Have you noticed that feeling of dread you get when the word sales comes up in conversations about writing? Yeah, me too. We all know writing is a business. We can blame Gutenburg, if blame makes you feel good, but it's a fact. And you don't have a business if you don't have sales.
Recently, one of my co-workers stumbled across changingminds.org and, specifically, a page they have dedicated to a set of guidelines for driving sales that I found to be readily accessible.
Attention: Get potential readers' attention quickly. Use something that pulls them toward you. Be succinct and engaging; consider employing surprise. Think outside the norms.
Interest: Got their attention? Now keep it by engaging their interest. Listen to your buyers. Demonstrate your product (excerpts, free spin-offs). Get them actively involved. Don't let them get bored. Leave them wanting more.
Desire: Now that they're interested, create a desire in them for your product. Desire is the motivation to act. Scarcity (limited editions, restricted sales dates) of the product is one method of creating this. Showing approval others have of your writing (reviews, sales ranking) works too. Can you think of a problem your readers have that your book solves? (Everyone likes to be helped.)
Action: This is where the reader recognizes her desire and buys your book. Help her get there by summarizing the magicx that is your prose, hinting at what's to come (if you write in a series), or reminding her of that problem your book solves. Consider employing the Artisan Close for closing your sale: Summarize the artistry, skill, and effort that went into the creation of your book.
Wanna know more about AIDA? Read the whole article here.