Tuesday, July 2, 2019

How Can Authors Persuade People To Buy Their Books?

Image result for image of persuasion

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.

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.

“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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