“Ah! I’ve had too many sales!” said no author ever. The truth is, sales are directly tied to what marketers call your reach. Your reach is basically your sphere of influence. Whether traditionally or indie published, authors must consistently strive to increase their reach in order to maintain or boost sales. Reach has become even more important as sales have become more difficult to obtain from paid online advertising. The big question is, why should consumers buy from you and not someone else? As the number of consistent readers continues to decrease in the United States and the number of authors continues to increase, committed writers need to be prepared to devote more time and effort to increasing their reach.
Over the next few articles, I’ll focus on free or low-cost ways that authors can increase their reach. In our first post on this topic, we will focus on the power of stages. What are stages? Why are they essential and how can you get them?
What are stages?
Now, when I say “stages”, I mean a physical or virtual space where you can get an audience. This can be as informal as a gathering of friends, a tuxedo-worthy event or anything in-between. Speaking at conferences, leading workshops, representing a cause are all good examples. But a stage can also be a virtual experience. Podcasts, “going-live” on social media, or broadcasting digital content on channels like YouTube are great examples of a virtual stage. However you do it, once you have a stage, you are taking the next step to growing your reach—and that’s a good thing.
Why are stages important?
If you think about it, humans have been influenced by stages for millennia. From the old oracles of the ancient world to our televised national debates, stages are an opportunity to influence your audience and to build relationships. Research indicates that most people purchase books if they have a relationship with the author—heard the author speak, follow the author’s social media—or if they have a friend who has a relationship with the author and speaks highly of his/her book.
Why is this?
Well, the answer may lie in our subconscious. According to Harvard professor Gerald Zaltman, most purchasing decisions are made based on emotion (Chierotti, 2018). Therefore, as you speak to audiences and make emotional connections, or relationships, you increase the likelihood of a sale.
Stages also serve to boost the credibility of the speaker by association. We humans are hardwired to learn by association. If we see a certain author on stage with someone we already respect or trust, we are likely to extend a certain measure of trust to that author. By developing key relationships and earning a place on stage with people who already have the respect of their audience, you dramatically increase your own chances of success.
Finally, stages give you an opportunity to bring happiness, because the heart of sales is the pursuit of happiness. I’ll explain what I mean in a moment but first, let’s talk about why people buy. The truth is, no matter what you’re selling, if the consumer does not think it will make him or her happy, there will be no deal. The key to selling anything is simply finding out what people want and giving it to them. As word spreads, consumers will come to you because you have what they think they need in order to be happy. Without your product, they’re missing out.
I know that might sound rather cold, and I’m sorry if that’s the case, but it is a core business principle. Let’s take an example that’s not related to books to make this a little more clear. Consider pocketbooks for a moment. Why do shoppers pay more for luxury brands of pocketbooks simply because it has the name of the manufacturer printed all over it? In reality, you’re paying to advertise someone’s brand. But it makes consumers happy to do so. Perhaps they want others to notice that they can afford a luxury item. Perhaps they simply think it’s a great product. Regardless of the reason, the consumer is willing to give money up for the pocketbook because she believes it will make her happy.
Now what does this have to do with stages?
Everything.
When you’re on stage, you have the unique opportunity to present a problem and share how your book presents information that can help the audience solve the problem. You don’t want to present your book as being the solution—your book is there to help the audience solve the problem. This is true for fiction as well as non-fiction. You just have to develop your message in a way that will speak to your audience.
How can you win stages?
Start by thinking about what the core message is in your book. What did you want people to learn? Then move from that point to identify a few groups in your town or nationally that might benefit from the themes you discuss.
For example, if your book discusses domestic abuse, racism, or forgotten veterans (even slightly), you might be able to connect with a group that has an interest in those topics. If your book is geared toward a Christian audience, try speaking to small church groups that might benefit from its themes.
But think bigger than your direct audience. Can you partner up with a local charity and speak at their event while donating a portion of your proceeds to their cause? The publicity you gain can make it worth your time.
In short, stages are a great way to increase your reach, ultimately boosting sales. For personalized information, or to identify stage opportunities for your work, connect with me online at JPRobinsonBooks.com.
JP Robinson gained experience in the marketing field doing promotional work for multi-million dollar medical facilities and non-profit groups over the past decade. He is an international speaker, educator, and prolific author of both fiction and non-fiction.
JP also conducts writing seminars in various parts of the country and heads Logos Publications, LLC, an emerging publishing and book marketing team.
When he isn’t writing or teaching, JP loves spending time with his wonderful wife and children.
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