JASON SHUEH

AMAZON PUBLISHING

2012-2014

Crafting Copy that Attracts Audiences and Captures Customers

Crafting Copy that Attracts Audiences and Captures Customers

Pulling back the curtain on Amazon Publishing's in-house promotion for self-published authors

Case Study Details

CONTENT TYPE: Promotional Copy (click the book covers below to view)

COMPANY: Amazon Publishing, Amazon's global book publishing hub for independent and self-published authors

ROLE(S): Copy Writer

YEAR(S): 2012-2014

Problem

AMAZON PUBLISHING PRODUCES more than 1.5 million self-published eBooks annually. Aspiring and established authors have flocked to the service in recent years for greater exposure to new readers and for Amazon’s quick pen-to-print publishing process. This aggressive enterprise demands a team of editors, copy writers, graphic designers, and advertisers to keep the digital ink flowing and readers reading. Within this work, there is a need for book descriptions and back cover promotional text.

Solution

AS A PROMOTIONAL text copywriter for Amazon Publishing, then CreateSpace, I wrote promotional text of various lengths designed to attract consumers and highlight a novel’s plots, themes and characters. The promotional text was published on Amazon as the product description and on the back of printed books and book jackets.

Process

1. GOALS: Setting the goal for each piece was fairly straightforward. The idea for each piece of promotional text was to capture attention while providing a loose synopsis of the plot. The summaries were intended to describe a plot loosely without giving up any spoilers.

2. GATHERING INFORMATION: Each book required a thorough reading to gather enough details. Authors would often submit outlines of their novels, but in almost all instances, an initial read was in order. I’d read through various sections of the book to get a complete understanding of the plot and storyline. I would also receive variations of book cover graphics and art under consideration for additional context.

3. OUTLINE & MESSAGING: After reading through the book and author outline I’d sketch out a brief outline of the main plot points, the most attention-grabbing and relevant aspects of the novel, and paying close attention to structure.

4. WRITING: Next, I’d write the copy, starting with a long version, about 200-300 words, and then writing shorter variations for quick online descriptions of the book. The messaging in the copy would incorporate any specific requests made by the author and Amazon Publishing’s team of editors. Further, I’d review the text beforehand to ensure it met Amazon Publishing’s style guide standards as well as the Chicago Manual of Style, a style guide common to the book publishing industry.

5. EDITING & PUBLISHING: There would usually be one or two editing rounds. The first with Amazon’s editors and the next with the book’s author for a final approval. All changes were usually quick. After which, the text would be finalized and published online alongside the eBook.

Results

THE RESULT OF this process was greater exposure for the writer. The book authors leveraged the promotional text on social media, on their Amazon product pages, their personal websites, and within other advertising channels. At the same time, Amazon Publishing leveraged the promotional text and book marketing to grow its book publishing revenue and platform.

Conclusion

THOUGH A SEEMINGLY simple task, the complexity of promotional text is noteworthy. Success is depending on details, keeping a watchful eye not only for plot and storyline, but also a book’s tone and readership demographic. A great deal of time and analysis goes into every piece of promotional messaging on Amazon to not only appease the writer, but also a high standard of grammar, structure and style.

Case Study Details

CONTENT TYPE: Promotional Copy (click the book covers below to view)

COMPANY: Amazon Publishing, Amazon's global book publishing hub for independent and self-published authors

ROLE(S): Copy Writer

YEAR(S): 2012-2014

Problem

AMAZON PUBLISHING PRODUCES more than 1.5 million self-published eBooks annually. Aspiring and established authors have flocked to the service in recent years for greater exposure to new readers and for Amazon’s quick pen-to-print publishing process. This aggressive enterprise demands a team of editors, copy writers, graphic designers, and advertisers to keep the digital ink flowing and readers reading. Within this work, there is a need for book descriptions and back cover promotional text.

Solution

AS A PROMOTIONAL text copywriter for Amazon Publishing, then CreateSpace, I wrote promotional text of various lengths designed to attract consumers and highlight a novel’s plots, themes and characters. The promotional text was published on Amazon as the product description and on the back of printed books and book jackets.

Process

1. GOALS: Setting the goal for each piece was fairly straightforward. The idea for each piece of promotional text was to capture attention while providing a loose synopsis of the plot. The summaries were intended to describe a plot loosely without giving up any spoilers.

2. GATHERING INFORMATION: Each book required a thorough reading to gather enough details. Authors would often submit outlines of their novels, but in almost all instances, an initial read was in order. I’d read through various sections of the book to get a complete understanding of the plot and storyline. I would also receive variations of book cover graphics and art under consideration for additional context.

3. OUTLINE & MESSAGING: After reading through the book and author outline I’d sketch out a brief outline of the main plot points, the most attention-grabbing and relevant aspects of the novel, and paying close attention to structure.

4. WRITING: Next, I’d write the copy, starting with a long version, about 200-300 words, and then writing shorter variations for quick online descriptions of the book. The messaging in the copy would incorporate any specific requests made by the author and Amazon Publishing’s team of editors. Further, I’d review the text before hand to ensure it met Amazon Publishing’s style guide standards as well as the Chicago Manual of Style, a style guide common to the book publishing industry.

5. EDITING & PUBLISHING: There would usually be one or two editing rounds. The first with Amazon’s editors and the next with the book’s author for a final approval. All changes were usually quick. After which, the text would be finalized and published online alongside the eBook.

Results

THE RESULT OF this process was greater exposure for the writer. The book authors leveraged the promotional text on social media, on their Amazon product pages, their personal websites, and within other advertising channels. At the same time, Amazon Publishing leveraged the promotional text and book marketing to grow its book publishing revenue and platform.

Conclusion

THOUGH A SEEMINGLY simple task, the complexity of promotional text is noteworthy. Success is depending on details, keeping a watchful eye not only for plot and storyline, but also a book’s tone and readership demographic. A great deal of time and analysis goes into every piece of promotional messaging on Amazon to not only appease the writer, but also a high standard of grammar, structure and style.