Positioning Statements: Build Your Core Strength

May 2009
by Susan Kendrick

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SKILL SETS: COPYWRITING

Positioning Statements: Build Your Core Strength

by Susan Kendrick

Welcome back to the copywriting gym. Like “Copywriting Fitness: Testimonials” in the March issue, this article is designed to help you train to win positive responses from potential book-buyers.

What Is Positioning?

Your positioning message—which is aimed at readers, booksellers, distributors, reviewers, the media, and other decision-makers—is the centerpiece of all your book-marketing efforts. Along with buy-me-now bullet points and testimonials, it provides the key reasons people should care about and buy your book.

From the idea stage through the manuscript stage to production and then to marketing, book publishing is not for the weak or fainthearted. It’s an endurance event. This means you need to create and maintain a winning positioning message that will see you all the way to the finish line, sale after sale.

Remember: the way you write your marketing copy will lead people either to act on it or to ignore it (see “Copywriting Fitness” in the March issue for a refresher course on how to avoid torpedoing your credibility).

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