We like to think that we are logical creatures. The truth is, humans are highly emotional.
In fact, science shows that we are driven more by our emotions than our logic. Research shows that feelings are more important than we think.
In studying people with damage in the part of the brain where emotions are generated, neuroscientist Antonio Damsio made an important discovery. These people seemed normal, but they were not able to feel emotions. They all had one thing in common—they could not make decisions. Simple decisions, such as what to eat, were difficult for these people.
Damsio believes that emotions are not barriers to decisions, rather, they are a crucial component of decision-making. In other words, emotion is required for our brain to make a decision. I think he is right.
Someone I follow on Facebook recently made this post:
Did you notice his first few words? He said, “I felt for this mom.” In other words, this man had an emotional reaction to this mom’s story. That reaction led him to buy her book.
This author was highlighted on WCNC, a local news channel in Charlotte. She wrote a children’s book on bullying, and the station was highlighting her story and how the book came about. You can read it here.
Authors, you can learn two lessons from this mom author.
1. This author secured local media coverage.
Are you pursuing local media coverage? It is much easier to be featured as a local author in the news than to gain national media coverage as an author. Start local and grow from there.
2. This author shared a compelling story.
Experts report that between 2,000 and 4,000 books are published every day. With that many books published; a new book is not “news”. What makes a book newsworthy is a story. To grab journalists’ attention, share a compelling story that either led you to write your book or ties into the theme of your book.
It took courage for this mom to share her embarrassing story. Yet, it allowed her to gain media coverage and created the emotional reaction that led my Facebook friend to buy her book.
If you want to sell more books, you have to create an emotional connection with people. Studies show that 90% of Millennials say that authenticity is important in their purchasing decisions. Create an emotional connection by being transparent and real.
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