Use Psychology to Sell More Books

As science progresses, so do the tools we have for understanding the human brain and human behavior. In the 1990s, fMRI was developed. fMRI stands for Functional Magnetic Resonance Imaging. Similar to the MRI, fMRI is a brain imaging technique that does not involve radiation.

Use Psychology to Sell More Books

Due to its ease of use, fMRI has become a popular tool for imaging normal brain function. Over the past decade, it has allowed psychologists to discover new insights into such things as how memories are formed, how language is learned, how pain effects the brain, and decision-making processes.

fMRI has opened the door to neuromarketing. This is a field of scientific study that aims to understand how people make purchasing decisions and then capitalize on this information to persuade people to buy products. Neuromarketing assesses how our brain reacts to stimuli—not simply what we self-report—allowing researchers to study both the conscious and the subconscious decision-making process.

You can use the information researchers have found to improve your marketing efforts. Knowing what consumers respond best to can help you design your book covers, your website, and all your marketing materials to better grab people’s attention. Consider these three neuromarketing findings.

1.  Maximize Eye Gaze

Vision is the most prominent of the human five senses. Nearly one-fourth of the brain deals with visual processes. It is long known that ads that contain images of people are more effective than those that don’t. In particular, images that include babies tend to attract longer and more focused attention from consumers.

Eye tracking technology has discovered that an adorable baby face is not enough to engage consumers with the content of a visual ad. With eye tracking, researchers found that images of infant looking face on at the viewer, distracted the viewer from the rest of the content. However, if the baby’s face was looking at the product or ad content (rather than straight on), then the viewer also focused on the advertising content.

 

eyes

The big take away from this study is that if you are using images of people in your marketing content or on your website, have the faces of the people turned toward what you want your readers to look at. Images in your marketing material should enhance what you are trying to communicate, not distract from it.

2.  Color is Important

Color plays a major role in decision making. Research shows that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing. Between 62 and 90 percent of that assessment is based on color alone.

Colors influence how we feel. This makes them a powerful marketing tool. Colors are often a primary factor in purchasing decisions. Studies show that a product’s color influences 60 to 80 percent of a customer’s purchasing decision. The colors you choose for your book cover, your website, and your advertising copy are extremely important.

Using color effectively can be a powerful marketing tool. Colors evoke emotion. Familiarize yourself with the emotional message of various colors before choosing your next book’s cover. Interestingly, color appears to be tied to culture. Colors that entice shoppers in America are entirely different from those that entice shoppers in India.

3.  Fonts Make a Difference

Humans prefer comfort and ease. People are more likely to engage in a given behavior the less effort it requires. This is true for reading. Studies show that people prefer easy-to-read fonts over complex fonts. The easier the font is to read; the more people feel they will understand what they are reading.

font

There is still a place for more complex fonts. Just use them sparsely to catch consumer’s attention in your marketing. Anything text that requires longer reading and understanding should be done with a simple font.

Final Thought

All marketing speaks to the brain. Knowing what catches the brains attention and what influences the brain’s decision-making activity and then designing your marketing materials to capitalize on these influences is smart marketing. Your design, color, and font choices all play an important role in convincing consumers to buy your books. People make 90% of buying decisions subconsciously, and it can take just 50 milliseconds to create a positive or negative impression on your audience.

Related Posts:

Can This One Little Word Help You Sell More Books?
Nine Tips to Improve Your Marketing
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Photo by Andrea Piacquadio and Francesca Zama.

3 Ways to Amplify Your Readers’ Praise

They say 90% of the promotion of a book comes through word of mouth. But you’ve somehow got to get your book into the hands of those mouths first!”  —Claudia Osmond, author

This quote sums up the struggle all authors and publishers face. The first step is getting your books into the hands of people who would love to talk about them. The next step is amplifying those word-of-mouth messages.

Amplify Your Readers' Praise

The more people talking about your books, the more noise they make. When noise is generated, other readers take notice. Sadly, if you have not yet developed a large following of readers, the noise your reader’s word-of-mouth makes may be more like a whisper.

Your challenge is to take that whisper and amplify it so that it becomes louder so more people can hear it. This is where the strategy of engaging your readers to help you market your book comes into play. As an author, you can engage your readers in your marketing efforts in the following three ways.

1.  Feature testimonials.

Readers that enjoy or benefit from your book will sometimes write a review, share a thought with you, or even give you a testimonial on how your book has helped them. Post these reviews, thoughts, and testimonials on your website, share them across your social media platforms, and use them in your marketing materials. They are gold.

2.  Elicit feedback.

One great way to engage your readers is to ask them for feedback. You can use opinion polls to ask your readers and fans which one of two characters in your book they liked better, which of two pieces of advice helped them the most, etc.

Post these polls on your blog and social media sites to encourage readers to interact with you. You can use a service like FyreBox, Interact, or SurveyMonkey to create free quizzes.

Once you have responses to your quiz, then use the responses to magnify your readers’ word-of-mouth further. Post the quiz results on your blog and social media sites. Spread the news about what readers are saying about your book based on your quiz.

3.  Leverage social proof.

“Social proof” is a term that refers to the phenomenon that people assume that others possess more knowledge about a situation or product than they do. Thus, individuals look at what other people are doing or saying to help them decide how they will act.

You can leverage social proof by using reach marketing. Reach marketing is where your followers spread your message to their followers on social media and thus exponentially expand the reach or your message. You can use a service like Pay with a Tweet to offer content or a discount to readers in exchange for a social media post about the content or discount.

Related Posts:

What Influences Book Purchasing Decisions?
Are You Doing This with Your Website?
What Your Readers Want

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Photo by Andrea Piacquadio.

How to Turn Book Browsers into Buyers

Lookie-loos are everywhere. These viewers often look with no intention of buying. The Internet is full of these individuals.

How to turn book browsers into buyers.

According to a study by Marist College and National Public Radio (NPR):

  • 76% of U.S. consumers shop online.
  • 44% of online shoppers start at Amazon, while 33% start with a Google search.

So, whether you are attempting to convince people to buy your book on your own website or on Amazon or another online bookstore, your job is to convince the lookie-loos to buy your book. To effectively do this, the following three book elements are of primary importance. Make these count.

1. Cover

Your book cover is part of a reader’s first impression of your book. Therefore, it is your number one marketing tool. Your book cover will either draw a reader in to learn more about your book or send them on their way, looking for something else to read.

In fact, in one study, 63% of consumers said good images are more important than product descriptions. So, don’t’ skimp on your book cover. Make sure that you use a professional design.

The two best places to spend money on your book is on the cover and on editing. The cover will draw readers in. The editing will make your book compelling causing readers to become fans and promote your book.

2. Title

Your title, like your book cover, has the ability to draw a reader to want to learn more or send them packing. To grab attention the attention of a lookie-loo and encourage them to take the next step, be sure that your book’s title does one of the following:

  • Makes a promise to the reader about what they will get from your book.
  • Creates intrigue to draw the reader into wanting to know more.
  • States a need that the reader has in her life and your book addresses.
  • Clearly communicates that contents of the book.

3. Description

People want to know what they will get out of buying your book. This means that you must answer the “WIIFM” (what’s in it for me) question. Start your book description with a hook. A compelling statement or question that hooks the person reading it into wanting to know more.

Don’t make your book description too wordy. Remember, people scan text. To make your book description scannable:

  • Pull out points and make them a bullet list.
  • Keep your paragraphs short.
  • Highlight keywords.
  • Put your most important point first.

End your book description with a strong call to action. Tell the lookie-loo what you want him or her to do next. Use this call to action to tell them to purchase your book so that they don’t miss out on what your book will give them.

Related Posts:
Is Your Book Cover Too Cluttered?
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Is Your Text Causing Cognitive Overload?

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Photo courtesy of t-watanabe

Does Your Book Need an Update?

This summer, two houses on the block where I live were put up for sale. Both houses were built about the same time. They are comparable in size. The asking price for each house was similar.

In selling, presentation makes all the difference!

One house sold in three days! The other house is still on the market six months later.

Why did one house sell so fast while the other still languishes on the market?

A quick look at their online listings gave me the answer. The house that sold in three days sported an updated look. The inside was pristine! The kitchen sported a modern look. The house had wood floors throughout. In addition, it was clearly staged with just the right kind and number of furnishings.

The house that is still languishing on the market sits empty. There is no furniture in the house. The inside sports a mix of old and new. The kitchen has new counter tops, but the cabinets are dated. The house has new carpet, but only some of the floors are hardwood.

In selling, presentation makes all the difference. The same is true for books.

Are you struggling to sell your book(s)? Are you taking out Amazon or social media ads, but not having much success with sales? Maybe it is time to refresh and update your presentation.

Refresh Your Presentation

Ask yourself these questions:

Book Cover

  • Does your book’s cover need to be refreshed?
  • Is your book cover accurately reflecting the genre of your book?
  • Does your book’s cover sport a similar look to other books on your subject matter or fiction genre?
  • It your book title and subtitle easy to read in a thumbnail sketch?
  • Does your book cover’s color send the right message?

Book Description

  • Does your book description page on Amazon need updating?
  • Are you using the best keywords?
  • Do you need to try new Amazon categories for your book?
  • Have you optimized your Amazon Book Page to utilize all the options available for giving the best information to hook people into buying your book?
  • Does your book description answer the “What’s in it for Me?” question?
  • Are you using bullet points in your book’s description for easy scanning?

Book Reviews

  • Do you need more reviews of your book on Amazon for better social proof to convince readers that your book is worth their time and money?
  • Is your book’s overall review rating four stars or better?

Publisher RocketSince about 50% of PRINT books and 80% of EBOOKS are sold via Amazon, keeping your Amazon listing updated is essential for selling your book.

Members of Christian Indie Publishing Association (CIPA) now receive a 30% discount on Publisher Rocket. This software helps authors and publishers pick the keywords that readers frequently use and the best book categories.

Related Posts:
The Importance of a Cover
Is Your Book Cover too Cluttered?
Book Reviews Are Social Proof

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Are You Familiar with TikTok?

Do you write books for Middle Graders or Young Adults?

 

If you answered yes to this question, then its time to familiarize yourself with TikTok.

 

TikTok is one of the fastest-growing social media platforms: The app’s monthly installs

surpassed those of Facebook, Instagram, YouTube, and Snapchat last year. Experts predict that TikTok’s popularity will continue to grow.

 

TikTok allows users to create and share micro-videos—up to 15 seconds long—and enhance those videos with songs as sound effects. Video content is extremely popular with Generation Z—the generation of digital natives.

 

Check out this infographic to familiarize yourself with this important platform for reaching your target audience.

 

 TikTok Infographic

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