Marketing experts say it takes an average of seven marketing touches before a consumer buys a product. Advertisers who run a couple of ads and give up are giving up too quickly. As writers with a book (or service) to sell, we need to keep this in mind if we want to maximize our success.
While we can accomplish each of these seven touches via the same promotional channel, we should tap multiple ones for greater effectiveness. What options might we consider?
Start with a press release; it’s not much, but everything helps. Email blasts, assuming we have an email list, are a great way to connect with our readers and potential book buyers. Website ads on destinations our audience frequents offer a third option. Guest blogging is a fourth consideration, followed by social media mentions and ads, especially Facebook and Twitter. There is also direct mail. Another consideration is print ads, providing we find the right publication.
This is seven options for seven touches, but don’t use every option. Pick the ones that feel right. Regardless of which ones we select, we must have our book highlighted on our own website. This is essential; it is key to success.
When it comes to booking promotion, keep in mind that just because something is available, doesn’t mean we should use it. Carefully test each option before investing time and money into it. While some options have relatively minor cost, there is still the cost of time—time that we can’t spend doing something else.
What promotional efforts have worked well for you? Have you had any epic fails? Please share your thoughts in the comment section below.
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Peter Lyle DeHaan, PhD, is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book The Successful Author for insider tips and insights.