Branding Three-step

Book marketing is one of the oddest, yet normal marketing jobs one can have (and this doesn’t include the rapidly evolving digital, post-book-store world Amazon created and dominates). Selling books is a good case study in the fundamentals of brand marketing. Awareness, belief and validation are all steps in the decision chain buyers have. With books, this plays out in a lot of uncommon ways, though the end goals remain the same. Starting with the author’s platform, the first step is to build awareness.  A great deal of typical PR goes into a publisher backed book, making the entire market aware that the book exists and has an alleged value or differentiation (that there is not a dimes worth of value or differentiation between typical romance novels shows that marketing can overcome reality). Pre-release excerpts from books create awareness, but also set the stage for the next mandatory book/brand market … Continue reading