People do judge a book by its cover. They also judge the author by the entire design.
Yes, the old cliché is true: people judge a book by its cover. They also judge the author by the entire design.
Independent publishing is an alternative to traditional publishing that helps business thought leaders create impact and influence. If you want to independently publish a book to attract new clients for your agency, consulting practice, or other trusted advisor type business, you need to make the book look as professional as possible. The world does not need another crummy looking self-published book.
The right print book can be the number one marketing tool for agency principals, strategic consultants, and business coaches. According to an April 2022 Statista article using data from Publishers Weekly, U.S. print book sales have been on the rise since 2012. A 2021 Pew Research study found that 32% of Americans only read print books, as opposed to just 9% who only consume digital books, and 33% who consume both. Furthermore, Statista found that in 2021, only 23.4% of the U.S. population bought an e-book, while 44.6% bought a print book.
Rachel Valliere is a book designer, consultant, and founder of Printed Page Studios. Over the last 12 years, she has worked on hundreds of book projects with a variety of publishing companies and individual authors. She specializes in nonfiction book cover and interior design.
Here are her top five tips for attracting new clients with a well-designed book:
Use a professional designer. “If your book is anything more than a hobby, professional book design is nonnegotiable,” says Valliere. “Think of it this way—if you landed an interview for your dream job, would you show up in sweatpants? There’s nothing inherently wrong with sweatpants—they wouldn’t stop you from being the best candidate on earth for the job—but you’ll be judged on that first impression. Fair or not, your book will be judged the same way.”
Listen to your designer. “They’re getting paid for a reason,” says Valliere. It’s true that design is subjective, but it’s also true that design skills are built on a foundation of relatively objective principles that take time and experience to develop. It’s important that your designer collaborates with you to create a cover you love, but you’ll end up with the best result if you trust their opinion and try to relinquish control of the details.”
Treat your book like a marketing tool. “Although it’s very personal, your book cover is product packaging,” says Valliere. When making decisions about the design, it’s crucial to look through the lens of your target audience and think about what would connect with them. Make sure that all design decisions are intentional and focused primarily on what your audience will resonate with, rather than your personal style preferences.”
Capitalize on book interior features to boost engagement. “Include a marketing page with a clear call to action and your contact information,” says Valliere. “Use QR codes to drive traffic to your website, booking page, or supplemental downloadable resources. Include pull quotes to help break up the text and highlight key takeaways, so readers can flip through and get an idea of the content.
Publish a print version, not just an e-book. “Aside from adding legitimacy, a print version is wonderful to showcase and pass out for marketing purposes,” says Valliere. “It’s also better for sales.”
Bottom line: The print book is alive and doing well. If you are willing to write the right book to increase your impact and influence, make sure you publish a book that makes a great impression.
