You have a very good opportunity at the end of your non-fiction book to include a sales page of some kind.
“A sales page?!” I hear you shout. “How dare you! I can’t force sales on my reader! What a terrible thought! I am a decent person! I am a writer!” Before you hang me out to dry with the solar panel salesperson who called last week, hear me out.
Think about it from your reader’s point of view. Yes your reader. In order to reach this proposed sales page, which is at the end of your book, the very end, they must have read your book to the very end. Which means they have read all the way to the end of the book. Do you know what kind of dedication that takes? That is a serious fan you have there! Hours of reading! Of YOUR words! Not wandering off willy nilly with another author part way through, but sticking with YOU all the way to the end!
And you know what it’s like when you have loved an author enough to get to the end of their book. There’s that little sad moment, when you realise it’s all over. The author is going, leaving your life.
In this context, seeing you are that author, do you think that it might be okay to let your reader know that there are in fact opportunities to stay in touch with you? That you do have other services, courses and offerings? Of course it is! This reader is a fan! This is your time to showcase who you are and what you can offer, after the book has been read from cover to cover. You are not a solar panel salesperson! You are a trusted advisor!
Say you are a cat services professional, writing a book about cats, by cat owners, for cat lovers. Having a page dedicated to your cat business is totally expected in this context. So, let’s get a wriggle on, and learn how to make it happen.
There are two main types of sales pages, depending on your personal writing style.
Write in full paragraphs, in a chatty style. Talk about your professional persona, your business and its services rather than focussing on your personal background. This type of sales page is perfect if you are all about feelings and connections. Share some ideas with your reader about the ways you could stay in touch, and the kinds of things you might be able to help them with. Let them know about your services, your consultations, your group work, your courses. All the places you can make them feel supported. At the end of the page, include your contact details. Spice it up a bit with a logo for your business, or some photos; of you doing your thing, your work space or your happy clients.
A traditional sales page essentially contains the same information, but looks more like an advert than a conversation. List the services your reader might be looking for, and how to find them. Add interest with graphics, colours and dot points with touch points and details. This type of sales page works well if you want to showcase your features and benefits.
Remember the purpose of the sales page is to give your readers the information they are looking for. You aren’t trying to push kitty litter on an unsuspecting audience; you are making it easier for cat lovers to get the services and products they want for their beloved felines.
- Try to cover all your services on your sales page, not just the project you are focussing on right now in the book
- Other written products
- One to one consults
- Group services
- Online services
- Face to face services
- Include contact details for all your online and offline access points
- Other social media
- Keep it timeless – if I read this page in five years, will it still be relevant? Think about this when you are writing about your services. Keep it broad; try not to include too many specific details, as these are the parts that can change.
- Perhaps offer an incentive to go to your website and
- signup to the newsletter
- receive a series of emails with relevant content
- leave a review of your book, either on your website or perhaps on the Amazon review page, Facebook or Google
- Tip: If you have written an ebook or web page rather than in a printed book, make sure you offer short urls to the review pages.
What could you offer as an incentive? The choices are endless. Perhaps
- an extra chapter of material
- a deeper resource related to your book’s content
- sneak peeks of your next book
Check out this study on the effectiveness of sales promotions tools including coupons, samples and price discounts that can entice your reader.
What are you going to do to maximise your book’s moment in the sun?
Still not sure? Get in contact with me to help ease you through to the next stage.