Is your book’s back cover turning away sales? It may be, if you make the #1 mistake even supposedly savvy publishers make. Remember, people will pick up a book because the title, or perhaps the design, catches their interest. But what happens next? They look at the back cover. And if the copy doesn’t grab them, they put the book down. If it does grab them, they will either buy the book or look inside for more information. So how do you grab the reader by the eyeballs? You capture their attention with a powerful headline. Something that will stress your book’s major benefit. Yet, not having a headline on the back cover is the #1 mistake authors make. Whether you’re self-publishing or publishing with a traditional author, make sure your back cover copy has a powerful headline. To get a feel for powerful headlines and back cover copy, study some best-selling books and make note of the common elements. (Do it online at amazon.com or visit a bookstore and look at the best sellers.) You can also study your “junk mail” for examples of winning headlines. Most of these mailings come to you because they’re proven winners. Study the headlines and see what they’re doing. You want to make sure you put the major benefit of your book in the headline. Note: the benefit is what it will do for the reader

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