Have you written a book, or are you thinking about it? I teach new authors every week that writing a book and being able to hold a physical copy in your hand is the easy part. Once your book is there it’s time to get rid of it. I wouldn’t have written my book The Freedom Project if I didn’t have a message to share. Like any author, I want to share that message with as many people as possible. Not just to generate book sales, but more importantly to get an idea I’m passionate about, out into the world. To do that, I continue to keep trying new things and find different ways to promote my books, and those of the authors I work with. The strategy I find works best, is to slightly change the way we think about selling books.
If you want to be successful as an author, you’ll have to understand the difference between features and benefits. Features are tangible and benefits are intangible. Features describe what a product is or has based on physical or tangible characteristics. Benefits are oriented on feelings, and emotions.
People have needs and desires that want to be satisfied. Once you know your market’s problems and the desires that problem creates, you can create a list of benefits that people will experience from the story you share in your book. You want to distill this list of benefits down to their very essence, which gives you your key benefit.
The difference between Features and Benefits
Feature = What a product IS or HAS
Advantage = What your product DOES
Benefit = How your product HELPS you
Let’s look at the example of a pen. Let’s say you design a new pen using a proprietary ink formula that you have developed.
Feature: Has non-blotching ink
Advantage: Won’t leave blotches of ink and hence smudge marks on a page
Benefit: Saves you the frustration of making a mess by smudging blotches of ink. Saves you the frustration of trying to get your ink to flow properly. (Which means what?) Saves you money since you don’t have to purchase pens as often.
Create a Benefits vs. Features comparison for your book
List every possible feature and benefit that your product offers your target group. The key with successful marketing is to focus on the benefits, especially those that make you different in the market place, while meeting your market’s needs.
Position all the benefits of what your book, product or service does for someone. Then distill the key benefits that you offer the market place.
The most successful marketers in the world sell feelings. This is because they know the secret to making money: people buy based on the emotional experience it creates for them and then justify their purchase rationally.
If you can get testimonials from people you have helped, have them list all of the problems you have helped them resolve and look at the benefits of solving each of those.
Focus on the benefits of your book, product and service and let others tell stories about how you solved their specific problems.
Want to learn more about Writing, Publishing and Selling books?writeabookinaweek.com
Wilko van de Kamp Author
WILKO VAN DE KAMP is the author of #1 international best seller The Freedom Project and several other books and e-books. He's also an award-winning photographic artist, and professional world traveler. His inspiration comes from traveling all over the world. He calls the Canadian Rocky Mountains his home, and the rest of the world his office. He has been capturing our wonderful planet, and it's beautiful inhabitants, for more than half his life. Wilko has spent his life traveling the world to capture awe-inspiring images for those who wouldn't see them otherwise, and to inspire others to embark on their journey of a lifetime. Through his art, writing and appearances as a keynote speaker he enjoys sharing his colorful experiences with the world. Visit him online at www.wilko.ca