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Use a Marketing Formula to Write Your Nonfiction Book to Build Your Business

If you want your brand, content, or nonfiction business book to get noticed, it’s time to get NUDE. At least that’s what Andrew Szabo, known as The Marketing Chef, says.

In a 2015 interview on Voices of Experience, the National Speakers Association audio magazine, Szabo explained his acronym in terms of developing your brand. His points make as much sense when you are developing a nonfiction book as they do when you are developing a brand. Here’s how it works:

N Stands for Novelty. In order to capture attention amid the thousands of advertising messages your target readers experience each day, your message and nonfiction book must be fresh in some way. Don’t, however, let this intimidate you. Your message might be novel with a fresh angle, methodology, or delivery.

I recently read an article about trends in publishing cookbooks in Entrepreneur that proves the point. With the rise of free recipes online, many predicted that print cookbook sales would die. Not so. Savvy publishers in this market paid attention. They learned that young people want to be involved with food, not just try out recipes that may or may not have been tested. Publishers responded accordingly.

Today, the bestselling cookbooks are expensive hardbacks that feature a TV celebrity chef or lavish photography, design, and finish (or both). According to the article, “The more beautiful the book, the better the sales.” Fresh angles are saving this whole category of books.

U Stands for Utility. This one seems obvious: If you want people to buy your brand or book, you have to provide something useful—according to the purchaser’s definition. In purchasing nonfiction books, people are motivated to buy books that help them solve problems or meet goals. People also buy books to learn and to be entertained. It’s your job to respond accordingly.

D Stands for Dependable. At first, I was surprised by this requirement. On second glance, it makes perfect sense. Brands are built on consistency. Szabo makes the case that dependability can even take precedence over excellence. For examples, think of Wal-Mart or McDonalds. They built their brands on consistency and dependability, not excellence.

But how does this apply to nonfiction books? For someone to buy your book, that someone has to believe you have credibility and will deliver what you promise. This is why many authors build an online platform or tribe before they publish the book. This is why many authors provide a free link to the book’s first chapter. It’s also why your author bio and your endorsements really matter.

Within a nonfiction book, case studies, examples, and statistics help make your content pass the dependability test—and keep readers reading.

E Stands for Economic Benefit. While ideas and services that lead to increased income are always welcome, Szabo insists that economic benefit is not restricted to financial gain. The successful MasterCard slogan of “priceless” proves this.

Value is broader than money. Ensure that your buyers or readers understand the value you provide—in the back cover sales copy and the first pages of the book. If there is nothing in it for target readers, they won’t buy. If they buy and find your book irrelevant, they won’t continue reading.

As a book coach, I find that authors often assume readers will know how to apply the author’s points. Not so. What seems obvious to someone who has lived a message is not obvious to a reader encountering that message for the first time. The best communicators connect the dots for readers; they present a concept, illustrate that concept, and then suggest practical ways to apply the concept.

NUDE Is a Complete Package. According to Szabo, many brands are strong on two out of the four aspects of NUDE. To get the best results, you need all four aspects. As Marketing Chef, Szabo says you might think of these four aspects as akin to the four food groups. You can have all the protein you want, but if you don’t have dairy, carbohydrates, and vegetables, you don’t have a balanced or satisfying meal.

As you develop your nonfiction book, follow Szabo’s recipe. Strive for novelty, utility, dependability, and economic benefit.

Posted by Bonnie Budzowski in Write a Non-Fiction Book that Builds Your Business, How to Write Content to Attract Clients, Clear, Concise and Compelling Writing, Creating Content to Build Your Business and tagged , , .


 

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