Marketing: The Basic Concept (WIIFM)
Posted By Jacquie Rogers on May 25, 2009
Jacquie Rogers, Author
by Jacquie Rogers
Copyright © 2009 Jacquie Rogers
I write novels; therefore, I want editors to buy my manuscripts. And then I want my books mass produced. And I want the public to buy them by the boatload.
The problem is that other authors want the same thing.
Do you think it will sell books if I tell everyone I want them to buy my book? Because that is what I want. The trouble is, who cares what I want? Me, that’s who. Other than that, only a few close friends and family, but they’ll buy my books, anyway. All others—all those people to whom I want to sell—care about what they want.
Aristotle said, “The fool tells me his reason; the wise man persuades me with my own.”
Aristotle was talking about WIIFM: What’s In It For Me.
When a reader comes to your website, she’s looking for something that interests her. She may not care one whit about your bobby pin collection or your diatribe about the shrinking habitat for Alaskan mosquitoes. So what would interest this reader? What can you give her that she wants? What will make her want to buy your book?
If you write action/adventure and your series is about Special Forces, an example of WIIFM marketing might be vignettes from real Special Forces agents. This is something that would catch the interest of a reader who enjoys this type of book. However, that same reader might not care about Prada peep-toed heels—unless they are for Maxwell Smart and there is a phone in the shoe.
Another example of WIIFM marketing is illuminating your story world, as Sherrilyn Kenyon did.
My current release, Down Home Ever Lovin’ Mule Blues, is a contemporary western romance about a rodeo clown/bullfighter and an actuary. The book is narrated by a philosophizing mule named Socrates. How did I incorporate the WIIFM marketing idea into my promotion for this book? On my website, I have a special features section with an autobiography of the hero, Brody Alexander. He’s a charming, sexy man, and I’m sure the ladies would love to know more about him. For those readers who’d like to know more about the sport, I have an article on bullriding techniques, Tough and Ornery, that I wrote from an interview with an old-school bullrider, the late Dan Burnett. I have a page full of Socrates’ philosophy called Socrates Sez. There is also a podcast in which Eilis Flynn (1st Turning Point columnist) interviewed me about my book. Plus there is a link to reviews, as well as an excerpt.
I’m not done yet, either. I have more features planned: an interview with Jim O’Keefe, a retired bullfighter/rodeo clown, who helped me understand the technique and moves of cowboy protection; and an interview with Justin Saragueta, the man who wrote and recorded the theme song for Down Home Ever Lovin’ Mule Blues.
Another great example of WIIFM marketing was Gerri Russell’s book-launch party—or actually all three launch parties (and I’m hoping she has a fourth!). As we stood in line for her autograph, a variety of refreshments enticed us and a bagpiper provided musical entertainment. Among other activities, we enjoyed Highland dancers, and the kids had a place set aside where they could draw and color. I wanted to attend her book launch not only because she’s a fabulous author and a good friend, but because I knew I’d have a good time. Gerri knew she had to consider the What’s in it for me concept, and she delivered a fun-filled evening—the bonus was a signed book! (Gerri Russell is also a columnist for 1st Turning Point, and we’ll hear from her soon.)
So, your job as an author is not only to write a great book, but also to think about what will entice a reader into visiting your website and/or buy your book. You have to persuade her with her own reasons. If it worked for Aristotle, it’ll work for us!
| Down Home Ever Lovin’ Mule Blues by Jacquie Rogers It Happened in the Idaho Desert The rodeo clown: Brody wants the thrill of bullfighting and the wind at his feet. The actuary: Rita doesn’t want anything to do with a busted up cowboy—and odds are, Brody will be. The mule: Socrates understands humans. And love, even if humans don’t. Can Socrates lead Brody to Rita’s heart? Will Rita let herself take the biggest risk of all? Book video featuring the music of Justin Saragueta |
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Hi Jacquie,
I think you have hit the proverbial nail on the head with your WIIFM concept. I just had not thought of it quite this way.
I will definitely take this more into consideration when planning articles, postings, and announcements on all my sites and groups.
And I am still loving this site and all the great things you guys are doing. And I am spreading the word.
Rebecca
Thanks, Rebecca! We’ll look forward to receiving an article from you, too. What a journey this marketing gig is, and to think, all we wanted to do is write books. Who knew?
Hi Jacquie,
Excellent article!
I had my first personal experience in cross promotion when “Mucho Caliente!” was published late last year. Drew, a musician friend of mine in Kansas City launched his new CD on the same day Mucho came out. A few months beforehand, he had contacted me and asked me to collaborate on one of the songs of his album - he needed someone who spoke French and Italian for the bridge of a song (it was a very cooll cover of Blondie’s “Call Me”). So when his album and my book came out, we were able to promote each other; I wrote a fun piece about being a rock star as well as a published author, and he issued a press release mentioning my collaboration, added a link to my website, etc. The song is on my website, with a link to Drew’s site (under Books, then click on Beyond the Book in the column on the left).
Ideally, I’d have gone to the launch party/concert for his new album, but… Switzerland - Kansas City?! Another time! Nevertheless, it was a fun project, that piqued people’s interest.
Anyway, that’s my example of a personal “WIIFM”!
xx Francesca
VERY good article, Jacqui, and your book video is great too! Yes, we have to find a way to snatch those readers…I’m still trying to learn the secret ingredient! LOL
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