Whatever success you have as an author/consultant/speaker
will come down to your ability to sell yourself first. The most critical
element in your sales efforts will be to convince others to want to do business
with you. Sure they need to want what you offer, have an ability to pay for it,
and believe you are the expert, but they will buy from whom they know, like,
trust, or believe in. So how will you sell yourself?
1.
Come
across with a clear persona. Like an actor assuming a movie role, you are to be
seen in a certain role or light by potential customers. Figure out which
persona you are to assume and then live it, speak it, be it.
2.
Gain
traction and acceptance by doing your homework. The more you know about those
you sell to, the less you have to assume or guess. Now you can reference these
experiences in your conversation that shows you understand and care about them.
3.
You
certainly have to look and sound a certain way to come off as appealing. Let’s
face it: people judge others by things they should not. But people use these
surface filters as a way to make decisions. They look at your clothes, your
looks, your age, your body language.
They listen for accents, vocabulary, usage, confidence, voice cracking and energy. They read what you
write and look at what you offer as well as the visuals – the design of your
solicitation, any photos, or charts, catchy headlines, color, space, and word
selection. In order for them to invite you in, they must like your packaged
book.
4.
You
will need to address one’s reticence or fear of investing in an author –
speaker – consultant if they have had negative past experiences. As long as
they keep an open mind that you are not like those of the past, you’re fine.
5.
To
make a good impression is to also avoid making a bad one. They don’t want you
to discuss things that are off-topic. You don’t want to discuss politics and
religion when you are pushing a health book. You can only get into trouble that
way. Only look to discuss areas of common interest and relevance.
6.
Come
off as knowledgeable, savvy, and educated in your area of expertise by offering
unsolicited advice.
7.
Come
off as likeable and easy to get along with by letting them talk, answering
their questions with candor, and smiling often.
8.
Be
seen as customer-centric rather than self-serving, by focusing on them and not
on yourself.
9.
People
like to hear a new perspective or fresh idea – offer some up.
10. They like to feel you have your
heart in the right place, so make statements that give them a good feeling
about you.
11. A positive attitude and avoiding
statements that trash or criticize others is welcome.
12. Reference a track record of success
in a way that doesn’t come off as resume-rattling, but more as examples of
things you have done and that can be done for them.
13. Don’t immediately ask for the sale.
What your goal is, at first, is to sell a connection, to solidify a
relationship. The minute you bring up prices or negotiating a deal you will
have disrupted the initial process of winning a second date.
14. Seek to understand the buyer’s
consumption criteria. Exactly what is it that they say they want or need to
obtain. Then be clear to show you can deliver that.
15. Use their curiosity to facilitate a
sale. They need to want to know more or they will assume certain things and
possibly dismiss your offerings without all of the facts.
16. Simplify things. Show them you are
easy to deal with and show how it is a simple process to work together. Avoid
hurdles, complexities, or distractions that get in the way of making for a
smooth working relationship.
17. Reassure them they are on the right
path, that they are going where they need to go. If they doubt their situation
they will doubt you can help them. If you give them a sense of security, price,
and accomplishment and show how you will build on that foundation, they will
feel you share their vision and accept them.
What Are People
Listening Or Watching For? That You:
·
sound
authoritative.
·
sound
resourceful and knowledgeable.
·
have
a lot of relevant experience.
·
are
connected to those in the know.
·
come
across as reliable, credible, plausible.
·
care
about what you speak of.
·
are
living it and not just writing about it.
·
give
historical perspective to your theories and approaches.
·
can
appeal to their hearts.
·
ask
vs. demand something.
·
address
their concerns and show you can anticipate their questions.
·
think
like them – that they can identify with you.
·
have
explored the alternatives but have reason to dismiss them.
·
can
show evidence and support for our assertions.
·
come
off as unbiased and without a stake in the discussion.
·
find
common ground and things we can agree on.
·
take
a vow or make a promise.
·
come
off as non-judgmental.
·
can
empathize with them or even express sympathy.
·
are
driven by some higher, noble cause or ideal.
Market for profit or for a cause, but keep your integrity
intact by marketing with a sense of fairness, purpose, and honesty.
Sometimes the world of 200 countries and 7.7 billion people
seems vast and impossible to get a handle on. Other times, it seems like it
comes down to whatever goes on in the US eventually influences the world. Since
each of us, as writers and marketers, has an impact on the media and public
discourse, it is not a far stretch to say that we contribute to shaping the
world to some degree. Of course, along with that ability to influence others
comes responsibility.
We have some power to influence lifestyles, opinions,
thoughts, politics and consumer purchases. We must always act truthfully,
legally, and ethically. We live in one world – not you vs. me or us vs. them –
and we each make it what it is based on what we say, think, do, write, and
market.
The Book Marketing
Spirit
·
Believe
in yourself, your book, your marketplace.
·
Embrace
your dream -- succeed, grow, build.
·
Lean
on your passion and determination.
·
State
your vision for the future and pursue it.
·
Create
a supportive environment to nurture your writing/consulting career.
·
Your
success will come when you commit to helping others.
·
Set
high expectations and avoid complacency, mediocrity, or indifference.
·
Look
to establish win-win relationships with strategic partners.
·
Cultivate
a can-do spirit.
DON”T MISS THESE!!!
How Authors Can Market To Libraries Successfully
How authors get their book marketing mojo – and avoid failure
Authors cannot succeed without the right attitude
So what is needed to be a champion book marketer?
Should You Promote Your Book By Yourself?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors -- FREE
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 brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2019. 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.
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