Guest Post by Rob Eagar
I enjoy watching the television show, The Dog Whisperer with Cesar Millan on the National Geographic channel. I don't own a pet, but the show is appealing because of what takes place during each episode – real life change.
The program is about people who beg The Dog Whisperer to come fix their peculiar dogs with supposed aggression, obedience, or phobia problems. The interesting part is that Cesar doesn't just focus on helping the dog. Instead, he usually winds up counseling the human owner, who unknowingly has contributing issues, such as high stress, apathy, or an aversion to discipline. As Cesar helps the owner address these issues, the dog suddenly transforms into a better pet.
By the end of the show, the dog owners think Cesar's a hero. As each episode ends, the participants share glowing testimonials about him and send in real videos of their dog's improved behavior. They explain the specific results that he helped them experience. Their success stories are so powerful that you can't help but view Cesar as the top expert in his field. The results are overwhelming. Today, he has a television show, several bestselling books, a magazine, a foundation, corporate sponsorships, and a lucrative consulting business.
How does The Dog Whisperer apply to you as an author trying to market a book? The TV program reveals the power of compelling success stories. One of the keys to successful marketing is the ability to convince skeptical people that your book is worth buying. Your job is to build enough credibility and value in someone else's mind that they believe it's worthwhile for them to part with their money and make a purchase. A great way to generate this belief is by using success stories from satisfied readers. Unfortunately, too many authors forget to take advantage of this tool. They don’t let enthusiastic readers do the marketing for them. To find out where you stand on this issue, and ask yourself these questions:
• Are people giving glowing testimonials and success stories about your books?
• Do you create results that could be easily explained on a video from a happy reader?
• If so, do you regularly capture and display those stories from satisfied readers?
• If not, what changes do you need to make to create that dynamic?
A dog may be man's best friend, but success stories are an author’s best friend.
About the Author:
Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He has assisted numerous New York Times bestselling authors and his new book, Sell Your Book Like Wildfire, will be published by Writer’s Digest in May, 2012. For more free advice and information about Rob’s services for authors, visit: www.startawildfire.com