Mistakes Authors Make: Essential Steps for Achieving Success as an Author by Rick Frishman & Bret Ridgway

Author:Rick Frishman & Bret Ridgway [Frishman, Rick]
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2015-03-16T22:00:00+00:00

Poor Kerning

In book layout, kerning is the process of adjusting the spacing between characters in a proportional font, usually to achieve a more visually pleasing result. Kerning adjusts the space between individual letters. In a well-kerned font, the two-dimensional blank spaces between each pair of characters all have a visually similar area.

Mistake #25

No Name Capture Mechanisms Built Into Your Book

We discussed back in an earlier chapter the importance of making sure you’re not writing your book for the wrong reason—to make money directly from the sales of the book. We discussed the benefit of your book serving as an entry point into your entire product mix and how the real money from a book was made on the products and services people purchased from you that were a follow up to your book.

That means your book is what many would consider a lead generation product. It’s designed to introduce people to you, to get them into your “funnel” which you hope will lead to the sale of those other products and services. Some would say your book should be used as a business card and you shouldn’t hesitate to get your book into the hands of as many people as possible.

But there is a problem you need to overcome with your book if you want to turn it into a high performing lead generation device for you.

That problem is that if someone buys your book online, say at Amazon, or they buy your book in a retail bookstore like Barnes and Noble or Books a Million, you have no idea who purchased your book.

They do not pick up the phone and call you or shoot you an email to tell you the name and contact information of the book buyer. It simply doesn’t work that way.

That’s why you, as the author, need to build into your book what are called “name capture mechanisms.” What are name capture mechanisms? In most cases they are invitations from you to the reader to come to a website for additional bonus content.

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