Making a Sale: Before, After or Both?

[Justin]

When you create a landing page the idea is you want to give stuff away so people will join your mailing list and become followers and fans of yours. The key words there are "give stuff away".

If you promote a book in the same fashion exactly how should you do so? Should you create a small story/prequel or teaser to build interest? Should you offer something special or free if the person buys the book? Should you do both?

I'm asking because I am looking for feedback and am curious to know how others feel about this. I suppose there's no wrong answer here. I say both would make sense although sometimes one may not be for everyone and one may not pertain to people.

Thoughts?

[Michael]

a nice taste of what to expect from an official buy is never a bad thing. Kind of like drugs, give a freebie, get 'em hooked, get 'em while they're young...i mean you know that whole not illegal or weird stuff >_>
but yeah, giving a taste of things to come or that are there is never a bad thing, i would THINK. but maybe there's some people that have had experiences with some taking the free stuff and just running off never to be seen again?

[Quantum]

Justin wrote: "I suppose there's no wrong answer here. I say both would make sense although sometimes one may not be for everyone and one may not pertain to people..."

there are wrong and right answers inasmuch as there are desirable and undesirable results; undesirable results usually stem from a misapprehension of the relevant principles.

i just started reading Influence: The Psychology of Persuasion, which is about an experimental social psychologist's research into "compliance professionals--sales operators, fund-raisers, recruiters, advertisers." This book is cited by Michael Hyatt, the author of Platform: Get Noticed in a Noisy World--which, although not terribly original, is very comprehensive and detailed (and I will probably buy it)--as one of the books that "represent the core philosophy, strategy, and tactics for successful marketing in today’s environment."

in regards, to "offering something special of free if the person buys the book," on the basis of Cialdini's exposition of the rule of reciprocity, i would say no. instead, you should offer something unconditionally free. you could also offer at a reduced sale price (see the scarcity principle, below).

Michael wrote: "but maybe there's some people that have had experiences with some taking the free stuff and just running off never to be seen again?"

yes, there are some people who do not feel guilty in not following the rule of reciprocity; however, we are talking in the aggregate.

Justin wrote: "Making a Sale: Before, After or Both?"

you could apply Cialdini's posited scarcity rule. in this vein, i'd say that the sale would be more effective after you've release the book. furthermore, if you have another book, you could put that on sale before your new one and then put your new one on sale later. ;) you should also limit the sale time.

[Justin]

That was quite the through breakdown Alex.

[Justin]

When? When? When? I'm still curious about this.