Selling a story by NOT telling a story
Here’s the thing with telling someone about your book – be it in person, or in an ad, or via the back cover copy you’ve spent arduous hours perfecting: almost every author is terrible at it. Because almost every author makes the horrible mistake of thinking that you sell someone on your story by telling them about your story. Nothing could be further from the truth.
You have to remember you have maybe two sentences before people get bored. So you don’t start off with your story, you start off with a BANG.
What I often tell new authors — or even old authors — is to imagine your sales pitch as pictures of your kids (if you don’t have kids, imagine you do — you’re a writer, it should be easy). Every single human above the age of 20 has had someone approach them with that person’s pictures of their kids. They start showing off the pictures and yammering on about things that matter incredibly to that person, but not at all to us.
Your story is your baby in some ways. Especially in that nobody else cares at all about it until you give them a REASON to care.
Now, if that person who can’t stop showing you their baby pictures walks up and says, “Timmy’s face caught fire yesterday,“ now you are in it for the long haul. They can actually take their time getting to the good part, because they have told you something in the first sentence that makes it clear the story is going to be worth your while.
Remember, also, that ad copy and back cover copy is NOT ABOUT TELLING THE STORY. It is about providing potential readers with an idea of the tone and genre of your book, and then the only other thing you are trying to do is pose a question in the reader’s mind that can ONLY be answered by reading the book.
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