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The 6 Sources of Influence Every Author Should Master

author marketing Dec 01, 2023

Becoming a successful nonfiction author means being an “influencer.” As an author, you want your book to make an impact on your target market. But many authors find it hard to make their books stand out. Instead of trying to make a change, they settle for just getting by.

If you’re invested in making a change, “The 6 Sources of Influence,” is a game-changing tool that can completely transform how people engage with your book.

Created by Joseph Grenny, Kerry Patterson, David Maxfield, Ron McMillan, and Al Switzler, the brilliant minds behind “Influencer: The New Science of Leading Change,” this framework can completely transform how people engage with your book.

Even though this was originally designed to identify sources of influence for changing behavior, these principles are invaluable for authors navigating the world of book marketing.

Think of “The 6 Sources of Influence” as your trusted guidebook through the competitive landscape of book marketing.

In this article, you’ll discover how each part of this framework has the power to spark change and create a lasting transformation in how readers connect with your work.

If you’re ready, let’s begin…

1. Personal Motivation: Connecting with Your Readers on a Personal Level

Personal Motivation: This source of influence involves tapping into an individual’s internal motivation to change. It focuses on helping people personally connect with the benefits of the desired behavior change.

How you can use this influence to market your book:

Imagine your book as a torchbearer, guiding readers on a journey of discovery. Your goal is to light the way and captivate their attention. The key to achieving this is by tapping into their personal motivations and desires.

Think about what drives your readers. What are the burning questions in their minds? Tailor your marketing to align with their desires, weaving a narrative that resonates deeply with them.

When it comes to marketing your book, personal motivation is crucial. It’s all about making readers not just want, but crave, your expertise. Connect with them on a personal level, showing them the value and relevance of your work.

Take inspiration from the success of authors like Michelle Obama, who captured the hearts and minds of millions with her memoir “Becoming.” By sharing her personal journey, she created a powerful connection and motivated readers to engage with her story.

2. Personal Ability: Equipping Your Readers for the Journey

Personal Ability is all about having the skills, knowledge, and resources needed to make the change you want. This source of influence is about empowering people with the tools and training they need to perform the new behavior effectively.

How you can use this influence to market your book:

This means making your book accessible and engaging for your readers.

Imagine it as a wonderful adventure that you’re inviting them on.

When you create different formats of your book, such as e-books, audiobooks, and print editions, you make it easy for readers to fully immerse themselves in your expertise, no matter how they like to absorb information.

As a nonfiction author, it’s important to boost your marketing skills to successfully promote your book. This means learning and mastering the ins and outs of marketing. Just like you improve your writing through practice and learning, getting the hang of marketing through courses, workshops, and self-education can ramp up your ability to promote your work.

3. Social Motivation: Building a Tribe Around Your Book

Social Motivation focuses on how social connections and relationships can impact behavior change. It includes using social support, encouragement, and positive peer pressure to motivate people to adopt new behaviors.

How you can use this influence to market your book:

Unlock the full potential of your book by harnessing social motivation.

Take a page from J.K. Rowling’s playbook, who catapulted the “Harry Potter” series to soaring success through the power of genuine recommendations and endorsements.

By cultivating a network of supporters, influencers, and advocates, you can ignite a social buzz around your book, inspiring others to connect with and recommend it.

Books are not meant to be solitary rather, they’re an invitation to spark conversations.

Social motivation is all about leveraging the power of connections to make your book shine.

So, how can you transform readers into enthusiastic brand ambassadors, sparking lively discussions and building a thriving community around your work?

Encourage readers to share their thoughts on social media, create book clubs, or get creative with virtual events. Transform your book from a solo act into a shared experience, tapping into the power of word-of-mouth marketing.

4. Social Ability: Crafting an Environment for Dialogue

Social Ability focuses on how social norms and the environment affect behavior. This influence involves changing the social environment to make it easier and more natural to adopt the desired behavior.

How you can use this influence to market your book:

Imagine your book as the life of the party, sparking conversations and bringing people together. Social ability is all about creating an environment that encourages interaction.

So, how can you make it easy for readers to connect with you and each other, keeping the discussions flowing?

Think of social ability as the ship that takes your book on its journey through the vast ocean of reader engagement. Build communities around your book, connect with readers on social media, and encourage meaningful conversations. Just like a well-maintained ship ensures a smooth voyage, nurturing social ability ensures that your book finds an audience that’s welcoming and engaged.

To cultivate your social ability, establish an online presence through platforms like Goodreads or book-specific forums. Take the time to engage with your audience, respond to reviews, and actively participate in discussions related to your book’s genre or theme. By doing so, you’ll sail smoothly toward a vibrant and connected readership.

5. Structural Motivation: Incentivizing Readership

Structural Motivation aims to encourage desired behavior change by aligning incentives and consequences. This can be achieved using rewards, recognition, and accountability to motivate and reinforce the new behavior.

How you can use this influence to market your book:

Do you want to turn your readers into your book’s biggest fans? Structural motivation is the key to your success! It’s like a magical beacon that attracts readers and gets them excited to take action.

So, what steps can you take to further motivate your readers to become the most fervent supporters of your book?

It’s simple!

Offer them exclusive content, run unique promotions, and shower them with limited-time discounts and amazing rewards. By taking these actions, you’ll not only capture their attention but also completely involve them in your book and, naturally, your expertise.

6. Structural Ability: Crafting a Seamless Experience

Structural Ability focuses on how physical and environmental factors affect behavior. It involves changing the physical environment and processes to make it easier to support the desired behavior change.

How you can use this influence to market your book:

Imagine your book as a cozy café, where Structural Ability plays the role of a friendly manager, guaranteeing a delightful experience for your readers.

By improving Structural Ability, you can make your book easily accessible and discoverable.

Think of your website as the entrance to your café, where a user-friendly atmosphere lures visitors inside. Engaging book summaries are like tasty literary treats, guiding readers through your virtual café.

Just like a well-managed café, optimizing Structural Ability in nonfiction book marketing creates a sense of community and ensures a smooth journey for readers, from discovery to purchase.

Personalize your literary café to be welcoming and relatable, transforming your book into an exciting and unforgettable adventure.

Embrace the transformative power of Structural Ability in nonfiction, and you’ll increase your chances of turning potential readers into dedicated learners.

Become a master of the “6 Sources of Influence” and watch your book capture the hearts of readers. It’s not just about marketing, it’s about creating an amazing experience that transforms casual readers into loyal fans.

Your book is more than just a story, it’s a guiding light to success. So, ignite the spark, equip your readers, build a community, and encourage engagement. Create an environment where your book is not just read but also cherished, discussed, and shared. Your masterpiece deserves nothing less!

Now it’s time for you to light up the world of people who need what you have to offer!