 I Know this is a very very long video, but it's because we're gonna show you guys exactly Step by step how to perfect what is definitely the most overlooked and underrated step in the entire publishing process and facts And if you do watch this video and implement everything that we say you will Guaranteed make thousands of dollar extra in the long run from your publishing business I guarantee it what we're trying to say is this video is definitely worth watching especially if you run am s ads to your books Especially so what is this step in the process that we're talking about it's obviously not a secret because it says in the title Right, it's your description of your book And I think it's something that people don't talk enough about and they don't put much effort into a lot of people Just copy and paste some bullshit into the book description people don't realize that your book description is The sales page for your book So this lesson is actually from it's a full lesson from the course you please stop It's a full lesson from a 2.0 that we've been creating holding nothing back, and it's Everything you need to know to write the best selling book descriptions for your book Is there anything else you want to say before we just show it? Let's run the clip. Let's run the entire lesson I hope you guys enjoy fades of black What's up everyone and welcome to this lesson where we are going to be talking about how to write a book Description that sells like crazy. We just talked about how important your book description is now This is gonna be a long juicy lesson about how to actually get that done So we'll be talking about the structure of a best-selling book description as well as how to nail every part of your book Description when you break it down and how to just deliver the best sales copy Possible really there was too much in this lesson to write it all in this section. Yeah, so we're just like really forget it Yeah We would like to start this lesson with a little disclaimer Just letting you know this is going to be a very heavy and very detailed lesson So we just want to let you know that we don't want you to get overwhelmed Okay, you can watch back this lesson whenever you want watch it now You're not gonna be writing your description now, but when you do watch it You could either print out the PDF below which has all the the slides Or you can watch it back here what we have to say, but definitely do watch this lesson back wins But definitely do watch this lesson back when you are actually writing your description This lesson does get quite advanced, but it's something anyone can learn and apply. Yeah, literally anyone It just takes a little bit of time So this also goes beyond writing book descriptions Take what you learn in this lesson beyond your book descriptions And you can apply it to future book titles and also outside of your publishing business Copywriting is one of the most valuable skills to have in business, which is all writing a book description is it's copywriting Copywriting is just the written form of sales selling with words. Shall we get into it? Yes. Let's begin So let's start with talking a bit about background of our book descriptions So your book description is going to be slightly different for your e-book your paperback book and your audio book There are differences We have to accommodate for to make each book description the most highly optimized book description possible Because the book description is so damn important and plays such a big role in converting an interested browser into a buyer So this is why we are going to make those accommodations some small some bigger But there is a lesson about each of these ones Explaining the differences and what you're going to change So let's start with the fact that on KDP you are only allowed 4,000 characters well only allowed you are allowed 4,000 characters a lot. Yeah in your book description Which is approximately 600 words and you want to use as much of those 4,000 characters as possible, but of course that depends on your book if You have a short book about a simple topic such as I don't know puppy training in our example It's not the most complex topic So our book description probably will not be the full 4,000 characters But maybe 3,000 characters and that's okay But the point is your book description is not just supposed to be one paragraph and then Buy this book. That's not what your book description looks like it is it's long. It's structured There's psychology involved. There's copywriting involved and you want to use the real estate that you're allowed So in general longer is better, but the point is just to deliver the message And then for audible you are only allowed 2,000 characters now That's actually quite short only which is approximately 300 words But watch the lesson that it comes later after this one Where we show you the changes to make so that you can accommodate your Discursion that you've written for audible So let's move on Now all non-fiction book descriptions can be broken down into the same basic structure Regardless of the niche. I like this. This is what I like is how we break it down like this break it down into five Sections it makes it a lot easier to approach and a lot easier to actually it's not as intimidating Like oh, where the hell do I even begin you begin with the headline? But yeah, we'll get into that now the main exception is bundles But in the bundle module will show you how to write description for your bundles. Yeah, so let's break it down This is how your descriptions will start and there's five different sections So it starts with your headline followed by your story slash lead then your bullet points dealing with last-minute objections and finally your call to action So we're gonna go through every single step here break it down give a lot of detail on each one Yeah, yeah, so that's why we're saying don't get overwhelmed because there is a lot of information in this lesson But we just want to provide as much guidance as possible Now it says this is a plug-and-play structure template. It really is which it is Once you've figured out like the base of it or how it works in general It's gonna be much easier to write your descriptions from there on after Yeah, but learning at first it takes time actually what I also wanted to say in the disclaimer that I forgot is that uh This is not easy writing a book description. A really good one is not easy So you can definitely outsource it I would recommend for a lot of people to outsource it to a professional We have a lesson about that so I won't talk more about that but back to the plug-and-play structure Yeah, every book description that you write will start with a headline and end with a call to action Every single one no wavering from that. So, yeah, let's move on So the first thing that your book description or that every book description will start with is your headline and your headline is Your most important part because it's the only part that appears above the fold There's a picture of it right here. The fold is what you see without having to click the read more button So we have red arrows here pointing to this book descriptions headline It's like that again. We will be teaching formatting in a future lesson But what's so important about this is because it is The part of the description that will grab all the attention everyone will see it. You can't not see it Okay, so it is super important to have something captivating and compelling, but we'll get into that So the headline has one job and one job only and that is to make the reader click the read more button and Read the next line. That's it. That is the only thing you want to accomplish with your headline That's the only you have to keep in mind. I love breaking things down that simply Okay, because that really is all we want from this You don't have to prove anything in the headline You have to teach anything just make them click the read more but just get them interested make them want to read more So a common mistake that publishers make is that they try to sell their book in the headline Yeah, having huge claims and benefits in the headline and pushing for the sale too soon Something like buy this book if you want to get rich tomorrow That was a very extreme example, but things like that people will sometimes start a headline with buy this book Or here's why you should buy Trying to try to force a sale down your throat Yeah, this turns customers off because you're pushing for the sale too quickly and Everyone hates a pushy salesman right off the bat. Yeah, there's nothing worse I'll give an example Have you ever walked like down a market and then you're just looking at booths. They're just selling random trinkets We live in Southeast Asia. So yeah, see it a lot Yeah So they're just selling bracelets or sunglasses and like I want to brace it or I want sunglasses But I walk up start looking at the sunglasses and then he comes up like special price review special price here Start giving me all kinds of crazy stuff and it will literally turn me from interested I need a sunglasses to know I'm literally walking away. I don't want to deal with you because you're trying to force it on me Yeah, like that's a very uncomfortable feeling. So they will literally become not interested where they push you a pushy salesman And the equivalent would be a headline when you try to sell it Yeah, they won't want to hear what you want to say and they won't click that read more button And that's all you want to happen. Yeah So there are a few different ways you can structure a headline Specifically we have four that are the most effective headlines. We're gonna give examples of every single one Let's first name what they are first is an if then statement number two is using questions Number three is how to even if statement and number four is a buzzfeed headline So all four kinds of headlines are very Effective it gives you a few options. So not all of your book descriptions are the exact same exactly We could just have left with one like start each one with an if then statement But then all descriptions would look very similar. So here are four options that you can all take in many different directions Yeah, it's really about having options so that you could create a book description that you like So let's show how or let's talk about how we can create each single headline Yeah, so the first one is the if then statement This is probably the most simple kind of headline very very simple structure again Even the headline is plug-and-play So an if then statement looks like if you want to then you insert a benefit that Applies to your book in your niche dot dot dot then keep reading now those three words just then keep reading Very simple very Unexciting but it works and it works because you're telling the reader exactly what you want them to do to read more The point of the headline is to get them to read more So so you're just telling them that and it's very easy. You're not asking for a lot Asking someone to keep reading is a small Favorite that you're asking of them if that's not a favorite, but it's a small action that you're asking from them So They'll do it. So this is one of those very simple extremely simple, but extremely effective Headlines so I'm a big fan of this one now Effective copywriting doesn't need to be exciting in this case It isn't really or complicated the if then statement certainly is not complicated either It just needs to work which this does the if then statement works So don't complicate it anymore. You don't need to make it clever or catchy. So this is like the That this is like this simple, but effective one So you could just use this one for all your headlines if you so choose Now an example of if then headlines would be something like this So for the weight loss niche if you want to and then benefit lose up to 10 pounds in two weeks Then keep reading boom so easy so simple so effective for the business and money niche If you want to make 10% a year in the stock market then keep reading Yeah, so in the brackets is of course the benefit that we mentioned It addresses the reader directly with a benefit that they want from your book Then ask them to take action which is a simple keep reading It's a very simple and it works for every single niche. That's the good thing. It works for any niche Now the next kind of headline that we're going to talk about is a question headline With a question headline you simply address your reader directly with a question Now asking a question is extremely effective as well Because humans are neurologically programmed to answer questions that are relevant to them again It will only work if you ask a relevant question And what you want to do with the question is play on problems that your reader has If you don't know exactly what we mean by that, let's get into the examples Now some questions are better to ask than others Let's give examples of an okay a better and a best question to ask in a headline So we're gonna use the weight loss niche as an example again So an okay question really a bad question. Do you want to lose weight? It's it's bad when you compare it to the best Yeah, but it's better than the headline we mentioned before it's like buy this book if you want to lose weight Yeah, yeah, just do you want to lose weight? You're not making any crazy claims You're not telling them why they should buy your book. Do you want to lose weight? They're like, yeah, I want to lose weight. So they're gonna click the read more But it's too broad and it's the answer is too obvious. Yeah, so a better example is do you want to lose weight quickly? Okay, it's a little more specific better still not specific enough and not detail enough. So the best Question to put a headline with this example would be do you want to lose weight quickly while still eating? Sorry while still enjoying your favorite foods. Yes. Yes, I do Now this dispels objections, which is oh, I can lose weight, but I can't eat my favorite foods anymore Yeah, and it dresses their fears, which is this which is also I can't enjoy my favorite foods Now make sure that the response is positive, which is yes. Yes. Yeah Make sure the answer to the question is always yes, and this will make them click the read more button Now the next Wait to write a headline is third one is the how to even if headline This is a little bit more complicated, but extremely effective. So here's how it goes how to Get end result without common sacrifice, even if common objection So an objection is a reason to disagree or refuse or not buy I think the best way to describe it is it's someone's reason to not buy your thing Yeah, so it's it's what they're thinking in their head the reason why I'm not gonna buy it Yeah Now here's an example that we came up with how to lose weight, which is an end result that they want without Exercise which is a common sacrifice and even if there's a common objection Even if you fail that every other diet in your life Yeah, now I'm gonna read it all together how to lose weight without exercise Even if you fail that every other diet in your life now the common objection part of it is very powerful because they're thinking in their head Yeah, okay. I want to lose weight. I don't want to exercise But I've heard this shit before and I fail every time I've already tried it I failed every time I try and dieting so you just acknowledge and Address their objection saying this can work even if you've never had success with dieting before So just a very powerful headline. Yeah now the fourth kind of headline they can use is Something that we call a BuzzFeed headline. This is a shocking and provocative headline it catches curiosity it can include shocking numbers facts and statistics Here's an example Three fourths. How do you say three quarters three quarters of Americans are likely to be overweight by the year 2020 Holy shit. That's 75% by 2020. That's the next year. Yeah Well when you're watching this keep reading to make sure you don't become one of them keep reading Yeah again the point of all these four headlines is to have someone to just continue reading everything else you have to say So to show you more what a BuzzFeed headline looks like Let's actually have a look at BuzzFeed comm if you know what BuzzFeed is BuzzFeed is basically a news outlet and They're just known for having extremely shocking and provocative headlines. They have some of the best copyright is writing this stuff. Yeah So here let's look at this first one 18 times gay Twitter what oh 18 times gay Twitter was bonkers and hysterical What what's even what occurs and hysterical levels of adjectives, but that's crazy. So Next one 29 ways to make spring suck less like I'll be honest. I'm genuinely curious So I'm just want to see what they have to say Master the art of layering. Okay fair. It sucks less Okay, okay. I lost interest, but yeah, but the headline made you get interest Okay, okay, this one this one this one carefully select a dozen donuts from Krispy Kreme and we'll tell you your exact birth month What what the hell are you talking about? How's that possible? No, but it's super. It's just attention grabbing So if I choose a lot of donuts, can we try this real quick? We'll do this lady I'm gonna do this another time But choose 12 donuts and they could guess my birth year. Okay, but as you saw as an example how shocking Provocative and attention grabbing those titles. Yeah, it makes you want to learn more. That's all it is in this case read more Mm-hmm Moving on to the next part of your book description after your headline after your headline See your headline is done. You don't have to worry about your headline ever again Okay, your headline is just one sentence basically it can be two but like one sentence for the most part And the next section out of the five that make up a great book description is your story Slash lead and to be completely honest I think this can be the most tricky section because there are so many ways to go depending on your book It's just you can't provide as much handheld guidance in this one because There's so much variance between every book and every niche and there's so many ways to go about it So many approaches so many directions. So yeah, you said it's the most tricky But that's not a bad thing because it's not the most important the headline and the bullet points Yeah, it's the most important. It's it's not the most important But like you said the headline and the bullet points are the most important. I think we talked about this later Because someone can easily read only the headline only a bullet point and be like it just sold Yeah, the next book. So if that helps take some pressure off of this part, there you go I hope it does because it can be a little tricky That's at least what I personally struggle with the most and probably why I like to outsource my book descriptions Because I'm not the best writer Anyway now what you want to do in this section is ease your reader into the description Open them up and get them interested in what you have to say Start with something interesting about your niche or you could also tell a little story because people love stories all caps love stories That's true now again a common mistake that publishers make here is that they make giant claims too early Even too early just never make two giant claims. Okay. Yeah, don't make giant claims ever only we'll talk about that later But it's certainly too early to be making claims right now about what this book can do for you You're not you don't want to sell your readers yet. Okay now This is the biggest turnoff because the guard is still up. There's still they still need to be convinced Like can I trust you that's that's just how sales work Everyone is skeptical in the beginning and it's not ready to buy right from the beginning people and needs to be warmed up That is how all sales work another purpose of your story slash lead is two things One is to build trust and the other is to establish credibility which will in turn also build trust. Yes, right? So how do you build trust people buy from people that they trust? You don't trust someone who is trying to sell you something right from the get-go. So don't try to sell them anything yet Yeah, right again, there's so much psychology involved here. So just follow what's taught in this lesson So you need to build trust first now How do you do that you can build trust by focusing on the problems before the solutions focusing? Yeah, focus on the problems that they have and not trying to provide these solutions now Don't tell them about how your book will provide every solution that they need show them that you understand the problems They are going through that's how they're gonna trust you. They're like, oh, they they feel me They know what I'm talking about they understand they're not just trying to tell me something they fucking get me They're not just trying to sell me. They're not just trying to sell They understand what I'm going through and what I need help with so state your readers problems and be specific Rather than vague. That's why instead of do you want to lose weight then do you want to lose weight? Quickly while still being able to enjoy your favorite foods. Yes, that's certainly a lot more intriguing and interesting Mm-hmm Now when people can see that you understand the problems This is like we just said they will automatically think that you have the solution Yeah, this part helps to lower the reader's guard and open themselves up to hearing about your solution Yeah, they will become receptive to what you have to say and what you are selling So this is what makes this story slash lead part of your description important because they're just Opening themselves up to being sold to yeah So when you actually provide them how you can help them they're they're listening and they're like cool I mean first meet someone you're like no I don't want to buy I don't want I don't want to buy and then as you you become friends with them a little bit like Okay, I'm one. Okay. Yeah. Tell me. Tell me what you're offering exactly So the second objective with your story slash lead is Establishing credibility and one way to do that is using customer language So it's very important that you use the language and vocabulary of your readers So you need to know who you're talking to this demonstrates credibility Because when you speak in their language you show that you know about this topic You know what you're talking about. You know what they're looking for now an example of you know using language depending on your audience let's use men and women as an example in the Weight loss niche women want to be toned but men want to be get shredded, right? So if you if your book is for women you would never use the word shredded They don't want to be shredded. They're gonna be like, what are you even talking about like no? I'm not trying to be shredded. No, they want to be toned though But if you're making a book for men about how do you six pack abs? You would use shredded because men don't want to be toned. You know, I don't have bulging muscles everywhere So women want to be Victoria's secret models while men want to be muscle machines. Yeah, so this is just an example of Knowing who you're talking to so know your target audience and talk to them in the way that is most receptive for them Now another example won't be the right kind of vocabulary to use in the investing niche would be something like assets Capital gain, dividends, equity, securities, interest, yield, these are all investing terms Yeah, now the wrong kind of vocabulary to use in the investing niche would be something like this make money Even though everyone wants to make money, that's not the right terminology make money get rich Financial freedom. That's not how you talk to an investor There's a different kind of audience that that does appeal to but not investors, right? Now another way of establishing credibility is by providing a quote from an authority figure Now here's an example the Mediterranean diet is a really nice example of the potential to love food That loves you back nothing special about this quote that the quote isn't really the important part here But it's written by or it comes from dr. David L. Katz the founding director of Yale's University Prevention Research this dude's opinion matters this dude's opinion matters and what he says is right and since we are Quoting him in our book. Then we must also know what we're talking about. Yeah We are associated with this figure of authority If you're quoting someone who knows what they're talking about then we themselves We will know what we're talking about. It's one of the best ways of establishing credibility. Yeah Now another way of establishing credibility is by using facts statistics and numbers You're you you're showing that you know what you're talking about So another example according to the cdc national center of health statistics 39.8% of American adults are obese. We're using a fact and statistics and numbers in this one So this sentence tells the reader that I've done my research and I know what I'm talking about huge Now if I if I say the fact here, I know what I'm talking about They're gonna think in their head that that applies to everything in the book Yeah, now you as a whole are put on a pedestal. So you are now credible. I Want to listen to you. I want to learn from you. I want to eventually buy your book Now also be sure to credit how the credible sources and official sources similar to the last point And here we're quoting the cdc national center for health statistics Like no one will argue that what you're saying is not true exactly if you just say the 39.8% of Americans are obese Like, okay, that's interesting. I need to lose weight because I don't want to be that But the power in this quote is the according to the cdc national center for health statistics Also, keep this in mind 39.8% is so much more powerful than 40% Yes, it is. Is it 40% american? It's it sounds like you probably made it up. Yeah, right? But 39.8 like wow, they did their research. This is this is specific that came from like a research lab Yeah, that is incredibly specific Now building trust and establishing credibility is how you're going to build the rapport that you want with your readers Which is the entire purpose of this section of your book descriptions to build a rapport or make friends with them Make them trust you and make them look up to you look up to your knowledge on this subject We have covered the first two points or the first two sections of your description Which is your headline and your story slash lead now the third section is your bullet points This is the fun one. Yeah, so the second most important part after your headline It could arguably could be the most important but Yeah, so this is where you pack in the benefits of your book Someone might buy because there's one single bullet point that really resonates with them Right, so a common mistake that publishers make here is giving away the solution in the book description Do not give away the content of the book before they buy the book You have to keep them curious the power is making them want to buy your book Now examples of what not to do with a book about weight loss for example in your bullet points Or would be saying this is paraphrasing saying something like use intermittent fasting Go on the keto diet do portion control. This makes no sense as bullet points because this is not going to sell your book So in this case the reader now has all the answers they need They can simply just go and google the rest. They don't need your book. The point is to sell your book They don't need your book anymore if you're just telling them all the answers like that So the bullet points is your opportunity to sell Do a lot of selling in a short amount of words You've already broken them down that their guard is down and now they're willing to be sold to If you effectively wrote your story slash lead Now people love to read bullet points and they might even only read your headline and your bullet points I'll say I probably do that often. I I oh for me 100% Yeah, I'm just scrolling straight to the bullet points like what's What's in it for me? What's in this a lot of us are super add So we just want to see the things that stand out. Yeah So how are you going to want to start your bullet points is using this is how you introduce them very simple It'll be in this book you will discover or in Book title you will discover the reason why we use the word discover It's just a synonym for learn, but people don't like to learn they want to discover It's much more enticing learn makes it sound like you're in school like oh god This is like a freaking of research paper an essay that I have to read what a chore Never mind none. No, you want to discover new things again This is just in-depth copywriting things that we're showing you guys So tell readers what to do not how to do it give away a taste of what is inside the book Think of this as samples of cheese at the supermarket. Yeah, don't just give them a whole cheese roll Or whatever you call them a wheel if you give them the whole block of cheese They don't need any more cheese. So they're not going to bled their own block of wheel Wheel of cheese their own wheel of cheese Because they don't need it anymore But if you have three samples three really like a really great cheddar cheese great mozzarella a great ricotta like Okay, I want more cheese. So they're gonna buy your wheel. Yeah, that's obviously an analogy, but um these same things apply Yeah, so you want to spike curiosity curiosity is the most powerful selling emotion Effective sales copy evokes curiosity Convey that your book is full of secrets and shortcuts secrets is one of my favorite Copywriting words. Yeah secrets that they will never know unless they buy the book I mean once you're curious about something you can't stop thinking about it until you have that curiosity Taking care of shit. I mean if I'm reading a book title or a book description I'm like, what is this one point me just let me I'm just gonna spend the three bucks just and go inside and find out Okay, that's what I meant. I mean that's satisfied That's exactly what happened with me right there on the bus feed Like pick 12 donuts and we'll tell you what month you were born in Like I'm dying to figure out if this is it gonna work like the tab is still open I'm going to do that when this lesson is done And that's just all because of curiosity Now we just want to show you a few examples of bullet points to use and ones and not to use So these are examples of Where you're telling the reader Exactly how to get the thing they're looking for versus telling them What is in the book that will get them the result that they're looking for and then also adding flavor and making things interesting and using language that it's like I This is interesting to read. I'm enjoying reading this description So it's just all about making the reader need to learn more about your bullet points You're just eat the point of every bullet point is to be like, okay. Tell me more. Tell me more Okay, so how to lose weight by eating cabbage like oh, okay. Thank you I mean it was helpful cabbage by losing weight It was helpful the reader will appreciate it, but it's not going to make them buy your book Now the one green vegetable you should eat to lose up to four pounds per week This is the like the best curiosity peaking example I wrote this and I want someone to tell me what that one green vegetable is Is it cabbage? Is it spinach? Next example here. Why stellar lumens is the next 100 x cryptocurrency? You know what you're telling you're telling them the answer there So this is in the crypto niche what I'm going to do there. I'm like, okay. I'm gonna google search stellar lumens I'm going to find out. Okay. That is a good crypto Then I'm going to go and buy some stellar lumens. Okay, I'm not going to buy your book You're not giving them a reason to buy your book now because you just told them it's stellar lumens. Yeah So how you do want to approach this would be something like This coin currently trading at less than one dollar has the potential to become the next bitcoin Like like, okay Like oh like you're gonna stop there. What the hell's wrong with you? Yeah, tell me what coin this is Now the next example Why you should use the word you in a lot of book descriptions. Okay. All right But how about this the single most powerful word you can use in your book descriptions to produce an avalanche of sales Hence it's not free because that's not free. That's what they're thinking. Oh, it's the word free. Yeah, smart guy avalanche of sales That's like that's amazingly Descriptive and I can imagine my head That's just a great way of describing it that that might be my favorite bullet point out of all of these actually All four of the checkmarks are all very good. But yeah, uh, this final example, um, It's a little bit a random one, but why you should never paint your home bright colors Let's say it's in the home wear niche a better way to Say that and sell your book would be why adding improvements can actually lower the value of your house like what Like curious i'm curious. How does that make sense? Making better is worse. That doesn't make sense to me. I need to buy a book to figure out what the hell you're talking about So final thing about bullet points is that you're going to want a minimum of seven bullet points People read bullet points. So you want to give them boom boom boom If you layer like seven pieces of curiosity on top of each other like well, I have seven reasons to buy this book This is your opportunity to sell and go crazy And your first and last bullet point should be your best selling or favorite one Simply because those are the ones that are most likely to be red. That that's the only reason why And if you choose to use bold and your bullet points use them on your more powerful bullet points as well Just to get the eyeballs on that. Yeah, so uh the formatting lesson, which is very in-depth is all about that Like the formatting it's not just as important as the written words But you could argue that is damn close Formatting is super important so that you make people read what you want them to read Now this is section four of five of your book description. We covered the headline We covered the story slash lead and the bullet points next after that is dealing with last minute objections Now we're getting towards the end of it An objection is a reason for someone to disagree refuse or not buy It's reasons that someone won't buy a book. Yeah, right So even after reading your bullet points, many readers will still have objections The goal here is to address them deal with them and get rid of these objections that are stopping people from buying Yeah, so three of the most common objections that people have from buying your book Number one is this true Number two does this person know what they're talking about and three will the information in this book work for me Right, so let's deal with all three of these common objections. Yeah So this first one. Is it true? This one is pretty easy to overcome How you are going to make your reader know that everything you're saying is true is simply by Making everything that you say believable and realistic So where people would go wrong with this is by saying something crazy and insane lose 250 pounds in an hour. Yeah Yeah, that's not believable. That's not realistic and they're not going to trust you. They're gonna be like, okay This book it's clearly just they just want me to buy. Okay So some people believe that like a bigger and crazier claim is better Like this book said how to lose 10 pounds in a week. Oh, yeah, I'm gonna say how to lose 15 pounds in a week So you don't want to take it too far. So a bigger and crazier claim Is not always better. It might actually be worse if it becomes unrealistic But if you make completely reasonable claims, there's no reason to think you can't deliver on what you're saying There's no reason to think that anything you're saying isn't true. So it's just like, yeah, it's true That's possible from what I know. Yeah You only ever want to make honest and reasonable claims that your book content can back up Or else they won't trust you and people will feel misled and leave a bad review You don't want that don't tell people that you will get the results that just aren't possible No, because I see it. This is this is not just like this is something that people do Like in a cryptocurrency book, I'll show you how to make 10 extra money in 30 days By buying this coin like that's just not true And then when someone reads it and that's not worth they're going to get they're going to be Mad because they feel misled and they're going to leave a better view. But like this book was a scam So this is a huge mistake that people are making sales You think that bigger more exaggerated claim will make people buy more. That's not true It won't if it's too big people won't trust you and you won't buy at all. We've basically already said this Yeah, so spammy shipbooks have exaggerated and illegitimate claims. You said this as well. Yeah, right So the next objection, how do we deal with? Does this person know what they're talking about? This objection is easy to overcome with selling your ebook because you are selling a low priced item Which is just a 299 ebook You don't need to be Warren Buffett to sell a 299 ebook about getting started with investing Yeah, but this is definitely more important for selling your paperback book Which is going to be your most high priced item or product that you sell You do want to assert credibility of what you're talking about Now you can do this by demonstrating and proving the claims that you've made by showing results So maybe earlier in your description you provided claims But then after the bullet points, you're going to prove the claims by showing results Use real life numbers like the actual return that people have made by investing in stocks Or you can use scientific studies to prove claims and make them into facts Tangible evidence is key in demonstrating credibility. So this is just more demonstrating credibility people need credibility. Yes So an example of this in the weight loss niche would be something like Studies have proven to show that people on this diet are losing an average of 17 percent more weight than people on the ketogenic diet Examining in the investing niche in 2018 People made an average of 3.2 percent capital gains in the stock market proof that the claims that you've made are true Now the third and biggest objection that readers might have is The information in this book won't work for me So this is the strongest and oftentimes the most difficult objection that needs to be overcome This objection stems from a place of I can't do it. This is a personal thing that people have So people can know that your product works for the people and that you know what you're talking about Like those are like, okay. Yes. Yeah, I believe it. They've been they've seen it. You've shown facts. You've shown statistics You've shown authority. You've shown results. You've shown everything But they think i'm different. Yeah, it won't work for me. I'm different. Can I get the results? But can I get results? Tell them that yes, even they can get the results But if they don't think that it will work for them, they still won't buy You need to convince the reader that this will work for them personally personally Address the biggest reason why your reader thinks it won't work for them So you need to figure out what is the biggest reason why your readers are skeptical that your book will work for them Put yourself in the shoes of someone who is interested in buying and this will vary from book to book There's no like with the headline which is very easy copy-paste. This is not like that This would require some customer research or as simple as just putting yourself In the shoes of someone buying your book, but we're gonna give you examples You know exactly what we mean that this will make much more sense Um, so here are examples of the biggest reasons why your reader will think that your book won't work for them So in the weight loss niche They think this won't work for me because I failed at every other diet I've ever tried because of me Exactly. I'm the problem. So it won't work for me exactly. They know that The keto diet the paleo diet they know that they work But it doesn't work for me because I've tried 10 and I suck So you need to tell them even if you suck and you've failed at every diet This one can still work for you. Yeah now an example in the guitar niche This won't work for me because I've never even picked up a guitar before everything works But they've picked up a guitar before at the very least exactly your book is called guitar Guitars for beginners so beginners can learn it. Like I'm not a beginner Like I've never even touched a guitar before all these other people you're talking about with all the results They've at least like They maybe have a brother who plays guitar and they have some affiliation with guitars But I have nothing can it still work for me. Let them know. Yeah, it'll still work for you Now an example in the investing niche This won't work for me because I literally have no money That that's that's a good one Yeah, and an example in the dating niche This won't work for me because I'm ugly like all the dating stuff. This is great But I'm fucking ugly girls still won't talk to me And you need to address that objection that they have back to the investing one Broke people think they can't make money with investing. Let them know. Yes, you can now on the next slide We're going to show you how to overcome each of these objections And the programming niche last one this won't work for me because programming is complicated And I don't have any technical or computer skills. Now. How do we overcome each of these? So an extreme even if statement is amazing for addressing and dismissing this objection Extreme but still completely legitimate and realistic. Yeah, that could seem contradicting to what we were saying before by making realistic claims That still applies, but you're you're pushing the edge. Maybe So you deal with that objection by saying something like this. So with the example of the diet one that we gave This diet is so easy to follow You will have success with it even if you fail that every other diet in your life So this is what you say to them once you know that this is their objection This is what's stopping them. So you tell them straight to their face. This will still work Even though You failed a bunch of times before now you can learn how to play guitar in just 10 days Even if you've never picked up a guitar in your life Again, if 10 days is not realistic make it 21 days It's important that it's realistic as well. But if you can learn in 10 days, then boom 10 days Next example, you can start building an investment portfolio even if you literally have no money I mean, you can see that it's not that complicated making Dismissing these objections dismissing these objections and the last example here You can become a certified panty dropper Even if your mirror cracks every time you look at that one's just funny with regards to one that they think Oh, I'm ugly. Therefore. I can't pick up chicks. You're basically talking right to their face and being like, no Stop not believing yourself. Stop thinking that you have a reason to not be able to do this So you can do this. Let me help you. Yeah, and it's uh, yeah, it's not that hard to overcome with these even if statements. Yeah So even if statements are great, but you can also Just address the rear's objections head on kind of like what I was saying before but you can make it even more direct Like in the investing niche Even a broke teenager can start investing today. You're basically saying you have no excuses You have no excuses to not get started and not buy this book For the programming niche, you would say something like so simple that your grandma could do it again You have no excuses Okay, so make them think if they can do it if a grandma can do it or a broke teenager can do it Then so can you and again give extremes those extremes are the most powerful Now again, you don't want to be too extreme But these are not so someone that your grandma could do it. There are grounds out there that can do it Like that's realistic. Exactly. That is realistic. Is it extreme? It's definitely extreme But there are grandmas that can learn some basic programming Mm-hmm And that is how you deal with and overcome last minute objections Now the reader like I was saying has no reason not to buy you have no reason you have no excuses So the final Parts of your book. This is the most fun one. This is my favorite because it's so easy. Yeah, it's so easy That's a call to action So the cta ak called action is the easiest step you just ask for the sale All the work has been done. You just need to tell them what to do, which is to buy your book Tell the customer exactly what you want them to do like exactly use the exact language of amazon word for word telling this If you want to Provide a big benefit then scroll up and click the add to cart button. Boom Call to action done completes description over Now add to cart is a better call to action than buy now because it's asking for less This is some extra advanced copywriting stuff And it's simple, but it's the next level of psychology stuff You don't need to know you don't need to know why you say add to cart and not buy now But it's because you're asking for less the less you ask the easier it is to get Now this has been proven. This has been scientifically in a laboratory proven to increase conversions I should have provided the statistics. I read it. It was like 13 percent or something like that And when we provide statistics then you trust us more that what we're telling you in this course It increases our credibility. Yeah, so just using it in the course Okay, copywriting inception a common mistake that publishers make is giving a weak close such as this book is for you or You need this book. These are not specific and not direct call to action Tell them exactly what to do Just tell me exactly what to do what we have here if you want to big benefit and scroll up and click the add to cart button They literally have to scroll up and then click that exact button that exact language So this is copy paste do not change the words from this. They're having bold There's no down their mind what they need to do unless amazon changes What the button says they won't I don't think so Now here you can see what the amazon buttons look like and also why your e-book and paperback book Descriptions are going to be slightly different. It all is just from the call to action So here on the left side we have for paperback books. This is what the buy button looks like It just says add to cart now add to cart and buy now They both in the end are supposed to lead to a sale But the statistics there are numbers that show saying add to cart increases conversions. So with that knowledge We should put add to cart for all of our call to actions And then on the right side, we have what the e-book button looks like So you want to say exactly what that button says there's no add to cart button. It's Buy now with one click. So you tell them scroll up click the buy now with one click button to get your book instantly This is what you say for e-book. These are the only changes that at least I can think of right now Between your e-book and paperback and the reason you write get your book instantly The reason we don't write for paperback is because you won't get it instantly Yeah, you have to wait for shipping if it did then I would include that as well because that's just another benefit Yeah of buying right now. Yeah, right So quickly to recap what the book description structure looks like. It's just the five Part structure that we talked about Headline story slash lead bullet points dealing with last minute objections and then the call to action It's really that simple Then you could see what the main objective with each one is right here. It says it right there this One slide contains A lot of powerful information, but this contains the What to do not how to do it. Okay, so you need to watch the rest of the lesson to figure out exactly how to do it And then finally we want to end this long lesson, which is getting pretty lengthy now with two rules We figure we just throw it in at the end because it is Good things to know so that when you finish writing your description apply these two rules So the first one is that you're talking to your reader not from your own perspective So maybe you accidentally do this if you're writing eyes like I will help you do this whatever whatever Turn all of your eyes to use This can be applied to everything within reasonable doubt that makes sense Most of them. Yeah, and then rule number two is Something called the 90 percent rule is 90 percent of the times that can be deleted Yeah, I didn't realize this until I had to point it out until I got to point it out So to do this just click control f or command f on mac Whatever whichever way you do it And then find all of the places in your description what says that Read it and if it is used unnecessarily then remove it, which is about 90 percent of the time Yeah, now there are sometimes well, you can't remove it. That's about the 10 percent But it just makes your writing much more clean and less wordy Yeah, less words is better when it comes to delivering your message. You just have to get to the point. Yeah, exactly And then the final slide We just want to say that you should write your description in word or google docs that really doesn't matter And when you're writing don't worry about formatting or anything else. Don't worry about making it look nice Just write a damn good book description that will sell like crazy Using everything that we talked about in this lesson. Okay And there is an in-depth lesson about how to format your book description the best way Which might take you like just as much time as writing yourself Because you have to learn some coding. I don't want to scare you But that's just the fact of the matter. Um, we'll save the rest for that lesson And we also have an upcoming lesson where we will share a Description that we wrote. It's a great example of a very good book description. Yes You can see what it looks like all put together. Yes It is simply the description for our puppy training book that we wrote following this five part structure Yeah, okay, so this is just how to best and most easily and most effectively Break down a book description and write one that will sell like crazy. Yeah, so with all that said We will see you guys in the next lesson. Have a good day. Goodbye