Marketing: “The Reason Why”
By Randy Ingermanson
From time to time in your career as an author, you’ll need to write sales copy. At the very least, you’ll need to send an e-mail to your fans when you launch a book. There’s no getting around this. Your publisher will expect it, and your fans (by definition) want to know when you’ve got a new book out.
In your sales copy, you’ll make an offer. Every author I know hates making an offer, but unless you make an offer, you aren’t going to make very many sales. That’s just the way people are wired. Most people won’t take action unless you ask them to. And the way you ask is by making them an offer.
There are two basic parts to an offer:
- Here’s what you get.
- Here’s how much you’ll need to pay.
For obvious reasons, you want to make part 1 of the offer as good as possible. On Launch Day, it’s fairly common to offer some freebies to go along with your book. And for equally obvious reasons, you want to make part 2 of the offer as low as possible. On Launch Day, it’s fairly common to give a discounted price. (You may not have control of the price, so this may not be an option.) Your goal on Launch Day is to make the offer irresistible, because you want to spike your sales. That’s your best shot at getting on a bestseller list.
“What’s the Catch?”
The problem with irresistible offers is that modern people are skilled at resisting them. We’ve all heard crazy-good offers that turned out bogus—they were too good to be true. So when you hear a great offer, your immediate reaction is “What’s the catch? Why such a good offer?” You need to be ready with an answer. Part of your sales copy should respond to this question. Continue Reading…