Blog Your Book: Step 5 – Define Your Book’s USP

USP treats

Cami thinks treats are a great USP.

In step 3, I encouraged you to look at other books and think about how your book will be different and in step 4, I asked you to put on your marketing hat and write out some of the elements of a book proposal, including who will read your book.

Once you’re in that marketing copywriting mood, I want you to dig deeper into the mindset of your target reader. Create a clear picture in your mind of exactly who is reading your book and why.

You might be thinking I’m kind of harping on this idea, but there’s a reason for it. Before I started writing and publishing my own books, I was a non-fiction editor for a lot of years. Whenever I was asked to “take a look” at a book project where the book author got “stuck,” it almost always came down to the same problem. The author was flailing around struggling to complete the book because he had no idea who would actually read it.

If you really think about the reader and get inside his or her head, it’s not only easier to write the book, the book itself is much better in the end. So when you’re writing your marketing copy and also the book itself, visualize your reader:

  • Is your reader is male or female? (It doesn’t matter if both genders will read your book; it’s just easier to pick one so you can imagine him or her more easily.)
  • Is he a beginner or does he know a lot about the subject?
  • What are his day to day concerns
  • What is he interested in?
  • Where does he live?
  • Where does he work?

By getting into the mindset of the target reader, you can drill down to the book’s unique selling proposition. This USP is the big idea or solution that will cause your target reader to pull out his or her credit card and buy the book.

Next time in step 6, I’ll talk about how you can make time to work on your book (and still have a life).

Did you miss a step? Here are links to the Blog Your Book series:

Overview – Blog Your Book: It’s Not As Hard As You Think.

Steps:

  1. Ask your community about their biggest problems.
  2. Brainstorm ideas and use a mind map or outline to organize them.
  3. Research the competition.
  4. Refine your topic and search for content you can “recycle.”
  5. Define your book’s unique selling proposition.
  6. Set aside writing time and establish deadlines.
  7. Learn about the book business and decide on a publishing path.
About Susan Daffron

Susan Daffron is the author the Alpine Grove Romantic Comedies and multiple award-winning nonfiction books, including several about pets and animal rescue. Check out all her books on her Amazon Author page.