A Book Marketing Recipe

I once met an author who wrote a book that she was promoting as a Christian book. I spoke with this author and really liked her. She had a charming, likable nature. She was very personable. However, during our conversation, she told me that she did not read the Bible. In fact, she did not even know some of the more familiar Bible stories such as Esther.

A Marketing Recipe

When I discovered this piece of information, I decided to not read her book. Why? Because I did not trust that her book was really a Christian book. On another level, I did not trust this author. After all, she was promoting her book as a Christian book, yet she did not read the Bible.

Relationships follow a predictable pattern. First you must meet someone and get to know them. As you get to know the person, you start to like him or her. Then, as you spend more time with that person, your trust in the individual grows.

This pattern—Know + Like + Trust—is repeated over and over in our life with each new person we meet and befriend. The same pattern is replicated in selling products. After all, we buy products from people we know, like, and trust.

When you think about marketing your book, this simple pattern should permeate what you do. Your marketing efforts need to help people first get to know you, then to like you and what you offer, and lastly to trust your message and writing.

Let’s examine each step a little more closely.

Know:

People have to meet you to know you. This meeting does not have to be in the physical world; it can be in the print or digital world. There are many ways for people to meet you. They might read an article you wrote or see one of your social media posts. They might hear you interviewed on a podcast. For people to meet you, you have to show up. The more places you show up at, the more people will get to know you.

Like:

We like people who help us. As an author, you help people by enriching their lives with your useful information, stress-relieving humor, or compelling stories that speak to hearts. We help people by showing up regularly and offering value to their lives. When we help our audience, they like us.

Trust:

Trust builds as like deepens. When we are consistent and people can rely on us, they trust us more. Your message matters. When your message speaks to someone’s heart, they feel that you know them and their struggles, and they begin to trust you.

This pattern is rarely completed in a quick getting. Sometimes the Know + Like + Trust pattern can all happen in a one-time meeting. Usually, it develops over time. Repeated exposure is necessary. Consistency is key.

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Photo courtesy of Myriams-Fotos and geralt.

Persuasion in an Age of Information Overload

We live in an age of information overload. The average person is bombarded with more information than they can retain every day.

Information scientists have found that, in 2011, American’s took in five times as much information every day as they did in 1986 (think pre- and post-internet). This is equivalent to 174 newspapers. During just leisure time, the average person processes 34 gigabytes or 100,000 words every day.

In order to persuade readers to buy your books, you have to cut through information overload. Getting your book to stand out amidst a sea of competing messages can be daunting. To improve your ability to persuade people to buy your book, focus on these three elements.

1. Message

Your message must stand out and grab attention. For your book, this means the message you are delivering through your book’s title, subtitle, blurbs, and your opening paragraph.

Some studies suggest that about four in every 10 book buyers bought their latest book based on its message. This means that your book’s cover is tremendously important in converting browsers to buyers. It’s not just the design or cover art, its the whole makeup and feel of your cover that is important. It’s the message that your title and cover art combined send.

2. Repetition

Studies show that people need to be exposed to a new product seven to twelve times before they make a purchase decision. The same is true for your book. Repeat exposure is required to convert a browser to a buyer.

Interestingly, the higher the book’s price point, the more exposures are required. Even bargains require repeat exposures. A book priced under $2 through a daily deal discount email campaign needs an average of at least two exposures before a reader will purchase.

With digital marketing, repetition is achievable. Mentions of your book on blogs, social media, and in your email newsletter all help increase your ability to persuade your target audience to buy your book.

3. Availability

In an environment of information overload, we easily forget new information. Research shows that many consumers make near instant purchasing decisions based on their intuition. This means that the reader will attempt to make the purchase as soon as they decide.

If your book is not available where these people shop, they will move on to the next thing. This is why distribution is so important. A book needs to be available in as many outlets and channels as possible (not just on your website and Amazon). Distracted shoppers that cannot get what they want the moment they want it, move on.

The task of being heard amidst the noise of information overload seems daunting. Focus on your message, repetition of your message, and availability. Then watch what God will do.

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Follow These Four Steps to Success

Success is defined as “The accomplishment of an aim or purpose.” Before you can have “success” you have to define what it is for you. What goal do you want to accomplish?

Once you have set your goal, then follow these four steps to success—accomplishing that goal.

1. Set Specific Goals

A goal is something you are aiming for. If you want to publish a book or sell 1,000 copies of your book, this is your goal. To reach this goal, you need actionable steps consisting of smaller goals to move you toward your larger goal.

If you want to publish a book, your first actionable step or goal is to start writing. You can do this by making the goal that you will write 1,000 words a day for your book. If you want to sell 1,000 or more copies of your book, then your first actionable step goal might be to start blogging once a week or to develop a media kit or speaker kit.

Write your goals down. Tell them to other people. Doing this makes your goals more real and keeps you more accountable. A gentleman I know told me that he made a vow to God at a retreat that he would hold a block party in his neighborhood. The purpose was to get to know his neighbors so that he could start sharing the Gospel with these people. For years, he did not go anything about this vow. Then a new neighbor moved in next door and he told her that he wanted to host a block party. She got excited about the idea and together they hosted a block party. That block party ended up changing the life of a family in his neighborhood. However, it wasn’t until this gentleman began talking about his goal to others that he acted upon it and made it happen.

2. Ditch the Distractions

Once you make a plan with specific goals, then you have to set aside distractions so that you can focus on the tasks you have to do to reach your goal. Cell phones are a huge distraction. Studies show that, depending on age, people check their phone between 35 to 75 times each day. Do what you need to minimize distractions so you can focus. You can turn your phone off. You won’t miss much. I promise. Try it.

3. Be Persistent

Perseverance is required for success. Ninety percent of success is showing up on a regular basis. Show up day after day, do the job, and add value to people’s lives. Obstacles and distractions will come your way, but you can’t let them stop you from your goals. If you get off track, pick yourself up, dust yourself off, and get back in the ring. Persistence is required. Benjamin Franklin once said, “Energy and persistence conquer all things.

4. Trust God to Help You

If you are doing what God has called you to do, if what you are doing brings Glory to God, and if your purpose is to advance the Kingdom of God, then you can trust that God will help you. He will provide what you need to accomplish your goal. According to Peter, “His divine power has given us everything we need for life and Godliness through our knowledge of Him who has called us to his excellence and glory.

What’s your goal? Write it down. Then follow these four steps to help you have success—the accomplishment of your goal.

Do you have a goal you need to tell others so you start working on it? You can share it with me in the comments below.

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Authors: Start Local

At the grocery store the other day, I was reminded that there are opportunities everywhere for authors to promote their books.

As I entered my local Harris Teeter, the rack standing next to the door caught my eye. I usually enter this store from the opposite side, so I don’t often walk by this shelf. The rack was filled with free local magazines for anyone to take.

I have seen many racks like this that mostly contain magazines for people looking for a place to rent or a car to buy. However, this rack had all sorts of interesting local magazines including a local happenings magazine, a parenting magazine, a woman’s magazine, a natural living magazine, and a luxury living magazine. In total, there were 13 different types of magazines on this rack.

I realized that each of these local magazines offered opportunities for authors to promote their books. Local magazines love to tell stories of local people and highlight local events. As an author, you can pick up these free magazines at your local store and find ones that match your target audience. Then you can approach these magazines about either highlighting your story, running an article you have written, or advertising.

Start local. Every large movement began locally. Jesus began his ministry in his hometown region and then, after his death and resurrection, Christianity spread worldwide. The #MeToo movement was actually started in 2006 in Alabama with an organization called Just Be Inc. that teaches young women and helps them develop a sense of self-worth. The #MeToo movement did not go viral until 2017.

There are local marketing opportunities all around you. In addition to local magazines, consider the following venues in your neighborhood, city, or town where you can receive publicity, speak at, or host an event to promote your books:

  • Bookstores
  • Libraries
  • Churches
  • Schools
  • Community Centers
  • Senior Centers
  • Newspapers
  • Radio and TV Stations

Musician Josh Wilson has a song titled “Dream Small”. In the song, he encourages Christians to start serving God right where they are. The chorus of the song says:

So dream small
Don’t bother like you’ve gotta do it all
Just let Jesus use you where you are
One day at a time

You can start promoting your book right where you are, one day at a time, allowing Jesus to use your efforts for his glory—and more book sales!

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Photo courtesy of Christian Stahl.

Marketing Tips for Live Streaming

In my recent article, Five Trends Authors Should Know for 2018, one trend I mention is that video dominates engagement on the Internet. Authors who want the most engagement with fans should consider using video in their marketing strategies.

Live streaming video is growing in popularity. Check out this great infographic that provides great marketing tips for live streaming on social media.

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