Let's Get Publishing

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Strangers to Superfans: A Marketing Guide to the Reader Journey Publisher's summary

From the author of Let's Get Digital and Let's Get Visible, this audiobook will change how you think about marketing. Strangers to Superfans puts you in the shoes of your ideal readers, and forces you to view your marketing from their perspective.

  • Learn the five stages in the Reader Journey.
  • Identify where your blockages are and how to fix them.
  • Optimize each stage to increase conversion.
  • Boost sales by making the process more friction-less.
  • Build an army of passionate readers who do the selling for you.

It's not enough to know who your ideal readers are, you also need to imagine how they feel when a recommendation email arrives containing your cover. You must figure out why they hesitated before clicking the buy button. And it's crucial to determine why they liked your book enough to finish it...but not sufficiently to recommend it to their friends.

The Reader Journey is a new marketing paradigm that maps out the journey your ideal readers take in their transformation from strangers to superfans.

Table of contents

Part I: A New Paradigm - The Reader Journey

  • The New Marketing
  • Defining Your Ideal Reader
  • The Importance of Granular Targeting
  • Buyer Personas & the Stages of Selling

Part II: Reader Roadblocks

  • The Discoverability Myth
  • Visibility Chokepoints
  • Consideration Distraction
  • Purchase Pains
  • Advocacy Issues

Part III: Optimizing the Reader Journey

  • The Escalating Challenge of Conversion
  • Getting Discovered
  • Increasing Visibility
  • Browsers to Buyers: How To Make a Product Page Convert
  • DNF to OMG
  • Handing out Megaphones

Part IV: The Failure Matrix

  • Locating Failure Points
  • Discovery Fail
  • Visibility Fail
  • Consideration Fail
  • Purchase Fail
  • Advocacy Fail

Part V: Solve in Reverse

  • Why We Work Backwards
  • The Product
  • The Presentation
  • The Promotion
  • The Superfan Factory
©2018 David Gaughran (P)2019 David Gaughran
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