Once you’ve established who will buy your book, you will need to develop a message for reaching out to them. Naturally most authors take tremendous pride in their work, but when you ask them what their book is about they find it difficult to provide a clear, concise synopsis of their book or—what I like to call—the elevator pitch. As an author you have to position yourself with potential readers who are faced with an ever increasing number of choices. If you can’t clearly explain what your book is about and why they should be interested in it, they’re probably not going to buy it.
What makes a good elevator pitch? Check out this video from CBC’s business reality series, Dragon’s Den. While the video is a little hokey, it’s worth viewing and remembering as you create your own elevator pitch.