In sales, the belief
is that consumers need a choice – but not to be overwhelmed by a choice. Offer them three things – deluxe, normal,
cheap. Don’t give them 13 different
shades of each. Perhaps one needs to
take the same approach when marketing their book or brand.
Think about it. Are you the deluxe model, priced only for a
few, but lucrative if you convince people you’re worth it? Or are you the mainstream norm – decent value
but nothing exceptional? Or, is price
your greatest asset, pushing quality of work to the side?
You’ll need to make
this choice when you market books, speeches, and related product content,
including webinars, video trainings, work-for-hire, etc.
Some will look to
provide all three, offering a base package with the option to add-on things for
a fee or to discount their offerings depending on the circumstance.
Take a page from
Corporate America. Many companies will
have different brands at varying price points.
They label something from another subsidiary or division as one thing
while selling practically the same thing for higher fees under another brand
label. Sometimes the consumer doesn’t
realize it’s the same company or that the core of the product is practically the
same.
What will you do –
will you pick one of these ways to brand yourself – luxury, normal, cheap – or
will you leave that up to others to decide by offering up all three versions?
If you want to select
one of the three, think about your
competition in each area. Where might
you have more of an opportunity to succeed?
Your brand, of
course, depends on who you are, what you say and do, and what you are looking to
sell. When you promote numerous books or
products or services vs. one, your approach will differ, and when you sell
something people need vs. want, your approach shall differ. Just how rare or valuable is your offering?
Ok, so authors may
not seem like they sell a luxury brand, but they could. Some books are valuable to people because the
content makes/saves readers money or it helps them immensely. A novelist generally will never be a luxury
brand, except for the mega-best-selling elites who have big books and movie
deals. The first-time author looking to
get noticed has a cheaper brand in the sense he or she has less to boast about and
needs to seduce readers with a low price and an aggressive pitch.
Books can be packaged
with other things that are perceived to be at a higher price point. Your book may sell for $15 or $25 but if
coupled with a course, seminar, or other content, it could now now sell together at $75,
$250, or more.
You pick: deluxe, normal, cheap. Or let your readers pick for you.
DON”T MISS THESE!!!
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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