Can This One Little Word Help You Sell More Books?

Every marketer must overcome obstacles to making a sale. People don’t readily part with their money unless they are convinced to do so. In his book, How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School professor Gerald Zaltman’s states that 95% of purchasing decisions are subconscious.

95% of purchasing decisions are subconscious.

Other research has shown that people make purchases on their emotions even though they think they are making a logical choice. Humans are driven by feelings. In order to get people to engage with you and your book, you must appeal to their emotions.

If you are only marketing the attributes of your book, your sales results may end up being lackluster. If, instead, you combine the attributes of your book with appealing to a reader’s emotions, you can have greater success with your book sales.

One way to appeal to people’s emotions is to give them a reason to act. In 1978, three Professors of Psychology at Harvard, published a research study about the power of the word “because“.

The professors had research participants request to break in on a line of people waiting to use a busy copy machine on a college campus. The researchers had the people use three different, carefully worded requests to break in line:

  • Excuse me, I have 5 pages. May I use the xerox machine?”
  • “Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”
  • “Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”

Interestingly, the first phrase achieved 60% compliance with the request. The second and third phrases achieved 93% and 94% compliance. The researchers concluded that using the word “because” and giving a reason resulted in significantly more compliance.

Gregory Ciotti of copyblogger says that certain words hold more sway over our decision-making process than others. “Because” appears to be one of those words. Other words that have power in helping people make a decision to purchase are:

  • You
  • Free
  • Instantly
  • New

If you want to improve your book sales and persuade people to buy your book, try using the word “because”. In other words, give them a compelling reason to part with their money in exchange for a copy of your book.

Related Posts:
A Call to Action with Consequences
Sales Text that Sells
Two Strategies for Creating Effective Marketing Messages

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo courtesy of aykapog.

Make the Most of Summer Reading Intentions

A large majority of American readers (80%) plan to put away their cell phones to focus on reading this summer, according to an independent survey of 1,500 reading adults commissioned by Barnes & Noble. Of those expressing the desire to make reading a priority, many have vowed not to look at their phones for between 30 minutes and two hours during each reading session.

Types of Books

Among the full sample of readers, 48% said they plan to read books in the mystery genre this summer, 37% in the history genre, 34% in the fantasy genre and 33% in the science fiction genre. Fifteen percent of summer readers said they plan to join a book club this summer, with seven percent saying they are already in a book club.

Sixty-nine percent of summer readers said they will most often read a print book. Nearly a quarter (24%) of summer readers will most often read a book on an electronic device, while seven percent will listen to an audiobook. Of those reading or listening on a device, 34% will use an e-Reader, 34% will use a cell phone and 32% will use a tablet.

Kids and Reading

The survey, conducted in early May by the market research company Atomik Research, also showed nearly 90% of parents with children between six- and 17-years old plan to ask their youngsters not to use electronic devices like cell phones and video games during certain periods of time during the summer.

In fact, 61% of parents surveyed said summer reading is very important to their families, and 70% said summer reading for their kids is just as important as reading during the school year. In a sign that reading is a shared activity in many households, 69% of parents said their families read together during the summer, with more than half of parents (55%) planning to read the same books as their children this summer so they can have a bonding experience.

Summer Reading

Parents also have high expectations of the number of books their children should read this summer.  Of the 1,500 readers surveyed, 38% hope to read one to three books this summer, while 37% hope to read four to six books. Among parents, 35% want their child/children to read four to six books this summer, 26% want them to read 10 or more books, and 25% want them to read one to three books.

Capitalize on Summer Reading

Following are two great ways you can capitalize on the readers’ effort to read more this summer:

1. Offer a summer sale on your books.

Summer is also a great time to offer a discount or coupon on your books. With readers making an effort to read more this summer, they need books to read and a sale or special can more them to purchase and read your book.

2. Host a summer reading program at your church.

As an author, you want to encourage reading. The more people read, the more likely it is that they will read your book(s). You can use the results from this survey to encourage your church library or church children’s ministry to run a summer reading program. Offer to help facilitate the program and donate some of your books for prizes for those who read a certain number of books over the summer. After all, as a Christian, you don’t just want to promote reading, you want to promote reading Christian books to bring hope and encouragement and draw people closer to God.

Related Posts:
Good News: Reading Is Still Popular
Get Caught Reading, It’s Good For You
Six Benefits of Reading

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Are You Using the Right URL?

Your first impression depends on how firm your handshake is.” ~@Yushi

Presentation matters. I recently took my son to a new doctor for a consultation. The doctor entered the room with baggy scrubs and a Star Wars head rap and he barely touched my hand for the handshake. Within seconds my brain had formed an opinion.

Use the right URL.

My brain took in this information and made the decision that this doctor was not competent. Of course, these first impressions had nothing to do with this doctor’s competence. He probably just came from surgery. Clearly, he was a Star Wars fan. And maybe he was afraid of getting germs or just did not like physical contact, so he barely touched my hand for a handshake.

After talking with this doctor for a few minutes, my confidence in his knowledge and abilities began to grow. However, I had to make the conscious decision to give this doctor a chance because my brain had already made a decision based on my first impression.

As an author, you may or may not get time to change a person’s initial impression from their contact with you. It is important that you appear competent from the get go.

Being competent means that you have the necessary ability, knowledge or skill to do something successfully. You have a short window of opportunity on first impression to demonstrate to your audience that you are competent.

One area that I often see Indie author’s look incompetent is through the URL address they give for their book, especially an Amazon URL.

Frequently, an author will give a long Amazon URL like this:

https://www.amazon.com/Your-Guide-Marketing-Christian-Books/dp/0991299515/ref=sr_1_1?keywords=sarah+bolme&qid=1560436167&s=gateway&sr=8-1

What the author did was go to Amazon.com and enter in her name or book title in the search bar. Then the author clicked on the correct book that came up in the search, which took them to this long URL.

URL

 

However, this is not the URL for the book on Amazon. Rather, it is a URL from a search for the book. Yes, the URL will take someone to the book’s page, but to anyone who understands URLs, it will look dumb. The second part of the URL starting with the word “ref=” is not needed.

https://www.amazon.com/Your-Guide-Marketing-Christian-Books/dp/0991299515/ref=sr_1_1?keywords=sarah+bolme&qid=1560436167&s=gateway&sr=8-1

The proper URL to use to direct people to your book on Amazon is the first portion that ends with the last 10-digits of your book’s 13-digit ISBN. The proper link should look like this:

https://www.amazon.com/Your-Guide-Marketing-Christian-Books/dp/0991299515/

If you want, you can make the URL even shorter by removing the book title in the link and make it:

https://www.amazon.com/dp/0991299515

If you are using an exceptionally long URL and are not sure what the correct portion is to use, then head on over to a URL shortening service and create a short URL to use instead. Free URL shorting services include:

Present a competent image in your use of URL links to purchase your book. Use the correct link or shorten the link for ease of use.

Related Posts:
First Impressions Matter
Why Should Someone Buy Your Book?
Amazon: King of Book Sales

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Are You Riding a One-Trick Pony?

Scrolling through the apps on my smart phone the other day, I noticed an app called Turo. I did not remember what the app was for, so I opened it to see. Then I remembered. I had seen an ad for Turo on television and wanted to remember the service, so I downloaded the app as a way to help myself remember. My strategy worked.

Are You Riding a One-Trick Pony?

Turo is the latest installment in the new sharing or access marketplace—the move away from organized businesses and toward people providing services to one another. Services like Airbnb, Uber, and Takl all are revolutionizing the way business is done. Turo allows individuals to rent their vehicles to one another, bypassing car rental companies.

One exposure is not enough for us to remember something new. I knew that I would forget the name of the service that allowed people to rent their personal vehicles, but I wanted to remember it. So, I downloaded the app to remind myself. It worked.

The same is true for any new product or service. Reading or hearing about a new product once rarely leads to a purchase of that product. Instead, we need to see and hear about a new product multiple times before we remember it, and before we are convinced that it might be worth an investment of our money.

Most people hear about a new product or service from an ad, radio or television show, or a friend. Often, in our busy lives, we forget about the new product or service, until we stumble upon it again—often a few times. Just like I did with Turo.

Sadly, too many authors fall for the one-trick pony method of book marketing. Instead of realizing that people need to see and hear about their book multiple times and from different sources before they remember and make a decision to purchase, these authors hop onto the hot new marketing idea and think that it is the trick.

Over the years, I have seen numerous hot book marketing trends that are pushed on authors as the “new” way to sell books. These have included:

  1. Blogging
  2. Email Marketing
  3. A Social Media Presence
  4. Facebook Ads
  5. Podcasting
  6. Amazon Ads

Each of these are good marketing techniques. However, any one used exclusively will not be effective in selling large quantities of your book.

Marketing experts know that a good marketing plan involves a well-rounded strategy. In other words, marketing is not a one-trick pony. You have to perform numerous different marketing activities to have the best results.

Book Launch Marketing Checklist

Don’t fall for the latest one-trick pony. Develop a marketing strategy for your book that includes numerous channels where people can see and hear about you and your book. If you need guidance in developing a good marketing plan, here are two options:

  1. Read my book Your Guide to Marketing Christian Books. A bonus to the book includes a link to download a free Book Launch Marketing Checklist that provides marketing activities from six-months prior to launch to on-going marketing activities to engage in.
  2. Join Christian Indie Publishing Association and download the Book Launch Marketing Checklist that is available for Members of the association.

Related Posts:
10 Daily Book Marketing Activities for 2019
Does Your Book Have a Firm Foundation?
Marketing is a Mindset

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo courtesy of Christine Benton. 

Author: Do You Believe?

If you want to start a new habit or change an old habit, what is the one ingredient that makes the difference between failure and success?

Are you cultivating this habit?

According to Charles Duhigg in his book The Power of Habit, that key ingredient is belief. Charles reports that all habits follow a similar pattern:

  1. A cue
  2. A routine
  3. A reward

He asserts that no matter what habit you are trying to change—drinking too much, quitting smoking, eating healthier, or exercising more—that you must change the routine. Changing the routine writes a new habit over the old habit. The cue and the reward stay that same, but now a new behavior is accessed for the old cue.

Someone who wants to eat less may note that they eat when they are bored. The cue is boredom. The routine is eating something. The reward is not feeling bored. To change the habit, the person needs a new routine. It might be that they decide to go for a walk when they feel bored instead of eating. If they change the routine to a walk, they have written a new, healthier habit over the old habit.

However, for the new routine to actually stick and work, the person has to believe that they can change. Without belief, we have trouble changing a habit. Instead, we fall back into the old routine when things get tough. So, for someone to kick an addiction, lose weight, or get in shape, she has to believe that she is capable of doing it.

What about you? Do you believe:

  • That your book makes a difference?
  • That some people need what you provide in your book?
  • That your marketing efforts will have some success?
  • That the time you spend marketing is meaningfully spent?

If you want to get into the habit of spending time each day marketing your book, then first and foremost, you must believe that your time will be well spent, that it will introduce people to your book, and that your sales will increase as a result. Belief is required for you to develop a daily marketing habit.

Once you believe that your marketing efforts can actually make a difference for your book sales, then the next thing you must do is develop a cue to help you remember to engage in marketing activities. Maybe you decided you will do one or two marketing activities on your lunch break. Then lunch will be your cue to engage in marketing.

Develop a list of marketing activities that you can do each day. That way, you are prepared. If you need ideas, check out the ideas in “Are You Willing to Commit?” and “10 Daily Book Marketing Activities for 2019”.

Developing a marketing habit is not easy, but it is a habit that can improve your book sales. However, you must believe that marketing will make a difference for the habit to stick.

Related Posts:
Do You Have This Habit?
Are You Marketing Effectively?
Are You Lacking Motivation?

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo courtesy of Alexas_Fotos.