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Wednesday, September 16, 2009

Marketing: Typical Misconceptions

By Sarah Bolme
Your Guide to Marketing Books in the Christian Market Place

A lot of authors treat marketing like it’s a dirty word. Many feel intimidated and scared by the thought of marketing. Christian authors, in particular, don’t want to “promote” themselves, because this seems to be contrary to Biblical teachings.

The problem is that many people have a misconception about marketing.

In a nutshell, marketing is any activity that connects producers to consumers. It is not self-promotion. It is showing consumers how what you have meets a need they have.

Stop and think about this.

You are thirsty. Then drink Dr. Pepper. Not only will it quench your thirst, but it will also put a spring in your step. Dr. Pepper will not meet just one, but two of your needs: quenched thirst and energy.

You are tired. Your old mattress is no longer comfortable and you wake up with back pain. Then buy a Sealy Posturepedic® mattress. It will give you the best night’s sleep you have ever had because it conforms to your body. Your need: a good night’s sleep. A Posturepedic mattress will meet that need and keep your back pain free.

You need transportation. A Volvo is for you. Volvos are the safest car on the road. A Volvo will not only meet your need of getting you where you need to go, it will keep you safe as it does.

Now think about your book. What need does your book meet?

Your book meets some need in someone’s life. That is why you wrote it.

If you developed a curriculum for homeschoolers, then your book helps a homeschool parent teach their children. If you wrote a nonfiction book on any topic, it meets some need in someone’s life. Even fiction books meet needs. People need wholesome pleasure reading. Your book can fill that need.

Next time you have a chance to promote your book, don’t worry about self-promotion. Rather, engage in ministry. Ministry is about meeting other’s needs. Market your book by meeting someone’s need. Tell them about the answer your book has for their need.

About the Author:
Sarah Bolme is the author of Your Guide to Marketing Books in the Christian Marketplace ( As the Director of Christian Small Publishers Association ( she helps small publishers market their books in the Christian marketplace. You can read her blog at

1 comment:

  1. Very true. It's often a matter of perception: how we perceive what we are doing as authors.

    However in my line of work, I am often met with anger for sharing a resource, even a free one, with others who express a lack of communication skill. So even if they point out how they don't know how to say something effectively or without offending someone, they are offended when I give them even a free resource that can help them.