The Acquired Skill

 

By Terry Whalin @terrywhalin

It seems easy to publish a book. Thousands are doing it every day.  I’ve been studying the market for years, reading and looking at books. What is not obvious to readers and people outside of publishing is this fact: each aspect of the process is an acquired skill. Because it is an acquired skill, you can learn this skill but you will have to make a concerted effort for it to happen.

Let’s take the back cover of books as an example. Many years ago, a publisher hired me to write back cover copy for their books. They mailed a hard copy of the edited manuscript, which I read then crafted the words for the back cover. If you study back covers, you will learn a consistent pattern for how these words are written. At times, they begin with a short and powerful quotation from someone well-known who is endorsing the book or the author. Other times they will have a moving headline to draw you to reading the other words on the back cover.

You only have seconds to catch someone’s attention with these words so they have to be carefully selected. The words often have bullet points and they emphasize the benefits from reading the book. What will a reader gain from spending time reading this book? That is a critical question which you want to answer with the back cover copy.

Sometimes the back cover will include a sentence or two about the author. Other times the entire space is used to entice the reader to purchase the book. This acquired skill is called copywriting and can be learned but the writer has to make a conscious effort to learn this craft. To learn about copywriting, you can take an online course or read a book on this skill. 

One of my long-time friends and a skilled copywriter is Robert W. Bly. His book, The Copywriter’s Handbook is in the Fourth Edition. You can learn a great deal as a writer if you study this text. 

Another acquired skill for book creation is gathering endorsements and/or a foreword for your book. In these articles, I’ve written about this process in the past (use this link to see some of those articles). I’ve encouraged you in these articles to build relationships with well-known authors and other leaders. If you have these relationships, then you can use them to gather endorsements. A foreword is like a short magazine article and typically 1,000 to 1,500 words. I’ve written forewords for a number of well-known people. The key action in this process is to make it easy for the person to say something like, “That looks great. Run with it.” You have to secure their permission to use it from the person themselves. Your editor doesn’t gather this foreword or the endorsements but the writer gathers these words as a part of the book creation process. 

Whether you publish with a traditional house or an independent publisher or self-publish, the back cover copy, the endorsements and the foreword can be critical elements which will help you sell books. Forewords are typically used with nonfiction books--not fiction or children’s books or gift books. To get this detail right, you have to study the type of book you are publishing, then make sure you conform to the expected details in this process. 

Whether you are aware of it or not, every aspect of the publishing process involves an acquired skill. It’s something you can learn and do--but you have to take action in this process or it will not be done. What are other acquired skills in the process of publishing a book? Let me know in the comments below.

 

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Every Writer Needs This Critical Skill

These days almost everyone writes with a computer. Because producing words is so easy, you can be lulled into the idea that anyone can be a writer. Yet the specific words you write are important. Which words are you selecting when you write and are you using the right combination?

Whether you are writing a children's book or a novel or nonfiction or a personal experience magazine article, your word choice is critical. How do you learn this skill? You will use it in many aspects of the work—from the title for your book or the headline for your article. Or the words on the back cover of your book which helps a reader know if they should purchase your book or press on to the next one.

In the writing business, creating words which sell is called copy and the specific skill is called copywriting. The good news is you can learn this skill as a writer. 

First, you need to be aware your word choice is important and can drive sales. Years ago as a young journalist, I learned the power of writing great headlines to draw readers. When you write a headline or the words on a website, what is drawing readers? Be aware of the response. Do people click your button and buy your material or do they breeze past it? Awareness is a critical step.

Second, practice. When you write a blog post or a magazine article or a book proposal or a book manuscript. Think carefully about the title or headline. Are you telling a story that pulls the reader into your writing? What are the words doing and are they achieving what you want? This type of internal analysis will help you be more deliberate about your word selection.

Third, there are skilled teachers who teach copywriting. One of the best in this area is Ray Edwards. Recently Edwards has published a new book, How to Write Copy That Sells. The book is less than 160 pages and covers key topics like headlines, emails, bullet points, irresistable offers, secrets of product launches and much more. Each chapter begins with an inspirational quote like the one for chapter four, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett

As an acquisitions editor, I read a great deal of unpublished pitches and manuscripts. Some writers have learned their words have power and they pull me into their manuscripts. Others lack this critical storytelling skill. If you learn this skill, it will increase your sales potential. It doesn't matter what you are writing at the end of the day you are selling something. The sooner you can learn this skill, the sooner your writing will be published and sell.

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Free Training in A Critical Writer Skill

One of the most critical skills for every writer is copywriting. Whether you are pitching your latest magazine article or your current book concept, you need to know how to write persuasive words. 

Next week Marketing Expert Marcia Yudkin has put together the first No-Hype Copywriting Summit from September 23–27, 2013. You can listen to the live sessions FREE or receive all the telesummit recordings plus a ticket to a bonus live Q & A session for $97. 

You can sign up at: http://bit.ly/13kKLV5

Ever feel kind of dirty when reading or writing persuasive copy?

Do your spirits sink when you hear mainstream marketing advice decreeing that you "must" use techniques that go against your inner voice?

Would you become a more enthusiastic marketer if you had a vision of how to write to sell joyfully and without tricks, exaggeration or manipulation?

Are you a working copywriter always on the lookout for fresh tips and perspectives on persuading people to buy?

Whether you write for your own organization or for clients (or both), discover how you can inspire people to buy and still look yourself in the mirror in the morning. Attend the first annual No-Hype Copywriting Telesummit, taking place from September 23 through 27, 2013.

Sign Up Now

What is No-Hype Copywriting?

Marcia Yudkin is a copywriter, author and copywriting coach spreading the word about a mode of persuasive writing that relies on lively, soul-stirring style and substance, not hysterical verbal cheerleading.

No-hype copywriting might be very direct, concise and matter-of-fact, or it might take the long way around with imaginative scenarios and dramatic teasers. Either way, it connects with ideal customers in a truthful, evocative fashion, enabling them to make an informed buying decision.

No-hype copywriting appeals to the uplifting side of human nature, rather than to unvarnished greed, lust, envy, rage or sloth. It doesn't try to threaten, goad or shame the reader into action.

No-hype copywriting might be right for you, your company and your audience - or you might be better off with a hard-sell approach using as many exclamation points, emotional battering of the reader and hypnotic reasons to buy as possible. If you're not sure, attend our telesummit so you can make an intelligent choice.

What the Telesummit Covers

The telesummit focuses on the craft and philosophy of no-hype copywriting. The speakers will not talk about how to launch, run or market a copywriting business.

Because the presenters can't cover all the techniques and aspects of no-hype copywriting in the time available, the program is not comprehensive. It is in-depth. All sessions include do's and don'ts, techniques and examples. The presenters are acclaimed, A-list experts in copywriting.

You can call in and listen to the five instructional sessions at no cost (other than, for some, telephone long-distance charges). Here's when the telesummit calls take place:

Monday through Friday, September 23-27 at 4 p.m. Eastern time (convert that to your time zone) Each session lasts approximately one hour.

Or for just $97, you can order the recordings and receive them after the calls take place. By paying that fee, you also have the opportunity to call in for a live Q&A session during which I and one or more of the other presenters will answer as many of your questions related to the no-hype theme as we can.

The bonus Q & A session for the $97 contingent takes place on Wednesday, October 2 at 4 p.m. Eastern time.

Here is a quick summary of the agenda...

Monday, September 23, 4 p.m. Eastern time
Rapport With Readers: The Connection That Convinces
Presenter: Nick Usborne, author of Net Words, New Path to Riches and other books

Tuesday, September 24, 4 p.m. Eastern time
Problem/Solution: A Powerful, Handy Framework
Presenter: Steve Slaunwhite, author of The Everything Guide To Writing Copy, co-author of The Wealthy Freelancer

Wednesday, September 25, 4 p.m. Eastern time
Spin a Story to Captivate and Influence
Presenter: Ray Edwards, author of Web Copywriting Secrets From the Trenches

Thursday, September 26, 4 p.m. Eastern time
Incorporating Values in Copy: When, Why and What to Avoid
Presenter: Shel Horowitz, co-author of Guerrilla Marketing Goes Green, author of Grassroots Marketing and other books

Friday, September 27, 4 p.m. Eastern time
Four Types of Truth-telling in Copy and Why They Matter
Presenter: Marcia Yudkin, author of Meatier Marketing Copy, Persuading People to Buy and other books

Sign Up Now

A Critical Skill for Every Writer

Many years ago in high school, I joined the staff of the student newspaper. While I was unaware of it, I began to hone an important skill as a writer which I continue to use daily. As a young reporter, I gave each of my stories a headline or title. I learned how to attract the reader with few words to pull them into the story.

It's a skill that each of us use today when when we write the subject line in an email or the title of a blog post or the title for a magazine article or book. In my journalism training, we had instruction about headlines and copyright but it was not a major focus. The majority of those skills we learned by continual practice of the craft.

Copywriting is this key skill that I'm pointing out today. When you are writing a simple email, you want whoever receives that email (whether one person or many people) to open that email. The words you select for your subject line are important. If you are writing a magazine article, the title of your article is important. If you are pulling together a postcard that you send out, the few words that you have for that postcard will determine if someone reads it or tosses it. The skill of coming up with those words is called copywriting.

My friend Bob Bly is a master copywriter. His book The Copywriter's Handbook is a classic text which was originally published in the 1980s--and has been frequently updated over the years. Recently I read Bob Bly's Handbook of Secret Copywriting Formulas: Proven Techniques for Increasing Response Offline and Online.

This 140-page Ebook is loaded with insight for every writer--whether you write fiction or nonfiction. Why? Because every writer needs to learn the persuasive techniques of copywriting. If you need a creative boost to write a headline (and you have this ebook) then you can take a few minutes and read Bob's chapter on Headline Formulas, 10 Headline Formulas That Work Like Magic. In a matter of a few minutes, you will be on your way to crafting that headline which captures the reader (and editor's attention).

Or maybe you are stuck and can't figure out what to write. You could follow the advice in Bob's chapter, Steal This "Works Every Time Formula" which gives an eight step process to jumpstart your work. One of these eight points is to Solve Their Problem With Your Product. Many writers forget the need to persuade with their words. Bob teaches how to use bullets and make life so much better for that reader when they get the product.

As writers, each of us need to learn how to use power words to persuade and touch others evoking a response. I love the teaching and reminders in this Ebook and recommmend Bob Bly's Handbook of Secret Copywriting Formulas.

Effective Back Cover Copy

Even if you have never written the words on the back of a book cover, I bet you have purchased a few books after reading those words. I know I have done it. What draws you to certain books and not to others? Do you ever stop and think about it? The answers may help you put your own book together in a more effective fashion.

As a publisher, I’m involved in this aspect of creating the words on the back covers of books. It is not my first brush with this craft.

Years ago when operating my freelance business in Colorado Springs, I connected with the editorial director at Moody Press. As we talked, he told me that he needed someone to regularly write back covers for his books. I was looking for regular work so the relationship seemed like a perfect match to me.

The publisher would send a manuscript and give me a week to read some of it and write the back cover copy. I wrote dozens of back covers, delivered them on time and received $50 for each book and a printed copy of the book.

For this writer, the experience provided fabulous training and fulfilled my book habit all in one smooth operation. It is somewhat creative since you have to write words which draw the reader to the book, yet also a bit formulaic since there are elements which are expected on each book cover.

Recently for my work at Intermedia working with authors, I returned to this discipline of writing back cover copy. Searching for a tool to train authors, I found this article from Dan Poynter, self-publishing guru. I love that he explains the different elements on a back cover—plus includes a “work sheet” for you. I recommend you save this article on your computer and use it for every book that you write.

Why? You may question the need for writing back cover copy. Even if your book is published through a traditional house, your editor will appreciate your effort to put together this information. In these days of publishing where editorial staffs have been reduced, authors who write their own marketing materials such as back covers and press releases will be receive appreciation from the staff. The editor will still tweak your words and I suspect you will be happier with the finished product.

Learn to appreciate words that sell books. Then look for ways to incorporate those words into your book publishing.

A Valuable Writing Skill

About 15 years ago, my phone rang and it was an editor for a publishing house in Chicago. He asked, "Can you write back cover copy?" The back of a book contains enticing words which sell the reader on the contents inside the book. To write these words involves a specialized writing skill that I have learned.

"Absolutely, I can write back cover copy," I said yet inside I was trembling because at that point I had never tried it. I received the assignment and the publisher sent the manuscript for the book. I had several days to skim the contents of the book, and then craft the words for the back cover. The payment was a modest $50 per book and in that period I wrote several dozen back covers. There was no publishing "by-line" or credit for my work but I gained valuable experience and increased the diversity for my writing.

Many writers have never tried copywriting or considered it. Possibly you are one of those writers and in this entry of The Writing Life, I want to give you some encouragement to learn this skill and a free resource with some additional instruction.

Brian Clark, known as copyblogger, defines copywriting as, "one of the most essential elements of effective online marketing. The art and science of copywriting involves strategically writing words that promote a person, product, business, opinion, or idea, with the ultimate intention of having the reader take some form of action. So, whether you’re looking to sell something or to build traffic by earning links from others, you’ll need to tell compelling stories that grab attention and connect with people so that they’ll respond the way you want."

Whether you are writing a book proposal or a query letter or an ad for your website or a sample back cover for your book or any number of other types of writing, learning copywriting will help you put power and persuasion into your writing.

I hope I've given you enough encouragement to understand the necessity for every writer to learn this skill. Yes, if you are a fiction writer you need to learn good storytelling skills--and nonfiction writers need to learn to tell stories. In addition, every writer needs to learn to add the power of copywriting to their set of skills.

This weekend I ran across this site from Alex Mandossian. It's been up for several years and some of the internal links do not work but the information in the Ebook is timeless--and well worth reading and studying.