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Tuesday, September 30, 2014
Is there psychology involved in buying books?
I bought some peaches the other day. Not headline-making news, but consider this, I knew that I had peaches at home in my fridge.
The reason for my impulse purchase was because the clerk at the store stopped me to tell me how delicious the peaches were. She said that she really looks forward to eating one when they’re this fresh and ripe. She made those peaches sound like the most delicious fruit on earth. I bought them because she hand sold them to me.
Having someone talk up a product adds perceived value to that product. Seeing the clerk’s eyes light up while she talked about the sweet, juicy fruit made me want to experience the same pleasure.
If you’re wondering, yes—this is writing related. Anyone who is concerned that the book market is down can do something about it. You can talk up some great titles that you loved to your friends and family. We can all influence the purchase of books by influencing those in our circle to purchase good books (or even borrow them from the library).
Often when a new book comes out the author and publisher will find influencers to talk up the book. Word-of-mouth advertising is a powerful tool. I’ve been an influencer and have had influencers. It’s fun to put a book into someone’s hands and say, “This is a great book. I loved it, and I bet you will too.” I’m not bashful, and when I’m browsing in a bookstore and see someone looking for a book, I’ll strike up a conversation and recommend some books. It’s as easy as selling ripe, juicy peaches.