How to Use Benefits to Boost Sales: CVP As It Should Be
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A fairly common marketing concept can help you write better press releases, perform more successfully on the air, and sell more books in large, nonreturnable quantities to corporate buyers. It is called a Customer Value Proposition (CVP), and it lets you clearly and quickly show prospective buyers how your book can benefit them. But it is often misunderstood and therefore misused.
All too often, publishers still send press releases with headlines such as:
“We are proud to announce the publication of . . . ” (the reaction to which is, “So what?” as readers move on in search of something of value to them); or, “This is the best [or greatest, latest, most unusual] book ever written on this topic” (which may make authors feel good but elicits yawns from buyers—“That’s nice, but what’s in it for me?”)
Or publishers rely on press releases that list all the reasons they think their books are good, believing that if the list is long enough, people will recognize the benefits to them and decide to buy. But each listed benefit is one more thing for prospects to search through, looking for a benefit they value….IBPA Members – Click here to view the full article (login required).
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