Marketing lessons learned from the Home Shopping Network

by | Sep 10, 2008 | Book Marketing Basics

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Have you ever watched a shopping channel and seen a product you would normally walked right by if it were in the store but the way it’s presented leaves you itching to dial the 800 number. Why is that? Because the product is not presented as a product first, it’s presented as a problem to solve. You can’t sell solutions unless people realize they have problems. Now why does this matter to you? Well, if your book is designed to solve a problem, you’ve got to make your reader aware that they have a problem first. So how do you do this? With an effective book title, sales blurb on the front and back cover, and effective marketing copy. For example, with my book Red Hot Internet Publicity I looked at the real problem or problems it solved. The truth is, most of us can’t make head or tails out of Internet marketing. There are too many choices, too many options and about a zillion places you can go to market your book. So just like those overstuffed closets you see on HSN, Red Hot Internet Publicity clears the Internet marketing clutter. Do you see where I’m going with this? Yes, it’s great to have a solution but unless you identify the problem first, no one will care.


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