The Book Buyer’s Decision-Making Process: A Guide for Desktop Publishers

Introduction

As a self-publisher, you need to understand how a potential client will determine whether your book is worth buying. Let’s say the buyer has already found your book on Amazon because they were looking for information on a topic that your book covers. They are preparing to buy a book that they think will help them learn something new and is worth their time and money. What should your book do to convince this person to ignore the other books and buy your book? I have outlined some crucial questions to address as a self-publisher if you want the buyer to choose your book over another. By addressing these questions, you will help the buyer to be more confident in their decision to choose your book over many other books.

You must understand your buyer

Not all buyers will go through all the steps. Buying or downloading a book is not usually a complicated and lengthy decision-making process. But some of the steps in making the decision to buy a particular book will be more important to certain buyers. And some steps will be less important or not considered at all. But you, as a self-publisher who needs to sell books, must understand what your reader’s decision-making process is going through. The better you understand that thought process and the better you provide the answers to your buyer’s questions, the more books you’ll sell.

The questions to answer

These are some of the most obvious and essential questions that you, as the author and editor of your book, must answer. I’m sure that, with a little thoughtful effort, you will be able to develop additional questions that your particular book audience will need to answer before deciding to buy.

1. Can the book buyer download a sample of their publication, from Amazon, Scribd, and their own website?

2. Does your book have a website to support your book?

3. Are your book reviews on Amazon for the buyer to read?

4. Is there any discussion about your posting on social reading websites?

5. Who is the publisher? Does this publisher specialize in the subject of your book?

6. Are you the editor, but have many years of experience on the exact subject of this book?

7. Does the author / editor have other related titles?

8. Does your book have a great foreword from an industry guru / expert / insider / famous author?

9. Does the introduction to your book adequately explain what the book is about?

10. Does the layout and format of your book look professional? and is it easy to follow?

11. Is your book cover well designed and professional looking?

12. Does the back cover of your book provide all the essential information about your book?

13. Is an editor referenced on the cover or in the credits?

14. Have you, the author, written other related books? Are they available on Amazon?

15. Besides the e-book edition, is there a print edition?

16. Does your book appear on a best-seller or must-read list?

17. Does your book’s website answer all of these questions and many more?

As you can see, most of these questions need to be answered when developing and building your marketing plan around your book. Most of the answers to these questions should be available to the buyer quickly and easily. Much of it should be available to the buyer from your book’s Amazon page. Everything should be available on your own book website. Remember, today’s consumer is very sophisticated and very careful with their money. And with amazing companies like Amazon, your options are almost limitless.

Conclution

Therefore, you must put yourself in the shoes of your buyer. Think about the information that you, as a consumer, would need to be sure that your book is the best to buy. It is not a difficult process, but it is essential, especially if you have any hope of developing a financially successful book.

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