The 3 Habits of Successful Social Publishers
Publishers who represent non-fiction authors and experts can use social media to drive sales of books and information products by following the three habits of successful social publishers.
Successful publishers who know the difference between wasting time with social media and selling with it rely on developing three habits. These are:
- Getting back to basics by solving readers’ problems on social media.
- Designing to sell, provoking responses from prospective buyers in ways that connect with authors’ books, coaching and other products.
- Translating, discovering customers’ evolving needs and desires, using them to induce sales transactions.
You can immediately begin selling books and other info products on social media platforms by applying these three success principles. Let’s look at each more closely and make them actionable in your everyday work life—let’s make them habits.
Habit No. 1: Solve Problems and Create Experiences
Here’s how the idea of solving problems to create sales works for non-fiction books, reference kits and informational products like webinars, DVD collections, etc. The main idea is to use social media platforms to:
- Provide answers to potential buyers’ most common questions in ways that provoke more questions (that your books answer!);
- Make it easy for the prospect to take action—to actually do something that puts them on the path to understanding why your book/product features THE hands-down expert/knowledge; and
- Give prospects a chance to actually begin to experience the power of your publications’ wisdom/method/solution through a small sample of the real product.
This is the best way to effectively coax or nurture prospects toward buying books, webinars or any kind of published information products. The objective with social media is to convert visitors to a lead. Then it’s up to you to nurture this lead into becoming a buyer of your books and information products.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.