Guest Post by Rob Eagar
I’m a big fan of Compassion International (www.compassion.com), a non-profit organization that helps provide food, education, and medical treatment to children who are stuck in poverty around the world. As a supporter of Compassion, I receive their quarterly print newsletter that looks like a first-rate magazine. And I’m always moved by the incredibly emotional success stories that are highlighted in each issue.
Compassion doesn't gloss over the awful conditions that so many children face. However, their stories of hope and how they make a difference in individual lives are very powerful. The more I read these success stories, the more I respect the work that Compassion maintains, the more excited I feel to give financially to their cause, and the more I like to tell other people.
How does this apply to marketing your books? Spreading your message like wildfire is much easier when you have powerful success stories to share with a skeptical world. If you're having trouble getting attention for your books, examine if you have tangible success stories that reveal the results you create for readers. Examples can include highlighting emotionally-charged reviews from readers on Amazon, testimonials you’ve received, and endorsements from respected leaders. Once you have these elements, use them as a prominent part of your promotional campaigns. The more you can show how your book emotionally touches a person’s life, the easier it is to overcome other people’s skepticism and generate spread word of mouth.
Your action item:
If you have captivating success stories, look for three new areas to showcase them in your marketing materials, such as your website, newsletter, social media pages, etc. If you do not have solid success stories, then I suggest making that a top priority in your marketing strategy. Reach out to your readers or influential leaders you know, and ask them to describe the results you've helped them experience. Success breeds success, and one reader's story of life-change can be the best way to create another one.
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. Find out more about Rob’s advice, products, and coaching services for authors at: www.startawildfire.com