Three Questions
One of the most important lessons of business is “All your customers care about is benefits to themselves.” This simple concept prompts three questions: What benefits do my customers want? How do I describe those benefits in my marketing message? and How do I prove I can actually deliver what I promise? When you figure this out, your marketing planning will be extraordinarily powerful.
Let’s do a practice exercise on this concept. Find a magazine around the house or office. Got one? I’ll wait. Okay, find several ads for products you might buy. Examine the ads for the three message steps I just mentioned: List important benefits, communicate benefits, and deliver benefits. Do they talk about benefits important to you? Do they communicate them well? Does the ad make you believe if you buy the product, the benefits will be delivered?
Taking a break to look at a couple of magazines, I realize many ads are subtler than my simple three-step plan. Sony shows a stylized computer with a good-looking young person, and Ford shows the newest model driving fast down the open road. These exceptions prove the rule, especially for us small guys. Corporations are spending millions to reinforce their brands. The benefits are implied. We don’t have the deep pockets necessary to play this game. We have to communicate the benefits of our books clearly and concisely.
Publishers have to be specific about the benefits of their books. “Buy this nonfiction book
Your readers want benefits from your book. Your job is to figure out what benefits they want, how to communicate the benefits, and how to prove you can deliver. With a benefits-oriented marketing message, you will have created the best way possible to promote and sell your books.
Scott Flora is Vice President and Co-owner of About Books, Inc., a consulting company specializing in producing books for publishers, authors, and organizations. About Books has been editing, designing, and printing high quality books for 30 years. For more information call 719-632-8226 or visit http://www.about-books.com
Tags: book marketing, business plan, marketing plan, publishing, self publishing, writing
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