Persuasion in an Age of Information Overload

We live in an age of information overload. The average person is bombarded with more information than they can retain every day.

Information scientists have found that, in 2011, American’s took in five times as much information every day as they did in 1986 (think pre- and post-internet). This is equivalent to 174 newspapers. During just leisure time, the average person processes 34 gigabytes or 100,000 words every day.

In order to persuade readers to buy your books, you have to cut through information overload. Getting your book to stand out amidst a sea of competing messages can be daunting. To improve your ability to persuade people to buy your book, focus on these three elements.

1. Message

Your message must stand out and grab attention. For your book, this means the message you are delivering through your book’s title, subtitle, blurbs, and your opening paragraph.

Some studies suggest that about four in every 10 book buyers bought their latest book based on its message. This means that your book’s cover is tremendously important in converting browsers to buyers. It’s not just the design or cover art, its the whole makeup and feel of your cover that is important. It’s the message that your title and cover art combined send.

2. Repetition

Studies show that people need to be exposed to a new product seven to twelve times before they make a purchase decision. The same is true for your book. Repeat exposure is required to convert a browser to a buyer.

Interestingly, the higher the book’s price point, the more exposures are required. Even bargains require repeat exposures. A book priced under $2 through a daily deal discount email campaign needs an average of at least two exposures before a reader will purchase.

With digital marketing, repetition is achievable. Mentions of your book on blogs, social media, and in your email newsletter all help increase your ability to persuade your target audience to buy your book.

3. Availability

In an environment of information overload, we easily forget new information. Research shows that many consumers make near instant purchasing decisions based on their intuition. This means that the reader will attempt to make the purchase as soon as they decide.

If your book is not available where these people shop, they will move on to the next thing. This is why distribution is so important. A book needs to be available in as many outlets and channels as possible (not just on your website and Amazon). Distracted shoppers that cannot get what they want the moment they want it, move on.

The task of being heard amidst the noise of information overload seems daunting. Focus on your message, repetition of your message, and availability. Then watch what God will do.

Related Posts:
Distribution Is More Important than You Think
5 Common Indie Publishing Errors
Are You Using This to Build Your Author Platform?

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