Key Takeaways

• Use a bookalog to explain your offer and build credibility.
• Lead with benefits that matter to your reader.
• Make every page easy to read.
• Choose an author with relevant expertise.
• Include a personal introductory letter.
• Support your claims with proof.
• Make responding simple—and measure results.

 

Your prospect may need more than a short ad to trust your company—and buy what you sell.

A bookalog gives you room to explain your value, answer objections and build that trust.

It looks and feels like a real book. But it’s written with a direct response purpose: to generate leads or sales while establishing your credibility.

That makes it especially useful for new products, complex services and offers that require persuasive explanation.

And for B2B marketers, it offers another advantage: Your company president or research director becomes the author of a valuable resource – valuable credibility.

You give prospects an opportunity to understand your expertise before they ever speak with your sales team. That informed credibility is there even if they don’t read the book.

But you can’t just throw some chapters together and call it a bookalog.

Editorial copy won’t work. AI copy won’t work. Email ad agency copy won’t work.

Here are seven rules to follow.

Bookalog Rule #1: Follow Direct Response Copy Principles

Your copy needs to follow time-tested direct response guidelines.

Start with the reader’s question: “What’s in it for me?”

Put your strongest benefit up front. Create curiosity. Use specifics, short paragraphs and clear explanations. Give readers reasons to keep turning the pages—and a compelling reason to respond.

Every chapter should help move the reader toward an informed buying decision.

Bookalog Rule #2: Make It Easy to Read

Use an easy-to-read typeface. For a printed bookalog, I recommend 13.5-point type or larger.

Break up long passages with useful subheads, bullets and white space.

Read the copy aloud, too. If a sentence is difficult to say, simplify it. Your design and wording should make reading feel effortless.

Bookalog Rule #3: Choose Your Author Wisely

Typically, the author would be your company president, but it depends on the product or service.

A physician can be a strong choice for a nutritional product, while a teacher can be an effective spokesperson for an educational program.

For B2B, consider your president, founder or research director—someone whose relevant knowledge gives prospects a reason to listen.

The bookalog should reflect that person’s actual expertise. Useful explanations, insights and examples help demonstrate why your company deserves consideration.

Bookalog Rule #4: Include a Personal Letter

Include a simple, one-page letter in an envelope that is created for the bookalog along with the printed bookalog.

Explain why the prospect has received the book—and why he or she should read it.

Highlight a specific problem the book addresses or an insight the reader can use. Give the prospect a reason to open it now.

Bookalog Rule #5: Make Responding Easy

Include a response form separate from your sales letter.

In the book at the end include a response form CTA.

If the book is passed around, each reader has an opportunity to respond.

Include clear online text or telephone response options where appropriate.

Always include a positive acceptance statement. Here’s an example I wrote for Sun Chlorella’s bookalog, The Amazing Superfood of the Orient:
“Yes! I want to enjoy a lifetime of natural health, detoxification and revitalization with the amazing superfood Sun Chlorella. Please rush me the products I have selected below. Plus, when I join within 10 days, I’ll receive the FREE Special Report The Secret of Rejuvenation.”

This example illustrates the structure: restate the desired benefit, tell the reader what to do and reinforce the offer. Write your own statement around benefits you can substantiate and offer terms you will honor.

For B2B, the response might be a consultation, demonstration or proposal request.

Bookalog Rule #6: Support Your Promise With Proof

Authorship establishes credibility. The content must earn it.

Use relevant case studies, research, demonstrations and customer experiences. Explain how your product or service solves the reader’s problem.

Specific evidence gives prospects reasons to believe your promise—and confidence to take the next step.

Bookalog Rule #7: Test for Profitable Response

Test your cover headline, opening, offer and response mechanism.

Track sales and acquisition costs. For B2B, also track qualified leads and the sales they eventually produce.

A bookalog is a little-known but powerful way yo present your message and boost your leads and sales with a great ROAS.

Takeaways
●   Use a bookalog to explain your offer and build credibility.
●   Lead with benefits that matter to your reader.
●   Make every page easy to read.
●   Choose an author with relevant expertise.
●   Include a personal introductory letter.
●   Support your claims with proof.
●   Make responding simple—and measure results.

Let’s Create a Bookalog for Your Business

Could your product or service benefit from more explanation—and greater credibility?

Action:

Call Michael at 615-933-4647 or email him at [email protected] to discuss creating a bookalog for your company. We can help develop the concept, copy, design, target market mailing lists, and mailing and response strategy.

Give prospects a valuable reason to read, trust your expertise and take action.

Call Michael at 615-933-4647 to discuss your bookalog.

FAQs:

Q: What is a bookalog?
A: A bookalog is a marketing piece presented in book form. It combines useful information with direct response copy designed to generate leads or sales.

Q: Can bookalogs work for B2B companies?
A: Yes. I’ve helped B2B clients create bookalogs to explain their products or services and demonstrate their expertise.

Q: Why should a president or research director be the author?
A: A knowledgeable author gives prospects a person to associate with your company’s expertise. The content demonstrates that expertise through useful explanations and evidence.

Q: Can a bookalog be used digitally?
A: Yes. The content can be adapted into an electronic or audio version, with clear instructions for responding.

Q: Does a bookalog need to ask for an immediate purchase?
A: No. Match the action to your sales process. A consultation, demonstration or proposal request may be the appropriate next step.

About Craig Huey:

Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

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