"Marketing language can be very different than the writing style most long-form authors use...[W]hen a customer is looking for a book to pick up, her goals are much different than when she is actually reading the book. Thus, the goals of the writing should be different. Here are a few tips to keep your promotional writing under control:...Give the reader just a taste. You are trying to convey a feeling or a promise of an answer to a problem, not details. Leave that to the book...You may be able to think of a bunch of benefits, but don’t overwhelm your customer. Give them one hook. Whether this is a solution to a problem or a short explanation of why this book will entertain, the reader wants to know what is in it for them...Consumers don’t care why you wrote the book. They want to know what’s in it for them. What do they want to hear? How does your copy address them?...Use short sentences. Yes, this person wants to read. He is picking up a book after all. But he doesn’t want to read right now. He wants to put down money for a book. Let him! He’ll get on with all your fantastic writing later. For now, short sentences that read more like bullet points will help him make that decision...Simplify to Maximize...Your natural reaction will be to add more, tell more, and show more. Resist the urge and try cutting instead. What can you get rid of while still conveying your point? If it doesn’t absolutely have to be there, cut it to make better use of consumers’ very short attention spans."
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