Effective Marketing to a Declining Reading Populace

The number of people who do not read a single book in a given year is growing. In 1978, that figure was 8%. In other words, only 8 out of every 100 people did not read a book during the year. Now that number is closer to 25%. This means that one out of every four people in the United States has not read a book this year.

Most people agree that the trend toward reading less has grown considerably since the advent of the Internet. Today, with streaming services, experts are beginning to believe that many people are replacing their desire for good stories with binge-watching TV shows and movies rather than reading fiction books. After all, studies show that people are spending more and more time engaged with content on services like Netflix, Amazon Prime, YouTube, Facebook, and Instagram.

Interestingly, this trend is not only effecting adults. North Carolina, that state where I reside, spent more than $150 million dollars on a third-grade reading campaign designed to get children to read at grade level. Yet, after five years of administering the program, no improvement was made in the number of children who could read at grade level by the end of third grade.

The lack of engagement with books is a societal issue. I have been dismayed to see not only Christian bookstores fail, but church library associations close their doors over the past few years due to churches no longer hosting lending libraries. Reading is not a priority for our society.

How does an author trying to sell books succeed in this environment?

It’s a good question and a tough question. Many industry experts point to two ways that authors can work to stand out and make a difference with readers.

1. Make It Easier for People to Find Your Book

There are millions of books available for sale. It is easy for any given book to get lost in the mass of books for sale. Two ways that you can ensure your book is easier for people to find is to make sure it is available in multiple venues and it has relevant keywords embedded in the metadata.

If your book is only available for sale on Amazon, you are missing out. Not everyone shops on Amazon. Your book needs to be available in all the online bookstores. Distribution is important. The more places your book is listed for sale, the more likely people are to find it.

Knowing what keywords readers use to find books in your subject area is also important. Making your metadata (book’s description) rich with these keywords helps ensure that readers will be able to find your book.

2. Create Content that People Need

Every book meets a need. What need does your book meet? Why do people need to read your book? Sharing content from your book and ancillary content geared toward helping people solve the problem that your book tackles will help you attract readers. Free content of interest and value is one of the best ways to develop trust with an audience.

Share your free content that meets a need on your blog, in your social media posts, and in your email newsletters. This free content does not have to be written. It can be in podcast or video format. Use whatever format helps you engage your audience. As you develop trust with your audience, they will seek out your book.

Related Posts:
Is Reading In Trouble?
10 Daily Book Marketing Activities
Interesting Data on Reading

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Your Second Most Important Marketing Tool

“Wow. That book has 280 reviews with an average of 4.8 stars! Definitely a book to put on our list.”

I am part of a book group. We are a club of ladies that meets weekly. We read and discuss Christian nonfiction books that we, as a group, select. The above comment was in response to a book suggestion. The individual uttering this statement had just checked the book on Amazon on her phone.

Book Reviews

This behavior is typical. One research firm (Thornley Fallis) found that 81% of people perform a search online before buying a product. This is exactly what my book group members were doing. They were searching online to find out more about the book that was suggested.

Searching online is not the only typical behavior. Reviews influence our purchase decisions. In fact, research shows:

  • 97% of shoppers read online reviews before making a purchase decision (Conductor).
  • 88% of shoppers say they believe reviews as much as personal recommendation from a friend (Search Engine Land).
  • 67% of consumers admit that reviews influence their decision to leave or buy a product (Moz.com).

So, the path my book group followed to determine whether we wanted to read a suggested book was typical.

As an author or publisher, this is important information. Don’t underestimate the power of book reviews. If you want to sell books, you need reviews.

I believe that book reviews are your second most important marketing tool (your book’s cover is your number one marketing tool).

If you are struggling to get more reviews for your book, try these two suggestions.

1. Ask, Ask, Ask

I am sure you have heard the phrase, “You have not because you ask not.” It’s true. James says “You do not have because you do not ask God” (James 4:2). First, ask God for his guidance and help. Then, ask people to review your book. Ask in your author  or writers’ groups. Ask on your social media sites. Ask when readers contact you. Asking them says that you value their opinion.

2. Host a Giveaway

You can host a book giveaway on one of the online communities for book lovers—Goodreads, LibraryThing, or BookLikes. Interested readers on these sites can enter to win a copy of your book. While these readers are not required to review your book, some will, increasing the number of reviews your book receives.

These two suggestions are just a few of the suggestions for acquiring more book reviews that I present in my seminar “Book Reviews: Tips for Getting More Reviews”. This seminar is free to Members of Christian Small Publishers Association (CSPA). Join CSPA now for just $90 for the 2019 calendar year and have free access to this and other great resources.

If you are not a Member of Christian Small Publishers Association (CSPA), you can watch this on-demand seminar for a fee at https://mcbuniversity.selz.com.

Related Posts:
Harnessing the Power of Community
Easy Ways to Get More Book Reviews
Thoughts on Book Reviews

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

A Christmas Blessing

Merry Christmas!

As you celebrate the birth of the Savior this year, may you be blessed as this Irish Christmas blessing states.

“May you be blessed
With the spirit of the season, which is peace,
The gladness of the season, which is hope,
And the heart of the season, which is love.”

 

Related Posts:
Christmas Peace to You
Merry Christmas to You
Promote Your Books as Christmas Gifts

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Nine Tips to Improve Your Marketing

Everyone wants a formula. Just like 2+2 equals 4, we want to know what to add or subtract from our book marketing plan to sell the most books.

Sadly, no formula exists. Much of marketing is trial and error. It’s finding the message or the vehicle that best connects with consumers in your target audience. However, there are a few tips from psychology that can help push consumers toward buying a product.

Check out this infographic by Connext Digital that shows How to Use Psychology to Improve Your Digital Marketing Campaigns.

Using Psychology to Improve Your marketing

Related Posts:
Are You Capturing Hearts?
Are Your Marketing Messages Sticky?
Why Would Someone Buy Your Book?

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Social Proof Can Help You Sell More Books

Smart authors know that social proof is an important marketing tactic that eases the minds of worried customers.

Social proof is defined as the influence that the actions and attitudes of the people around us (either in real life or online) have on our own behavior.

There are basically five types of social proof:

  1. Expert: When an industry expert or well-known personality recommends your product or services.
  2. Celebrity: When a celebrity people like endorses a product or service.
  3. User: When current users of the product or service praise it.
  4. Crowd: When a large crowd of people are using a product or service as shown through social media or events.
  5. Certification: When a person or product is given a stamp of approval by an authority in the industry, such as winning a book award or obtaining a seal of approval.

Social proof is extremely important when selling books. As humans, we want to know that what we are getting ourselves into will be worthwhile—especially when it comes to buying a product or a service. Buyers want to know what others are saying about the product or service.

Even wise King Solomon understood this concept when he wrote “Let another praise you, and not your own mouth; someone else, and not your own lips” (Proverbs 27:2)

The two easiest types of social proof for authors to secure are expert and user. You gain expert social proof by obtaining endorsements. You gain user social proof through reader reviews.

Sadly, few independent authors take the time to secure expert social proof (endorsements). A recent quick survey of books submitted for the Christian Indie Awards showed that only about one-third (one out of every three books submitted) featured any type of endorsement or review on the book’s cover (front or back) or in the front pages of the book.

If you are not securing endorsements, you are losing out on a very important social proof that will help you sell your book.

It’s never too late to secure endorsements. With today’s print-on-demand technology, you can still get endorsements after you have published your book and then adjust your book cover to feature these endorsements.

If you are unsure about how to go about securing endorsements, Christian Small Publishers Association (CSPA) provides our Members help. Members can watch the on-demand seminar Endorsements Help You Sell More Books to learn how to obtain endorsements. The webinar includes a sample template letter to use when requesting an endorsement.

The on-demand seminar is also available to authors who are not Members of CSPA. You can pay a fee to watch it at https://mcbuniversity.selz.com.

Related Posts:
Endorsements: How Many Is Too Many?
Are You In a Rush?
Are You Asking?

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.