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Multiply Your Promotional Impact

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The vast number of quick-fix products and services available today have led people to expect immediate results in almost all areas of their lives. But there is no quick fix when it comes to buyer behavior. People take their time making decisions about how to spend their money. It is not enough for them to see you or hear about your book one time. People have to be reminded about it by being exposed to your message repeatedly. And that takes time.Here are the thoughts that might go through a consumer’s mind after hearing your message 10 times over a period of weeks:

Book’s Exposure Customer Reaction
First Time “So what!”
Second “What’s in it for me?”
Third “That’s interesting.”
Fourth “What was that title again?”
Fifth “I think I’ve heard of that book before.”
Sixth “I think I’ve heard of that author before.”
Seventh “My friend mentioned that book yesterday.”
Eighth “My friend read it and thought it was good.”
Ninth “I’ll look for it when I’m at the bookstore.”
Tenth “I’ll go to the store to buy it now.”

Why Repetition Is Needed

The importance of communicating frequently is demonstrated by three facts. First, people do not care about you or your book; they care about themselves. And they will not buy your book unless and until you convince them that it will help them and that they need it more than anything else they’re thinking of purchasing.Second, the communication process takes time to evolve. Third, there are over 100,000 new books published every year. On an average business day, 400 new books are released with 400 new authors competing for the attention of the book-buying public.
The Benefits of Frequent Appearances
A strategy of regular communication, through appearances on radio and television shows, reminds potential buyers that your book is available and that the information in it will improve their lives in some way. This strategy also provides you with other benefits:1. You generate free exposure. You are not charged to appear on talk shows (nor are you paid to do so). But this free exposure can reap the equivalent of tens (if not hundreds) of thousands of dollars in publicity by informing people about your book.2. You sell more books. The more people you tell about your book, the more likely a significant number of them will buy it. Move them through the mental buying process more quickly (through frequent repetition of your message), and they will reach the inevitable conclusion to purchase your book.3. You tell people where to buy your book. This may be directly through your toll-free number, from local bookstores, or at one of your book-signing events.4. You create and maintain relationships. Touring enables you to network and make contacts. You will meet bookstore managers and media representatives, and many of these people will change jobs within the industry. Over the years, your reputation will move with them. A book that was not right for their circumstances in the past may be perfect under their current conditions.5. You multiply your marketing effectiveness. Increased exposure creates synergism among all your marketing efforts. As people see your name more frequently, they begin to attribute increased credibility to your message.6. You create a promotional frame of mind. As you begin to see results from your efforts, you will feel a sense of momentum, a belief that your big break will occur soon. You never know where or when it will appear, but you know that if you persist, something will happen to jump-start your sales.7. You receive an implied endorsement. Media appearances create an implied endorsement by the medium itself and by the show’s host. The loyal viewer may decide to buy your book simply because you were on his or her favorite show.8. You create additional opportunities. You never know who will be in the audience. There could be a publisher looking for the rights to a book just like yours, a meeting planner seeking a keynote speaker, the regional buyer for a national book chain, or the person who arranges guests for a national talk show.9. You grow professionally. Most media appearances begin with a question by the host to establish your credentials. As your qualifications are repeated over and over again, you will rapidly become the expert that people turn to when they need advice.10. You study and practice. Do not seek an appearance on a national show immediately. Instead, take the time to learn how to be a good guest. Study and practice the skills that will enable you to make a superior performance.11. You reap personal benefits. Evaluate your performances by objectively critiquing yourself and practicing what you can do to improve the next time. Subsequently you will grow personally and professionally.Brian Jud is the author of 17 titles, including, “You’re On The Air,””Perpetual Promotion,” and “It’s Show Time.” He is also the host of the television show, “The Book Authority.” To contact Jud, write to PO Box 715, Avon, CT 06001-0715, phone 800/562-4357, fax 860/676-0759, or e-mail bjauthor@tiac.net. His Web site address is http://www.marketingdirections.com.
This article is from thePMA Newsletterfor July, 1998, and is reprinted with permission of Publishers Marketing Association.

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