It’s that time again, I’m going to babble and impart some knowledge from the part of my brain which retains all my years of marketing knowledge!
I recently saw a twitter conversation between some authors, these weren’t authors I was particularly friendly with I hasten to add, who were discussing how they had been doing marketing but their sales hadn’t increased. I’ve seen several conversations like this, and over the years, I’ve had many conversations in corporate settings where I’ve had to explain what I’m about to explain here.
You see, the purpose of marketing activities, and the purpose of sales activities are two very different beasts. Understanding these things will save you a lot of bother in the long term, and help you understand how to communicate with people as well.
So, in simple terms:
Sales: The purpose of sales, is to make a sale, to sell your product. There are a lot of techniques for selling and while it is related to marketing it isn’t marketing. It is its own entity.
Marketing: The purpose of marketing, is to raise awareness, to promote, research and talk to your target market, the more ways you can get your name, product, brand in front of your target market the better. But marketing activity doesn’t necessarily translate to sales, at least not immediately.
So, why do marketing?
While marketing takes time to convert people into actual sales, it builds loyalty. People become accustomed to you and your brand. On social media they become engaged, they want to know what you have to say and they become bought in, with newsletters they become engaged with the additional content you are offering, teasers offer them enticement to pick the book up which you have been wafting under their nose and tempting them with for weeks now.
By the time they by they are loyal, you won’t need to tempt them in future, just knowing you are releasing a book will be enough for them. The sales route doesn’t offer this type of loyalty, you may sell a book quicker pushing the sales route, but it wouldn’t guarantee loyalty for future purchases in the same way. You are also more likely to get reviews and recommendations from people bought into your brand. The fact they are sold on you and your brand means they care and will want to share that feeling with others.
This doesn’t just work for books, it will work for any product, any business. It’s tried and tested, and it’s why marketing continues to work, it’s why most large businesses have marketing and sales working side by side so that they can get those immediate sales while building a loyal customer base.
So, while it can feel futile at times to be working on your marketing, don’t give up, each of those connections you make is valuable to your ongoing success.
Until next time. Much Love.