All right, you caught me. I haven’t been doing much marketing of my books on Twitter yet. Which begs the question: Why not?

The Marketing Process: Think, Feel, Do

Marketing has three steps: I need to get you thinking about my book, which will lead to you feeling something about my book, which will lead you to doing something (buying my book).

Example: my Twitter feed. (are you following @erik_buchanan? You should. I’m fascinating).  I follow people to try to get them to follow me back. Here’s what happens, how it goes right, and how it can go wrong:

Step 1. I follow a person. The person:

Step Right Result Wrong Result
Thinks Who is this guy? Who is this guy?
Feels I’m Curious. I’m Disturbed
Does Look at my twitter feed/profile Blocks me

 

Step 2. On reading my profile, the person:

Step Right Result Wrong Result
Thinks He does a bunch of neat stuff He does stuff I don’t care about
Feels I’d like to learn more Bored
Does Follows me Not follow me

 

Step 3. On receiving my direct message:

Step Right Result Wrong Result
Thinks Now I know the stuff he talks about Now I know the stuff he talks about
Feels That’s cool! Boring!
Does Reads my posts Unfollows

At the end of the process I have a new follower who is likely to read my posts. Three different steps just to do that much. And now I want to advertise to them?

Better make the ads good, hadn’t I?

Next Week: Writing Twitter Ad Copy