Use "Grabber" Headline and Lead
by Shel Horowitz
(Hadley, MA USA)
Shel's most recent book, Guerrilla Marketing Goes Green
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With thousands of books published every DAY, it's no longer enough to say that you have a new book. Instead, your headline and lead have to talk about "the story behind the story": often involving pain points or greed points.
When a client hired me to write a press release for a book on electronic privacy, I DIDN'T use a headline like "Electronic Privacy Expert Releases New Book" (snore!). Instead, I went with "It's 10 O'Clock: Do You Know Where Your Credit History Is?" And the lead went on to talk about how your sensitive personal information could be "vacationing" in large corporate databanks. The book showed up around the third paragraph.
For fiction, you can focus on the entertainment value, and sometimes the setting can help. Here's one I did for another client: "Sex, Power, Environmental Catastrophe and Immortality in New York: Novel Weaves a Twisted Web."
--Shel Horowitz, book marketing consultant and copywriter and author of eight books including Grassroots Marketing for Authors and Publishers
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