A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
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Friday, December 20, 2019
How Can You Find Out What Will Drive The Customer To Buy Your Book?
If you want to know what factors or issues are behind
whether someone will buy from you, it will require you to ask a lot of
questions – both to collect information and to lead people to act. In trying to
feel out what the potential customer wants, doesn’t like, desires deeply, fears
greatly, desperately needs, or would consider under certain circumstances, try
asking these questions:
you are in a position to solve a key problem, which problem would you seek to
I can help in that area, would that be useful?
it were possible that you could increase success levels/efficiency by a certain
percentage, would that help you?
if you were able to accomplish the objective of (whatever), would you agree
that’s beneficial to you?
you were able to overcome the challenge of (doing whatever) or serve the need
of (whatever), would that be of value to you?
Just keep asking these questions.Ask them to assume envision, picture,
consider, suppose, ponder…even fantasize about the possibility to enhance,
improve, expand, develop, grow or achieve something – or the opportunity to
take the negative and eliminate, decrease, avoid, reduce, counter, fix or
After they begin to see that you can solve a problem, or
help in some way, you want to close the deal or at least move on to an action
step. Ask them some version of the question: “Ready to buy?” by asking:
Would you be ready to…?
Is it possible we can…?
Would it be possible to…?
Are you willing to…?
Can you get approval to…?
Are you open to…?
How can we collaborate to…?
To get to the next step, shall we…?
To have me begin (doing something),
Shall we complete our deal by…?
“When it is darkest,
men see the stars.”
“Worry is interest
paid on trouble before it comes due.”
“Nobody is bored when
he is trying to make something that is beautiful or to discover something that
“No one has a high
enough estimation of what he could be, nor a low enough one of what he is.”