In any buying or selling transaction (depending on what side you’re on) there is a struggle in the mind. You heart (the emotions) want something but your mind (your logic) tells you to slow down.
And the way your logical mind does this is by coming up with objections to buying. In this post we are going to talk about objections to buying your book on Amazon.
Even though your book on Amazon may be dirt cheap—like 99 cents—your buyer will still have objections to buying your book.
And when you’re on Amazon, you have to compete with millions—yes, millions—of other books. I won’t go over the grim statistics. That’s covered in another post.
However, if you don’t overcome your buyer’s objections of buying your book on Amazon, you will have a very hard time cutting through the clutter.
Your prospect will make split second decisions. And some of the decisions are these top five objections will have when considering buying your book—whether it’s on Amazon or on your own website.
So let’s look that the top 5 objections people will have to buying your book on Amazon…
Here is a quick list and then we will explore each on and how to overcome them.
- Is this book a good value for the money?
- Will this book be a good use of my time?
- Will I be able to accomplish what this book promises?
- Is there a better book out there that covers the same material?
- Who is this person? Does this person have any authority?
Objection #1: Is this book a good value for the money?
As stated in the introduction, it really doesn’t matter how cheap your book is, your customer is still looking for a good value for the money.
For example, a 220 page book sold for $2.99 would be seen as a good value. But a book sold for $5.99 that is only 72 pages long may not be seen as a good value for the money.
This is one objection you have to overcome in order for your audience to buy your book on Amazon.
I’m not telling you to change your pricing, but I am telling you that you must address this objection.
So, let’s take a look at a book that is only 72 pages and sold for $5.99. How can we justify the price?
This book would be worth it if it really was able to solve my problem. Personally, I would gladly pay someone $10,000 to solve my $12,000 problem.
So, you need to address this in clear terms that they understand and make sense to their particular situation,
If your book was about weight loss. You can compare $5.99 to the price of high cost of gym memberships, home exercise equipment, special dieting foods etc.
An example might be:
“Local gym membership = $29.95/month. Wasted home exercise equipment (ab cruncher, anyone?)= $249, organic food shopping at Whole Foods = $79.
This little book for only $5.99 (the price of your morning latte) will have you trim your waistline without expensive gym memberships, expensive and wasteful home exercise equipment and high priced organic and specialized foods.”
It would be very hard for your prospect to say, “Is this too much money to care about my health and wellbeing.”
This throws logic right back into their face.
Also, notice in my example I was very specific. I could have just said. “Save money on expensive gym memberships, home exercise equipment, and specialized foods.” But I didn’t. I got specific.
Objection #2: Will this book be a good use of my time?
Okay, now we’ve now convinced them that $5.99 is drop in the bucket compared to all the other expenses that your audience has incurred in an effort to lose weight.
Now, people are going to scratch their heads, and say, “Is this worth my time?”
The time saved. Following the above example, you can compare your book to other more lengthy books that have “filler” to satisfy publisher’s wishes or customers notion of what’s constitutes a real book.
Instead of using the previous example (the 72 page book), we are going to use a longer book at 220 pages because convincing someone to read 72 pages after you convinced them to spend $5.99 shouldn’t be hard.
So with a longer book and with the price objection out of the way, you have to convince your audience that reading through 220 pages will be time well spent.
You have to convince your book of 220 pages will provide more value and results than a book of only 110 pages.
Objection #3: Will I be able to accomplish what this book promises?
This is one of the biggest objections and it’s not resolved in a way that you might think. Most authors would think this objection comes as a result of not enough claims being made about the book such as “lost weight fast,” etc., etc.
What’s really happening with this objection is that your reader is not confident in herself that she will be able to accomplish (succeed) what is claimed in the book.
This is where you need to build that confidence and say, “You can do this.” “It’s easy.” Etc., etc.
You also do this by putting in case studies such as,
“This 70 old, wheel-chair-bound grandmother of 23 was able to lose 17lbs. of excess weight and walk again pain free.”
Then most of your audience will have the confidence and say, “Well if that grandmother of 23 who is overweight and in a wheel chair can do this, then I can do this.”
That’s what you want them to say. So, you need to build up that confidence.
And it’s not just for weight loss. It’s for all niches such as:
- Time management
- Money management/investing
- Real estate investing
Here’s another example (for a book about marriage and relationships):
“This hardnosed, tattooed truck driver and ex-marine—who never revealed anything other than his name, rank and serial number—was able to find love and deep passion for his wife of 32 years by doing these five simple morning rituals.”
Then your prospect will say, “Well, if that guy and do this, then so can I!”
Build that confidence in themselves, not your book—yet.
So, it’s not about just shoving benefits, benefits, and more benefits down their throats
With that you may have convinced your prospect you solution works for other (maybe more qualified) people, but you have to address that it will work for your prospect.
You have to remember that they are searching for your book because they are lacking confidence and ability in on what you have to offer.
Make them feel confident, and you will have overcome a major objection.
Objection #4: Is there a better book out there that covers the same material?
Now, that you convinced them that your book is a good value… it’s worth their time… and that they can really do whatever it is your claiming, you have to convince them that your book is the one and only book—and there is NO other book out there that will get them to reach their goals.
This is where you need to get very specific when you describe your book and the claims you are making.
You’ll notice that in the examples I used above, I was very specific. This convinces your reader that your book is unlike any other book and therefore cannot be compared to any other book.
Also, when you put in specifics it sounds more believable.
So, instead of saying, “You will retire wealthy and won’t have to worry about money again,” you can say,
“In just 7 days, you will set up a plan where you will save enough income by the time you’re 53, that you can retire for the next 22 years without having to mortgage your home or cash in your retirement income.”
Now, your prospect has to weigh this against some other book. “Is there a book that can do this in 6 days? And would I be able to do this by the time I’m 50 instead of 53?”
It is highly unlikely your prospect will find another book that will beat out your specific claims.
But there are plenty of books that have vague claims like, “Retire rich. Never forfeit your home. Plan your retirement today!”
This kind of book will be matched up against all the other books that will make similar vague claims.
But your book with this specific claim cannot be compared.
And don’t worry about making such specific claims—for two reasons:
- People always make an exception to the rule. For instance, in the above example, when we make the claim they can retire by the time they are 53, your prospect will say, “Well, I’m actually 55, but this will work for me.”
- You won’t be excluding anyone that isn’t already excluded by your book’s subject matter and target market. If you’re book is aimed at women 28-45, you won’t excluded people by making those references.
Objection #5: Who is this person? Does this person have any authority?
Once you’ve convinced your prospect of everything mentioned above, they are going to wonder if you’re the real deal. This is where you will put everything together.
This is NOT the place to go on and on about how great you are. If you’ve achieved some accomplishment, then it’s okay to mention them. But that’s not really what I’m talking about here.
This is where you need connect with your audience on a personal level. And when you do that, you will have created authority in their minds.
- Show how you used these tactics (i.e. your personal story) to overcome some big obstacle
- Show how you helped others with your solution
- Show that you care and you genuinely want to help people rather than just sell books.
People will really connect with your personal story. And it may be the very reason you wrote your book. But you need to make sure that comes across in your book description.
And you need to show how that you helped others with yoru solution. Jus tlike the example above aboy the grandmother, you will want to cite a specific case. You will also want to mention how many people you’ve helped.
People connect with numbers and concrete facts, so you should say something like this,
“Just like Bob with his mortgage crisis, Don McClean [the author] has personally coached 373 ordinary folks who found themselves in over $53,000 in debt and in arrears with their mortgage company.”
This will demonstrate your authority. This sounds a lot better than,
“This book will help you just like hundreds of others.”
Also, have a professional image on your Amazon book page. Have a nice photo with your real name. Fill all the information. But don’t brag about yourself too much. Pay attention the above.
Don’t make unsubstantiated claims. Don’t say best seller when you only have 3 reviews. Use some other strength.
We talked about the Top five objections your audience will have when considering buying your book on Amazon. Make sure you address all of them in your book description.
Most authors make the mistake that their book description is really about highlighting points in the book. It’s not.
Your book description is your sales page. Treat it like one.
And one of the fundamental keys to making lots of sales is overcoming a buyer’s objection.
If you need help with your book description, check out these free resources: