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
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Thoughts on Book Reviews

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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.”

 

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Christmas Peace to You
Merry Christmas to You
Promote Your Books as Christmas Gifts

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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

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Are You Capturing Hearts?
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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.

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

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Not Everyone Uses Social Media

She was young, pretty, and a reader. I immediately knew she read a lot because she had three paperback books stuffed into her purse.

I wasn’t snooping. Honest. Her purse was open and the three books were sticking slightly out. They were crammed in spine down, so I could not discern the genre.

As I talked with this Young Adult just starting out on her life’s journey, I discovered that she does not fit the Generation Z mold. She told me that she is not on social media and she does not watch television. It’s not that she’s not tech savvy. She takes online college courses and met her boyfriend online.

Yet, here is a young adult who is not hanging out online—and she reads. Why am I pointing this out? Because it is important to remember.

Not everyone uses social media. Not everyone gets the majority of their information online. I am pointing this out because I want to remind you that a comprehensive book marketing plan includes both digital and physical marketing.

Most likely you don’t have a large marketing budget for your book. As a result, spending time creating content online and posting it on your blog and social media sites, as well as sharing it through email, is where you focus your attention.

That’s a good strategy, but you won’t reach all your potential readers this way. A better strategy is to include some print marketing.

There are still print newspapers, print magazines, and print fliers and postcards. These are all good ways to broaden your marketing reach to those who prefer print.

Expanding your marketing to include print venues does not have to cost you a lot of money or time. Start local. Focus on local newspapers and magazines that reach your target audience. Every community has these.

You can find local newspapers by keeping your eyes open as you go about your community. Often public libraries and grocery stores have a spot for free local newspapers and magazines. You can also use an online newspaper search engine like the one at www.usnpl.com to identify local newspapers.

Magazines and newspapers are always looking for fresh, interesting news. Be creative. Send a press release to your local magazine editors and newspaper journalists featuring you and your book. However, make sure your press release is not just about you writing a book. It needs to have something newsworthy such as a local cause your book is supporting, how your book ties into local history, or even an interesting journey you took to research your book. Tie your press release in with an upcoming local author appearance for better results.

Including traditional marketing with your digital marketing efforts will broaden your reach and help you secure more readers for your books. After all, not everyone uses social media.

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Authors: Start Local
Marketing Tips to Reach Each Generation
Are You Relentlessly Pursuing Opportunities?

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Photo courtesy of Miguel Runa.