What influences Book Purchasing Decisions?

Whoever coined the phrase “Familiarity breeds contempt” was not talking about readers who buy books. In fact, when it comes to book purchasing, the opposite is true.

Familiarity is a leading influence on readers' book choices.

BookNet Canada conducts studies on book reading and buying behavior. In one of their studies, they looked at which element influence readers to purchase a particular book. Were readers drawn in by the awesome cover design? Were they won over by the gripping book description? Did endorsements influence readers purchase decision?

Familiarity

It turns out familiarity was the most cited influence for reading a given book. In other words, the reader was familiar with the author. Somehow the reader knew about the author. They may have read another book by that author. They may be familiar with the author because he or she is already famous. Maybe they saw the author on television or heard her on the radio. The key ingredient was that they “knew” the author somehow.
Here is the breakdown of the percentage of people who ranked each option first in terms of how they influence when books they read / listen to:

  • Familiarity with the author – 35.5%
  • Read a synopsis – 25.8%
  • Familiarity with the series – 17.2%
  • Cover design – 6.9%
  • Awards and bestseller stickers/badges – 6.5%
  • Saw an ad for the book – 4.7%
  • Author or celebrity endorsement – 3.1%

Notice in this breakdown that “Familiarity with the Author” was chosen by over one-third of the readers, and “Familiarity with the Series” was chosen by just about one out of every six readers. Combined, over half of all study participants chose familiarity as their number one influence in deciding what to read.

This means that as an author, you have to work hard to make yourself known to readers so that they are “familiar” with your name. In order for people to become familiar with you, you must be visible. Here are a four ways to increase your visibility as an author so readers can become more familiar with your name:

  1. Get interviewed on radio and television shows, as well as podcasts.
  2. Write articles and guest blogs.
  3. Speak at events.
  4. Write more books.

Reading a book sample

Book Samples

One-fourth of all readers reported that the number one influence for choosing what book to read was “Read a Synopsis or Sample.” A 2017 survey by BookNet Canada found that 15% of book buyers had downloaded a free extract/sample of a book in the previous year.

If you want to catch more readers for your books, then you should be offering free samples. Make the most of giving readers a taste of your book by:

  1. Allowing readers to read a chapter or two of the book on your website.
  2. Enabling the “Look Inside” feature on Amazon for your book.
  3. Getting wider exposure on social media for your book sample through Pay With a Tweet.
  4. Posting your sample chapters on reading sites like Wattpad, Booksie, and Noisetrade.

Through making yourself more visible so people become familiar with you and offering free chapters of your book to readers, you increase your chances that readers will by your book. After all, three-fourths of readers surveyed choose these two reasons—familiarity and reading a sample—as the most influential factor in their decision on what book to read.

Related Posts:
Are You Making This Connection?
Pay With a Tweet
Sampling: An Effective Marketing Tool

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.

Photo courtesy of Andrewlloydgordon.

Videos Are a Powerful Marketing Tool

Are you using videos in your book marketing efforts?

Done right, videos are a powerful tool for promoting your books. Creating good videos takes time and resources. Yet, the payoffs can be worth the effort.

The infographic below by Renderforest provides an impressive overview of video marketing statistics. Four that caught my eye are:

  • Marketers who use video grow revenue 49% faster than non-video users.
  • Marketers who use video receive 41% more traffic from search than non-users.
  • Including a video on your homepage can increase conversion rates by 20% or more.
  • Using the word “video” in an email subject line boosts the open rates by 19%.

Check out all the statistics in this infographic. It may convince you to create some videos to market your books.

Video Marketing Statistics

Related Posts:
Are You Using Video?
Are You Using Videos in Your Marketing Efforts?
Using Videos to Promote 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.

Is Your Book Impacting Lives?

The sounds of an old hymn resonated in my ears. Standing behind me in line for dinner at a writer’s conference I recently presented at, a gentleman was singing a lovely hymn.

Do you want your book to impact people?

When he finished singing, this man told me that he had been listening to a CD he had recently purchased that featured hymns. He went on to tell me that the same musician who had produced the CD has also recently written a devotional book using the old well-known hymns.

When I inquired after the book, he told me the title and the author. This brought a smile to my face. The very book he was talking about was published by a member of Christian Indie Publishing Association (CIPA).

I love to hear people mention books that are published by Members of the Association. It reminds me that the books produced by small publishers and independent authors are truly making an impact for Christ.

Sometimes I am amazed at how broad and far the reach is for these books. I shouldn’t be because I believe that producing a quality book and then marketing it is the key to successfully reaching an audience with your message. Yet, it still amazes and thrills me when I hear people mention books that were published by ordinary people striving to do what God has called them to do.

Is this the desire of your heart? Do you want your book to impact people?

If your answer is yes, then know that it takes more than just writing and publishing a book. If you want your book to have an impact, then it must also meet the following five criterion.

  1. Be well-written and professionally edited so that it is free of grammatical errors.
  2. Have a strong, clear title.
  3. Sport a professional cover design that fits the genre of your book.
  4. Carry a clear description that answers that “WIIFM” question.
  5. Execution of a robust marketing plan.

Over a million self-published books are published annually. Some studies suggest that less than ten percent of those books sell enough copies to be considered profitable. Your book is competing with millions of other books.

If you want your book to stand out and make an impact on people, then first and foremost, your book must be professionally packaged (well-written and designed). After that, you must engage in marketing your book so that your target audience knows that it exists and provides them with something they need or are seeking.

If you are unsure how to go about creating a robust marketing plan, I encourage you to either read my book, Your Guide to Marketing Christian Books, or to join Christian Indie Publishing Association and download our “Book Launch Marketing Checklist” that walks you through book marketing activities to engage in starting before your book is published and continuing after your book is in print.

Related Posts:
Marketing Is a Mindset
Grab More Attention With Your Titles
Impacting Lives

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.

Photo courtesy of Zach Smith.

 

How Long Does It Take to Read Your Book?

So many books… so little time.

Wise King Solomon said, “Of making many books there is no end, and much study wearies the body.

How long does it take someone to read your book?

We are all strapped for time. Numerous outlets clamor for our attention. As a result,  some people find it hard to commit to reading articles and books. These individuals feel like reading the article or book will take too much of their time.

To combat this issue, some website have begun to post the “read time” for articles on their site. Amazon’s Kindle provides readers a “time left in book” feature that tells each reader how long it will take him to finish reading the book.

Some publishers are also beginning to include the a “read time” on their print books. Morgan James Publishing is one publisher that is listing the read time on the back cover of their books.

Read Time on Book Cover

I think this is a great strategy. Putting a read time on a book lets a reader know approximately how much time it will take them to read your book. This small piece of information might be the deciding factor in purchasing your book for some readers.

How to Determine Reading Time

Reading time is based on the average reading speed. This is measured in words-per-minute. The average reading speed is between 265 and 300 words-per-minute. It appears that 275 words-per-minute is a commonly used number.

To determine how long it will take the average reader to read your book, simply take the number of words in your book and divide this by 275 words-per-minute. This will give you the  number of minutes it takes to read your book. You can leave the read time in minutes, or you can convert it to hours and minutes.

Adding your book’s read time to the back cover of your book is a brilliant idea. Consider using this little tip, especially if your book is a quick read.

Related Posts:
Good News: Reading Is Still Popular
Is Your Book Cover Too Cluttered?
The Importance of Following Trends

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.

Photo courtesy of suju.

How Many Christian Bookstores Remain?

The number of Christian brick-and-mortar bookstores has shrunk rapidly over the past few years. In 2017, Family Christian, the largest Christian bookstore chain, declared bankruptcy and closed the doors to its 240 stores.  Earlier this year, Lifeway announced that they would close all 170 of their stores by year end. The company is moving to an online only presence for selling books. A number of independent Christian bookstores have also shuttered.

How many remain?

All told, the Christian book selling industry has lost well over 400 Christian bookstores in the last four years. This raises the question:

Are Christian bookstores a dying breed?

The 2019 Walker Sand’s annual Future of Retail report looks at shopping behavior. This year’s report reveals:

1. Consumers are buying less

Two-thirds of respondents of all ages, and 72% of those age 18-35, say they are buying fewer things because they have become more conscious of keeping a clean, organized lifestyle.

2. In-store is still in demand

Brick-and-mortar remains popular with consumers for buying things like food and other daily necessities: Some 83% of respondents say they purchased groceries in-store in the past year, and 76% say they purchased consumer packaged goods.

One exception to in-store shopping is purchasing books. Books are the only type of product that consumers shopped for more on third-party online marketplaces like Amazon than in-store.

Shopping Behavior

Number of Christian Bookstores

The increase of online book buying raises the question:

Just how many Christian bookstores remain?

This is an important question for publishers and authors. While both the size and scope of bookstores focused on selling Christian products have diminished over the past decade, physical book browsing is still one way a number of Christians discover new books.

In 2018, CBA launched the Get It Local Today program. The program was designed to help drive traffic to brick-and-mortar Christian bookstores. The program recently reported that their database—the largest online directory of verified independent Christian retailers—features more than 1,800 stores.

Each of these stores is part of the Get It Local Today program and are featured on a new interactive map on the program’s website.

Get It Local Today Bookstore Map

I encourage you to check out the map and find how many Christian bookstores are near you. Then, make an effort to support these stores.

I find the news of 1,800+ Christian brick-and-mortar bookstores heartening. How about you?

Related Posts:
Where Will Christian Books Be Sold?
Why Christian Bookstores Are In Decline
What Authors Can Learn From Shopping Behaviors

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.