Unlock the Hidden Secrets Behind the Three Pillars of Marketing That Could Transform Your Business Overnight

Successful Fiction Writing = Creating + Organizing + Marketing

I blog weekly on one of the above three topics, alternating between them. This week, I’m blogging on Marketing. My topic today is what I call the Three Pillars of Marketing. Everything you will ever do to market your novel falls under one of these three pillars. But let’s deal with the elephant in the room first…

All Novelists Hate Marketing

Yes, all novelists. At least those with a conscience, and all the novelists I know are good people who have a conscience. None of us wants to be a marketing weasel. And all of us have run into marketing weasels.

For the last few months, a robo-caller has been calling my house many times every week, claiming to be from “The Home Improvement Group.” I’m not interested. I have talked to a couple of the actual humans behind the robo-caller and asked them to put me on their Do Not Call List. But they keep calling. Over and over. And they fake their Caller ID, so it’s not always obvious that it’s them again.

Let’s define a marketing weasel. A marketing weasel is somebody trying to sell you something under one of the following three conditions:

You don’t need it.
You don’t want it.
You can’t afford it.

So how do you avoid being a marketing weasel? It’s really pretty simple. You aim your marketing ONLY at your Target Audience. Let’s review the meaning of that term.

Your Target Audience

Your Target Audience is the set of all the people in the world who would love your fiction, if only they knew you existed. Let’s be clear that some fraction of your Target Audience actually does know you exist. But not all of them. Most of them never heard of you.

It doesn’t make sense to market your novel to people outside your Target Audience. They’re just not that into the kind of fiction you write. Some of them might like your novel, sorta-kinda. Most of them just won’t see the point. Some will actively hate your novel.

It makes all kinds of sense to market your novel to people inside your Target Audience. By definition, they want your novel—or they would if they knew it existed.

And if someone wants your novel, then they also need it, because all humans need Story. Story is how we make sense of the world. Story is what keeps us alive and helps us thrive. Story is the rocket fuel humanity runs on.

And books are pretty cheap, as compared to most other stuff. If somebody wants your book and needs it, they can almost certainly afford it.

I strongly recommend that you market your work ONLY to people in your Target Audience. They want it; they need it; they can afford it. If you tell them about it, you’re not being a weasel. You’re doing them a favor.

But then how do you actually do your marketing? There are three things you need to do, and only three things. But you have to do them in the right order. I call these the Three Pillars of Marketing. Here they are:

Attract your Target Audience—let them know you exist.
Engage your Target Audience—earn their trust by being trustworthy.
Convert your Target Audience—ask for the sale.

The First Pillar—Attracting Your Target Audience

Most people in your Target Audience don’t know you exist. They don’t know you wrote a novel. They don’t know what your novel is about.

Attracting your Target Audience just means that you somehow make that connection so they know those basic facts about you and your novel. There are thousands of marketing tactics to make that connection. We can talk about those later. I’ve talked about some of them in previous posts on this blog and in the Advanced Fiction Writing E-zine that I used to publish. I’ll continue to teach specific marketing tactics in future blog posts, because tactics come and tactics go. But the principle is forever—do what it takes to Attract your Target Audience and ONLY your Target Audience.

The crucial thing is that any marketing tactics you use to make the connection should be honest. They should make it crystal clear to each person that one of two things is true:

They are in your Target Audience.
They are not in your Target Audience.

When choosing marketing tactics to Attract people in your Target Audience, give enough information to repel people who are not in your Target Audience. That’s right, repel them. You want to drive them away. You only want people who are in your Target Audience. If somebody is dying of thirst and you don’t have water, don’t try to sell them pretzels. Point them to somebody who sells water.

As a side note, one reason for writing a One-Sentence Summary of your novel is that it Attracts people in your Target Audience and repels people who are not in it. Both sides of this coin are important.

The Second Pillar—Engaging With Your Target Audience

Assume somebody knows you exist and that you wrote a novel that would interest them. It’s way too early to try to sell them your novel.

That’s like asking somebody you just met to marry you. They may be attracted to you. But they don’t KNOW you. They don’t trust you. Yet.

Engaging with your Target Audience means that you spend time earning their trust. You earn trust by being trust-worthy. This may take a long time or it may happen quickly. If you were selling them a big-ticket item, like a life-insurance policy or a ticket to the moon, you would need to spend quite a lot of time. Big-ticket items require a lot of trust.

A novel is a smaller-ticket item. The money is probably not the main issue. If your book is priced in the $5 to $25 range, that’s usually not a big deal to a reader. Readers pay that kind of money all the time.

The main issue is the reader’s time. It may take 5 or 10 hours to read your novel. Your reader can never get back those hours, if you waste them. So you need to show that you can be trusted to give 5 or 10 hours worth of value.

You have many possible tactics to Engage with people in your Target Audience. I’ve talked about some of them in the past and I’ll talk about many of them in the future. But the principle is the same for all these tactics—you must show that your potential reader can trust you with several hours of their precious time.

The Third Pillar—Converting Your Target Audience

Assume you’ve Attracted someone in your Target Audience and you’ve Engaged with them enough that they know they can trust you. Now what?

Ask for the sale! Don’t make it complicated. Give them a way to buy.

Converting your Target Audience means that you make it easy for them to buy your novel. There are a number of ways to do this. The principle is always the same. Make it obvious how to buy your novel, and make it as simple as possible.

Three Marketing Rules To Live By

Let me summarize with three rules to live by:

Don’t try to Convert somebody you haven’t Engaged with.
Don’t try to Engage with somebody you haven’t Attracted.
Don’t try to Attract somebody who’s not in your Target Audience.

Homework:

Think about the last novel you bought. How and when were you Attracted? How were you Engaged and how long did it take? How were you Converted?
Have you ever bought a novel, and then it turned out you were not in the Target Audience? What went wrong that led you to buy a novel that wasn’t right for you?

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