{"id":161085,"date":"2025-04-04T10:00:00","date_gmt":"2025-04-04T09:00:00","guid":{"rendered":"https:\/\/jerichowriters.com\/townhouse\/?p=161085"},"modified":"2025-04-04T10:00:00","modified_gmt":"2025-04-04T09:00:00","slug":"a-black-shirt-and-glops-of-golden-yoghurt","status":"publish","type":"post","link":"https:\/\/jerichowriters.com\/a-black-shirt-and-glops-of-golden-yoghurt\/","title":{"rendered":"A black shirt and glops of golden yoghurt"},"content":{"rendered":"\n

As you\u2019d expect, there\u2019s quite a lot of research into what makes people buy stuff. And, as you\u2019d expect, writers are mostly very, very, very not interested in exploring it.<\/p>\n\n\n\n

But that\u2019s tough on you, because this email is going to tell you anyway. And yes, I know you want to write books and leave selling to someone else. But that\u2019s not how it works. Even if you\u2019re traditionally published, you\u2019ll be asked to review blurbs, think about cover art, review social media yadda and email lists\u2026 and, if you self-publish, then you\u2019ll be thinking about Facebook ads and the like as well.<\/p>\n\n\n\n

You don\u2019t have to turn into the sort of person who wears a black shirt, and a gold medallion, and fake tan so thick it looks like a kind of golden yogurt. But you do have to engage with how your book strikes people on first view, not just on full view.<\/p>\n\n\n\n

And here are some tips. They\u2019re all based on actual scientific research (hence the slightly weird precision in the data), so what follows isn\u2019t just an opinion piece. That said, books are different from a lot of consumer products, so you have to adjust accordingly. (For those interested: here’s where I got my data<\/a><\/strong>.)<\/p>\n\n\n\n

Say you<\/strong><\/p>\n\n\n\n

Address the reader as though they\u2019re in the room with you. Say, \u2018you\u2019. The result of that direct address is that people feel around 20% more involved in your brand. Since you\u2019re really trying to build that direct relationship, that involvement matters.<\/p>\n\n\n\n

Say I<\/strong><\/p>\n\n\n\n

And be you. Don\u2019t depersonalise yourself. Not ‘This story was written to thrill,\u2019 but, ‘I wanted to thrill you.’ Keep the relationship front and centre.<\/p>\n\n\n\n

The difference between ‘I’ and ‘we’ in a study was a sales improvement of around 7%. My guess? With a brand that ought <\/em>to be focused on you as author, the positive results are probably greater than that. The author-reader relationship has the potential to be way stronger than (say) the toothpaste-manufacturer \/ tooth-owner relationship.<\/p>\n\n\n\n

Here and now<\/strong><\/p>\n\n\n\n

For the same sort of reasons, don\u2019t jump into the past. Keep any marketing-type copy in the present tense. The stats say that this helps it sound up to 26% more helpful \/ compelling. And you want to compel.<\/p>\n\n\n\n

Be assertive<\/strong><\/p>\n\n\n\n

There are different ways of being assertive. You can make firm claims rather than wishy-washy ones. (So \u2018all\u2019 or \u2018always\u2019, not \u2018mostly\u2019 or \u2018often\u2019.)<\/p>\n\n\n\n

Strong negatives also show assertiveness: ‘you won\u2019t read a better thriller this year’ just sounds punchier than ‘this will be one of the best thrillers you\u2019ve read for a long time.’<\/p>\n\n\n\n

The effect of this kind of language can boost engagement by up to 18%.<\/p>\n\n\n\n

Avoid technical language<\/strong><\/p>\n\n\n\n

Yes, your book may be a near-future SF story about a moon-mission gone wrong. But keep your blurb clear, not cluttered. If you write ‘When the landing craft hit the rim of a crater\u2026’, the reader knows instantly what you mean. If you write ‘When the orbital descent vehicle foundered on the lip of an impact basin\u2026’, you\u2019ve lost your zing.<\/p>\n\n\n\n

I\u2019m not talking here about the language inside the book \u2013 your book and your characters and your story will need to determine that. But don\u2019t fail to get people through your entrance door. And that means, keeping it clear and keeping it simple.<\/p>\n\n\n\n

If you do clutter up your language, sales drop by up to 16%. (And, honestly, in the context of books where the nearest competitive product is only a click away, I think sales will drop a lot more than that.)<\/p>\n\n\n\n

The rule of three<\/strong><\/p>\n\n\n\n

An interesting one this, because at first sight it doesn\u2019t apply to books. The rule is: list three benefits, not two, not four, not five.<\/p>\n\n\n\n

Why? Well, three just beats any other number by 10.4%. It appears that three works because it establishes a pattern without seeming too fake.<\/p>\n\n\n\n

Additionally, there\u2019s evidence that says if you list three excellent benefits of X, and then also two good benefits, consumers take a kind of average score and think, \u2018Yeah, not so excellent really.\u2019 Sticking only with the excellent options means that consumers were willing to spend up to 37% more.<\/p>\n\n\n\n

Now, you\u2019re not offering a baking tin or a waterproof jacket. You\u2019re offering a book, and the benefit of a book (assuming it\u2019s fiction) is just that it\u2019s good and will grip the reader. So maybe listing benefits doesn\u2019t really apply.<\/p>\n\n\n\n

Except that\u2026 Netflix uses the rule of three all the time. Take a quite excellent programme \u2013 Harry & Meghan<\/em>, for example: it\u2019ll be described with a trio of adjectives \u2013 Captivating \/ Investigative \/ Social-cultural.<\/p>\n\n\n\n

I think the same applies to any time you try to intrigue a reader with your book. Take my Fiona books. If I used a trio of words, it might be something like \u2018Intelligent, Intense, Suspenseful\u2019. If I tried to layer things on top of that (\u2018Literate, dark, celtic noir, thought-provoking\u2019), the pitch to the reader becomes so muddled as to be indecipherable.<\/p>\n\n\n\n

And that rule of three applies even where you might not expect. Let\u2019s say you\u2019ve picked the adjectives and themes you want to push. Everything needs to point at those specific things.<\/p>\n\n\n\n

So if you have a reader-review that chimes beautifully with the adjectives you\u2019ve picked \u2013 then great, use it. But quite likely, you also have a reader-review that says something positive, but not aligned with your core themes. In that case, including the review is muddling the message. It\u2019s leaving the reader uncertain about what you\u2019re offering.<\/p>\n\n\n\n

So pick your themes \u2013 three of them \u2013 and work those hard.<\/p>\n\n\n\n

Syntactic surprise<\/strong><\/p>\n\n\n\n

And here\u2019s an interesting (and more writer-y) piece of of advice:<\/p>\n\n\n\n

According to research shared by Thomas McKinlay, simply using a surprising sentence pattern in your copy can help you get a 127.5% increase in click-through rates (CTR).<\/em><\/p>\n\n\n\n

So here\u2019s your expected sentence structure:<\/p>\n\n\n\n

Red Bull will give you energy for hours.<\/em><\/p>\n\n\n\n

Take a trip anywhere you feel like going.<\/em><\/p>\n\n\n\n

Uber Eats can deliver a delicious meal to your door.<\/em><\/p>\n\n\n\n

Boring, right? And here\u2019s the same thing, made a little less expected:<\/p>\n\n\n\n

Red Bull gives you wings<\/em><\/p>\n\n\n\n

Belong anywhere. [AirBnB]<\/em><\/p>\n\n\n\n

A delicious meal at your door, by Uber Eats.<\/em><\/p>\n\n\n\n

There used to be a way to calculate \u2018syntactic surprise\u2019, but the online calculator tool seems dead. That\u2019s a shame, but you\u2019re a writer \u2013 you don\u2019t need it. Making nice sentences is your thing, right?<\/p>\n\n\n\n

And a 127% increase in click-through rate? Wow. That\u2019s the difference between an Amazon bestseller and one that\u2019s nigh on impossible to market profitably.<\/p>\n\n\n\n

Use these tools. Use them well. Be happy.<\/p>\n\n\n\n

*** <\/p>\n\n\n\n

FEEDBACK FRIDAY<\/strong><\/p>\n\n\n\n

Ooh, a challenging task this week. It comes in two pieces:<\/p>\n\n\n\n

    \n
  1. Give me an Amazon book description<\/strong> of 150 words or less.<\/li>\n\n\n\n
  2. Give me a \u2018shout line<\/strong>\u2019: a phrase or sentence (max 12 words, and ideally under 10) suitable for the front of your book. So for example: ‘Every family has secrets \u2013 some more deadly than others.’<\/li>\n<\/ol>\n\n\n\n

    We\u2019re going to be looking for clear and compelling, mixed with a dash of syntactic surprise. A hard task this one, but a goodie.<\/p>\n\n\n\n

    As soon as you’re ready, log into Townhouse and post yours here<\/a><\/strong>.<\/p>\n\n\n\n

    ***<\/p>\n\n\n\n

    That\u2019s it from me. <\/p>\n\n\n\n

    Til soon,<\/p>\n\n\n\n

    Harry.<\/p>\n","protected":false},"excerpt":{"rendered":"

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And yes, I know you want to write books and leave<\/p>\n","protected":false},"author":32,"featured_media":98318,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29292],"tags":[29213],"class_list":["post-161085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-harrys-friday-email","tag-harry-friday-email"],"acf":[],"yoast_head":"\nJericho Writers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jerichowriters.com\/a-black-shirt-and-glops-of-golden-yoghurt\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A black shirt and glops of golden yoghurt – Jericho Writers\" \/>\n<meta property=\"og:description\" content=\"As you\u2019d expect, there\u2019s quite a lot of research into what makes people buy stuff. 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Bingham","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/jerichowriters.com\/wp-content\/uploads\/2023\/09\/harry-bingham_avatar-96x96.jpg","url":"https:\/\/jerichowriters.com\/wp-content\/uploads\/2023\/09\/harry-bingham_avatar-96x96.jpg","contentUrl":"https:\/\/jerichowriters.com\/wp-content\/uploads\/2023\/09\/harry-bingham_avatar-96x96.jpg","caption":"Harry Bingham"},"description":"Write novels and non-fic. I've published trad & self-pub. Love both. Best known for my Fiona Griffiths crime series. Oh yes, and I'm the capo di tutti capi at Jericho Writers.","url":"https:\/\/jerichowriters.com\/author\/harryjericho\/"}]}},"_links":{"self":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts\/161085","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/comments?post=161085"}],"version-history":[{"count":0,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/posts\/161085\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/media\/98318"}],"wp:attachment":[{"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/media?parent=161085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/categories?post=161085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jerichowriters.com\/index.php\/wp-json\/wp\/v2\/tags?post=161085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}