The Nine Most Important Pages in Your Book
(Only one is in your manuscript)
Writers rightly obsess over their manuscript. Keep doing that. But here are overlooked elements to make a book successful. And by “successful” I mean outcomes that go beyond the purchase of a book to build your brand and business.
After all, just like movies, people buy your work before they read it. Once the purchase is achieved, authors must intentionally create an authentic brand connection, and pursue what they hope the reader will do next.
1. Front Cover
Yeah, the cover is a “page.” And, as the saying goes, people still judge books by the cover. The visual first impression of the packaging tells the prospective buyer if you’re serious about the product.
Additionally, elements like an endorsement blurb or “Foreword by …” check strategic boxes about credibility and affinity. Even if the endorsement is from your grandmother in Mongolia, the blurb elevates the cover and your brand.
2. Back Cover
How you describe your book on the back cover and in the online description (and in social media posts and videos) might be the most important writing you do.
Similar to the front cover, you’ll want to include elements that build interest and credibility — for both you and the book. These include another endorsement blurb or two, and a short, interesting bio. An accompanying photo can also help build connection.
3. Endorsements
I always publish full-length endorsements on the opening pages.
These build interest, but can also help establish credibility for first-time and “unknown” authors. Reading what others say about you and your book builds positive anticipation, even if they merely skim those pages!
Let’s face it, if I haven’t heard of you, a recommendation from someone I respect is a pretty big deal. Endorsements from influencers are also key assets for social media marketing.
(Learn about how I curate endorsements from influencers — HERE)
4. Dedication
One heartfelt sentence can make a lasting impression on your reader.
Who you choose to dedicate your book to, and how you do it, tells me so much about you.
Most often, this brief page sets the tone for the book. Don’t skip this page, and don’t phone it in.
5. Table of Contents
The TOC is the ultimate “executive summary” of your book. If chapter titles are boring, I bet the book is boring.
If the chapter titles give away the premise and conclusions of the book, I won’t buy — because you just condensed it for me and “gave away the ending” so to speak.
(I’ll resist the temptation to rant about subtitles that give the book away, and save that for another post.)
So yes, this page is hopefully the compilation of creative and intriguing chapter titles.
6. Page 1 of Chapter 1
No pressure, but this page will make or break the reader experience.
Am I being overly dramatic? Maybe. But as a reader my frame of mind when I flip to page 2 is crucial.
Am I flipping the page with enthusiasm or obligation?
Am I optimistic or pessimistic about the read?
Have you surprised me or bored me?
Do I like you?
7. Acknowledgements
Sometimes I read the acknowledgements first. How about you?
I often learn more about the author in the acknowledgements page than I do in a chapter.
Does the author come across as humble, by giving credit to others?
Are the “thanks” limited to book production, or are people who were instrumental over the years mentioned?
You get the idea.
8. About the author
Put a really cool photo here, okay? Don’t play it safe. Reinforce your unique brand.
For print, use a photo that survives low-quality printing and limitation of black and white.
Beyond the important imagery, here’s your chance to stand out and make sure the reader really gets you.
If you’re a speaker, make sure you mention speaking engagements and topics. (We’ll go deeper into this aspect in the next point.) If you’re a coach, mention coaching.
Leave out the boring stuff. Personally I don’t care where you went to high school, unless it was somewhere interesting like Mongolia. This page is where you nail down your “positioning” and personal brand.
(Learn about personal branding and positioning — and more — HERE)?
9. Call to Action
Okay, I read your book, now what?
Give the reader clear options for next steps. Yes, assume they want to take next steps.
Often, I include a page dedicated solely to subscribing to the author’s email newsletter. That’s a big win, right?
If you have other books, dedicate a page to each of those. (Include links in the Kindle version.)
If you sell courses, coach, speak, or make soap from yak milk, tell me why I should care and make it easy for me to act and click.
Simple headlines, sparse text, large-isn fonts, and plenty of white space.
Convinced?
I’d argue that these aspects of your book, taken together, might be more important than your manuscript — especially when it comes to connecting to grow your audience and brand.
Mike Loomis helps people launch their dream projects and books. Since starting and selling two businesses, he’s a strategic partner to bestselling authors, non-profits, publishers as well as startups, and aspiring messengers. He and his wife live in the mountains of Colorado with their pet moose. www.MikeLoomis.CO
