You say your book has lists, how-tos, easy-to-read recipes? 124 pages? Do these features give your potential buyer enough of a reason to buy your book?

Probably not, unless they are your best friends. Instead, let your reader see and hear reasons to buy by placing "selling" words (benefits) with your features.

Answer your buyer's questions about how your book will make them richer, healthier, and make their life easier. Memorize these benefits and have them ready to share when someone asks you about your book. Leave the plot or story out. Stick to the sixty-second "tell and sell." Or, when you write copy about your book, sprinkle those benefits around on your front and back cover, in your introduction, in your table of contents and on your Web site book sales letter.

Potential buyers want these essential "Hot Selling Points" first, before they will open the book to skim the chapters or buy your book.

Benefits are the words that will bring your buyer running. Why? Because benefits are the end result of satisfactory use of your product. For instance, one book coaching client's new book, "Not on My Table: Protecting Your Children from Poisons in Our Food, "wrote: Includes: "quick- scan shopping lists." Turning these features into reasons to buy, I suggested adding a benefit: "stop confusion with the "quick-scan, time-saving shopping list."

Your audience wants results--challenges and problems solved. They want to feel good inside, savvy, and that they are doing the right thing by buying your book. Put a little emotion in those benefits. So, keep your features, but preface them with benefits. Your buyer must be persuaded by your words and know your book will satisfy their emotional wants and practical needs. Give your readers a reason to buy.

How to Write Benefits and Features for Your Book

On an 8.5 by 11" paper make a list:

• Write the exact name of each product/service you want your prospect to buy. Write your title. For instance the eBook, "Ten Ways to Market Your Book Online."
• Write three features of your book. These are distinguishing facts about your product. For instance, Ten Ways includes 1) simple, step-by-step "how to" exercises to start an ezine, 2) useful web site addresses and links for marketing your book through writing short articles and tips, and 3) specific book internet marketing coach's time and money-saving tips throughout the book.
• Write three benefits of your book. These are the advantages your buyer gain as a result of the features listed above.

Here's a few samples:

• Build business credibility, trust
• Produce 1/3 to 2/3 monthly income for life
• Market and promote online for no cost
• Put them together for a strong headline or sales piece.

Here's a few samples:

• Build credibility, trust and profits when you create and send out a regularly scheduled ezine.
• Promote your book fast and easy with this book's opt-in-ezine and web address listed as links. Just copy and paste.
• Save time receiving needed information with easy-to-read and time saving "author tips."

Remember, adding practical and emotional benefits to your features about your book will hook your "lookie loos" into a "take-out-the-credit-card" buyer.

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Judy Cullins: 20-year author, speaker, book coach Helps entrepreneurs manifest their book and web dreams eBk: "Ten Non-Techie Ways to Market your Book Online" 7000 Melody Lane, La Mesa, CA 91942 FREE "The Book Coach Says..." or Business Tip of the Month -- mailto:Judy@bookcoaching.com Orders: 866/200-9743 -- Ph: 619/466-0622