The Five Steps of Effective Marketing

If only marketing were as easy as writing the book.” These words of lament were spoken by an author who was struggling to market her book.

I agree. Marketing takes work—lots of work. It also takes time and some money.

However, understanding the five steps to effective marketing, based on E.M. Rogers’ Diffusion of Innovations Theory, can help you better focus your marketing efforts.

5 Steps of effective marketing

Step 1:  Knowledge

First people have to be introduced to you and your books. They must know about the books you are offering. It’s about name recognition. It takes repeat exposures before people notice and retain information about your books. Getting known in a saturated world is not easy. If you run an online ad for a book and that ad receives 5,000 impressions (meaning it is shown to 5,000 people) only six people will remember  seeing the ad.

Step 2:  Persuasion

Just because someone knows about your books does not mean that they will buy them. You have to persuade them that doing so will improve their life. Zig Ziglar said that there are five obstacles to every sale: no need, no money, no hurry, no desire, and no trust. You must overcome these obstacles to persuade people to buy your books.

Step 3:  Decision

Once someone has the knowledge of your books and the persuasive reasons to buy them, the next step is decision. The person must decide to purchase your books. Sometimes people decide “yes”, sometimes they decide “later”, and sometimes they decide “no”. You can encourage people to make a “yes” decision by giving them the urgency to act now. One technique to create urgency is to offer a limited time sale.

Step 4:  Implementation

Implementation involves carrying out the decision to buy. Once the decision is made, the person must carry it out. Yet buying in and of itself is not the end of the marketing cycle. The second part of implementation is for the buyer to read the book.

Step 5:  Confirmation

This is the final step in effective marketing. It is an important step. Confirmation is when the buyer reads your book and becomes a fan. Because they become a fan, they help spread the word about your book to their family and friends. Remember, word of mouth sells books. Confirmation from buyers is what grows your marketing cycle. The buyers tell others who then come to knowledge of the book, increasing your marketing reach, which grows your audience.

Related Posts:
Awareness Is Always the First Step
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Follow these Four Steps to Success

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Networking Is Easier Than You Think

What’s the best way to land a job? By networking.

networking is easier than you think.

Often getting a job is all about who you know and who knows you. That’s why LinkedIn is so popular. It lets professionals network online and expand their connections.

Good marketers also network. Most good opportunities come from making a connection with someone who has connections that will help you.

Networking for book marketing is simply making connections with others to find new opportunities to grow your audience and sell more books.

I am sure you have heard of the Six Degrees of Separation. This idea is that all people are six (or fewer) social connections away from each other. Meaning that you are six introductions away from any other person on the planet.

According to this belief, it follows that with networking you will be able to find any opportunity you are looking for. You just need to ask.

  • Do you want to speak in schools? Ask the people you know if they have contacts at local schools who you could talk to.
  • Do you want to speak at conferences? Ask the people in your life to introduce you to the women’s or men’s leader at their church.
  • Do you want to do an author event at a library? Ask authors you know who they have contacted to do an event.
  • Do you want more book reviews? Ask your social circle if they know anyone who would be interested in reading your book in exchange for a review.
  • Do you want to partner with a nonprofit? Ask your current network if they know of any nonprofits doing the kind of work you want to partner with.

Many people are averse to asking. Meaning that they feel like they are imposing on others if they ask.

Ask and you will receive

Jesus said, “Ask and you shall receive.” Of course, Jesus was speaking of asking God.  Yet the principal is true for asking others for things we desire. If we don’t ask, we won’t receive.

There is no shame in asking. For the most part, people want to help others—and that includes helping you.

You probably have a larger network of people to ask than you realize. Your network includes:

  • Family
  • Friends
  • Neighbors
  • Church community
  • Colleagues and coworkers
  • Followers on social media
  • Members of the groups and associations you participate in

Lean on these people. They are your support system. Use them to expand your circle of connections, then enjoy the new opportunities that open up for you to expand your marketing reach.

Related Posts:
Four Truths Every Author Should Know
Conferences Are Worth It?
Do You Need Marketing Confidence?

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Photo courtesy of Geralt.

Write Up, Speak Up, and Change the World

Today is World Book Day in the UK and Ireland. World Book Day is a celebration of books and reading.

The slogan for World Book Day is: Reading is Power. Read up, Speak up, and Change the World.

Reading is power. Many, many lives have been changed through reading a good book. Some readers have received hope or inspiration to get them through a tough time. Others have received eternal hope through the Gospel message found in a book.

Reading is power, but writing is also power. Reading cannot be power without having life-changing words to read. Authors, take heart. Your writing is important and powerful.

The world needs Christian authors writing and publishing books that point people to God. As Romans 10 says:

How, then, can they call on the one they have not believed in? And how can they believe in the one of whom they have not heard? And how can they hear without someone preaching to them? And how can anyone preach unless they are sent? As it is written: “How beautiful are the feet of those who bring good news!”

I believe the same is true for the written word. Beautiful are the hands of those who write good news!

But all your writing and publishing will amount to nothing, if your books don’t get into the hands of people. People have to read your books to be impacted by your words.

Your Guide to Marketing Christian Books

If you are struggling with promoting your Christian books, help is here. The Fourth Edition of my award-winning book, Your Guide to Marketing Christian Books, is now available for purchase.

This book provides authors and publishers the advice and resources you need to effectively promote your Christian books. I recently received the following message from a reader:

“I’ve read your book. It’s fantastic!  I’m definitely going to use it as my guide for marketing!”

The hardest part is not writing or publishing a book. The toughest part is marketing the book—getting the word out to let people know how your book meets a need in  their life. Marketing involves speaking up in numerous ways.

The slogan for World Book Day in part says, Read up, Speak up, and Change the World. Authors, our slogan can be similar. Let’s make it:

Write up, Speak up, and Change the World

If you would like a copy of the Fourth Edition of Your Guide to Marketing Christian Books, the price for the print book is just $24.99. You can order your copy today direct from the publisher or from Amazon.

Related Posts:
Marketing Is a Mindset
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The Influential Power of Books

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