Okay, so you’ve written a book. You’ve gone through the final edits, picked out your book cover, and now you’re a published author. Now it’s time for you to do your first event. You may know what your book is about, but potential readers don’t. Attendees of events are prepared to buy. They want to discover something new and anxious to good home with a bag of goodies. However, before they make a purchase, they want to be sold on why you’re worth the impulse. The average person spends 9.5 hours at an event (2.3 days). In simpler terms, that’s about 4 hours per day. If the event is 8 hours per day, that’s doesn’t give you much time to leave an impression. This is why you need to develop a great “elevator speech.”
An elevator speech is a message about your product. It describes what is is and how a person can benefit from it. The speech is usually 30 seconds, which is the time it takes for you to go from the bottom to top floor in an elevator. When it comes to a book, you’re summarizing what it’s about and why someone should read it. Just like the cover description, you don’t want to spoil it for the reader by giving too much details.
I remember prior to starting The Insiders Book Club, my main focus was promoting my book, I Keep Holding On. I received great reviews so I thought convincing people to buy it would be easy. Wrong! Every time I was asked, what’s your book about, I sounded like a big idiot. I’d fumble my words, describe parts that was irrelevant to the plot, and even went blank a few times. I wrote the book and sounded like I never read a page. You also cannot rely on the book cover description. Although it’s a book event, people aren’t there to read.
Do yourself a favor, prepare a good elevator speech for your book, and practice practice practice! The goal is to close the sale before you hit the top floor.