Generally speaking, this means focusing on the boldest claim in the book, or the most sensational fact, or the most compelling idea. 2. PAIN Once you have their attention, then clearly describe the current pain they are in. If you can accurately and realistically describe the pain of the reader, you will have them fully engaged in the descrip- tion and seriously entertaining the idea of buying the book. You don’t need to be gratuitous here, all you need to do is be accu- rate: what pain is in their life? What unsolved problems do they have? Or, perhaps what unachieved aspirations or grand goals do they have? Clearly and directly articulate these, in plain and simple language. 3. PLEASURE Then tell them what the book does to help them solve for this pain. Done right, this creates an emotional connection by describing how the book will make the potential reader feel after reading it. Or even better, what the reader will get out of reading the book—how will their life be different because they read this book? Will it make them happy or rich? Will it help them lose weight or have more friends? What do they get once they read this book? Be clear about the benefits, don’t insinuate them. You are selling a result to the reader, not a process (even though your book is the process). Explain exactly what the book is about, in clear, obvious terms. 4. LEGITIMACY This is simply about letting the reader know why they should listen to you, why you are the authority and the expert that they need to hOW TO WriTE A BOOk DESCriPTiON ThAT SEllS · 243