decisions, Rushkoff delivers a bracing account of media ecology today, consumerism in America, and why we buy what we buy, helping us recognize when we’re being treated like consumers instead of human beings. WHAT’S WRONG WITH IT? Short descriptions are great, but this is too short to even tell me what the book says. This is an example of overselling, without doing it right. Look at the descriptions, “devastating” “skilled analysis” and “bracing account”—this description sounds like he’s doing what he says he’s warning us about: selling without substance. In no place does this description connect the reader to the issues in the book in a way that is engaging or compelling. MORE BOOK DESCRIPTION BEST PRACTICES 1. MINDSET SHIFT: IT’S AN AD, NOT A SUMMARY Don’t think of the book description as a synopsis. It is not meant to summarize your book. So many authors want to put everything about their book in this section. Resist that urge. It is an advertisement. Think of it like a trailer for your book. It is designed to make people want to read your book. You want them to take action and buy it. 2. USE COMPELLING KEYWORDS It’s not enough to be accurate; you need to use high-traffic keywords that increase the likelihood your book will get picked up in search. For example, if Sports Illustrated does a book, you’d want to not only say Sports Illustrated magazine but also mention the names of the A-list athletes in the book. Even better, use words that evoke an emotional response on the part of the reader. Don’t use “jerk” when “asshole” will work. 250 · ThE SCriBE METhOD