Are You Using This Strong Incentive?

Did you know that curiosity is one of the strongest human incentives? Humans are curious by nature. Snag a person’s curiosity and you have their attention.

Good marketers use curiosity to grab people’s attention so that they can sell them a product. These marketers use sales text that draws the reader.

Curiosity is a powerful marketing tool.

Take headlines. Often marketers will use one of four tactics to grab people’s attention by eliciting curiosity. Curiosity is why these types of headlines get the most clicks:

1. Makes an outrageous claim.

Headlines like “Elvis Is Not Dead” or “Why Marriage Is Not for You” are outrageous. The sheer ludicrousness of their message raises curiosity, making people want to know what the author has to say.

2. Goes against conventional wisdom.

Headlines like “Why Breakfast Is Not the Most Important Meal of the Day” and “Failure Is an Option” go against what most people have been taught. Since the claim is in conflict with what society believes, it raises our curiosity.

3. Opens up a debate.

Headlines that make statements like “Five Ways Women are Better Bosses Than Men” and “Ten Reasons Prom Night is Overrated” are opinions that touch nerves. When people’s opinions are challenged, their curiosity to listen to or read what is being asserted is raised.

4. Claims about the best or worst of something.

Headline like “The 10 Best Movies of 2018” and “The 10 Worst Places to Vacation” make people curious about whether they have seen the 10 movies, whether they have vacationed in a “worst” place, and whether they agree with the list or not.

In a world with so much competing for people’s attention, curiosity is a powerful marketing tool. You can learn to use curiosity to increase reader’s engagement with their books. Crafting your book descriptions and sales text in a manner that raises curiosity can help increase sales. Don’t give everything away in your book’s description. The description is meant to lure the reader in to want to know more.

While not a Christian book, the book description for Jordan B. Peterson’s 12 Rules for Life embodies what raising curiosity in sales text looks like. The book’s description states:

What does the nervous system of the lowly lobster have to tell us about standing up straight (with our shoulders back) and about success in life? Why did ancient Egyptians worship the capacity to pay careful attention as the highest of gods? What dreadful paths do people tread when they become resentful, arrogant and vengeful? Dr. Peterson journeys broadly, discussing discipline, freedom, adventure and responsibility, distilling the world’s wisdom into 12 practical and profound rules for life.  

Are you writing to hook people’s curiosity? Do your titles, headlines, and sales text draw people in and catch their interest? How might you re-word your current book description to improve the “curiosity” factor and snag more sales?

Related Posts:
Headlines Are More Important Than You Think
How to Get More Attention for Your Books
Two Strategies for Creating Effective Marketing Messages

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Photo courtesy of Mali Maeder.

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
Easy Ways to Get More Book Reviews
Thoughts on Book Reviews

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Sampling: An Effective Marketing Tool

One of the things I really enjoy about my monthly trip to Costco is all the samples I get to munch on while I peruse the aisles and shop. A few of these samples have even convinced me to buy the products being hawked.

mcds

Last month, McDonalds promoted their own sampling program. From September 16th to 19th, they offered free small coffees. McDonalds offered this free coffee to convince consumers that their coffee is worth purchasing on a regular basis. I am sure they won many new coffee customers with this offer.

Sampling is a great marketing tool. Offering consumers a “taste” of what they will get should they purchase a product has been proven time and again to draw customers in. Take David McConnell for example. David started selling books door-to-door when he was just 16-years-old. He struggled to gain customers interest and sell the books. So, David decided to offer an incentive to get prospective customers to look at his books. The incentive was a sample vial of a perfume that he had developed with the help of a local pharmacist. It soon became clear that customers loved and preferred the perfume over the books. David quit selling books to concentrate full-time on selling his perfume. The company he started eventually became Avon Cosmetics.

The Avon Cosmetics story and many others demonstrate the effectiveness of offering samples to convince consumers to buy a product. As an author or publisher, you can also use sampling to sell more books.

Here are a few ways you can offer a sample of your book:

  • Offer a free chapter or three for interested readers to read. Put the chapters on the book’s or author’s website and make it easily accessible for site visitors.
  • Blog excerpts from your book.
  • Write articles using excerpts from your book and make these articles available to other bloggers and ezines through article banks.
  • Tweet excerpts from your book.
  • Enable the “Search Inside” feature for your book on Amazon.com.

Allowing customers to sample what you are asking them to spend their money on helps give them the confidence to invest their money.

I offer a sample of what you can expect when you purchase my book Your Guide to Marketing Books in the Christian Marketplace. The sample is available on the book’s website. Feel free to stop by and take a read.

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