Most people hate selling. They also hate being sold to. So, stop trying to sell your book and start trying to connect with your potential readers.
The most powerful connection is an emotional connection. Focusing on making an emotional connection, especially a positive emotional connection, will increase your sales better than trying to persuade your customers why they should read your book. Studies show that positive emotions increase the odds that you will turn a potential customer into a buying customer.
Creating an emotional connection helps you engage and motivate your potential customers. Emotions drive people to act. After all, there are many books available on your topic. However, it is an emotional value that differentiates your book from the competition.
Any good sales pitch provides people with the facts. The facts alone are not enough to convince readers to buy your book. You must also appeal to their emotions. When crafting the sales pitch for your book—whether this is your 30 minute elevator speech, your back cover copy, or advertising text—make sure you include an emotional element.
For example, if you are selling a book on forgiveness, you can include a fact in your sales pitch: The Bible talks about forgiveness 105 times. But, don’t leave out the emotional appeal: Experience peace beyond belief with The Forgiveness Factor. Or, if you have a book on discipleship, leave in the fact of what the book will do for the reader: Learn how to become a true disciple of Jesus. But, also include the emotional appeal: Hear Jesus say, “Well done thou good and faithful servant.”
In his book Persuasion Equation, Mark Rodgers lists seven types of emotional objectives in persuading people to do something.
- Provoke: a strong reaction.
- Inspire: hope. Let people know how your book will improve their lives.
- Invoke: a vision for a better life.
- Awaken: a new feeling or emotional experience.
- Arouse: an excitement to new possibilities or potential.
- Touch: a raw emotion like sadness or sympathy.
- Ignite: feelings of success or accomplishment.
Decide which emotional appeal works best with your book. Does it invoke a vision for a better life? Does it touch a raw emotion that people can relate to? Then use that emotion to connect with your potential readers in all your marketing activities.
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