The Phantom of the Oprah; or, Here’s a Better Way to Sell Books

February 2007
by Brian Jud

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The Phantom of the Oprah; or,
Here?s a Better Way to Sell Books


by Brian Jud


As a book-marketing
consultant, I often encounter people with their marketing plans in hand who ask
how I can help them with implementation. Unfortunately, in many cases the marketing
plans consist entirely of ?Getting on the Oprah Winfrey Show.?


?Once I?m on Oprah,? they
say dreamily, ?the people in her audience will love my book and I?ll sell
millions of copies.?


This kind of fantasy marketing can
cause books to fail. An appearance on the Oprah Winfrey Show (or any other show)
does not guarantee sales. If the guest does not engage the audience, the
exposure won?t pay off. And to sell ?millions of books,? you must have printed
them and gotten them onto retailers? shelves before your performance.


There is no quick fix when it
comes to selling books. Consumers take their time making decisions about what
they will buy, and they must reach a certain comfort level before they will
part with their money. It is not enough for them to see an author or hear about
a title just one time. They must be exposed to your message again and again.


As potential customers hear about
your book more frequently, they…IBPA Members – Click here to view the full article (login required).

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