How to make great ads for books
Most book ads fail for the same reason: they’re trying to be clever. A moody illustration, a mysterious line, a character staring into the distance. It looks great. It doesn’t sell.
A good book ad does something much simpler. It tells the right reader, in about a second, this is a book, it’s your kind of book, and here’s why you want it.
1. Make it clear it’s a book
If it’s a video, show the book. If it’s an image, put the cover in — or better, make a 3D mockup with DIY Book Covers. But whatever you do, remember what you’re selling: a book. Not a character. Not an illustration.
The argument people usually make is that readers won’t realise it’s a book otherwise. That’s partly true. But there are two better reasons.
The algorithm needs to know too. Meta’s ad system looks at your creative to decide who to show it to. If the image is a woman in a cloak, it has no idea you’re selling a fantasy novel, and it will struggle to find the people who buy fantasy novels.
Readers like books. When a reader sees a book, there’s an immediate reaction of want. That little tug is the feeling that sells novels.
2. Communicate genre
You’re probably thinking about what makes your book unique. That matters! But for most readers, before they’ll even consider buying, they need to know what kind of book they’re getting. Is it a mystery? Fantasy? Romance?
You can communicate genre with colours, shapes, graphic style, and words. Use all of them. And if there are vampires, say so. If there’s a first kiss, say so.
Yes, readers have seen it before. That’s exactly what makes them buy: they already know they like it.
3. Write hooks
Hooks sound intimidating, but they’re easy. The formula is: premise, twist.
- She’s shy and awkward but she becomes the hottest rockstar’s manager.
- He’s a nerd but he gets superpowers after meeting an alien.
- There’s a murder but the only people on the island were the victim’s closest friends.
The premise tells readers where they are. The twist gives them a reason to find out what happens next. Write ten, and test the best three.
4. Run promos
It’s a lot easier to sell a book at a discount than at full price. And the effects stack: when people like the book, they tell their friends. When Amazon sees your book selling, it starts showing it to its own customers. Discounts make everything easier.
If you do run a discount, make the price very clear on the ad. “99¢” or “Free this week” in big letters does more work than any tagline.
Notice that none of this is about being original. A great book ad is almost boring. It’s a book, in a genre you love, with a hook you want to chase, at a price that makes it easy to say yes.
Be creative when you’re writing your novel. Be boring when you sell it.