The benefit of branding for authors
Marketing was one of my favorite classes in college. The one thing that stuck with me from that class was the Rule of Seven:
The Rule of Seven is an old marketing adage. It says that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you.
What better way can potential buyers see your book marketing message consistently than social media?
From my experience, readers want to know YOU as a writer, especially new authors. A catchy title and a nice cover alone won’t be the only thing to persuade someone to buy your book, especially in a sea of books.
But what if…
You invited your target market in when you began writing your manuscript. You explained the highs and lows of writing, the writer’s block, the interruptions from family, the rewrites, the plot issues, etc. You’ve gone to print and you explain how you’re nervous about your first book signing. Will anyone show up? What if only two people come? Now your audience is emotionally invested. They’ve been there with you since the beginning. They want to see you succeed and read the final product.
That is the benefit of branding. The reader becomes emotionally invested, which motivates the buyer to buy and establishes loyalty.
To be clear branding doesn’t always have to be accomplished through blogging. It can be done through Facebook, Twitter, Youtube and any of the other social media sites. It’s how YOU choose to use these sites that determines how you’re branding yourself.
When you see golden arches, what do you think of? When you see a copier, what do you think of? What about a tissue? If you answered McDonald’s, Xerox, and Kleenex, this was all due to successful branding.
Do you believe the Rule of Seven? Have you ever made a purchase (book or otherwise) that hadn’t been consistently marketed to you? Please answer in the comment section below.