Saturday, February 25, 2012

Do Book Teasers Really Work?

The best way to answer a silly question is with another silly question.

Uh, Does marketing work?

WOW! I gotta have that!
Hmm...well, yes and no. It all depends on a multitude of reasons or obstacles. While many potential customers might receive your sales message, interested buyers could be prevented from placing an order for a number of reasons beyond your control. Anything from a lost internet connection, severe weather, lack of money, technical shopping cart problems, shipping price objections, nature calls, and so on. The list of obstacles can be endless.

The solution to that is simple. Repeat your message. Hence, all those damn Geico commercials every 5 minutes. Funny and annoying but in the world of advertising, essential to success. The good news is that Book Trailers are like perpetual marketing machines that never quit spreading your sales message. They're always on.

(Just like all those car insurance commercials. Personally, Flo is my favorite.)

Now for the not so good news. Bad marketing can work against you and have a negative effect on your sales. Obviously this is not what you want. So how do you know when your sales message, your advertising and marketing is missing its mark? Three reasons. Not enough repetition or market saturation, or if you know that not to be the case, then something's wrong with your sales approach or you're simply addressing the wrong audience, the wrong demographics.

In other words, Book Trailers, like any marketing piece, can and do work, but only if all the conditions are right. Aside from those conditions, what other factors influence a potential customer's buying decision? Glad you asked because that one question is the subject of this entire blog and what we've been distilling here for the past several months.

How do you write, design, and produce a book trailer that will inspire, encourage, and motivate readers to click for more and eventually buy your books? Or better yet, how about a killer trailer that propels interested buyers into placing an order right now, before they forget or change their minds for whatever reason (obstacle) known to humankind.

Impulse Purchases. You've heard of them, you've seen them advertised, and heck, you've certainly been a victim, uh excuse me, a customer on the "wrong end" of one of these late night infomercials. Want to be on the dealing end of an impulse purchase? Sure you do. Stay tuned for my next Post where I lay down all the golden rules to setting up and reaping the rewards of the ultimate buying scenario: Part I: The Amazing Impulse Purchase and how to Set it Off. Right here, next time.

Don't miss this jaw-dropping Post, coming soon, I promise.

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