A Browse Through My Bookshelf: Why Strategic Information Is Crucial for Success in Book Marketing

The importance of strategic information delivery

In our last article, we explored Eugene Schwartz’s principle of tapping into existing desires. Today, we’re diving into another counterintuitive idea: strategic information delivery can lead to more sales. This principle is inspired by the “Father of Advertising,” David Ogilvy, but with a modern twist.

Ogilvy famously said, “The more you tell, the more you sell.” However, in today’s fast-paced digital world, it’s not just about providing more information but about delivering the right information at the right time.

Let’s break this down using RAVE as an example.

For RAVE, we understood that we were selling a complex product. This isn’t an impulse buy—even if you want to go, you need to check your schedule and book-buying finances. We had to strike a balance as to what to say, when, and how to get the message across. Here’s how we applied this principle:

  1. Compelling headlines: We focused on subject lines that get emails opened and webpage headlines that get copy read and buttons clicked. For example: “Discover Your Next Favorite Author at RAVE” or “Immerse Yourself in 50+ Sci-Fi Worlds in One Weekend.”
  2. Information absorption patterns: We recognize that people tend to scan items to determine if they’re worth further attention. We use bullet points, subheadings, and short paragraphs to make our content easily scannable.
  3. Curiosity as a driver: We start with short, punchy emails to grab attention, then gradually create curiosity to encourage readers to seek more information. For instance, we might tease: “Find out which bestselling author is debuting their most controversial work yet at RAVE.”
  4. Delivering a payoff: We ensure that the investment of time in reading our longer content is worthwhile. This is subjective and emotional, so we focus on painting vivid pictures of the RAVE experience that resonate with our audience’s desires.
  5. Progressive disclosure: We layer our information, providing basic details upfront and allowing interested parties to dive deeper. Our website, for example, has a concise event summary on the homepage, with links to more detailed information about authors, panels, and activities.

This strategic approach to information delivery isn’t just about selling tickets to an event. We’re selling an experience, a journey into new worlds, and connections with like-minded individuals. That experience starts with the first subject line they ever read, and more often than not, it’s the last thing they will ever read of your writing.

By carefully controlling the flow of information, we allow our audience to envision themselves at RAVE gradually, increasing the likelihood of ticket purchases through a methodical process of getting them to resolve objections and emotionally engage.

Applying these strategies to your book marketing

This principle applies to book marketing as well. As an author, you might be tempted to dump all your book’s information at once. Instead, consider a strategic approach:

  1. Start with an intriguing tagline or question that encapsulates your book’s core appeal.
  2. Provide a short, compelling summary that hits the key points of your story.
  3. Offer more detailed information for those who want to dive deeper—perhaps through a series of blog posts or emails that explore different aspects of your book.

Here’s a quick exercise: Take your current book blurb or marketing copy. How can you break it up into a series of increasingly detailed messages? Try creating:

  1. A one-sentence tagline
  2. A short paragraph summary
  3. A full-page description
  4. A series of themed messages focusing on different aspects (e.g., world-building, character backgrounds, unique plot elements)

Then, consider how you might deliver these pieces of information over time to build curiosity and engagement.

In our next article, we’ll explore Rory Sutherland’s concept of framing and how it can dramatically change the perceived value of your offering. We’ll look at how RAVE uses this principle to make our ticket prices feel like a steal and how you can apply it to your own book pricing and marketing.

Until then, pay attention to the marketing you encounter. How do companies control the flow of information to keep you engaged? You might be surprised at how often this strategic approach is used.