“If only marketing were as easy as writing the book.” These words of lament were spoken by an author who was struggling to market her book.
I agree. Marketing takes work—lots of work. It also takes time and some money.
However, understanding the five steps to effective marketing, based on E.M. Rogers’ Diffusion of Innovations Theory, can help you better focus your marketing efforts.
Step 1: Knowledge
First people have to be introduced to you and your books. They must know about the books you are offering. It’s about name recognition. It takes repeat exposures before people notice and retain information about your books. Getting known in a saturated world is not easy. If you run an online ad for a book and that ad receives 5,000 impressions (meaning it is shown to 5,000 people) only six people will remember seeing the ad.
Step 2: Persuasion
Just because someone knows about your books does not mean that they will buy them. You have to persuade them that doing so will improve their life. Zig Ziglar said that there are five obstacles to every sale: no need, no money, no hurry, no desire, and no trust. You must overcome these obstacles to persuade people to buy your books.
Step 3: Decision
Once someone has the knowledge of your books and the persuasive reasons to buy them, the next step is decision. The person must decide to purchase your books. Sometimes people decide “yes”, sometimes they decide “later”, and sometimes they decide “no”. You can encourage people to make a “yes” decision by giving them the urgency to act now. One technique to create urgency is to offer a limited time sale.
Step 4: Implementation
Implementation involves carrying out the decision to buy. Once the decision is made, the person must carry it out. Yet buying in and of itself is not the end of the marketing cycle. The second part of implementation is for the buyer to read the book.
Step 5: Confirmation
This is the final step in effective marketing. It is an important step. Confirmation is when the buyer reads your book and becomes a fan. Because they become a fan, they help spread the word about your book to their family and friends. Remember, word of mouth sells books. Confirmation from buyers is what grows your marketing cycle. The buyers tell others who then come to knowledge of the book, increasing your marketing reach, which grows your audience.
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