Do authors market books based on how they see they see the world – rather than how the world sees them?
Think about it. If you are a visual person, do you market yourself in a visual-centric way? Do you rely on photographs and charts, rather than an approach that involves wordy content?
If you like to speak and communicate by talking, do you think others want to be sold that way, rather than through other means?
If you are optimistic or smart or a fan of horses, do you market to others as if they have the same strengths, likes or views?
Authors have instincts to follow – as well as real market data, statistics, and concrete facts to operate under. But they mustn’t mistake who they are for what others need, want, or like. You should almost take the opposite approach – don’t assume people will like your book, agree with you, or want what you’re offering. Assume that they don’t like, agree with or want you. Prove yourself and try hard to win others over instead of expecting them to see things your way.
Challenge your assumptions, values, and theories. Do not promote your book with the expectation that everyone will love you and your book. It’s not that you’re thinking is necessarily so wrong or way off the mark, but your approach to life and how you see things may be at odds with many people. The trick is to help others – on their terms – see things the way you do.
If this were an easy process, every politician would win in a landslide, but few elections are won by a huge margin – and no one wins every time they run. Most lose. Book marketing is the same way. The odds are against each author, but some will breakthrough and succeed.
So what can you do to market your book better?
1. Identify ideally which types of people or demographics your book has the best chance of appealing to. Then narrow it down. For, instance, a novel about a divorced woman who takes a younger lover and has tantric sex, is not for everyone. You may think it is for those who like romance, /erotica, women, and those who believe in second chances at love. Sounds good, but narrow it down. Is this for straight woman, bisexuals or lesbians? Is it for 20-somethings or 40-somethings? Is it for people of a certain ethnicity or region?
2. How do people in the targeted reader profile like to be marketed to? What will appeal to them – a struggle to start over?A woman who gets the kind of sex she’s always wanted? Is it for risk-takers or the rejected? How you sell a specific message is what will define whether your targeted reader is curious enough to read on.
3. Are you appealing to the emotions of your reader? You can’t just talk dirty and quote steamy passages – it takes money to reel in your readers. They want to know they can identify with the main character, that they share her values, and see some of themselves in her. Can you humanize your story so that it has an emotional appeal and doesn’t lazily depend on bedroom fireworks to sell it?
Once you go through this entire process you need to answer one final question: Why you and not competing titles of a similar nature?
This is the hardest part, but you can do it. Reading the marketing copy and books of your competitors will help inform you. But regardless of what others write or do, your focus is to hype your book against all other things. For the moment, your desired readers should not be thinking about chores, jobs, money, kids, or any distractions. They shouldn’t be aware of other books. You should’ve carefully or forcefully made the case for your book by tapping into how they see the world. Unlock your book sales by decoding the emotional needs of your readers.
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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at firstname.lastname@example.org. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2018. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent. This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America and participated in a PR panel at the Sarah Lawrence College Writers Institute Conference.
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