsis that will knock their socks off.
If you’re selling a non-fiction book, then you need to give readers a breakdown of what they’re going to get…
You can do this with a simple bullet point list or you can use numbers.
Numbers are an excellent way to market your book. It’s why so many people (myself included) have come up with *insert number here* Step Systems… Because they trigger something in our brains.
It gives your reader a quick, easy-to-scan shortcut. Plus, if you’re outlining a system, it’s a lot easier to follow something that’s been laid out in a logical, numerical way.
The landing page for The Nuclear Effect by Scott Oldford does this perfectly.
An excellent synopsis or breakdown will help you sell more books. And you’ll do even better if you follow it up with yet more social proof.
Then you need to add the final touch…
The one thing that’s going to ensure that you sell more books…
A Powerful Call to Action
If you’re learning author marketing, then you need to learn how best to craft a CTA.
I’ve already mentioned that a CTA that orders or tells the customer exactly what you want them to do works better…
But you can also use words like “you” or “my” or “I” to enhance your Call to Action. This tricks the reader’s brain into thinking that the book is already theirs, they just need to buy it.
Good examples are:
- Rush me a copy!
- Yes! I Want My Book!
- Buy The Book Now
- Send Me My Copy Today
- Get Your Copy of the Book Now
Feel free to swipe any of those to use on your landing page. They’re examples of CTAs that have worked well in the past.
And there you have it…
The main, essential elements of a good landing page.
But you may also want to…
Use a Video To Enhance Your Page
A good book trailer can help you sell more books.
People enjoy videos, especially if they’re well-produced. Just put it at the top of your page, either just below or right next to your headline.
Check out Sabry Subi’s Sell Like Crazy once more…
A good video can sometimes make a huge difference when it comes to your author marketing efforts.
However, if you don’t have the kit to produce a quality video that looks professional or don’t have the money to hire someone to do it…
Don’t sweat it.
It’s not a major requirement.
Conclusion
Just remember that to sell more books, you need a landing page that has…
- A great headline…
- An excellent sub-heading that expands on your awesome headline…
- A sprinkling of social proof to prove how great your book is…
- A killer synopsis or breakdown to tell your customer why they need your book
- A power Call to Action that forces them to buy your book.
Putting all this together can mean the difference between skyrocketing sales or your numbers never climbing.
Good landing pages are an author marketing essential. I know this from years spent in advertising.
Use these tips to craft your own. Send them to me if you want me to give you a free evaluation.
erotik
Asking questions are in fact pleasant thing if you are not understanding something entirely, but this article gives good understanding yet. Grissel Kristofer Gayle
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Thank you! Glad I could help. 🙂