Use Bargains to Lure Customers

Did you know that the average Christian Internet viewer is 31 percent more likely than the average Internet viewer to download coupons?

I think this statistic, courtesy of Advocace Media, says two important things about Christian Internet users:

  1. They are cost conscious.
  2. They are looking for bargains.

What implication does this have for you, a publisher or author, trying to sell books to Christian readers?

Offer a bargain.

Present your potential customers with a cost-saving way to purchase your books. Change your cost-saving technique regularly to keep people returning to your website. On a regular basis, present your customers with different promotions to purchase your book “on-sale.” Rotate your promotions to drive people to purchase your book.

Here are a few ideas:

  • Host a sale using a dollar figure or a percentage off the retail price of each book.
  • Hold a special with free shipping or a bundled free product.
  • Promote cost-savings on purchasing your books with a coupon.

Each of your promotions should have an expiration date. This way you can initially announce your sale and then remind people of your sale. When your sale is reaching its expiration date, you can let your potential customers know that they only have a few days left to lock into your special rate.

Rotating and staggering promotions can be helpful in enticing cost conscious shoppers and bargain hunters to purchase your books. However, holding a continuous sale or continual back-to-back promotions can backfire.

Continual sales or promotions that keep your books on sale all the time can send the wrong message to savvy customers. These customers end up thinking your books are only worth the sale price.

I suggest you pick three to six cost-saving promotions that you can run each year. Run these special sales from two weeks to one month at a time. Give ample time between your specials to list your books at regular price and then lure your potential customers back with a new sale.


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