From the author of Let’s Get Digital and Let’s Get Visible, this book 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 frictionless.
*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
1: The New Marketing
2: Defining Your Ideal Reader
3: The Importance of Granular Targeting
4: Buyer Personas & The Stages of Selling
PART II: READER ROADBLOCKS
5: The Discoverability Myth
6: Visibility Chokepoints
7: Consideration Distraction
8: Purchase Pains
9: Advocacy Issues
PART III: OPTIMIZING THE READER JOURNEY
10: The Escalating Challenge of Conversion
11: Getting Discovered
12: Increasing Visibility
13: Browsers to Buyers: How To Make A Product Page Convert
14: DNF to OMG
15: Handing Out Megaphones
PART IV: THE FAILURE MATRIX
16: Locating Failure Points
17: Discovery Fail
18: Visibility Fail
19: Consideration Fail
20: Purchase Fail
21: Advocacy Fail
PART V: SOLVE IN REVERSE
22: Why We Work Backwards
23: The Product
24: The Presentation
25: The Promotion
26: The Superfan Factory