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Thursday, December 27, 2012

Marketing 101 - Promotion Part 1

When most people think about marketing, all they think about is promotion. And not even all sorts of promotion. The average person just thinks of advertising. Well, there are actually four parts to promotion:
Advertising, sales promotions, publicity and public relations and personal sales

Goal of promotion: information or persuasion.
Some people promote to say “Oh by the way, here’s a book I wrote”. This is the wrong type of marketing for new brands (e.g. new authors). You need to be focused on persuasive promotion. Instead of “telling” the customer to buy your book, convince them.

A - Attention
I -  Interest.Once you have the attention of the audience you have to maintain their interest. 
      Show rather than tell "what's in it for them".
D - Desire. Here comes the convincing. Remember, most people are motivated by emotion, not logic
A - Action. Motivate the customer to actually do something (e.g. buy my book)

More on AIDA can be found at the following links:
AIDA Marketing Model (by Marketing Deviant)



Amazon: M Joseph Murphy on Amazon: Paperback and ebook
Smashwords: M Joseph Murphy Author Page on Smashwords
Kobo: M Joseph Murphy Books on Kobo


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