Under the influence - social networks

I'm going to engage in a little bit of harmless ebook marketing, by way of illustration, so please bear with me.

Every week I throw out food that is spoilt, has passed its sell-buy date or just isn't wanted anymore. I imagine many of you do too. Dollars, euros, pounds worth of food thrown away, wasted. What do you get for that wasted money? Nothing. In contrast, my quirky crime novel Peril is yours for just $0.99 or thereabouts. For $0.99 you get a 4 / 5 star rated ebook of 90,000 words. Why am I almost giving it away, this full-length novel? Because I want people to read it. [1]
It gets better. During summer 2011 Peril is available for free. Absolutely free. No strings. If you would like to leave a review on amazon, smashwords, goodreads or anywhere then that's appreciated, but it's your decision. If you like it, you might tell your friends and colleagues, and you might like the upcoming novel The Baptist, by the same author. [2]

A quick word to the several hundred people that already took the plunge and bought Peril or downloaded it free from Smashwords since it was launched in March 2011 -  The Baptist will be available in time for Christmas 2011. You can give it as a present to yourselves, family and friends. (Not for children - parental advisory). [3]
Many people have left their honest opinion of Peril in the ether of amazon, goodreads, smashwords and various other websites. People enjoy this book. There have been almost no bad reviews. If you haven't read it already then these people say you're in for a treat! [4]
Who am I to thrust my book upon you? I'm just an independent, self-kindled author, writing in memory of my grandfather Robert Barnes who slaved in the shipyards of Glasgow, building great ships during a bygone, golden era. These days I live in beautiful Ireland, the Emerald Isle. A land of tranquility to which so many people can trace their roots. My only claim on this proud and ancient Ireland is that some of my ancestors originated here and I am truly thankful to God and society for providing me with a living, three beautiful children and a supportive and understanding wife. [5]

It humbles me that Peril is endorsed by authors of note in several genres on five continents. In all honesty and modesty I never expected that my work would sit before them and be enjoyed. [6]
Just another mention that Peril is free on Smashwords for summer 2011, but only a further fifty copies are available under this offer. In autumn Peril's pricetag will revert to $7.99 or thereabouts. At year end it will likely be permanently withdrawn, left in ownership of those select readers that have ventured to add a little Peril to their lives. [7]

Disclaimer: the above is an exercise! Is it overwhelming? Nauseating, repulsive? In parts perhaps. But there is nothing in there, nothing, that isn't present in modern-day marketing.

One of my favourite business books is Robert Cialdini's 'Influence - the Psychology of Persuasion'. There are many books on how to apply influence but this book is fun to read, thanks to many anecdotes and case studies. It'll leave the hairs standing up on your neck as you fully realise just how manipulative the marketing process can be. Cialdini identifies a number of principles - weapons of influence - that you will recognise. The little skit above attempts to use these in the context of promoting an ebook, but I'm going to expand upon eight identified weapons of influence in the context of social network marketing (blog, Twitter, Facebook etc.)

[1] Perceptual contrast
The idea here is to make the target (yes, target!) feel that their purchase isn't of financial consequence but, nevertheless, is of great value, a no-brainer. This can be done with a price reduction, if credible. It can also be done by comparison with traditional printed books. Why pay $14.99 for a paperback that will fall to pieces when you drop it in the bath (okay, bad example, don't drop your e-reader or laptop in the bath, shows what an intrinsically bad marketeer I am!) Let's try this: the facilities available for ebooks - speech to text, bookmarking, updates etc etc - far exceed paper books and yet you can get your ebook for somewhere between 99c and $5. What are you waiting for?

[2] Reciprocation
This is where you make the customer feel obligated by giving them something extra. In real life the dinner invitation is a good example. Only sociopaths don't feel the need to reciprocate a pleasant dinner invitation. In fact, the rule of reciprocation is so strong that it can lead to a lifetime pattern of tit-for-tat dinners with people that you eventually come to classify as friends.
In the ebook social network marketing context, a free giveaway is often used but care has to be taken not to devalue the product. Other manifestations are mutual reviews between authors and requests for beta readers.
At this point, and in the spirit of reciprocation, I should mention that I was triggered into writing this blogpost by a piece by DL Larson on acmeauthorslink.blogspot.com.
If you are asked and agree to take a book for review, and then don't do that review, it will burn a hole in your conscience. If you write a review it is likely to be favourable.
Another reciprocation favourite is the retweeting of Twitter 'influencers'. They'll be beholden to you and that credit can be cashed whenever you want. That's the pleasure of giving!

[3] Commitment and consistency
Once the target reader has made their purchase of your ebook, or has taken up the free 'no strings attached' offer, they are on a track that will take a special effort on their part to leave. Build up that readership by any of the methods mentioned here and that same readership will substantially follow your next release (at full price) and review it favourably. Of course, a fanbase is built upon satisfied customers but what you are looking to do is built brand loyalty. The product has to be reasonably good and well packaged, but needn't be exceptional.

[4] Social proof
I'm going to refer to Cialdini's example of canned laughter. With your influence radar switched on, canned laughter is a ridiculous artificial contruct. But you'll likely find that most of the successful TV sitcoms are continuously swaddled in the stuff. Friends, for example. Compare that with the true life audience mirth of Fawlty Towers or Monty Python (who? okay, you're not all as ancient as me) or live comedy.
If you have the impression that the populace approves the product then you, if you want to conform to the image of a discerning consumer, are likely to follow suit. Nine out of ten owners (who expressed a preference) said their cats preferred it, sort of thing. In the case of ebooks, viral marketing can build a self-perpetuating myth. Program your tweetdeck or other tool with repetitive messages to tell the world that the world is approving your product.

[5] Liking
People buy things from people that they like. The important thing here is to understand the target demographic. A select number of people might like an author who is ironic. Other readers will like an underdog. Some will be looking for admirable virtues. A bio that makes potential readers like the author can make the difference between carry-on-browsing and click-to-purchase.

[6] Authority
Endorsement carries great weight. I'll come clean and say that section 6 of the skit above is PERIL's weakest link. If I could evidence written endorsements from successful authors in different geographic markets - quirky, award winning, best selling US and UK authors - then my ebook would ride upon their wave.

[7] Scarcity
People like to know that what they purchase has an even greater value due to constricted availability. People pay good money for limited edition prints and first edition hardback books. For ebooks it's more of a challenge but might include special versions with artwork or personal messages and electronically signed copies.

So thanks for that. Now what?

Next time you're on the receiving end of social network marketing, stop for a second and consider whether you are being manipulated by weapons of influence. We've all been the targets of influence strategies throughout our lives.

Recognising and differentiating a genuine offer from an influence strategy is only the first step. Resisting influence tactics is very difficult. The rule of reciprocation, for example, will make you feel guilty if you don't respond. Understanding the sincerity of the sentiment can help you to override intuitive reaction. A skilful marketeer can dress weapons of influence such that they appear genuine.

For those who are or would be influential marketeers, can you build your marketing plan based upon the principles of persuasion and maintain your integrity? I'm not sure that I can. I'm just not clever enough.

~~~~~~~~~~~~~

If you've enjoyed reading Ruby's blog then please sign up to Ruby's News for freebies, advance review copies of upcoming novels and occasional updates. Thanks!