Have to share this one. The examples about the Greek isles really (finally) made book marketing clear! Awesome post!
For my day job, I’ve been reading some marketing material, pertaining to tourism. Then it struck me; what they were saying made perfect sense for book marketing as well. Just think of your book as a destination and your reader as a tourist looking for a unique experience.
The material I’m referring to was a study regarding positioning a Greek island as a holiday destination. Destination positioning, as the official term is, has to do with creating a distinctive place in the minds of potential tourists.
This positioning involves two variables:
- Tourist satisfaction: what emotions did the experience create in the mind of the tourist?
- Attribute satisfaction: were the individual’s desires and expectations met?
The author reaches the conclusion that a successful positioning strategy requires that the destination image and the specific product attributes that satisfy the customer should match as perfectly as possible. Indeed, a wrong destination…
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