Attitude: A predisposition or a tendency to respond positively or negatively towards a certain idea, object, person, or situation. Attitude influences an individual’s choice of action, and responses to challenges, incentives, and rewards (together called stimuli).
Four major components of attitude are (1) Affective: emotions or feelings. (2) Cognitive: belief or opinions held consciously. (3) Conative: inclination for action. (4) Evaluative: positive or negative response to stimuli. Read more: http://www.businessdictionary.com/definition/attitude.html
(1) Affective – How will a reader feel when she looks at my book? Will the cover create a positive or a negative reaction? Will the blurb I’ve written bore the reader? Repel them? Or, will it draw them in to the story?
Of course, I want the latter to be the case, so I do my best to create a compelling blurb. A cover artist uses easy-to-read, eye-catching fonts on the cover, combined with an inviting image with colors that draw the eye. If I will be my own cover artist, I study the craft before beginning, because the cover is often the most effective way to sell a book.
Book cover, blurb, and advertising that touches a reader emotionally, will sell books. This is affective advertising.
(2) Conative and evaluative are behavioral responses.
Our words, advertising, memes, pictures, themes, and titles are all tools we use to stimulate and persuade readers to pick up our stories and read them. We not only want the reader’s positive response to the cover, we want them to buy the book, take it home, and READ it. Then pass it on, or give it an honored spot on their personal bookshelves, and tell others what a wonderful book it is.
We want to develop a following. Give our readers a reason to return when another book is released. We want them to care about our hand-crafted item. This outcome is a gold medal for the writer—an accomplishment that brings a collective sigh among a writer’s closest friends, street team, agent, and publisher.
Can I persuade you to take a chance on me, a writer you’ve never heard of? A writer whose books have garnished few reviews, and those were possibly close friends and family? [I’m not talking about me, just using this an example!]
Cognitive marketing is the art of figuring out how to persuade a person to buy my product. It may seem overwhelming (and often does), but it is not impossible. By far, my best chance at this is face-to-face at book signings, conferences, and other functions where marketing can be very personal. At the least, I can give away bookmarks, brochures, or business cards that will keep my name in front of them.
So, I create my best product. I work every day to improve my craft. I do my homework to find out what readers like and want. I’m preparing myself both mentally and physically, figuring out how to touch my readers with the promise of a good story.
I’m also crafting memes and tweets and Facebook posts, short articles for blogs, all with a positive theme. All with an eye-catching design. Using prose, I skillfully form sentences to draw the reader in and persuade her that she really wants and needs to read what I’ve written.
Create marketing with attitude. All my life, I’ve struggled with attitude. I was an introvert who’d just as soon crawl under a rock or hide behind a door than face a buyer. I’m the daughter of a successful insurance salesman, but sales is the last thing I ever wanted to do. I don’t like salespeople who get in my face and try to talk me into something I don’t want. Thankfully, Dad wasn’t that kind of salesman. He was a good ole boy who never met a stranger, and made friends of all his clients.
See? That’s the goal—to make friends. To change my attitude from one of hard-sell to how-can-I-help-you. Touch hearts with my message. Persuade with a smile and let them know I’m happy to make their acquaintance, even if they don’t want or need what I have to sell. Invite them to follow me on social media. Give them something valuable in content on my marketing sites, offer occasional free gifts. Be a servant.
In my opinion, that, my friends, is marketing with attitude.
Writing Prompt: You’ve written a book about an elderly lady who raises prize-winning roses. One day, she goes out to find her newest creation has been stolen. Write a short sentence to hook your readers.