You’re a pastor. Or maybe an elder in your local church. You might be a stay-at-home mom or a teacher. But you’re probably not a professional salesperson. So now that you’ve written a book, it needs to be sold and you’re feeling a little squeamish. Why? Because it’s likely that your initial “customers” will be friends and family, and that feels awkward. You don’t want to be that friend or family member who is selling a product and making everyone feel obligated to buy it. And yet, you need the support and word-of-mouth marketing of your inner circle. So how do you sell your book to those closest to you without it getting all weird? Here are three ways:
More than likely your book is the result of years worth of prayer, reflection, research and sustained effort. You’ve sacrificed time and money to produce the manuscript. You’ve edited, re-edited and re-edited again. You’ve agonized over words, commas and even deleted entire chapters. This book contains your highest thoughts and deepest revelations. It may even be the result of God’s call on your life. If so…be confident. Be proud. Be assured that your writing is amazing and will greatly benefit those who read it. The temptation will be to say something like this,
Uncle Mike, I hate to be pushy, but it would really mean a lot to me if you would buy my book.
Instead, try this,
Uncle Mike, you know how I’ve always been passionate about worship? Well, I’ve finally written down all the things that God has taught me and I would love for you to read it. In fact, you mentioned recently that you had some misgivings about your church’s worship style. I think you might find some helpful advice in my book.
See, your book has value. Don’t be embarrassed about that. Imagine that you are hosting Christmas dinner for all your relatives. You carefully plan the menu and even practice the recipes. After some refining, the big day comes and you meticulously prepare all the dishes. As you set the food in front of your guests, do you apologize for it? No. You are excited for them to try it! You truly believe that this meal will bring them joy as well as nourishment. You should view your writing in the same way. As a gift and a blessing to those who read it.
Which tagline for a stain-remover would be most effective to a mom of young kids?
Five ways to remove baby food stains
Buy our stain remover!
Of course, it is the first one. Why? Because it offers a solution to that mom. How will your book help people? Will it provide encouragement to the depressed? Hope to the addict? Maybe it gives pastors’ wives the tools to keep their sanity. Or it educates on the history of the Jewish people. As you promote your book to friends and family, think of ways that it can help them and become a tool in their spiritual toolbox. This approach will take you much farther than simply constantly asking, “Will you please buy my book?”
If you weren’t a pushy salesperson before you wrote your book, please don’t become one now. We’ve all seen it. The acquaintance who suddenly becomes ultra-friendly only to lay on the sales pitch for some product or another.
Books… actually most products… are best sold through meaningful connections. In his bestselling book Your First 1000 Copies (a book we highly recommend), Tim Grahl states,
Let’s sum up what marketing is and should be.
Marketing isn’t sleazy car salesman tactics.
Marketing isn’t tricking people into buying.
Markting isn’t unethical.
Marketing isn’t intrusive self-promotion.
Marketing is two things: (1) creating lasting connections with people through (2) a focus on being relentlessly helpful.
Be confident. Be helpful. Be authentic. These three attributes will start you off on the right foot as you venture into the world of marketing.
At Certa Publishing, we believe that our authors’ books offer tremendous value and we stand ready to help you reach the readers that need the wisdom your book offers.