·
They
need something or they think they need something.
·
They
want something different.
·
Someone
they value or trust said they should buy something.
·
They
were convinced they would enjoy what they buy.
·
They
perceive a delivery of value for their investment.
·
They
want to have the shiny new toy.
But what moves them
to buy from you? They may want to know what is in your book and they may trust
you, but other things can be holding them back. You are competing for their
attention, their money, their love. They may be ready to buy something, but
they need to know why they should buy your book from you. So how do you sell
it?
Whether the
potential buyer wants or needs or desires your book is important. So is the
price, the title, the cover, your author photo, and scores of other factors. So
what can you do to be convincing?
First, speak with
conviction and clarity, whether in a phone conversation, email, or a personal
meeting. No one buys from another who lacks confidence or belief in their own
product. State unequivocally how you know your book is worthy.
Second, they need to
understand what the book contains. You express this in two ways – benefits and
resources. The benefits – what it will
do for them – is what they need to hear. But the resources or features
can sound good, too. Saying your book contains a solution to a specific problem
is powerful. But then follow it up with the facts – “The book provides 36 ways
to go on a budget-friendly vacation, a 5-step process to negotiate with any
hotel, and a list of recommended restaurants in over 90 US cities.”
Third, people want
to believe your book is up-to-date, so explain that it is current,
comprehensive, and a complete offering of the latest information.
Fourth, people want
to know you are trustworthy and qualified to write the book, so mention your
credentials and how you researched your book.
Fifth, people want
to feel good about what they do, so applaud them for taking a step towards
learning and taking control of their life by buying your book.
Sixth, people like
to hear they are getting a deal in price – usually – or that they are one of
the first to have access to your book or that the advice/information contained
in the book can make them or save them
thousands of dollars.
Seventh, people like
to be led, so tell them to follow you, that you have a map to get them to where
they want to be.
Eighth, people like
to accomplish something – and to do so by taking the path of least resistance.
So, show them how easy and simple your book will make life for them.
Ninth, people
appreciate a smart person, a funny person and a savvy person. If you can come
off as at least one or two or all three of these, you will make a lot of sales.
Tenth, people like
to feel they are getting an edge, or gaining an advantage over another. Let
them know they are ahead of 99% of the world by buying your book. Express some
forward-thinking or visionary ideas and
they will believe in you.
So Why Will People Pass Up Such A Great Book?
For as many reasons
people have for making a purchase, far fewer reasons are needed not to buy. In
fact, whereas a person may need five reasons to buy something they usually need
just one not to buy from you right now.
Some Reasons Why People Don’t Buy Are
Obvious:
·
They
aren’t convinced they want something.
·
They
aren’t aware they need something, even if they do.
·
They
are not optimistic people who are ready to take action.
·
They
cannot afford to buy something or don’t feel you offer enough value for the
price.
·
They
haven’t shopped around and feel compelled to do more research or talk to the
competition.
The list can go on.
Some things cannot be overcome, especially if you aren’t being told what the
consumer’s objection is. If they simply don’t like the color of your shoes
there is nothing you can say or do to get them to look past that. But assuming
you are communicating with someone who is a potential buyer, meaning they have
a need for your book, they can afford to buy it, they do read and buy books,
and they are open to your offer, what will you do to make them select you?
It feels like you
are dating, right? Well, you are, kind of. Every customer is someone you want
to impress, as if on a first date. Think about your strong points – emphasize
them in your presentation. Take advantage of all your assets, from the
physical, to the intellectual, the emotional, the spiritual, the financial,
etc.
Flash your smile and
crack some jokes. Find a way to relate to or identify with the person you want
to sell. The more you know about them, the more you can find something to
connect on. The more you find in common with another, the more likely they will
buy from you.
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
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