2. How can you communicate with your audience?
! Who are they? How old are they? What is their level of education and interests?
What is their income level?
! Consider motivational research: The Hidden Persuaders, by Vance Packard
! Make up a composite reader. What might attract him? The Color Test, by Max Luscher
! Use color, fonts, spacing as an emotional hook in addition to your copy
! Anything you put out for your book communicates something. Make sure that your
message is consistent, well-planned, with the correct elements
! Gear your language towards the intended market
3. Your Brand Communicates a Lot
What do you want to say?
• Who are you trying to reach?
• What do they respond to?
• What non-verbal cues can you use to
communicate?
5. How to Speak the Language
• What do cool versus warm
colors communicate and how can
you use this?
• Consider intensity (saturation)
and dark and light (value) when
you select a color
• Remember: choosing colors for
your brand isn’t about YOUR
favorite color. It’s about
communicating non-verbally,
explaining your message to your
target audience.
6. De-coding Visual Elements!
Fonts
What type are you?
• Reflect the feeling of your book: Serif (type with feet) or Sans Serif
Choosing your font is like picking out clothes. Make sure it’s appropriate for
your book as your clothes would be appropriate for an event.
• Beware of Using : Fonts With Too Much Personality
• Beware of Using : Fonts That Are Not Legible
A A A A A A A
7. Your Book Cover
• Make your type big enough to reduce for thumbnails on
the web
• Use professional design tools: If you can use
Photoshop, InDesign, or Illustrator, you can do this…
otherwise, do not try this at home! Spend the money
and have a professional do it.
• Make sure that your colors, design, and images convey
the right emotion and message for your book
• It’s more than the front: Include your marketing
synopsis, bio, photo on the back and the book title and
your name on the spine
8. Brand with Social Proof: Endorsements
! Who do you ask to endorse a book or give you a promotional blurb for
the cover?
• These are not necessarily people you respect, but people your
audiences respect, with an emphasis on the different audiences you’re
trying to impress: distributor/wholesaler, bookseller, librarian, reviewer,
conference attendee, educator, reader.
• How do you identify experts/authorities that will be recognized and
respected by your different audiences?
• How do you approach the experts/authorities?
• How do you get each one to praise different aspects of your book
• How do you get comments from satisfied users?
• Is it true that it’s who you know that counts?