People are selfish. Most don’t really care why you wrote your book; they want to know is what is in it for them.

So… think like your reader. Your busy reader. If you meet someone in an elevator, you don’t have 15 minutes to tell them about your book. You need a sound bite… a “bottom line” that describes the problem your message solves for the reader.

Next, make a list of benefits. What does your book offer? Get a few friends who know your message well and are supportive of your writing. Spend some time brainstorming all the benefits of the message Then go over the list, highlighting the most compelling and exciting benefits. These are the ones you will want to use in your sales copy in advertising, back cover copy, and a short description for a catalog.

Finally, review those benefits statements again and write a 40-word sales pitch. (Your sales copy should be able to be shared one-on-one in 30 seconds or less – about 40 words, maximum).

Remember to:

• Communicate what’s in it for the reader.
• Make it sound natural when you say it – not canned, flowery, or technical (practice in front of a mirror, on video, or onto an audio recorder).
• Make it compelling. If you’ve done a good job, your listener will respond, “Tell me more.”