Your book description is fundamental
to the success of your book.
It's not just about writing compelling sales copy,
that's important, but it's also about
writing compelling copy with keywords
that the search engines, especially Amazon,
will use to show your book to the right readers.
So if you're wondering how to do that,
or you're just looking for some
great book description writing tips, well,
this video collaboration with Dave Chesson, is for you.
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Hey there, I'm Julie, The Book, Broad, from Book Launchers.
We're you're professional self-publishing team
helping you write, publish and promote
a nonfiction book that will help you have
a huge impact on your readers,
and done right, will help you grow your brand,
build your business and make you money.
The best part?
You keep all rights and royalties.
Oh, my friend, I am so excited about today's video.
I am chatting with the Dave Chesson of Kindlepreneur
and the creator of Publisher Rocket,
and you're about to learn some powerful lessons
around book descriptions and keywords.
First, if you've never met Dave,
please meet Mr. Dave Chesson.
- I'm Dave Chesson, the founder of kindlepreneur.com
as well as the creator of Publisher Rocket,
a book marketing software.
I've been a paid consultant
to multiple publishing companies,
as well as worked with multiple New York Times
bestselling authors in both fiction and nonfiction.
- So Dave, let's get right into it.
How does an author write a great book description?
Please give them your best tips.
- The best thing you can do is use the words
your market uses to describe the book they're looking for.
Say, for example, you're writing a book about back pain
and you just say, "Do you have back pain?" question mark.
However though, if you know that people
are searching for books
or that they described the back pain by saying
"A lower sharp needle like pain in their back,"
okay, "that's excruciating."
Now, let's talk about a first sentence that says
"Do you have a lower excruciating lower back pain
that feels like a needle is sticking in you 24/7?"
Question mark.
Now, notice how I've started to really use
some of the components on how they feel
and how they describe the pain that they have.
By doing that I will connect better
with that potential shopper,
more so than if I just stuck with the blase back pain.
So make sure to do your research
to understand exactly what your market is typing in.
And when it comes to nonfiction,
there are general areas that you can look at.
You can look at their pain point.
How did they describe the problem that they have?
You can look at their demographic,
who do they identify themselves as, okay?
Is it single mother?
Is it, you know, for men?
Is it office workers, whatever it is,
the way they describe themselves.
The next thing is results.
What do they want out of it?
Okay, just, we'll go back to the previous example.
If I have back pain, okay, what do I really want?
Well, I want to have a carefree life.
I wanna get back to working out.
I wanna be free from the pain.
So talk about the results that come from it, okay?
- I wonder how many people
actually type in the word excruciating?
I don't wonder, I checked it in Google planner (laughs)
because I was curious.
It's between 1,000 and 10,000 people in North America
search for the word excruciating.
More commonly though they're searching
to find the definition.
The search phrases were, "excruciating in a sentence."
"Excruciating definition."
"Excruciatingly painful," though
was a search term that was used almost as frequently.
The things you learn.
But that's also why you need to do research.
Then you can use the exact words,
and Publisher Rocket is one of the main tools
we use for this, but more on that in a second.
Dave laid this out for you in a really, really cool way.
So I wanted to make sure you caught this.
When you write your book description
make sure you're using the language of your ideal reader
and specifically, make sure you've got your,
reader's pain points.
You know how they define themselves.
So it's not a demographic,
it's actually a personal definition
or a personal description.
And number three,
you understand the result they want to achieve.
That's a great starting point.
Then Dave has some great advice on bullet points
or the specifics you may wanna share
in your book description,
and how you should write those to appeal to your reader.
- Well, when I was working for Apple,
somebody would come in and say,
"Hey, should I choose that Apple computer
or that Apple computer?"
And a lot of people would make the mistake
of saying the specs.
"Well, this one's a 2.4 gigahertz CPU.
And that one's a 2.1 gigahertz CPU."
But by saying it like that,
nobody's gonna understand what I mean.
Instead, I should translate that into the benefit.
This one's actually a lot faster
whereas this one's a bit slower.
See, that means more to the shopper
than if I just stuck with the 2.4 gigahertz thing.
So look at what you have and start to write things like,
"Help you to pass the test you are dreading.
Help you to save time so that you can dot, dot, dot."
And when you do that
your book's benefits become something even greater.
- Dave also shared that ending your book description
with a clear call to action in their research
has shown to increase conversions,
you know, book sales, by 2.6%.
So instead of just ending your book description
with a nice sentence
like this one on Jeff Link's great book
"Protecting The Pig", where it says,
"Don't be reactive, be proactive and have confidence
in your investment strategy with this book."
We're gonna change that sentence to say,
"Don't be reactive, be proactive and have confidence
in your investment strategy, buy this book today."
Or, instead of saying, "Buy this book today"
you could say, "Read this book now."
Either way, a call to action
is gonna increase your book sales, so you should do it.
Okay. I'm back?
I didn't know I left. (laughing)
(beep) Now one thing
we're already doing is using Dave software,
Publisher Rocket, to do keyword research
and adding those keywords to every book description.
We wanna put those words into the Amazon description
so Amazon shows the book to the right people.
Since Publisher Rocket is his program,
I figured now is a great time to ask him
for his best advice.
When you've used Rocket to do the keyword research
to write your book description, what else should you do?
So here's what he had to say.
- One other thing that I love to do
is that after I've done that
and I have crafted my nonfiction book description,
I also like to go through and change out or add
what I call trigger words.
Now, trigger words are words
that are deemed more powerful, right?
You could say that it was a dark night,
or you could say it was an ominous night.
See what I'm saying?
It triggers that this is a little bit more
than just a dark night.
- Oh sweet.
So we get the juicy keywords from Rocket
and then afterwards go in and add some trigger words.
And wouldn't you know it,
Dave has a list of trigger words he recommends.
So I'll put that in the description below for you.
Now to wrap this up,
I wanted to ask the keyword expert himself
what his best keyword advice is,
especially when it comes to Amazon
and the seven boxes you're given for inputting key words?
Man, I'm glad I asked this
because he gave a pointer I've never given before.
Check this out.
- When you fill out your seven Kindle keyword boxes,
there might be a phrase or it might be a box
that actually is driving most of your sales
and the others aren't.
That's why when authors start to see
that either their sales have dropped
or they've stagnated and nothing's happened,
it's very important that authors just go through
and change them up.
Now, when you're doing this
the first thing you wanna do is not change all of them.
'Cause like I said, maybe there's one box
or one phrase or word that's actually driving
what you have now.
So instead of what I like to do
is I like to take two of those seven Kindle keyword boxes
and I change two of them at a time.
This way I can control the manner.
If I say change those two and my sales increase
then I know that I've made a right choice.
However, though, if I do that
and the change doesn't help, then I know that no bother.
And finally, if I make that change
and I see the sales drop,
uh-oh, then at least I've identified
that the previous phrases were good ones
and I'll mark those down.
By doing these things,
you'll not only increase the optimization for your sales
but also you may find out which words really are helping.
That can help out with either future books in a series
or also different ways in
how you create your advertisements.
- We've talked about updating keywords before
but I've never talked about how you would do it.
It's standard marketing practice
to not change more than one thing at a time
or you won't know what change actually had an impact.
So that was really, really great advice
from Dave to only change two boxes at a time.
Also, there's an awesome article
on the Kindlepreneur website
about Dave's research into those seven boxes
and what keywords work and keyword phrases will work.
That is really gold.
So you should read that and I'll link to that below as well.
When you're reading those articles, by the way,
if you have questions for Dave,
there's a contact form on his website.
You can go ahead and connect with him directly there.
That was fun, wasn't it?
Thank you so much for joining us today Dave.
If you wanna thank him too
go ahead and smash that thumbs up button,
go ahead, try it, it feels good.
And let's chat about what was your favorite tip
that Dave shared today?
Let's chat about it in the comments below.
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Your'e fun.
Would you like to spend a little bit
more time together, today?
This video right here on market research,
dives deep into some of the other ways,
beyond keyword research, we use Publisher Rocket.
But if you're good on that side of things
then this video over here
is the latest and greatest from the channel
and it's definitely worth a watch.
Either way, click to your chosen video,
I've got the coffee on
and I'm looking forward to spending more time with you.
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