Thursday, March 17, 2016

The 6 Stages of Buying a Book

post by Michelle Griep
Shopping doesn't seem all that complicated, does it? I mean, you walk into a bookstore, load up your arms full of books, then whip out your credit card. Bam. Done.

But actually, it's more complicated than that. Subconsciously there's a lot going on before you pick up a book to buy it . . .

The 6 Stages of Buying a Book

#1. Discovery
The reader is introduced to books and authors long before he steps foot into a bookstore (or opens up a tab for Amazon). Via social media, advertisements, word of mouth, a review, or any other means of exposure, this is when a reader first meets a potential book love, whether that registers on the gotta-buy-that-book radar or not.

#2. Awareness
After the initial discovery, a reader continues to hear snippets about a particular book through those same channels. The Rule of Seven says that a prospective buyer will hear or see a marketing message at least 7 times before they buy.

#3. Research
The reader's interest is finally piqued and he begins to check out this potential new author or book. Most likely the reader will pop onto the internet and scope out author sites or reviews to firm up in his mind whether the pursuit ends here or he should continue toward purchasing.

#4. Word of Mouth
Peer pressure works. It just does. At this stage if the reader hears one word about the book or author from someone else, it's like an electrical zap because he'll feel trendy and in-the-know. This associates a good emotional feeling to the book or author.

#5. Purchase
This is it. The reader has decided he simply must buy that book.

#6. Conversion
The reader not only reads that book but develops a relationship with it and the author. Now any sequels or new stories put out will be on this reader's "Must Buy" list. The reader will go so far as to like an author's Facebook page, sign up for a newsletter, or post a review of their own . . . which starts the process all over again for another reader.

That's the flow, folks, whether you realize it or not. Of course it doesn't always work this way. There are exceptions and nothing is for certain . . . except for taxes and death.


Robin Mason said...

there is also the Let Down of starting a book with rave reviews, or by an author friend, only to find you cannot get into the story, or the writing doesn't flow for you (not yours of course, Michelle) it actually hurts me to not keep reading something i had hoped so much to love!

Gail Helgeson said...

You crack me up, girl. You are one blog I make sure to read ALL the time--You are awesome sauce with lots of cherries on top.

chappydebbie said...

I'm with Gail! Rah! Rah!

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