Book Marketing 101: Don’t Sell a Book; Build a Brand

This post by Derek Murphy originally appeared on CreativIndie.

For a lot of authors, “book marketing” still means something like advertising or publicity.

In other words, you put something in front of people that tells them about the book, and that they should go buy it.

Here’s why that doesn’t work:

– People need repetition before they notice, then take action. So they’ll need to see whatever it is you’re doing many times (usually 7 or more) before it even registers. That’s why something like a one time radio appearance or newspaper review isn’t likely to sell many books.

– People buy based on trust. They’re much more likely to buy the book if a friend recommends it, or somebody else online that they’re following that they already know, like and trust.

– People hate advertisement and promotion these days. That’s why the biggest, million-dollar companies avoid it in favor of content marketing, which means, you they make other really cool and interesting content that their target buyers will enjoy and appreciate. There is no hard sale or call to action, except indirectly.

Coke has been doing this for years. When was the last time you saw a Coke ad that said “On sale for only 99cents right now!” Coke doesn’t need to sell it’s product. They don’t need to offer discounts. Pricing is irrelevant. Coke sells a lifestyle. Everything cool that they do makes people like them more, which, in turn will actually sell soda.

So here’s what you need to do to sell more books:

 

Click here to read the full post on CreativIndie.

 

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