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.
Tuesday, May 26, 2020
Can You Harness The Power Of Perception When Marketing Books?
Is life how we actually
live it--or how we perceive it?
Okay, I didn’t mean to
get too philosophical here, but this is a relevant question, is it not/ When it
comes to book publicity and marketing, it’s all about perception. Perception is
It’s important that you
embrace this adage: What’s real is what people think, not what is. It’s what
they feel, not what is. It’s what they fear or desire, not what is. With book
publicity, you market to perceptions, not realities.
Many people react based on
emotions, not just the facts. They make choices based on perceptions and
guesses, not always on science-tested principles or hard accounting numbers.
You must promote your
book, ideas, and brand in a way that plays to people’s perceptions. There’s no
use trying to convince someone they’ll need an umbrella on a sunny day nor is
there any reason to market a burden over a benefit. For instance, you don’t
tell someone how hard it will be to lose 30 pounds. Instead, you just talk
about the end result, of how great they will feel and look once it’s lost. But
if you tell them what they have to do to get to that point you will have turned
Do you highlight a
problem--or its solution--or how things will be once it’s solved? See the
difference between the three components? People want to hear good news, not
bad. They want to know things can get better, not worse. They want to envision
their aspirational world and feel they don’t have to do a lot to get
How you market will
determine your success, not so much the quality of your book. That’s the
reality we live in. Sizzle sells the steak. Remember to sell yourself in a way
that’s powerful, positive, and with a pay-off for others.
When you try to sell
your book to potential readers, present it as a cure. Your book has to be seen
as filling a need, fulfilling a desire. Or helping to stave off a future
problem. They want to hear benefits, features, and rewards. No reason to give
them details they don’t need or to present your book in a way other than how
they want to hear about it.
When you pitch yourself
to the media, present yourself as an expert, resource, or personality who has
something that will serve the needs or desires of their
readers/listeners/viewers. You are there to help the media and to be seen as
helpful--not as someone who has an agenda or only cares about herself.
How people perceive
you--and how you present yourself--trumps reality. Perception is
nine-tenths of book marketing.