Friday, September 17, 2021

How Do Authors Sell A Book?



Authors are writers – and maybe even researchers and editors. But they are also marketers and know they have to take ownership of their book. So, how does an author sell a book to another?


According to Influence: The Psychology of Persuasion by Dr. Robert Cialdini, there are six key principles to persuading another.


They include these:


1.      Sounding authoritative.


2.      Make it seem like your offer involves scarcity.


3.      Being likeable.


4.      Having third-party validation for your book.


5.      Being consistent and committed in your efforts to sell books.


6.      Reciprocation: providing something of equal or greater value to its cost.


I would also add these factors:


·         Seek to fan an existing desire rather than create a new one.

·         Listen to a potential customer’s questions to understand which benefits people seek from your book.

·         Stroke their ego – everyone needs approval.

·         We buy because we want or need something.

·         One’s wants justify and prompt a desire to buy something.

·         A stall means the want or hurt is not strong enough.

·         Objections are better prevented than answered.

·         You must adapt your presentation to their personality.

·         Make a want a need – and a need a want.

·         Provide strong proof of your assertions.

·         Make sure your image conveys an unmistakable sense of quality and professionalism.

·         Align with your customer’s values, hopes, and needs.

·         Exude positive energy.

·         Be optimistic, enthusiastic, and visionary.

·         Show empathy and understanding of one’s situation.


Know what attracts people to your story. You do have assets – use them. Is it your words, images, or accomplishments? Do you offer a connection to the things that move us, such as these:


·         Social issues

·         Life/death

·         Humor

·         Nature

·         Babies/kids

·         Money\health

·         Politics

·         Sex

·         Power

·         Outrageousness

·         Family

·         Dogs/pets

·         Sports

·         Entertainment

·         Disaster


Lastly, consider these factors in your book-selling ways:


·         Can you offer something new or unique, something better than what is offered elsewhere, something that people cannot do without, or see as a benefit when coming from you?

·         State your unique selling proposition as a motto, mantra, tagline, or brand.

·         Eliminate as much as possible the perceived or actual risk/investment involved for someone to try working with you.

·         Make an offer they cannot refuse – give something away, so something on a trial period, or offer a money-back guarantee.

·         Make others feel important that what they are doing is special and great.

·         Listen to others – put them first and make them feel at ease.

·         Give them confidence in themselves

·         Welcome their ideas or feedback to what you said – and then counter that.

·         Seek to build trust – offer to do a favor, lend a hand, or make a concession.


Now go make a sale!!


“Always be positive. The more negative your circumstances, the more important a positive attitude becomes.” – Pat Williams, best-selling author  

“None of us has the whole truth; life is a journey toward the truth.” – President Bill Clinton  

“If you can’t solve a problem, it’s because you’re playing by the rules.” – Award-winning advertising agency director Paul Arden  

“We don’t see things as they are. We see them as we are.” – Anais Nin, best-selling erotic author 

Praise in public, criticize in private.” – Pat Williams, best-selling author 

“If everything seems under control you’re not going fast enough.” – Champion race car driver Mario Andretti  

“Get the best people; then get the best out of your people.” -- Pat Williams, best-selling author


Need Book PR Help?

Brian Feinblum, the founder of this award-winning blog, can be reached at He is available to help authors promote their story, sell their book, and grow their brand. He has 30 years of experience in helping thousands of authors in all genres.


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About Brian Feinblum

Brian Feinblum should be followed on Twitter @theprexpert. This is copyrighted by BookMarketingBuzzBlog ©2021. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog. His writings are often featured in The Writer and IBPA’s The Independent.  This was named one of the best book marketing blogs by BookBaby and recognized by Feedspot in 2018 as one of the top book marketing blogs. It was also named by as a "best resource.” He recently hosted a panel on book publicity for Book Expo America. For more information, please consult: 

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