December 2 Book Marketing Tip: Sometimes truth in advertising works…
Last night, a scruffy kid stopped me as I was leaving the drug store and heading for my car. I’m not the best estimator of young men’s ages, but I’m guessing he was between 19 and 25. Given the way he sidled up to me, I thought he was going to ask for money, and quickly considered whether I’d give him the $5 bill I knew I had in my purse. But he didn’t ask for money. He startled me with his forthright query:
I’m trying to get a bottle of liquor, but I lost my ID last night.
I immediately chuckled and wished him luck. I declined to help him out, but was nevertheless impressed by his honesty. And, I have to assume, it probably was not long before someone was willing to get the guy his spirits.
Marketing, advertising, and selling in general have a pretty poor reputation in the world, more than likely because so much of it is deceptive and manipulative. However, the definition of marketing includes none of the above. The definition from the American Marketing Association boils it down quite concisely:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
As the young man who asked me to buy him booze learned, truth alone isn’t always enough. But it’s a good start!
What truth can you proclaim that will set you, your book, your expert subject matter apart from the rest of the pack?
We welcome and encourage your thoughtful, courteous comments below.
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