Make It Personal: A Three-Step Program for Increasing Sales

October 2006
by Brian Jud

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You can sell more books when
you answer two questions honestly. First, how often do people think about your
book? Second, how often do people think about their own problems and desires?
If you can show people that they can solve their problems, learn something, be
entertained, improve their character, or otherwise help themselves by reading
your book, you are likely to increase sales.

 

A three-step process can help you
focus your marketing efforts on the real reasons people purchase anything.

 

Step
one: Define your target reader.

Consider Gloria Boileau?s Stop The Fear! Finding Peace in a Chaotic World. Everyone
is afraid of something at some level, but trying to tell ?everyone? about how a
book will help them is not realistic. A better approach is segmenting your
target readers in categories, as described in my article ?The Segmentation
Strategy for a Better Bottom Line? (June). Market segments for Stop the Fear
might include people who are afraid of flying, dying, or being in a
relationship.

 

Ultimately, though, you are
marketing to people, not to segments. You need to be able to describe the
people who will buy your book and the problems that face them so you can
communicate the ways the content of your book can help.

 

What if soccer moms were targeted
in terms of their fears for the safety and health of…IBPA Members – Click here to view the full article (login required).

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