Self publishing book promotion acronyms


As we get closer and closer to the release of THE 7 TACTICS OF SUCCESSFULLY PUBLISHED AUTHORS in April, exclusively provided to Outskirts Press authors, we realize that throughout the plotting, publishing, production, and promotion process, you may run across a few acronyms (not to mention some alliteration).

Here are some common ones, along with their meaning, and how they can help you become a successfully self-published author.

AIDA – Attention, Interest, Desire, Action

Every promotional step you take should be rooted in AIDA. That includes writing a press release, pitching yourself to a radio station, or trying to get a spot on a television show. First, you have to grab their attention. This usually involves a “hook” or USP (see below). Then, once you have their attention, you have to maintain their interest. Next, you have to build their desire. Make them see what’s in it for them. Lastly, give them an action step. That’s your close, and it leaves them wanting more so they call you, buy your book, or go to your website.

PIE – Plan, Implement, and Evaluate

Promotion is as easy as pie when you following these three simple rules. Plan your marketing, implement the steps, and then evaluate the results. The last step is to Adjust accordingly, but PIEA doesn’t sound as appetizing.

POD – Point of Difference

Very similar to the USP, a point of difference is the special “something” that separates you or your book in the marketplace. Make sure either you or your book ( preferably both) have a strong POD on which to hook readers, or buyers (which includes retail store clerks).

UBP – Unique Buying Proposition

Put yourself in your buyer’s shoes. What is going to appeal to him or her? Something unique, most likely. If you emphasize the
UBP for your buyers in advance, they won’t have to occupy their mind looking for it, and instead can concentrate on what you’re pitching.

USP – Unique Selling Proposition

A close cousin to UBP but from the seller’s perspective. What makes your book different from every other book out there? Always be sure that your press release, pitch, or promotional material emphasize the USP. Otherwise, you’re just another book in a very full library.

WIIFM – What’s in it for me?

This is the perspective from which every listener hears, regardless of what you are saying. If you address your proposal, topic, event, or interview with this understanding, you will be able to answer that question and keep your audience riveted (not to mention interested). The next time you write a press release or call a producer to get an interview, remember WIIFM, and if you tell them exactly what IS it in for them, you’ll be amazed at the results.

WYSIWYG – What you see is what you get

This can refer to everything from the layout of your book or cover to the design of your webpage. In the land of digital media, it’s easier than ever to provide WYSIWYG proofs. Just because it was fast doesn’t mean it’s not accurate. What you see is what you get — so review carefully.

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