The same goes for your back cover information about your book. If the book is fiction, make sure the customer that their entertainment dollars are worth purchasing your book. If your book is non-fiction, show the customer the benefits of purchasing. Can it help you solve a problem? Many customers want to know that they are purchasing something in one form or another can benefit them. You must also show how your book is better than then next in the category.
Do not forget the spine and price. If your book is spine out, it will be necessary to attract customer's eyes. When they pull out of your book, the price may reverse a purchase away. Look at other books in the field and price accordingly. Much lower prices than your competitors may appear to sell more but may give the idea that your work is not so good.
Self publishing, Small Press or a large Publishing company, either way your book compete against others out there. Make it count!
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