A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
is what you must tap into when promoting and selling your book.
you’re marketing the substance of your content, highlighting your credentials,
showing why your book is unique or better than the competition, and making
strong claims on the benefits your book offers, but that’s not fully what
convinces people to buy from you or give it media attention.
become convincing, desired, interesting, and necessary once you tap into these
1. Personality – Your personality
must resonate with others.You won’t be
liked by everyone, but can you be seen by most in a favorable light?How you talk, dress, and act will allow
others to form a gut-instinct opinion of you.Do you seem sincere?Threatening?Passionate?Is your voice pleasing to the ear or your
appearance to the eye?Are you
funny?Do you tell good stories?Do you sound knowledgeable, honest and
driven?People need to like you or at
least feel comfortable in your presence. They have little to go off of initially,
so they form quick opinions of you that will either reward or doom you.
2. Perceptions– How they view you, as well as the world, will also determine their ability to
connect with you.By asking questions –
and not passing judgments or strong views, you can begin to learn how they see
things and then you can play into those perceptions.
3. Values– This cuts to
the core of who the other person is.How
do they see themselves. Do they belong to certain demographic groups that they
identify with (i.e. strong woman, proud black man, faith-driven
Christian)?Do they value certain belief
systems, political persuasions, or something else that they feel tied to? Whatever they identify with you need to tap into and relate to on some level.
Express things in the extremes and play up the ideal way of looking at
things.One won’t merely be good at
something.They want to be the best.They don’t just lose weight; they become thin
beauty queens.They don’t merely make
money; they become wealthy.So figure
out what their goals are and state them at the ideal level. Allow them to dream
big and to visualize reaching their targets and rising to greatness.Make them feel that what they want is
achievable.This doesn’t mean to lie or
bullshit them, but it also means you shouldn’t stand in the way of their
vision.No one likes a Debbie Downer or
5. Emotions – This is a
crucial area to tap into.What is the
emotional mindset of the person you seek to influence or impact?Are they happy or sad, filled with fear or
joy, totally energized or quietly depressed?Once you know what’s on their mind and which emotions push their
buttons, you can tap into their emotional state as you use it to your
know we are talking about selling a book and not a time-share, gym membership,
or a car, but the principles are similar.People buy – whether it’s a buck-twenty-five candy bar or a
million-dollar home-based on values, ideals, emotions, perceptions, and
personality.Don’t underestimate the
importance of tapping into the lives of those you seek to market to.
customers will tell you everything you need to know in order to effectively
market to them.Just observe, listen, and ask. Express statements that endear others to open up to you and you will have your path to market your book.