PAR™ for the Book- Marketing Course

You can sell more of your books if you can answer two questions honestly. First, how often do people think about your book? Second, how often do people think about their own problems? I think you will agree that people think more about how they can solve their problems, learn something, improve themselves or be entertained than they do about your book. However, if you can show them how they can help themselves in some way by reading your book, you are likely to increase your sales and revenue.

A three-step process can help you do that by focusing your marketing efforts on the real reasons people purchase anything – to benefit themselves. It provides a way to pinpoint the problems people have and the ways in which your book can help them.

Step One: Define your target reader. When asked who their target reader is, many authors reply, “I don’t know,” or “everybody who likes” their topic. Either answer can reduce sales and profits. If your book is for everybody, how much could it cost you to reach them frequently enough to make an impact — if you could find a way to do so?

Consider Gloria Boileau’s title, Stop The Fear! Finding Peace in a Chaotic World, (www. stop-the-fear.com), a book on ways to resolve fear. Everyone is afraid of something, at some level, but how can you tell “everyone” about how the book will help them? One way is to segment your target readers in categories. Using this technique, Gloria might address the people who are afraid of flying, being in a relationship or other types of fears.

But you are marketing to people, not to segments. So who is the typical person in each segment who will actually purchase your book? If you can describe that individual and the problems that consume him or her, you can communicate the ways in which the content of your book can help them.

Continuing with the title Stop The Fear!, what if “soccer moms” were singled out as a target segment? These mothers might be fearful for the safety, health and future of their children. In this case, Gloria would define the typical “mom” who will benefit by reading her book, in terms of age, education, life style and geography. She would seek answers to the following questions, defining the “typical mom” and creating a composite of the person to whom she will market.

• What is her average level of education?
• About how old is she?
• How much money does she make?
• To what ethnic or religious groups does she belong?
• In what leisure activities does she participate or watch?
• What magazines and newspapers does she read?
• In what current events or issues is she most interested?
• Is there a particular life event she is facing (e.g., divorce, career balance, childbirth)?
• What makes her happy? Unhappy?
• What are her problems or ponderous issues?
• What organizations or associations does she join?
• To what radio and television shows does she listen/watch?
• Are there geographic concentrations of prospects?
• How can you reach her?

The same concept applies when selling books to special markets. Here, you would define the target industry, the specific company, its products and the people making or influencing the purchasing decision. Find out what problems the buyers (usually Product or Brand Managers) might experience selling their products, and how your content might help increase their companies’ revenue if used as a premium, self-liquidator, gift or employee motivator.

Step Two: Conduct a PAR™ analysis. A PAR analysis is a brief description of the Problems relevant to your target readers, the Actions they can take to rectify their situations and the Results they can expect.

Using your research from Step One, list the problems facing your target prospects. For each major problem (issue, situation or circumstance) facing them, describe how your content will show them how to take some action to resolve it. Then explain the results the reader can expect after taking that action. The outline looks like this:

Problem                  Action                     Results
1)
2)
3)
4)

The key is the Results column. This is the benefit your target audience gets from reading your book. Rank these in order of importance to the reader, then communicate them in your publicity, advertising, sales promotion, personal selling, on your website and on your book’s rear cover. For example, let’s assume you are selling a book about how to get a job. Here is how the PAR analysis might unfold.

Step Three: Use your PAR analysis to develop a Benefit Statement. It is important to quickly and briefly tell potential readers how they will benefit by reading your book. There is a formula for writing your Benefit Statement in one-sentence that will describe the results target readers can expect to receive:

I help —— (your target audience)
Who want —— (problem they want to solve)
Get________ (results they want)

Using the PAR analysis above, your Benefit Statement for the job-search book might read:
“I help unemployed people who want practical answers to questions about finding a job, learn effective job-search techniques and get the best job quickly.”

Keep this statement in mind as you create your promotional material. Say it when people ask you what your book is about. Recite it on the air when the host asks you to briefly describe your book.

Another Practical use of a Benefit Statement
Your Benefit Statement is also useful in your telemarketing activities. When you call someone, one of two things will occur. The person will answer the phone or you will be transferred to voice mail.

In either case you must get the person’s attention and give a reason why he or she should listen to what you have to say. If a human answers, lead with your Benefit Statement and then ask if the person has time now to learn more. If you are transferred into voice mail, you must leave a pithy, provocative, benefit-laden message giving the person a reason to call you back. A sample format is:

1. Name and intro
2. Benefit Statement
3. Request for a return call
4. Contact information
5. A good time to call you
6. Thank you, Close

People buy for their reasons, not yours. These three steps can help you focus your attention where it belongs: on the needs of your prospects. Describe your target readers, conduct a PAR analysis, write a Benefit Statements for the typical prospect in each of your target segments and you should sell more books, more profitably.

Brian Jud

Brian Jud is the author of How to Make Real Money Selling Books and Beyond the Bookstore. He also offers commission-based sales of books to buyers in non-bookstore markets. Contact Brian at brianjud@bookmarketing.com or www.premiumbookcompany.com.

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