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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Hooking Your Reader

By Terry Whalin @terrywhalin

Last week a friend who purchased a couple of my books made some comments on Facebook to show me how she read those books. My Billy Graham biography which she read in one evening. Then my Book Proposals That Sell, she had planned to skim the contents and pick and choose what to read. But she was reading every page. Such reader feedback is important to every writer. When I read it, I knew that these books were achieving a basic for every piece of writing: you must hook the reader and pull them into your writing.

 

Each of us have a wide variety of media (incljuding print) which pulls for our attention. Everyone has limited time to read. It's the task of the writer to pull that reader into the material through a story or a series of questions or pointed content. I want to give you some ideas how to do this basic writing skill. In my journalism classes, this skill is called “Hooking Your Reader.” There are probably other names this skill is called as well but I'm referring to the conscious awareness of what draws your reader to your writing. As you write, you need to be aware of the power of word choice and sentence construction which could make a difference whether your words are read or ignored.

 

From my years of writing, I want to give you five aspects to consider:

 

1. It takes practice. The writing world has a strange mixture between natural talent and a taught skill. Each of us can learn how to write a query letter or a book proposal. But that natural talent you have to bring to the table. None of us know if you have this talent or not unless you are using it. There are many places to write—not just books but magazines, online publications and many other places. In the first chapter of Jumpstart Your Publishing Dreams, I wrote about the early days of my writing and give a series of possible places to publish your writing. If you haven't seen this list, I encourage you to follow the link and explore it. There is no opt-in and this link will go right to it). What actions are you taking to practice your writing?

 

2. Use Stories. Everyone loves a good story to pull or hook you into the writing. These stories can be your personal stories or you can tell someone else's story. The skill of good storytelling is something again that will come with practice and a skill you can learn to include elements like dialogue, description, and other elements. A good story will keep your reader moving forward through your words.

 

3. Write in the Active Tense. It may have been years since you thought about tense in grammar but this element makes a difference whether people keep reading or not. Years ago when I was doing academic writing, I wrote many passive sentences (a pattern for this type of writing). Active tense pulls the reader into your work. Make sure every sentence is in the active tense.

 

4. Seize Every Opportunity. You need to learn to hook your reader in every type of writing, whether long or short. If you are writing back cover copy for your book, hook the reader. If you are writing a social media post, hook your reader.  Every writer needs to learn  the variety in their skills and take every opportunity to practice this skill. 

 

5. As you write, always focus on the reader. Some writers lose sight of who will be reading their work—readers. Always keep this reader in mind as you write for clarity and also to keep them turning pages.

 

What methods do you use to hook your reader and keep them reading? Let me know in the comments below.

 

My Articles in Other Places

 

Each month I write for a couple of other online locations. Here's some recent articles on other topics:

 

Do you know your competition? Every author should know their competition as a part of their business plan--even if they self-publish. 

 

Every Writer Needs A Safety Net In the ups and downs of writing, I encourage every writer to have a safety net and you can read this piece to learn the details. 

 

My Speaking Schedule 

 

I'll be speaking at a few conferences in the coming months. Follow this link to learn the details. Hope to see you in person at an event. 

 

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How are you hooking your reader with your words? This prolific editor and author gives five aspects to consider as you write. Get the details here. (ClickToTweet)

Does your fiction or nonfiction have a business plan? Every type of book needs a proposal—even if you self-publish. Get this resource.

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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Every writer needs this critical skill. Learn the details here. (ClickToTweet)

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

Press Release Tools

Many writers have never written a press release. They figure that's something their book publisher handles or something they can delegate to someone else. In the normal course of events, your book publisher will prepare a press release for the book. This release is focused on the content of your book and a mixture of information about you as the author and the unique marketing position of your new book. It's a one time event then the publicity person moves on to another book.

There are almost limitless opportunities to promote your events, your forthcoming workshops, your new products and other aspects of your work--if you know how to write an effective press release. It's another critical skill that every writer should add to their base of knowledge. The first part of this process is learning to write the release, then you need to effectively get that release to the right media person (newspaper, magazine, Internet, radio or television) and follow-up. The key will almost always be in the follow-up.

Whether you've never written a press release or it's been a long time or you just want a tool to help you in this process, I've found this resource from John Jantsch at Duct Tape Marketing. It's an online press release generator. You fill in the blanks and it generates a press release which you can receive via email and send out. You have to subscribe and confirm your subscription to reach the Instant Press Release link but then you can save this link in your browser and use it over and over. John is using this tool as another way to build subscribers and it's admirable. If you don't want to be on his list, you can unsubscribe at any time but I see he provides continual value to his audience and recommend you stay with his list.

Another resource in this same area (where you don't have to register for the tool) is the Press Release Builder. If you follow the various links here, you will gain an education in this aspect of the business, learn how to email reporters and much more.

A few readers are probably grousing about this post and wondering why they should even care. They want to get published in magazines. Or they have a novel that they want to get published. Or they have a nonfiction idea that they are putting together into a book. Here’s why you should care: you are the best person to promote yourself. Unless you write certain press releases and send them into the market and follow-up with the media, they will never be written. Yes, you can hire a publicist to write them for you but if your resources are limited, then you should broaden your skills and learn to write press releases.