There is a doorway to every single fiction reader in the world, and there are MILLIONS of them.
Question is, how do you persuade them to open their doors and buy your book?
Unfortunately, most of my author friends attempt to solve this in precisely the wrong way. They hammer on one door after another like a old style door-to-door salesman, and in the rare instance a door opens, they immediately shout at the owner: “Buy my book!”
And they do this on Twitter, Facebook, G+, Goodreads , Linked in, Pinterest, Instagram, YouTube, Flickr, forums, their own blog, and everywhere else they can think of.
Of course most readers won’t open the door to them, because they don’t know the author, and they don’t know their book.
Furthermore, not only do they dislike people rapping on their doors uninvited, there are thousands of other authors constantly doing it.
The doors never open.
So what does a poor author do?
How To Persuade Readers To Open The Door And Let You In
The secret lies in never knocking on the door. Instead, TAKE TIME to get to know the person behind the door by socialising with them elsewhere in all the places they gather.
Once you’ve got to know them, and you become a familiar face, then introduce your book. The door will open.
Yes, I understand that you want instant results. And frankly, it’s not your fault if you have always chosen to hammer on readers’ doors, because you’ve never been taught the real way to attract attention.
Besides, no-one really wants to hear that it takes a great deal of work to attract sales, which is why hammering on doors seems to be a great idea. It’s instant, requires no planning, time or work.
Well here’s the harsh truth: Being an author is a career, not a get rich quick scheme, and marketing your books does take time and effort.
Yes, it’s possible you will strike it lucky. But honestly, that’s pretty much like hoping you’ll win the lottery, and is not a marketing strategy on which to base a writing career.
Four Steps To Persuading Readers To Open Their Doors And
Buy Your Books
Let me show you a classic marketing formula that’s stood the test of time because it invariably produces results.
The formula is known as AIDA, a series of four steps that gain the interest of a prospect and eventually get them to buy.
Note how ‘Action’ comes last. Knocking on the door and shouting about your book is asking for action first, which is a recipe for failure.
Here’s How The AIDA Selling Steps Work On Twitter
Attract Attention With Content Readers Will Love
Ask yourself “What would attract attention and be of interest to my potential readers?”
Then talk about that with your book only mentioned at the end.
By the time they come across your books, they’ll already be in a fascinated frame of mind and ‘sold’ on you and your work.
Having said that, there’s one exception: Do chat about your books on social media with readers who’ve already bought your books. It will generate curiosity and encourage others to read them.
And let’s not forget the power of variety. Use a potent mix of curiosity, questions, images and breaking news in Tweets for example. I’ve fully detailed how to do these, plus 16 other compelling reader engagement tactics in my Twitter for Authors mini-course.
The Bottom Line
There’s no question that this way of persuading people to read your books is far more effective than randomly ‘knocking on doors’.
One by one they’ll come to know you, buy your books and independently begin to spread the word about them in their own circles of influence.
You’ll also already be aware that most books are sold by Word of Mouth recommendation. This means you don’t have to hand crank every sale. You simply need to help ignite the word of mouth fire.
The power of the AIDA steps will help you to set it ablaze.
Be honest, how do you approach readers? Do you hammer on their doors? Or do you use the AIDA approach? Or maybe quite different methods? I’m intrigued to know. Do please leave a comment.
Article written by Jonathan Gunson
Author / Book Marketing Coach
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