by Karen Whiting @KarenHWhiting
At the heart of purpose driven business is the desire for meaning in life. A a movement called the great resignation as few years ago happened as many people left their jobs due to lack of meaningful work.
At the heart of every book is the reason for writing it. Tapping into that purpose, and not the author's passion, draws readers because they are more interested in their own needs. Purpose puts the focus back on the reader as they discover books that give them meaning and match their dreams and hopes. As Christian authors there is always a purpose connected to faith and spiritual growth, and that's a good starting point in marketing.
Share the eternal perspective of the book and how it connects to purpose. Be authentic in connecting the meaningfulness that drew you to the topic. Challenge readers to think and dive into the topic whether through a fictional story or nonfiction talking points with real life examples.
Postmodernism that rejects objective fact is being challenged with a return to scholasticism and theism. Readers seek brands and books whose purpose aligns with their own. Some companies do this through connecting to a cause that reflects the values of the buyers.
A Budweiser commercial that connected to the opposite values of the buyers flopped. The company tried to pass on their passion and progressive thinking to an audience that rejected those values. A number of flops at the box office showcased a company’s agenda rather than connecting to the audience's goals .
Develop Purpose Driven Values When Marketing Your Books
Use a focus group of readers to be sure your ideas match their values and get feedback even on how to introduce purpose. Develop connections, and ask questions to clarify the perception of the book/brand. Connect with organizations that agree with the values to promote a deeper connection with followers.
State your core values and how they are developed in the book. We see Christian business people using Business as a Mission (BAM) strategy in their companies. It keeps them connected to Christ and guides them to make kingdom-oriented choices. Once you identify your core values in your book, reach out to audiences who share those values.
Be specific about goals. For example, with parenting books that includes communication skills share specific goals involving connecting to people, such as developing empathy. Set goals that are measurable like the child will use kind words daily and respond to needs of children around them. Make sure the goals are attainable such as a child will start using empathetic and encouraging words daily.
Since content remains important in marketing, be sure to include the goals in posts and other content. Plan out a few months of content that will reinforce the goal and give readers ideas of actions to promote the shared values.
Developing a Purpose Driven Book Marketing Strategy
Design the book with the purpose in mind. In nonfiction, share action steps to help [people apply the purpose. Each chapter may end with ideas of how to put the principles discussed into action, or a challenge to achieve a step of the goal. Or t reflective questions to help readers identify why the values are important and give their life meaning.
- In fiction, write scenes and actions for characters to develop the purpose, so a character may decide to be kinder and start getting involved in activities that let them help people in need, or mindfully express appreciation.
- Plan ahead to create posts with more action steps and ways to continue fulfilling the purpose. Tie the purpose to the motivation to continue on the path of their purpose in the face of adversity. It becomes a quest to follow, a path to stay on because of the meaningfulness of the purpose that makes life worthwhile. Being in community helps readers believe they are part of something bigger than themselves and that together they can achieve more.
- Keep a list of the action steps and why they matter. Build on these in promoting the book to align with readers who share that underlying purpose. This will help you develop a familiar voice that represents the purpose.
- Keep a list of stories that share how the purpose is lived out. Some will go into the book while others will be great for articles, posts, and speaking on the book's topic and the purpose behind the book.
- Listen to your readers and ask why they care about that purpose. Use their feedback in marketing whether mentioning comments or creating posts that showcase the feedback. Collect their stories too. to foster the community and showcase activities of readers.
- Make plans to stay connected with readers whether it's a group, blog, or posts. Be consistent in communication via the method(s) you develop. Stay on the purpose and meaning behind the book.
The purpose should flow from your heart and be part of your brand. My books focus on the family, both our earthly family and our heavenly one. I strive to be creative and thus share creative ways to connect and build family. Those creative ideas are often expanded in my posts and blog, plus they flow easily in interviews. Since it is my life's purpose to encourage families and help them develop lasting brands, it's natural for me to write and market with that focus.
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Karen Whiting (WWW.KARENWHITING.COM) is an international speaker, former television host of Puppets on Parade, certified writing and marketing coach, and award-winning author of twenty-seven books for women, children, and families. Her newest book, The Gift of Bread: Recipes for the Heart and the Table reflects her passion for bread and growing up helping at her grandparent’s restaurant. Check out her newest book Growing a Mother’s Heart: Devotions of Faith, Hope, and Love from Mothers Past, Present, and Future. It's full of heartwarming and teary-eyed stories of moms.
Karen has a heart to grow tomorrow’s wholesome families today. She has written more than eight hundred articles for more than sixty publications and loves to let creativity splash over the pages of what she writes. She writes for Crosswalk. Connect with Karen on Twitter @KarenHWhiting Pinterest KarenWhiting FB KarenHWhiting.
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