Are You Using This Strong Incentive?

Did you know that curiosity is one of the strongest human incentives? Humans are curious by nature. Snag a person’s curiosity and you have their attention.

Good marketers use curiosity to grab people’s attention so that they can sell them a product. These marketers use sales text that draws the reader.

Curiosity is a powerful marketing tool.

Take headlines. Often marketers will use one of four tactics to grab people’s attention by eliciting curiosity. Curiosity is why these types of headlines get the most clicks:

1. Makes an outrageous claim.

Headlines like “Elvis Is Not Dead” or “Why Marriage Is Not for You” are outrageous. The sheer ludicrousness of their message raises curiosity, making people want to know what the author has to say.

2. Goes against conventional wisdom.

Headlines like “Why Breakfast Is Not the Most Important Meal of the Day” and “Failure Is an Option” go against what most people have been taught. Since the claim is in conflict with what society believes, it raises our curiosity.

3. Opens up a debate.

Headlines that make statements like “Five Ways Women are Better Bosses Than Men” and “Ten Reasons Prom Night is Overrated” are opinions that touch nerves. When people’s opinions are challenged, their curiosity to listen to or read what is being asserted is raised.

4. Claims about the best or worst of something.

Headline like “The 10 Best Movies of 2018” and “The 10 Worst Places to Vacation” make people curious about whether they have seen the 10 movies, whether they have vacationed in a “worst” place, and whether they agree with the list or not.

In a world with so much competing for people’s attention, curiosity is a powerful marketing tool. You can learn to use curiosity to increase reader’s engagement with their books. Crafting your book descriptions and sales text in a manner that raises curiosity can help increase sales. Don’t give everything away in your book’s description. The description is meant to lure the reader in to want to know more.

While not a Christian book, the book description for Jordan B. Peterson’s 12 Rules for Life embodies what raising curiosity in sales text looks like. The book’s description states:

What does the nervous system of the lowly lobster have to tell us about standing up straight (with our shoulders back) and about success in life? Why did ancient Egyptians worship the capacity to pay careful attention as the highest of gods? What dreadful paths do people tread when they become resentful, arrogant and vengeful? Dr. Peterson journeys broadly, discussing discipline, freedom, adventure and responsibility, distilling the world’s wisdom into 12 practical and profound rules for life.  

Are you writing to hook people’s curiosity? Do your titles, headlines, and sales text draw people in and catch their interest? How might you re-word your current book description to improve the “curiosity” factor and snag more sales?

Related Posts:
Headlines Are More Important Than You Think
How to Get More Attention for Your Books
Two Strategies for Creating Effective Marketing Messages

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Photo courtesy of Mali Maeder.

Are You Riding a One-Trick Pony?

Scrolling through the apps on my smart phone the other day, I noticed an app called Turo. I did not remember what the app was for, so I opened it to see. Then I remembered. I had seen an ad for Turo on television and wanted to remember the service, so I downloaded the app as a way to help myself remember. My strategy worked.

Are You Riding a One-Trick Pony?

Turo is the latest installment in the new sharing or access marketplace—the move away from organized businesses and toward people providing services to one another. Services like Airbnb, Uber, and Takl all are revolutionizing the way business is done. Turo allows individuals to rent their vehicles to one another, bypassing car rental companies.

One exposure is not enough for us to remember something new. I knew that I would forget the name of the service that allowed people to rent their personal vehicles, but I wanted to remember it. So, I downloaded the app to remind myself. It worked.

The same is true for any new product or service. Reading or hearing about a new product once rarely leads to a purchase of that product. Instead, we need to see and hear about a new product multiple times before we remember it, and before we are convinced that it might be worth an investment of our money.

Most people hear about a new product or service from an ad, radio or television show, or a friend. Often, in our busy lives, we forget about the new product or service, until we stumble upon it again—often a few times. Just like I did with Turo.

Sadly, too many authors fall for the one-trick pony method of book marketing. Instead of realizing that people need to see and hear about their book multiple times and from different sources before they remember and make a decision to purchase, these authors hop onto the hot new marketing idea and think that it is the trick.

Over the years, I have seen numerous hot book marketing trends that are pushed on authors as the “new” way to sell books. These have included:

  1. Blogging
  2. Email Marketing
  3. A Social Media Presence
  4. Facebook Ads
  5. Podcasting
  6. Amazon Ads

Each of these are good marketing techniques. However, any one used exclusively will not be effective in selling large quantities of your book.

Marketing experts know that a good marketing plan involves a well-rounded strategy. In other words, marketing is not a one-trick pony. You have to perform numerous different marketing activities to have the best results.

Book Launch Marketing Checklist

Don’t fall for the latest one-trick pony. Develop a marketing strategy for your book that includes numerous channels where people can see and hear about you and your book. If you need guidance in developing a good marketing plan, here are two options:

  1. Read my book Your Guide to Marketing Christian Books. A bonus to the book includes a link to download a free Book Launch Marketing Checklist that provides marketing activities from six-months prior to launch to on-going marketing activities to engage in.
  2. Join Christian Indie Publishing Association and download the Book Launch Marketing Checklist that is available for Members of the association.

Related Posts:
10 Daily Book Marketing Activities for 2019
Does Your Book Have a Firm Foundation?
Marketing is a Mindset

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Photo courtesy of Christine Benton. 

Book Marketing Bingo

Eight out of every ten products launched in the United Sates are destined to fail.

I recently read this statistic in the book Buyology: Truth and Lies About Why We Buy by Martin Lindstrom. He went on to say:

Roughly 21,000 new brands are introduced worldwide per year, yet history tell us that all but a few of them have vanished from the shelf a year later. In consumer products alone, 52 percent of all new brands, and 75 percent of individual products fail.

That’s a whole lot of products that don’t stand the test of time. In other words, they don’t sell enough for their makers to keep producing them.

Authors, you have the same uphill battle for your books. The average traditionally-published book sells less than 500 copies and the vast majority of indie published books sell less than 200 copies.

There are many factors that help books sell. However, just as a cake won’t rise without baking soda, your book won’t sell without some marketing.

I love this Marketing Bingo board that John Kremer developed. Check it out. Have you done enough marketing to win a bingo on the board?

Marketing Bingo Card

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Overcoming Roadblocks to Marketing
Do You Need Marketing Confidence?

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Author: Do You Believe?

If you want to start a new habit or change an old habit, what is the one ingredient that makes the difference between failure and success?

Are you cultivating this habit?

According to Charles Duhigg in his book The Power of Habit, that key ingredient is belief. Charles reports that all habits follow a similar pattern:

  1. A cue
  2. A routine
  3. A reward

He asserts that no matter what habit you are trying to change—drinking too much, quitting smoking, eating healthier, or exercising more—that you must change the routine. Changing the routine writes a new habit over the old habit. The cue and the reward stay that same, but now a new behavior is accessed for the old cue.

Someone who wants to eat less may note that they eat when they are bored. The cue is boredom. The routine is eating something. The reward is not feeling bored. To change the habit, the person needs a new routine. It might be that they decide to go for a walk when they feel bored instead of eating. If they change the routine to a walk, they have written a new, healthier habit over the old habit.

However, for the new routine to actually stick and work, the person has to believe that they can change. Without belief, we have trouble changing a habit. Instead, we fall back into the old routine when things get tough. So, for someone to kick an addiction, lose weight, or get in shape, she has to believe that she is capable of doing it.

What about you? Do you believe:

  • That your book makes a difference?
  • That some people need what you provide in your book?
  • That your marketing efforts will have some success?
  • That the time you spend marketing is meaningfully spent?

If you want to get into the habit of spending time each day marketing your book, then first and foremost, you must believe that your time will be well spent, that it will introduce people to your book, and that your sales will increase as a result. Belief is required for you to develop a daily marketing habit.

Once you believe that your marketing efforts can actually make a difference for your book sales, then the next thing you must do is develop a cue to help you remember to engage in marketing activities. Maybe you decided you will do one or two marketing activities on your lunch break. Then lunch will be your cue to engage in marketing.

Develop a list of marketing activities that you can do each day. That way, you are prepared. If you need ideas, check out the ideas in “Are You Willing to Commit?” and “10 Daily Book Marketing Activities for 2019”.

Developing a marketing habit is not easy, but it is a habit that can improve your book sales. However, you must believe that marketing will make a difference for the habit to stick.

Related Posts:
Do You Have This Habit?
Are You Marketing Effectively?
Are You Lacking Motivation?

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Photo courtesy of Alexas_Fotos.

You Can Make a Difference!

Studies show that 80% of people feel that they have a book inside of them.

Book inside

Surprisingly, the biggest motivating factor to write a book is not fame or money. Most authors are driven to write for one of the following reasons:

  1. To share expertise or pass on knowledge.
  2. To motivate or inspire others.
  3. To tell a story.
  4. To market a business.

My main objective in writing Your Guide to Marketing Christian Books was to pass on knowledge. As someone who has been immersed in the world of indie publishing and marketing for the past 15+ years, I want to give authors and new publishers the resources they need to be successful in promoting their Christian books. I also hope that the book motivates and inspires readers to do the hard work of marketing.

Your Guide to Marketing Christian Books

It is always satisfying when one receives confirmation that the purpose of their book is being fulfilled. A few recent reviews of Your Guide to Marketing Christian Books inspires me to keep going. After all, most authors—myself included—want our books to make a difference.

Following are a few recent review quotes for Your Guide to Marketing Christian Books:

  • Your book is amazing! You saved me hours (maybe years) of research.” ~Crystal Bowman
  • This is a book that will become a dog-eared reference for authors to use during every phase of their book’s publication. I highly recommend this book as a practical and valuable reference!” ~Ava Pennington
  • The competition for readers has never been greater than it is today. Sarah Bolme shows you how to get your book the visibility it needs to sell.”  ~Jacquelyn Lynn
  • This exceptionally well organized and presented guide walks authors and publishers step-by-step through the various aspects of book promotion. It is an ideal and thoroughly ‘user friendly’ resource for authors and publishers.” ~James Cox, Midwest Book Review

What about you? Do you feel that your books are fulfilling the purpose for which you wrote them? Do you long to publish a book that is inside of you?

If you feel that your book has not reached its potential, or if you desire to publish the book that is inside you or in manuscript form, then you can get the information you need to do just that.

1. Attend one of my upcoming intensive workshops on “You Can Indie Publish and Market Your Book”. I will be teaching this extended workshop at the following two upcoming Christian Writers Conferences:

2. Get a copy of my book Your Guide to Marketing Christian Books and read it. Learn the important steps in marketing your book so that it leaves your hands and goes into the world to fulfill the purpose for which it was published.

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Don’t Just Be Anyone
You Get What You Pay For
Proof! Author Platform Building Works

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