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"This is so simple."
That's what I thought when I picked up this thermos. Kind of heavy. A good fit for my hand. I turned it over - $35. I set it down and studied it.
"This is good marketing." But what makes people buy this bottle, and how can that help you reach readers?
The Clarity
The marketing is clear and simple. Buyers don't have to read much or put in much effort.
- Mostly two-word sentences
- 25 oz. and 750 mL - don't have to math
People don't wanna work hard. Make your book marketing lazy-friendly.
The Benefits
This bottle doesn't tell you how great this company is. Nope, it tells you how you'll BENEFIT from buying it.
- tons of insulation
- less dropping
- durable
- dishwasher = yes
People wanna know how your book'll entertain/educate/inspire them. Improve their lives.
The Safety
This bottle focuses on our desire for safety and security.
People don't wanna drink asbestos and other toxins, so the company made sure to mention it was BPA-free.
People wanna know your book's worth their cash.
As an author, your book is your product. Not your marketing.
Write a good book. Don't wrap a piece of coal in beautiful wrapping.
Your readers will feel betrayed.
The Environment
With only 25 words, this bottle's hitting its buyers from all angles. People focused on safety, practicality, laziness, and the environment.
"Goodbye, plastic bottles."
People wanna take care of our planet. If the other benefits didn't get 'em, this one might.
The Color
These bottles come in tons of colors.
The paint looks soft. The bottle's heavy. Feels expensive. Smells clean. Has a nice shape to it.
No, I'm not gonna take it out to dinner.
People like choices and sensory experiences. Paint vivid pictures in your books using all your senses.
Make your readers feel like they're there. Sight, smell, touch, hearing, touch, etc. Use 'em all.
The Discount
Many people bought this bottle at full price, and when they didn't - BOOM, 30% off.
People love a good deal and love to know they were clever in spending their money, so that strategically-timed sticker helps.
There's tons of ways to market your book, but the best way is to keep it simple.
- focus on benefits or intrigue
- keep it lazy-friendly
- answer questions your readers might ask
- do more work so they have to do less
- make it easy for them to buy
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