Last week, we discussed the problem of the “hard sell”. This week we’re going to explain what to think about instead.
Here’s What A Hard Sell Communicates To The World:
You Don’t Respect Other’s Time:
I’m sure that all of the free samples and links that come into my inbox mean well. The writers who put them there think that this is a great way to get my attention. But it takes time to open links and read samples, time I have too little of as it is. It would be far more worth my time if this writer took time for me first — get to know me, engage in conversation and me glad I spend a few seconds interacting with other writers. On a side note, I think this is the biggest problem I have with TrueTwit validation services. People who use this are shouting to the world that their protection against spambots is far more valuable than the time of the people who have to “validate.” This does not touch my soul. It’s annoying and disrespectful.
That You Are Flaunting The Power You Think You Have:
Daniel H. Pink suggests that in the old economy salesmen were the experts. They knew the ins and outs of the washing machine or the moisturizer. Customers had no choice but to believe their authority. Sellers had all the power. They could flaunt this power and a buyer was willing to be charmed by it. But with the vast information at all of our fingertips, consumers have never been better informed, now the power is balanced. Writers were once an elite group and the world was happy to read anything they published. Now anybody and everybody can publish, so writers, as a group, have far less power and less authority. Buyers now have all the power. Wise writers understand this and change their marketing strategy to reflect it. Wise writers know that humility and transparency allow their humanness to be seen and this will make them more attractive to readers.
That You’re Blind To What’s Important:
In To Sell Is Human Pink mentions that old sales adage “Always Be Closing,” an adage coined for the hardcore, pushy shark who wants nothing but a sale at the end. It’s this slimy persona that we’re all trying to avoid, right?
Pink suggests that for the 21st Century, marketers rewrite it to Attunement, Buoyancy, and Clarity.
He explains that Attunement is the ability to empathize with a potential reader, see them as a person, listen to their needs and respond to them in a gentle, human, graceful way. Buoyancy is staying positive through interrogative self-talk, understanding the source of rejection, and embracing the fact that sales are hard, your book isn’t for everyone and someday you will succeed. Buyers are more attracted to positive people. And clarity means asking your potential readers what their inner drives are, asking good questions of the people you want to move and then understanding how you can serve the buyer, not the buyer serve you. Through attunement, buoyancy, and clarity, we are touching on the humanity of our readers through conversations. We’re seeing them as real people, not as numbers.
I’d Like To Suggest That Authors Should Take Their Time To Sell
Read Daniel H. Pink’s book To Sell Is Human. Engage in conversation. Don’t be in a rush to broadcast to the world. Cut out the auto DMs. Rewrite the tweets. BE REAL.
How do you feel about hard sells? Have you found success being real to your readers?