If you've done everything else right - created an intriguing story, presented multi-faceted characters who grow and change, drawn the reader along on the journey with you - that reader is now feeling a sense of loss. The story is over. Their journey is complete. In an ideal world, that reader is now interested in reading more works by you. That is why it's critical, right in this spot, that you present to them their next choices.
You don't want to make them go hunting for the titles. You don't want them to have to Google or search Amazon to see what else you've done. You want the titles right there, in front of their eyeballs, while the feeling is fresh in their mind. You want that information to be a mere finger-click away so they are most likely to click and learn more.
Showing a list of titles is a basic way to do this, and it's certainly a functional one. But as we know the human eye reacts far more powerfully to images than to text. A picture is worth a thousand words. So immediately after your story ends, use this space to actively promote they move right on to another one of your books. If you have a sequel to this one absolutely promote the sequel. If not, promote one of your other books.
Show both the URL and the cover. Link both to the destination URL. If this is a non-Amazon / non-Kindle book link to your webpage where the person can learn more about the next book in a more generic manner. The key is to make this as easy as possible. Sure, for the paperback version the reader will have to do a search. It'll be rare that they'll type in the URL, but you show it just in case. They're much more likely to search on the title. By showing the cover image you ensure they click on the right result from that search.
So the end of your story should have one and only one place you drive them - to the next book if you have one. But, separately from this, you should also have a full listing of your library later in the ending material. Even if someone already has that one other book you want to make sure they're reminded about all the books you have. Maybe they've already read them but seeing them again might remind them that a cousin's birthday is coming up and your book would make the perfect present.
In my case, since I have over 300 works on Amazon, I don't try to link to them all. Instead, I link to the free leader book to each series. That way if there's a series they haven't tried yet they're encouraged to give it a shot. For these I just show the covers, each linked to the matching sales page. Again, if they aren't able to click for some reason, they're most likely to go to a storefront (like Amazon.com) and do a search on the title there. They're unlikely to manually type in a long, confusing URL. So by showing them the title and making it clickable for those books that can be clicked, you're doing the best possible job of getting them to take that next step.
And another note here - this is part of why it is ABSOLUTELY CRITICAL that your title be crystal clear on your cover even at small sizes. You want to ensure anybody looking at your cover, even on small smartphones, can see what the title is to be able to remember it and type it in.
So this is an example of the first page of my "Free books I offer" page. I tend to have four covers per page.
If it's a Kindle book I'm making, I have these links point to their Amazon pages. If it's an iTunes or Nook book, I point to a generic page. Non-Amazon systems get grumpy if you point to an Amazon page, of course.
Each time you finish a new book, go back and update the listing for all the previous books. It should only take a few minutes to do. It's well worth it!
This way every book you sell becomes a promotion for all of your other books.
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