What Language Does Your Book Ad Speak?

What Language Does Your Book Ad Speak? 1024 576 Reader Views
Susan Violante
Managing Editor

Most of us rather let the media attention do our PR to gain credibility. However, we would be fooling ourselves if we believe that relying on that alone we are going to obtain our sales goals; especially if we are first-time or unknown authors. It is a fact we need to budget PR and ads along with our media pitches to market our book. Yes, ads can be expensive, and are not always effective; therefore, we need to also strategize our ads campaigns in order to get the best results possible, and the best way to do it is to make sure that the language (or wording) you use captures the viewer’s interest, lingers in the viewer’s memory, and convinces the viewer that your book is a must-check-out item. Below are some things to consider when producing an ad.

·       Language…yes, I know we are talking about creating an ad; however, it cannot read as an ad! The moment it sounds like a sales pitch, you lost the viewer. However, if you tell a long story, you will also lose the viewer. The best way is to let the images say the most, and smart pick words to deliver the punchy line.

·       When creating that one or two sentence message, put some extra thought into how it sounds when you read it. Is it too long? Can you deliver it with less words? Does it sound like you are pitching?

·       Finally, when you read it out loud, can you hear a rhyme or a melody? Sound bites are the best way to make a message linger on people minds, so, take the time to read it over and over, have other people read it and get feedback before you commit to it.

Whether you are creating small ads, video slides or audio ads, you must remember that you only have a few seconds to capture the interest of the ad viewer/audience. Take the time to research your market and speak to them in the language that will spark an interest to read more, they can remember where to learn more, and have a catchy sound bite that will help them spread it around to others!

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