A Browse Through My Bookshelf: Master the Art of Framing to Attract More Book Readers

In our previous articles, we’ve explored tapping into existing desires and strategic information delivery. Today, we’re diving into another fascinating concept: the magic of framing. This principle, championed by the behavioral economist Rory Sutherland, shows how the way we present information can dramatically change its perceived value.

Sutherland argues that the context in which we present something is often as important as the thing itself. In other words, it’s not just what you offer but how you frame it that determines its value in the eyes of your audience.

The art of framing in the publishing world

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

At RAVE, we don’t just sell tickets to a convention. We frame our event as:

  1. An investment in your literary journey: Instead of focusing on the ticket price, we emphasize the value of the books included, the knowledge gained from author panels, and the potential inspiration for your own writing.
  2. A rare opportunity: We highlight the exclusivity of meeting certain authors or hearing about upcoming releases before anyone else.
  3. A community experience: We frame RAVE not just as an event but as a chance to connect with a tribe of like-minded individuals who share your passion.
  4. A multi-sensory adventure: Rather than listing activities, we describe RAVE as a journey through multiple book worlds, engaging all your senses.

By reframing our event in these ways, we change how our audience perceives its value. It’s no longer just about the dollar amount of the ticket but about the unique, enriching experience they’ll gain. Duncan Wardle shares how when he worked at Disney, they recognized that what they were producing was memories. It wasn’t about even the present experience but how people reflected back on that time with their family.

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Practical exercises to reframe your book’s value

This principle is potent for book marketing. As an author, you’re not just selling a bundle of pages; you’re offering:

  1. A journey: Frame your book as a ticket to a new world or a transformative experience.
  2. Exclusive knowledge: If your book is non-fiction, emphasize the unique insights or skills readers will gain.
  3. Emotional resonance: Highlight how your book will make readers feel, not just what they’ll read.
  4. Time well spent: Frame your book as a worthwhile investment of time in a world full of distractions.

Here’s a practical exercise to apply this principle:

Take your book’s current description and rewrite it three times, each with a different frame:

  1. Frame it as an emotional journey
  2. Frame it as a source of exclusive knowledge or experience
  3. Frame it as a solution to a common problem or desire

For example, a mystery novel could be framed as:

  1. “Experience the heart-pounding thrill of unraveling a case that will keep you guessing until the very last page.”
  2. “Step into the shoes of a master detective and discover clue-hunting techniques you’ve never encountered before.”
  3. “Satisfy your craving for an intellectual challenge with a puzzle so intricate, only 1% of readers guess the ending correctly.”

Remember, the key is not to misrepresent your book but to highlight different aspects of its value in ways that resonate with your audience.

In our next article, we’ll explore the power of social proof and how to leverage it in your marketing efforts. We’ll look at how RAVE uses this principle to build credibility and trust and how you can apply it to your own book promotion strategies.

Until then, start paying attention to how products and experiences are framed in the marketing you encounter. You might be surprised at how often your perception of value is shaped not by what’s being offered but by how it’s presented.