Imagine a potential reader finds your book through an online search.
They find the book title enticing. The cover is appealing. And you have a good amount of book reviews that nod to your social proof and credibility.
But this person is conservative with their money and time. The last thing they want to do is regret spending their hard-earned money and valuable time on a book that’s not worth their while.
So your book has passed the tests up to now, but their decision is still undecided. For the final test, they decide to read your book’s preview and introduction.
Scenario 1 goes like: Your introduction doesn’t speak the same language they were hoping. The potential reader is unsure about the main purpose of the book, who it’s for, what benefits they will gain from reading, and if you’re the right person to take advice from. Ultimately, these concerns and questions make them exit out of the introduction and browse for a different book on the same topic.
Scenario 2 goes like: Your introduction blows them away and makes them forget about all the other books on this topic. They know the author understands where they’re coming from, how to solve their needs, and that the author can relate. They’re so excited that they close out of the introduction and buy the book the next second.
When you know how to write a book introduction, you convert potential readers into actual buyers. Each person who reads your introduction becomes convinced that you have the exact book they’re looking for.
Starting your book off right way is a big deal. It means getting your book goes in the hands of more people, making more money, and gaining more future customers.
With that said, do you know how to write a persuasive book introduction? Here are five steps below to hook your readers from the start.
1. State the problem
As impatient as people are today, you need to capitalize when you have a reader’s attention. So state the problem that your book aims to solve right away. Doing this will give the reader confidence that you know what they’re dealing with and why they need your book to solve it.
Being clear about who your book is for also eliminates the people who your book isn’t for, which will save you from negative Amazon reviews.
For an example, here’s how I start the introduction in my book Freedom Money.
How often do you wish you had more money? Maybe you wish you had a bigger bank account so you had the freedom to travel. Maybe you wish you could afford a new car or a nicer place. Maybe you go to work for a paycheck, but wish you had your dream job. Maybe you want to pay off your student loans or retire early.
There’s an argument that you could draw the reader in with a short story that involves the problem or solution your book addresses, but this is riskier in my opinion. You may lose some readers who don’t have patience or think your story is too long, so I like to state the problem first.
2. Show the benefits
So now that you have the reader’s ear after explaining the issue, go right into how your book is going to fix it. If you came up with your book idea with the benefits in mind, this should be easy.
Examples look like:
- (Insert your book title) will show you that you can (insert benefits).
- (Insert your book title) solves all of these problems by (insert benefits).
- This book has been created to give you (insert benefits) in a concise step-by-step format.
When benefits are at the core of your introduction, you tell readers from the beginning that you’re going to change their life for the better. Do this effectively, and they’ll only focus on getting those benefits and could care less about the price of your book—which is the goal.
3. Establish trust
Readers will say, “Ok, this book sounds legitimate and I’m interested in those benefits, but why should I trust you?” In other words, they’re asking, “Who are you and what do you know?” And that’s why it’s key you establish trust before you go any farther.
There are two effective ways to build trust:
The authority approach is for those who have become elite at their craft. It’s helpful to visualize this as the incredibly successful guest lecturer who is on stage speaking down to an audience. If you’re seen as an influencer in your field, then this approach is for you.
Example of the authority approach:
This is the exact process I used to build a $65 million business. Other have noticed too, so organizations like Facebook, YouTube, and the New York Yankees have had me speak in front of their organization about my knowledge. And Forbes ranks me as a Top 100 Business Influencer.
The other approach, the alongside approach, is for the author to explain that they’ve been in the same position as the reader, and how they overcame the problem and gained these benefits. You’re saying this is what I did that worked for me, and it’s repeatable so it will work for you. If you’re a younger author or less experienced, this will help you establish trust with the reader.
Example of the alongside approach:
After years of struggling with (insert problem), I decided enough was enough. I spent the next five years obsessing over how to solve this problem. Through hundreds of experiments and personal testing, I figured out the perfect system to (insert benefit).
4. Address their objections
Even when you’ve talked their language to explain you have a solution to their needs and established trust, some people will still have a few objections. To seal the deal and get them to buy your book, you want to put their objections to rest.
Reiterate who this is for, what they’re going to get, and why it’s going to work. Explaining the process in more depth will assure them that they too can achieve these results.
Tell the readers that they don’t have to be a genius or super talented to get these benefits. Explaining that anyone can do it is key. It’s for this reason that many salesman use the line “if I can do it, then you can too.”
And if you have testimonials from readers, email subscribers, or blog commenters, these work great here. I like to use two to three quotes so the reader knows I’m not just talking myself up, real people have experience real results from my work.
When you address their concerns, their just about ready to purchase your book.
5. Guarantee results
The last step is critical, and it’s where you make the final push. Explain to the reader why there’s no option other than to buy your book. Don’t be shy here.
You need to guarantee the reader big results (make sure this guarantee is doable and not unrealistic—like become a millionaire a month from reading). Promise the reader that they’ll feel a certain way, have a new perspective, or whatever your book’s main benefits are.
Make the description appeal to their emotions to get the best results out of this. Promising increased productivity isn’t as exciting as promising more free time to spend with their children. More money isn’t as exciting as promising more money so they can retire at 40 and travel the world making memories with their significant other. You get the idea?
I usually like to end my introduction with a play on words involving my book title, or explain why they should start reading this instant. Something to show my personality and add energy to the reader’s excitement.
And now you know how to write a book introduction. That wasn’t so hard, right? It only takes a few calculated steps to get the most out of your introduction.
When you master this introduction, it sets a positive mission statement for the rest of your book that keeps you straight. It also persuades people to buy your book and consume your content, which is the goal of writing a book in the first place.
Want the exact roadmap and an accountability partner to ensure you become an author in 12 weeks? You can hire me as your author coach.
Please drop a note below in the comments section if you have any thoughts or questions about this subject.