How do you talk to your potential customers? Do you speak their language? Do you tell them what they want to hear? Do you give them the information that is most meaningful to them? Most of all, do you listen to your customers and potential customers?<\/p>\n
As authors, we know more about our books than anyone else does. We know why we wrote the book, for whom and with what purpose in mind. We have certain goals and aspirations. We envision people reading our books for the entertainment value or in order to learn something of value. And we think we understand how to present our books to our audience. However, sometimes we miss the mark. <\/p>\n
Not everyone you peg as a potential customer will be interested in your book. And no amount of talking will change their minds. Some of them might develop an interest at a later date\u2014after they\u2019ve seen the book around and heard others talk about it several times. I tell you this so you\u2019ll know how important your initial and subsequent promotional efforts can be. A \u201cNo\u201d on one occasion doesn\u2019t necessarily mean an absolute, forever \u201cNo.\u201d It might translate as, \u201cNot now.\u201d <\/p>\n
Along your bookselling path, you\u2019ll discover that some people are impulse buyers\u2014they\u2019ll purchase your book on the spot. You\u2019ll catch some people just at the right moment\u2014they have money in their pocket, they\u2019re looking for something to read, something to help them resolve an issue, or for a gift. Others have something else on their minds, they\u2019re broke, they are in a hurry or they just don\u2019t have an interest in western romance stories, science fiction or learning to sky dive at the moment.<\/p>\n
Sometimes, you meet up with someone who is on the fence about your book. They come up to you at a book signing, a book festival or after you\u2019ve given a talk. They\u2019re curious about your book and have a few questions. But something holds them back from jumping in and purchasing the book. There are more questions. There\u2019s more contemplation. What can you do to turn the tide\u2014to create a customer\/reader from a hesitant browser?<\/p>\n
Listen to what this person says.
\n\u2022\tHas he indicated that he has many books on this topic and he\u2019s not sure yours offers anything new? As him or her what they are working on and how it is going. Often, you\u2019ll get a clue as to the information they are seeking and you can steer your sales pitch in that direction. If this person has obvious connections\u2014he is the leader of a group related to the topic of your book, for example\u2014consider dropping the price for him in exchange for a review published in his club bulletin.<\/p>\n
\u2022\tDid she say she is new to the profession or topic of your book and not ready for a book on the topic? Explain (if this is true) that your book is for beginners as well as those with some experience in this topic. Give a few examples of how the information and resources in this book will make her journey easier.<\/p>\n
\u2022\tPerhaps he is concerned about the price of your book. Suggest that he consider ordering the Kindle or Nook version. Offer to email him the PDF file for a lower price.<\/p>\n
\u2022\tIs the potential customer focused on one aspect of the topic? Let\u2019s say that your book features tips and resources for hiking in areas of Central California. You\u2019ve presented the potential customer with an overview of the book, but he puts the book down and begins to tell you about some of the hikes he\u2019s taken in the area. You listen intently and pick up his concern for camping, lodging and seasonal information. If your book includes the details he is seeking, show him the pages where he can find this information and demonstrate how easy it is to locate using your masterful table of contents.<\/p>\n
\u2022\tMaybe you\u2019ve described your story as a contemporary romance, but the reader says she loves romance, but also wants high adventure in the stories she reads. This is your opportunity to describe one of your action scenes. <\/p>\n
Book sales are often lost solely because the author neglects to listen carefully enough to the potential reader. Yes, you know more about your book than anyone else. But the customer knows more about what he or she wants than you do. Make it your duty, from now on, to listen and to respond to the needs\/desires of your customers.<\/p>\n
If you can\u2019t legitimately satisfy the customer\u2014if your book does not contain the information or the focus he wants\u2014say so. Certainly, you should not promote an aspect that your book does not contain. However, perhaps you\u2019ve written stories more along the vein that this customer likes to read or articles with the information they\u2019re seeking. Offer to send him one or give him a link where he can read it. Invite him to your blog where you\u2019re currently posting chapters of a book along that vein or information and resources on the topic. Ask for his contact info so you can let him know when your next book will be completed, if it fits his or her requirements.<\/p>\n
For additional information and tons of resources on writing, publishing and promoting your book, order my latest book, Publish Your Book, Proven Strategies and Resources for the Enterprising Author<\/em>. It\u2019s at amazon.com and other online and downtown bookstores. Or purchase it here: http:\/\/www.matilijapress.com<\/a><\/p>\n Do you have a manuscript that needs editing or you would like a free editorial evaluation, check out this website: http:\/\/www.patriciafry.com<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":" How do you talk to your potential customers? Do you speak their language? Do you tell them what they want to hear? Do you give them the information that is most meaningful to them? Most of all, do you listen to your customers and potential customers? As authors, we know more about our books than […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t