Why do people buy from
others?
They buy from them for the same reasons others buy from you. But there may be reasons that are not known to you.
You may look at a best-selling book and wonder why it sold so well or you may look at a great book and wonder why no one has heard of it. Look at your competitors, whether they are authors, consultants, web sites, DVDs, etc. and analyze what they offer that is so appealing. See if you can copy their offering or exceed it.
The things with which to compare yourself can vary, but certainly you should see how you measure up on:
They buy from them for the same reasons others buy from you. But there may be reasons that are not known to you.
You may look at a best-selling book and wonder why it sold so well or you may look at a great book and wonder why no one has heard of it. Look at your competitors, whether they are authors, consultants, web sites, DVDs, etc. and analyze what they offer that is so appealing. See if you can copy their offering or exceed it.
The things with which to compare yourself can vary, but certainly you should see how you measure up on:
·
Level
of media exposure
·
Size
of marketing budget
·
Price
·
Distribution
or product availability
·
How
their book positions itself
·
What
types of claims others make
·
The
credentials of the other person
·
Does
the other product do something better than you do?
·
How
is the product packaged – does it look attractive?
You can do a
competitive analysis and still not conclude why A is bought over B, for there
could be other factors involved that aren’t readily apparent. But by examining
what you like and dislike about other books or related products, you will begin
to be as familiar as potential customers are with the landscape of
possibilities. The more you see things through the eyes of your customers the
more you will be in a position to service them.
A customer-centric
frame of mind will now have you working over time to bridge any gaps you
uncover. Now, some things won’t or can’t be changed about your book, so you
will need to have to come up with a plausible defense. For instance, knowing
that someone else wrote a similar book with a cover price that is four dollars
lower than yours, means you will need to highlight something that you offer
that makes it worth the higher sticker price.
If you are competing
against a non-book, you will have to highlight something that makes it more
valuable. Otherwise, don’t hype that your book is better than something but
rather let people know that your book is complementary to something, that they
are a tandem. For instance, if your book is about relationships, you can pitch
it as: “Contains $10,000 worth of advice your therapist never offered.” Or you
can say: “After complaining to your therapist, read 10 steps you can take to
heal your marriage.”
DON”T MISS THESE!!!
Some key principles to rally your book marketing around
How to write powerful, effective book advertising copy that sells tons of books
So what is needed to be a champion book marketer?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors -- FREE
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.