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Showing content with the highest reputation since 03/05/2020 in Blog Entries

  1. 1 point
    "No one wants to pay for distraction, but they will pay if it's packaged as help." (me) How help is defined is tricky. It depends on the client/customer's wants. If your prospective customer wants to escape their environment, then consider if you, the independent author have the skills, resources, and experience packaged in your book to help. If your book is the solution, then show them how it can get what they want. In this case, adventure, exotic destination, and as a bonus, a mental place where they will experience something new. If your book doesn't qualify to assist, then recommend one that can and sell it to them. Note: selling is an exchange of goods and services for currency. (Currency could be signing up for your newsletter because they value your judgment.) You can increase your market to gain their trust and sell them what they want another time. This marketing mix relies on the SAVE* strategy. When marketing your book, consider a promotion campaign that features Solution, Access, Value, and Education. S = solution - show us how your product helps us solve our problem. A = access - consider how your readers decide to make purchases and provide product info along those channels. Remember, following customers around a store doesn't work - so don't cyberstalk your prospective buyer either. Think about affiliate marketing - advertisers want to appear where they know prospects are receptive to their solution. It's soft promotion because there's no one aggravating them, allowing the candidate to seek out information for themselves. V = value - ask how does this product (book) benefit your reader. Every book is not for everyone. So first find out who reads your type of books - and then share with them how your book fits their desires. E = education knowing who your readers are allows you to share information on topics they enjoy. If your book is a romance - then romance readers would be thrilled to learn the latest - like a romance industry gossip website will bring them to you - and you can engage and build a community around mutual interests. And this how you can position your book, product/service, in a way that helps them help you. "You will get all you want in life if you help enough other people get what they want." ~ Zig Ziglar (salesperson, motivational speaker) *Eduardo Conrado, who was senior VP and the chief marketing officer at Motorola Solutions, allegedly came up with the SAVE marketing mix framework.
  2. 1 point
    There’s only one way to become a bestselling* author. Get a lot of people to buy your book. - Simple, right? Yes, but it’s not easy for independent authors who must get their book in front of enough people to gain global sales. Well, at least it wasn’t easy before the internet and the growth of eCommerce. Back then, it was nearly impossible to make global sales without a prominent publisher. Now any writer can sell worldwide. So why do so many independent authors insist on selling their books exclusively on Amazon.com? And to their detriment. There are plenty of viable outlets available that will lead to better sales and robust revenue. Yet many stop there and then wonder why they can’t make a living as an independent author. Possibly some of the reasons for poor sales include lack of knowledge, not enough preparation, and not setting an initial sales goal. Fortunately, there are simple fixes for these oversights. For example, Setting a SMART1 ( Specific, Measurable Achievable Realistic Time-based) sales goal. i.e., Using several distribution channels, Independent author will sell 300-1000 units* during the first week of publication. You are identifying viable outlets to sell the book. Direct sales, eCommerce sites, book distributors such as Ingram, hand sellers, independent bookstores, retail bookstores, specialty outlets, etc. Make sure at least one of your outlets is also a reporting agency to NPD Nielsen BookScan Delaying publication to prepare a sales strategy, and to solicit presales. Now that you’ve considered a plan to sell 300 or even 3000 books during the first week of publication, it’s safe to tell you the rest of the story. Determining where you will sell to your customers and how you will get your books to them is also known as Place. It is the 3rd P in the marketing mix. So, deciding Amazon as the exclusive Place to sell books is unwittingly using a marketing tactic that may negatively impact your book’s sales revenue. Note: although Amazon is referenced throughout the article it’s not the focus. It’s about getting you, the independent author, to consider a solid book sales strategy that allows you to make your book available in multiple locations. * (3000 -10000 books sold is the statistical count for WSJ or NYT bestseller, respectively.) ** Post inspired by @Troy 's Tweet (1/7/2020) ~Mel Reference 1. https://www.smart-goals-guide.com/smart-goal.html What is a smart goal? | acronym smart goals 2. https://www.publishersmarketplace.com/bookscan/stores.cgi (npd publishers marketplace BookScan stores reporting 3. https://www.npd.com/wps/portal/npd/us/industry-expertise/books/ (NPD BookScan book market trends) 4. https://www.ingramcontent.com/publishers/distribution (book distribution worldwide |Ingram content group) 5. http://www.bowker.com/ (Connecting publishers, authors, and booksellers with readers)
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