Write Tip: Why Your Book Needs A Sell Sheet & How To Make One

Book sell sheets are a key component of publicity for books in traditional publishing. Having a professional sell sheet can help distinguish your book from thousands of others and really help it get noticed. It’s important that it stand out from the crowd, because a mid-size bookstore can receive a hundred or more sell sheets a year. For your book to get noticed, you need to distinguish yourself and your book from the crowd. A professional presentation, careful selection of items to include, and proper placement of wording can make all the difference in the hands of the bookstore’s buyer on the other end.

Although you can do one book sell sheet for whole series, typically a sell sheet exists for each book you release.

Professional book publicist Adonna Pruette explains: “When you are making efforts to promote your new novel, you want to walk into the bookstore with at least two things in hand – your books (buy some to take with you!) and your sell sheet. You want to be able to hand the manager, owner, or book buyer an attractive sheet that will act as an actual sales piece after you leave. It’s wise to spend some time reading up on the basic rules of effective sales copy to make sure that your sell sheet makes the grade. You want to present your book (and yourself) well on paper so that your book can get it’s foot in the door at that bookstore.

“Please remember while you are designing your sell sheet to try and make it as quickly scannable as possible. You aren’t trying to bog them down with a full page of paragraphs. Use color, lists, and boxes where possible and effective to make it a quick read with all of the info that the store needs. The person that you hand this sheet too will read it just as you would – they are going to quickly scan it from top to bottom with their eye stopping briefly on focal points on the way down.”

Let’s cover the basic information suggested or expected, look at some examples, and then talk about how to make your own, okay?

This is the sell sheet for my novel The Worker Prince.  It’s probably easier to just click on it and open a separate screen so you can view it as I go through the elements. I have marked them on the sheet for visual reference. But here’s a breakdown:

Book Sell Sheet Examples1. Book title. Make it big, use the font from the cover and put it at the top. The title of your book is the most important thing on the page. Try the squint test. Look at your sell sheet and squint. Can you see the title really well? Make sure the font is very readable. If not, try adding spacing between the letters o u t just a bit. If that still doesn’t help, then change the font to something similar but more readable than what is on the cover of your book.

2. Sub-title (if you have one). Not as large as the title though.

3. Next, a brief book teaser description. Two paragraphs max. Don’t tell the whole story.  Keep it open ended so they want to find out what happens. Leave them with questions they just have to get answered! Get a friend or fiction loving neighbor to read over your description and see if they want to know more about your book after reading it. Do they start to ask you questions about it? That’s a good tip off for you that it is “just right”.

4. Basic data: book categories, include the number of pages, ISBN (this is super important), all formats available, pricing per format, and publication info. (Stores will use this to look it up right away.)

5. Special honors, especially national ones come next, followed by blurbs or excerpts from reviews which demonstrate your book’s quality or appeal. Use the more well known reviewers or larger book blog review snippets toward the top of your reviews section. You will bold the reviewer’s name or site name to make it stand out more than the review itself usually. This practice will make your sell sheet a much more scannable read.

6. Which book distributors can your book be ordered from, if any? Two of the largest are Ingram Book Company (http://www.ingrambook.com ) and Baker & Taylor ( http://www.btol.com  ). Adonna says that the store will want to know if your book can be ordered along with the normal book order that they place to their suppliers. If not, make sure that complete ordering info is on your sell sheet: Publisher’s name, web address, phone number, and email.

In cases of nonfiction, you may wish to bullet point your platform and what you offer as a speaker and expert here. Why should you be chosen? What do you offer which no one else can? What distinguishes you?

7. CALL THEM TO ACTION: Ask them to order copies and give them the info to do it NOW!

8. Sell yourself, not just the book, with a brief bio and contact info, including 1 or 2 (max) social media accounts.  Make it easy to go directly to you. You’re the one with whom they want a personal relationship. Not just an order desk.

9. If you can’t give them an ARC (they cost money, of course), then tell them how to get a peek inside right now. Tell them where they can read an excerpt in big, bold, colored letters that say FREE.  This also gives them a good reason to hold on to the sell sheet. If they’re intrigued by all of the rest, they’ll look into it.

10. Always include the publisher’s logo, if you have one, and the book cover shot and your photo. Be professional. If your book is traditionally published, even by a small press, this helps it to stand out as gatekeepers have approved it.

Here are links to sample sell sheets. One covers a series, the others individual books.

http://www.iuniverse.com/uploadedFiles/iUniverse/Expert_Advice/Selling_Your_Book/Make_a_Sell_Sheet/iU_LoveWhatYouDo_Sell%20Sheet%208%2028%202009.pdf — Here’s one for a Nonfiction book from iUniverse.

http://www.captainwrite.com/SalesSheet.pdf — This series one was created by my friend, graphic designer Jeana Clark (@jeana_with_a_j on Twitter.)

http://www.beaverspondpress.com/assets/files/Johnson_Sellsheet.pdf — another nonfiction example

http://www.beaverspondpress.com/assets/files/sickbug_sellsheet.pdf — this is fiction

You can create these Sell Sheets in Microsoft Word or Microsoft Publisher fairly easily. Having a publicist create your sell sheet isn’t a necessity but it can be helpful if you still feel lost or unsure about your sell sheet. In my case, publicist Adonna Pruette looked mine over for tweaks after the fact. She also suggested this alternate layout as yet another option:

Book Sell Sheet ExamplesMy version was created using Publisher and Adonna’s using Word. Either way, text and photo boxes and other tools, it’s fairly easy to create one.

Adonna has some final thoughts:

“Your sell sheet is an actual marketing piece. It’s not just a piece of paper that you should throw together haphazardly. After you’re gone, a store employee may see it on the counter three hours later, check out your book info, read it, and then ask the manager to order in a few. This is marketing material will be used over and over again to sell your book to the book buyers. Take your time pulling your sheet together. Make sure it looks really nice. No typos! Color printed (if color adds to your layout). Attention to detail matters here and it just may sell you quite a few books.”

Ok, once you have a Sell Sheet, what do you do with it? Well, that’s what we’ll talk about Monday in Part 2: How To Get The Most Out Of Your Book Sell Sheets. So meantime, get to work on those Sell Sheets. OMG Blogging guy just gave me homework! Why yes, yes, I did.

For what it’s worth…

Additional Resources:

Here’s what Absolute Write says about Sell Sheets: http://absolutewrite.com/novels/sell_sheets.htm.  Independent Book Publisher’s Association offers another resource: http://www.ibpa-online.org/publishers/flyer.aspx. Check http://www.fedex.com/us/office/templates/sellsheets.html for templates.

Exclusive Offer:

Adonna has agreed to a special offer exclusively for the visitors here.
PR Quick Check $35 – Adonna will check your current sell sheet offering general guidelines as well as give you tips for how to revise and improve it yourself to increase it’s marketing value for bookstores.
PR Sell Sheet Review – If your sheet needs more than just a few tips, she can fix it up for you for a range from $50 – $150 depending on how much work is needed. You will be given a quote before any work is completed.
Custom Book Sell Sheet – Created for your book from scratch for $200 (which is $100 off of the normal fee for this type of detailed service). Contact her at [email protected] to get started. From DIY help to full service PR, there’s something for everyone in there. You must mention this site in your email to her to get these discounts! Enjoy!

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Bio:

Adonna Pruette is a freelance professional publicist that works with fiction authors and publishers to create digital PR as well as traditional media outreach. Her clients range from well known writers like urban fantasy author Faith Hunter (www.faithhunter.net) to debut authors such as Lillian Archer (Twitter: @LilliansBooks). Her online home at TheAuthorPro.com (http://www.TheAuthorPro.com) is her current WIP. You can contact her at adonna AT theauthorpro.com or connect with her on Twitter @PassionMuse.

Contact details:

Website:  http://www.theauthorpro.com

Facebook: http://www.facebook.com/authorpro

Twitter: @PassionMuse https://twitter.com/#!/passionmuse

Google +: http://bit.ly/Ar7hzi


Bryan Thomas Schmidt is the author of the space opera novel The Worker Prince, a Barnes & Noble Best SF Releases of 2011 Honorable Mention, the collection The North Star Serial, Part 1, and has several short stories forthcoming in anthologies and magazines. His second novel, The Returning, is forthcoming from Diminished Media Group in 2012. He’s also the host of Science Fiction and Fantasy Writer’s Chatevery Wednesday at 9 pm EST on Twitter, where he interviews people like Mike Resnick, AC Crispin, Kevin J. Anderson and Kristine Kathryn Rusch. A frequent contributor to Adventures In SF Publishing, Grasping For The Wind and SF Signal, he can be found online as @BryanThomasS on Twitter or via his website. Excerpts from The Worker Prince can be found on his blog.‎ Bryan is an affiliate member of the SFWA.

4 5-star & 11 4-star reviews THE WORKER PRINCE $3.99 Kindlehttp://amzn.to/pnxaNm or Nook http://bit.ly/ni9OFh $14.99 tpb http://bit.ly/qIJCkS.

For further help, please see https://bryanthomasschmidt.net/write-tip-how-to-get-the-most-out-of-your-book-sell-sheets/How To Get The Most Out of Your Sell Sheets.

Dialogue: How Golden Age SF Influenced The Worker Prince

This post originally ran on Jamie Todd Rubin’s blog as part of my blog tour for The Worker Prince. Jamie gave me permission to rerun it here so more of you can find it.

Bryan Thomas Schmidt: Well, Jamie, thanks for inviting me to your blog. I am a big fan of Golden Age Science Fiction, as are you, and I enjoy your updates as you take your nostalgic trip back through the pulp zines of old. In particular, I am a huge Leigh Brackett fan, but, of course, I’ve also been influenced by Robert Silverberg, who started out in the pulps, Ray Bradbury, Isaac Asimov, James Blish, Henry Kuttner, Edward Hamilton…so many. So much so, in fact, that when I wrote my space opera novel, I wanted to capture some of the magic feel I found in the pulp stories. Good v. evil, with clear cut bad guys, larger than life heroes, sidekicks, interesting aliens, space guns, space fighters, and also that good clean family fun. So many of those stories were meant to be read by fans of any age, and I wanted the same for The Worker Prince. If people can get lost in my world and escape into some fun for a bit, I’d feel very successful with it.

Jamie Todd Rubin: Let’s see, I’ve encountered Brackett, Asimov and Kuttner so far in my Vacation, but of course, I’ve read Silverberg, Blish and Bradbury elsewhere. One of the things that I find interesting is that these writers were, for the most part, at the beginnings of their careers. I’ve read 2 Brackett stories so far, and they haven’t been great, but over time you can actually see the improvement. You talk about stories that are meant to be read by fans of any age, and “good clean family fun.” I’ve often thought that at its heart, science fiction needs to entertain first and foremost, because how else can you expect to do anything else if you aren’t entertaining your reader? I’ve been criticized for this, but I still think it’s true and it sounds like that is what you are going for in The Worker Prince; something that anyone can pick up, start reading, and enjoy. That is not as common today as it was 70 years ago. There are some writers still doing this, but a lot of science fiction and fantasy writers are writing darker pieces, perhaps reflecting the time. I’ve listened to you interviewed and I know that The Worker Prince is more than just entertainment value. I wonder if you see part of it as a reaction to some of the darker fiction being published today?

 

BTSIt is interesting to see the development of writers like Brackett, Silverberg and others which you most certainly can over the course of their writing. I would say that I am reacting to the darkness of modern fiction, yes. I don’t personally enjoy over the top sex, foul language and violence. For me, it really has to serve the story and so often I think it’s there for shock value or a writer wanting to prove they reject “moral police” or something. It’s not even surprising anymore, that’s how over used it is. But more than that, in a time when we have faced so much darkness in the real world, where’s the inspiration stories of hope? Anti-heroes have, in a sense, become the new heroes. But the old fashioned heroes of old have disappeared. I remember when Captain America was ended because he had no flaws. He was too good for them to continue it. What is that? When did that become an issue? With moral problems in our politicians, celebrities and others being more and more front page news, perhaps our expectations have been forced to lower. But I still believe admirable heroes exist and that kids and adults both need them. Because they are so inspiring. Thirdly, I fell in love with science fiction as a kid and so much of that market today is questionably appropriate for kids below teenage and maybe even young adult. At least, parents should be aware of the content and involved in decision making. Call me old fashioned, I still believe parents screening exposure to some things for their kids is their responsibility and also healthy. I did some studies in college on the effects of content and they do influence people. I doubt that’s changed much twenty years later. So I wanted to write stuff like the pulps that kids and adults could both enjoy, something they could discuss as a family. Nothing preachy, per se, as I’ve mentioned on the podcasts, but something that inspires hope and a belief in heroism like so many Golden Age stories did. You have kids. How much do you monitor the content their exposed to and when would you stop wanting to?

JTR: It seems to me that this “shock value” was mostly (but not entirely) absent from Golden Age fiction in part because writers didn’t have television to compete with. I don’t watch much TV any longer (no time) but it seems to me that with rare exceptions, shows are aiming for shock value over storytelling. That said, there was a reaction to John Campbell’s notions of good fiction–what today we call “new wave” science fiction. But even the new wave stories didn’t seem gratuitous for the sake of being gratuitous. If anything, they were attempting to follow literary trends outside of science fiction to better legitimize the genre. Your question about suitability for kids is one that I am particularly interested in. I do have kids, but both of them are at this point too young to understand most of what appears in science fiction. I have, however, thought about how I would monitor what my kids were exposed to. I was fortunate. In my own case, my parents got me a library card and let me read whatever I wanted, telling me that if I had questions, I could come and ask them and we could discuss them. I think I’d want to do the same with my own kids. I don’t want to hem them in, but I want them to understand what it is they are reading, and be there for them to address any questions they might have about what they’ve chosen to read. Of course, as a science fiction writer and a big fan, I could certain urge them in the direction of works that I admire. But even this, I’d hesitate to do for the same reason that I try not to overtly make my boy into a New York Yankees fan: I don’t want him to rebel from it just because it is something I like. ;-)

It does raise a question in connection with your novel, however. As you’ve said, much Golden Age fiction was read by kids and adults alike. Do you find it difficult to write for such a wide audience? Or perhaps is the story clear enough for anyone? I recall Isaac Asimov writing that he never “talked down” when writing to children. The only change he ever made in his writing style was to take care with his vocabulary when writing for particularly young audiences. How is it that you write something that is accessible to both adults and youngsters?

BTS: My approach was similar to what Asimov described. I didn’t write down but I did watch my vocabulary. And I tried to be clear. I also tried to have a variety of strong characters, besides the leads, to connect with. And I found ways to incorporate elements in my world building which tie well to modern issues so people could recognize commonalities and connect, even kids. I avoided four letter words, sex and graphic violence and focused on descriptions which might stimulate the reader to fill in the gap. If you say “Xalivar cursed,” for example, every reader will fill in their own favorite curse word for you. I don’t have to explicitly state it. And the sophistication of the words will vary by age and other factors, of course. But I think that’s a great way to help readers become a part of the story, to draw them in. And I loved books that did that when I was younger. I can understand where you’re coming from about your kids, and certainly as one with no kids, I have limited experience. But I’ve read a lot of studies on how various content affects people and I certainly don’t want to be the one to negatively impact anyone so I tend to feel great responsibility for anything I put out there. And I also would likely want to oversee what my kids read at least to a certain age. I’d also follow your example and try not to push anything but also leave the dialogue open. That’s important. And my effort to write for a broader audience came from a desire to stimulate dialogue. I remember discussing The Hobbit with my dad and other stories as a family and how fun it was, how much I learned. I wanted to create an experience similar to that for readers through my book.

And I agree one hundred percent about the impact of television and movies. I think shock value is a selling point these days. And I think people are so used to more dark or gratuitous content and thus it’s become commonly accepted, even considered normal for good storytelling. But I do find that it often distracts because it can be done poorly in many cases. Not all, by any means. But I find that I work harder when trying to create tension and character and drama without using those shock tactics. I have to be more creative and that makes me a better writer.

JTR: There were some big works that emerged from the Golden Age. There were two Lensman novels by E. E. “Doc” Smith, for instance, published by the end of 1941. Between 1942 and 1950, Isaac Asimov published all of the stories that make up his original Foundation trilogy. Robert Heinlein published most of his Future History. For whatever reason, this established a pattern that lingers even today: science fiction lends itself to continuing story-lines and sequels. Indeed, in today’s market, it seems difficult to sell a standalone novel to a publisher, although often times, I find stand-alone novels enjoyable because there is less of a commitment–or perhaps because there is a deeper commitment to a single work. From the Golden Age, I think of L. Ron Hubbard’s Final Blackout as a fine example of a stand-alone. Today, a book like Robert J. Sawyer’s Rollback comes to mind. What are your plans with regard to The Worker Prince? Do you see this as a stand-alone novel, or is this a world that you want to revisit? Either way, where do you go next?

BTS: Well, I wrote The Worker Prince to feel like a standalone, although certainly strands remain which can obviously be explored further. The antagonist is still alive. And as I finished it I realized that there was more I could do, so it became a trilogy and I began to mentally map that out. I am almost finished with Book 2. Another polish pass and work on the ending. It’s called The Returning. Then Book 3, The Exodus will wrap things up. But if there’s demand, I’d love to do a prequel YA series of the adventures of Davi Rhii and his friends in their younger years. And then, after that, as is the trend, I’ll go back and change stuff I don’t like in the original trilogy to make them better, of course. (Just kidding).

I’m with you on standalones. Especially with the Chihuahua killing size of so many books these days. It’s just a real investment to ask a reader to make. Being not only a new writer but one who’s had that experience, I worked hard to keep my novel a smaller size and the sequels will follow that pattern. I also have an epic fantasy series which should be shorter than average and an urban fantasy series as well. I have a standalone steampunk book and a future steampunk book in the works as well. So much to write, so little time.


Jamie Todd Rubin is a science fiction writer and blogger. His fiction has appeared in Analog, Apex Magazine, and Orson Scott Card’s InterGalactic Medicine Show, and most recently through 40K Books. He writes the Wayward Time Traveler column on science fiction for SF Signal, as well as the Vacation in the Golden Age column on his website. Jamie attended James Gunn’s online fiction writing workshop in 2008. He is a member of the Young Gunn’s writers group, the Codex writers group, and the Arlington Writers Group. He is an active member of the Science Fiction and Fantasy Writers of America.

Bryan Thomas Schmidt is the author of the space opera novel The Worker Prince, a Barnes & Noble Best SF Releases of 2011 Honorable Mention, the collection The North Star Serial, Part 1, and has several short stories forthcoming in anthologies and magazines. His second novel, The Returning, is forthcoming from Diminished Media Group in 2012. He’s also the host of Science Fiction and Fantasy Writer’s Chatevery Wednesday at 9 pm EST on Twitter, where he interviews people like Mike Resnick, AC Crispin, Kevin J. Anderson and Kristine Kathryn Rusch. He can be found online as @BryanThomasS on Twitter or via his website. Excerpts from The Worker Prince can be found on his blog.‎

The Worker Prince is the story of a prince who discovers he was born a slave. When he raises objections about the abusive treatment of slaves, he finds himself in conflict with both friends and families. After a tragic accident, involving the death of a fellow soldier, Davi Rhii winds up on the run. He then joins the worker’s fight for freedom and finds a new identity and new love. Capturing the feel of the original Star Wars, packed with action, intrigue and interweaving storylines, The Worker Prince is a space opera with a Golden Aged Feel. 

4 5-star & 11 4-star reviews THE WORKER PRINCE $3.99 Kindlehttp://amzn.to/pnxaNm or Nook http://bit.ly/ni9OFh $14.99 tpb http://bit.ly/qIJCkS.