How
do you persuade others?
That’s
the question you should be asking yourself, for to answer it will lead you to
success as an author.
Just
five words are in that question, yet it seems to catch people off guard. Some believe the answer is obvious while
others find an answer elusive and the question unsettling.
Forget
about how great you think your book is.
What will you say, do, look like, or ask for that will convince another
to buy your book?
I will
give you a hint – the answer is not that your book is amazing or that you’re a
great person. Just because your book is
spectacular people won’t buy it unless they are made aware of and convinced
that your book is superior. Even then,
they would have to feel a need or a desire to possess your book.
But
let’s pause the discussion for a second.
Stop being focused on yourself or book-centric. Instead, spotlight your potential customers.
Who
are they? What do they need or
desire? What do they read? What do they find interesting, important, or
funny? What are their likes and dislikes
and style of living? What are their
demographics – age, gender, race, education, wealth or any other predictive
indicator?
The
more you know about your potential customer, the better the position you’ll be
in to sell them your book. Ask them
questions and really observe them and listen to their answers – for content,
level of vocabulary, and personality.
When
you know little or nothing about others, you’re forced to guess things about
them while assuming what they would inspire them to buy our book.
People
buy from those they like or identify with.
Do you connect with them on some level, over something in common?
People
like those who share their views.
People
like people who make them laugh and entertain them.
People
are drawn to good-looking or well-dressed people.
People
like to associate with those who can do something for them.
People
like a good person, someone who exhibits a caring or charitable heart.
People
like storytellers, provided the stories don’t drone on or end with a dull punch
line.
People
like others who make them feel nostalgic about good things from the past.
But
if you are merely trying to persuade strangers to buy your book, you’ll have to
package it up in a
way that comes in a powerful message and combines something about yourself and the book – and to put it into context of history, current times, the future, and other books that they may be familiar with.
way that comes in a powerful message and combines something about yourself and the book – and to put it into context of history, current times, the future, and other books that they may be familiar with.
One
style of persuasion is to not sound like you are selling anything to them. It has to sound like a passing thought, “Oh,
by the way…”
Another
style is to sound visionary, confident, and clear about an us vs. them world,
one where there’s a clear right and wrong.
Some
try a lifestyle pitch where they feed you visual scenarios of escape,
fantasy, beauty, and riches – and then work in how their book can deliver some
of that to you.
There
are books written about the power of persuasion. Though it would seem different
skills are needed for persuading one to buy a car, a house, choose a college or
decide where to vacation or dine out, there is a lot of overlap going on. Convincing someone to drop 20 bucks on your
book is not as costly or risky as one spending thousands on a piece of jewelry
or selecting a $400 dress, but in all scenarios no one wants to buy something
that doesn’t fulfill some need or desire.
Make your book sound like it supports their lifestyle and you’ll find yourself to be a very persuasive person.
Make your book sound like it supports their lifestyle and you’ll find yourself to be a very persuasive person.
“If a man will begin
with certainties, he shall end in doubts; but if he will be content to begin
with doubts he shall end in certainties.”
--Francis
Bacon
“The best way to
cheer yourself up is to try to cheer somebody else up.”
--Mark
Twain
“Ask not what your
country can do for you, but what you can do for your country.”
--John
F. Kennedy
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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 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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