THE ART OF PERSUASION
Marketing can be one of the most daunting challenges for new authors, especially if you're an indie-author not using a traditional publisher. In November of 2016, weebly.com's "Inspirational Center" presented some very interesting ideas of business author, Dr. Robert Cialdini, from his publication, "Influence: The Psychology of Persuasion." I've summarized my understanding and thoughts about five of Dr. Cialdini's "principles of influence" that I happen to be using in my recent marketing exploits. They should help illustrate some real, applicable examples.
Scarcity:
When people think they might miss out on an attractive deal, they often feel the urge to jump into action! Limited-time deals present an excellent avenue to tap into such tendencies. I use Amazon Kindle's "count-down" and "free" promos to regularly offer deep discounts over short 5 to 7 day periods, leading to rapidly climbing readership and rankings during and shortly after such sales. Giveaways through Amazon, Goodreads, and LibraryThing are other ways to spread your author creations to greater reader populations. Over time, word-of-mouth helps increase sales if the earlier recipients of your discounted offerings enjoyed what they read.
Liking:
Consumers prefer purchasing things from brands they like. A rewarding visual and/or audio experience will encourage further attention. How you present your marketing materials, whether it be your website, Facebook page, twitter page, industry promos, or email notices, can have a profound effect on a buyer's decision to further pursue their exploration into your product offerings. Well written text and colorful pictures that crisply describe your product and it's benefits to prospective buyers is essential. Provide a very positive and enticing allure with the images and messages you want to get across to your readers! A friendly, conversational environment can also help engage your potential readers. I do this in several ways by sharing excerpts, inside stories, the first few chapters to preview, interviews I've had with publications or new outlets, stories of my life, and other ways to better connect with my readers. On-going communications with your fans via your website, email, twitter, blogs, etc. is also a good way for help make you and your publications more appealing. Establish an environment that the readers "want" to come back and visit regularly!
Authority:
Your marketing materials should be a reflection of your brand, including your writing prowess and a demonstration that you understand your business well. Your promotions should exude confidence and build trust to encourage customers who might be on the fence to take that leap! I've done this by providing testimonials and/or reviews by respected, published authors and industry representatives like San Francisco Book Review and Self-Publishing Review. Reviews by Kirkus and The New York Times would also be of great benefit when possible. When a respected authority touts your book, let the world know!
Social Proof:
In reality, people tend to follow the crowd even when they espouse individuality. Buyers tend to follow the herd if they are unsettled in their choices. To reinforce this trait, I offer the high-water mark of the Amazon Best Sellers Rankings accomplished by each of my Kindle eBooks. I also show the Five-Star Reviews of several of the book's fans. Splashing these numbers helps imprint the popularity of your offerings at the forefront of the prospective buyer's mind.
Reciprocity:
Oddly enough, when people are given something, they sometimes feel the urge to return the favor. Providing "free" samples or "interesting" gifts can trigger a reciprocal desire. Giveaways of one of your book titles could lead to purchases of other titles you've published or an important customer review which can be difficult to obtain right after publishing a new book. Even something as simple as handing out attractive bookmarks that lead potential readers to an interesting website could lead to purchases.
THE BOTTOM LINE:
Use as many means possible within your allotted budget to influence readers to crack your covers and take a peek inside your books. Getting your titles on Amazon's or Barnes & Noble's websites is not enough. As an indie-author, YOU must awaken the readers to the exciting benefits of your publications. ENTICE them, HOOK them, and GUIDE them to your wonderful books before a speck of dust has time to settle on your pages!
I hope you learned something new today that will help you market your books. You can check out my use of many of these principles of influence by exploring my website. And, yes, the information you just read, led you to my website and, hopefully, a glimpse at my books. There really is a method to my madness, I assure you! Start with the Home Page, "The New World," by clicking the button below. Then explore the wealth of information for the first two books within the series!
Scarcity:
When people think they might miss out on an attractive deal, they often feel the urge to jump into action! Limited-time deals present an excellent avenue to tap into such tendencies. I use Amazon Kindle's "count-down" and "free" promos to regularly offer deep discounts over short 5 to 7 day periods, leading to rapidly climbing readership and rankings during and shortly after such sales. Giveaways through Amazon, Goodreads, and LibraryThing are other ways to spread your author creations to greater reader populations. Over time, word-of-mouth helps increase sales if the earlier recipients of your discounted offerings enjoyed what they read.
Liking:
Consumers prefer purchasing things from brands they like. A rewarding visual and/or audio experience will encourage further attention. How you present your marketing materials, whether it be your website, Facebook page, twitter page, industry promos, or email notices, can have a profound effect on a buyer's decision to further pursue their exploration into your product offerings. Well written text and colorful pictures that crisply describe your product and it's benefits to prospective buyers is essential. Provide a very positive and enticing allure with the images and messages you want to get across to your readers! A friendly, conversational environment can also help engage your potential readers. I do this in several ways by sharing excerpts, inside stories, the first few chapters to preview, interviews I've had with publications or new outlets, stories of my life, and other ways to better connect with my readers. On-going communications with your fans via your website, email, twitter, blogs, etc. is also a good way for help make you and your publications more appealing. Establish an environment that the readers "want" to come back and visit regularly!
Authority:
Your marketing materials should be a reflection of your brand, including your writing prowess and a demonstration that you understand your business well. Your promotions should exude confidence and build trust to encourage customers who might be on the fence to take that leap! I've done this by providing testimonials and/or reviews by respected, published authors and industry representatives like San Francisco Book Review and Self-Publishing Review. Reviews by Kirkus and The New York Times would also be of great benefit when possible. When a respected authority touts your book, let the world know!
Social Proof:
In reality, people tend to follow the crowd even when they espouse individuality. Buyers tend to follow the herd if they are unsettled in their choices. To reinforce this trait, I offer the high-water mark of the Amazon Best Sellers Rankings accomplished by each of my Kindle eBooks. I also show the Five-Star Reviews of several of the book's fans. Splashing these numbers helps imprint the popularity of your offerings at the forefront of the prospective buyer's mind.
Reciprocity:
Oddly enough, when people are given something, they sometimes feel the urge to return the favor. Providing "free" samples or "interesting" gifts can trigger a reciprocal desire. Giveaways of one of your book titles could lead to purchases of other titles you've published or an important customer review which can be difficult to obtain right after publishing a new book. Even something as simple as handing out attractive bookmarks that lead potential readers to an interesting website could lead to purchases.
THE BOTTOM LINE:
Use as many means possible within your allotted budget to influence readers to crack your covers and take a peek inside your books. Getting your titles on Amazon's or Barnes & Noble's websites is not enough. As an indie-author, YOU must awaken the readers to the exciting benefits of your publications. ENTICE them, HOOK them, and GUIDE them to your wonderful books before a speck of dust has time to settle on your pages!
I hope you learned something new today that will help you market your books. You can check out my use of many of these principles of influence by exploring my website. And, yes, the information you just read, led you to my website and, hopefully, a glimpse at my books. There really is a method to my madness, I assure you! Start with the Home Page, "The New World," by clicking the button below. Then explore the wealth of information for the first two books within the series!