Most independently published authors shy away from paid advertising for their books. After all, paid advertising sometimes gets a bad rap. It’s usually expensive and the benefits (sales reaped) often don’t equal the money spent.
Interestingly, a new survey from Clutch, a B2B ratings and review firm, found that advertisements influence 90% of consumers in their purchasing decisions. That makes advertising a powerful tool.
The survey also looked at which advertising mediums consumers found the most trustworthy. People find traditional advertising mediums (TV, print, radio) more trustworthy than digital advertising (online, social media).
In addition, this survey revealed that Millennials are more likely to make a purchase after seeing or hearing advertisements than Gen Xers and Baby Boomers. About 81% of millennials surveyed (those ages 18 to 34) made a purchase after seeing or hearing an advertisement in the last 30 days. The survey also found that Millennials trust advertising more than older generations.
This is good news for authors seeking to reach Millennials. If this younger generation is your target audience, you may experience more success with paid advertisements than those authors trying to reach older generations.
The truth is, for advertising to work the following must happen:
- You have to use the right vehicle to reach your target audience.
Your target audience must match the target audience of the newspaper, magazine, website, or radio show where your advertisement is run.
- You have to convey the benefits of your book in your ad.
After all, advertising is all about persuasion.
- You have to have repeat exposure for people to be convinced.
People need to see or hear about a new product seven to twelve times before they decide to purchase. And it’s important to advertise through multiple mediums to engage consumers.
This quote by Mitch Leigh sums up what the purpose of advertising is:
“You can’t make money on advertising; you just have to seed the clouds. What you’re after is word of mouth.”
Whenever you decide to use paid advertisement, remember that your goal is to ultimately generate word of mouth for your book. You want the few people who purchase your book through an advertisement to love it so much that they tell all their friends and acquaintances about it. For that to happen, your book must be compelling.
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Photo courtesy of Ben White.