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