Connoisseurs from all over the world swear: wine tastes better from a Riedel glass.
Scientific tests have proven that there’s no difference between his glasses and others.
Why has his company remained in business for over 4 centuries, despite the ridiculously high prices?
Because Riedel has adapted a powerful marketing strategy.
He told a unique story: The glass is the interpreter, translating the message of the wine to the person who drinks it.
It’s a beautiful story, and we want to believe it. This is why it’s true – despite counterevidence.
We don’t buy products because of what’s truly inside.
We buy the story.
We buy Puma and Nike sneakers for over 100$ while the manufacturing price is 5$, deliberately buying the lie.
Writers hate marketing because they don’t understand one thing: Great marketing is as much storytelling as is writing a novel. Instead of using their strongest virtue, they consider themselves lousy marketers.
“I just want to write my book. Can anyone else do the marketing for me?” A fatal error in reasoning.
If you’ll adapt the 5 book marketing strategies I’m introducing below, you’ll not only love marketing but have the potential to explode your book sales.
Book Marketing Strategy #1: Market while doing what you love
Marketing is nothing else but telling a story.
Isn’t that what you love about being a writer?
That’s who you are. That’s what is required when marketing your book. Tell a story to your reader. Captivate her. Make her want more.
The secret of success to this book marketing strategy: you’ll need to switch your perspective: You’re not marketing. You’re telling a story.
If you manage to tell a great story, your reader will thank you for selling your product. Sounds incredible? More on that later.
Book Marketing Strategy #2: How you can use your best assets to become an amazing marketer
All the rules apply.
Everything you learned about storytelling, every story writing principle and strategy that works for your books – you can use in your marketing.
Meaning: You have the skills already!
You just need to learn how to apply them.
According to some advice, authors put on two different hats – when writing and when marketing. I’d argue that this is not necessary.
Maybe for the technical stuff, the mindless tasks that are required.
But for the actual marketing part, you can be who you are: a storyteller. This is your power. Your asset. Use it.
Leverage your skills, become the best storyteller you can be, and benefit both in your books and in your marketing.
Book Marketing Strategy #3: Why the reader will happily allow you to sell
We want to believe in stories.
We make them up in our heads every single day. They give our life context. Meaning.
The public is not outraged when Netflix releases yet another amazing series, or when another great movie hits the cinemas to steal their money and attention.
We happily sell into the story. Because we want to.
The same goes for your reader. He wants a great story. He has already given you permission to tell one.
Now you need to use this benefit of the doubt – and deliver a marketing story that rocks his world. That makes him go: I need to buy this book!
Create a marketing story that hooks your reader – in your packaging, your platform, email marketing, freebie. A story that is at least as good as the book itself. Take him from one great turning point to the next and by the end, the reader will happily allow you to pitch a sale.
Book Marketing Strategy #4: How to make your reader believe your lie
Stories can be frauds.
The most recent example is the Fyre Festival that told an amazing story about the festival of a lifetime, collected money from happy customers and then – never delivered.
In the 70es, Nestlé told a story that killed thousands of newborns.
Don’t be a fraud. Make your story authentic.
An authentic story is a story that is true in every little thing – all the platforms, packages, promises, and of course, in the way you present yourself as an author.
If readers sign up to your mailing list, they want to know who you are. But at the same point, they want to believe a lie. A story.
For example: When you’re writing thrillers, they don’t want to hear about your children’s flu medicine. Instead, they want to see your research, heard about your darkness – see the part of you that ‘fits’ into the rest of the story you’re telling with your marketing.
And here’s where frauds are distinguished from those who authentically live their story. Your passion for the genre won’t go unnoticed by the reader. Your authenticity will become visible.
If you’re writing romance just for marketing reasons but don’t like the genre, your readers will sooner or later notice that you’re a fraud.
With the story you tell in marketing, you build a relationship with your reader. Step by step, they chose to trust you. So if your story is incongruent at any point, the reader is unlikely to forgive it.
Tell an authentic story – with everything you do. By actually living the story yourself.
Book Marketing Strategy #5: How you can convert them into lifelong fans
When “Harry Potter and the Deathly Hallows” was released, it shattered virtually every book sales record ever, selling over 10 million copies in the first 24 hours.
Of course, by the last Harry Potter book release, the book marketing strategies were in full power: the movies were going strong, the franchise was as popular as it’s ever been.
But why then, a decade after the release, are fans still fiercely loyal?
While the power of storytelling – the story that those books are so amazing you’d miss out on an incredible adventure if you didn’t read them – got the skyrocketing sales numbers, the lifelong fans are created by the product itself.
The worst fraud is when the product does not match the rest of the story.
I’m outraged when I’ve sold for a stunning trailer only to find that the movie itself was awful. The trailer made a promise – but the product didn’t deliver.
This is where you need to be different.
If you got your reader as far as buying your book – make sure it’s so powerful it converts them into lifelong fans.
This again is the power of storytelling. Create an incredible world. Write a passionate story.
As a marketer, you don’t need to lie or cheat. You just need to tell a really good story. In everything you do.
Use the power that’s already at your fingertips. Adopt storytelling principles for marketing to hook your reader and make your marketing work.
So what’s the challenge?
Become a great storyteller.
Hemingway said: “We are all apprentices in a craft where no one ever becomes a master.”
But we can become better. We can learn. We can apply. We can tell stories in everything we do – our marketing, our fiction, and even our lives.