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You’re Biased (and I can prove it)

November 24, 2021– I hope that you’re gaining a lot of valuable knowledge and insight this month as we’re giving out daily author tips for self and book promotion. As you probably know, I was fortunate to study Consumer Neuromarketing and Neuroscience at the University of Copenhagen a couple of years ago; today, I’ll talk about cognitive biases and how they can help you promote yourself and your books when implemented correctly.  (I can’t believe I’m giving this info away!) Here we go!

  1. Availability Bias– This bias is essentially a shortcut in our minds that causes us to rely solely on readily available knowledge rather than examining alternatives. We rely on immediate examples based on our most vivid experiences or memories in decision-making. It’s a shortcut for our brains to say, yeah, I know reading is good. You’re basing ‘reading is good’ on the information you have readily available in your brain, such as remembering all the times your parents read to you as a child or recalling the experience you had waiting in line all night for the release of your favourite author’s book and the excitement it created.
  2. False Consensus Bias-This bias is when people assume that others think the way that they do. They overestimate the degree to which their habits, values, beliefs, preferences, and opinions are normal and related to the general population. “I love books so much!” Well, not everyone does. Or “The movie was way better than the book!” Umm..no, it wasn’t. See what I mean? Not everyone thinks the way that you do.
  3. Choice-Supportive Bias-This bias happens after we make a decision. When we choose something (because we chose it and are the smartest, most educated person ever to exist), it can’t possibly be the wrong choice! We tend to feel positive about our choices, even if the choice we make has flaws. Humans also seek out information that (only) supports their choice. The point is, people hate being wrong, and they’ll do whatever it takes to make their decisions seem right. For example, we know that literacy matters, but there are people out there who will argue that kids ‘lose out on life’ if they spend too much time with their noses buried in books. They’ll argue that children who read often lack social skills or that their interpersonal skills aren’t up to snuff. Actually, studies show that the opposite is true; children who read have enhanced empathy, a higher ability to problem solve, are better at conversing due to a vast lexicon to draw upon (see what I mean?),  and improved focus and concentration, which are crucial traits of a good conversationalist. I feel like I should drop a mic here, but that’s my own choice-supportive bias coming into play as I’ve chosen the career of a publisher.
  4. Optimism Bias-This bias correlates directly with the amygdala part of the brain, which controls emotion. Often referred to as Lizard Brain, our old brain tends to make us more optimistic than we should be and hard wire us to follow wishful thinking. It leads us to believe that we are at a lower risk of experiencing a negative outcome than a positive one and that the future will be better. For example, I’m not going to buy the author’s book now, I’ll wait until it goes on sale (the future will be better), or I’ll wait to see if I win it in the draw they’re having (wishful thinking).
  5. Sunk Cost Bias-This bias leads us to stick with opportunities for too long when we have invested a lot of time or money. We irrationally pursue activities or things that don’t meet our expectations because of the aforementioned reasons. People stay in bad relationships (But, I’ve been with them for fifteen years, I can’t leave now! What a waste of time!), occupations they hate (same example as above), and continue to harm themselves through poor choices such as gambling (I can’t quit now, I have to win my money back), or addiction (I have to eat this entire $30 chocolate cake because it was too expensive to throw away even though I’m trying to live a healthier lifestyle).

I’m going to leave out the familiarity bias and the reciprocity bias for now in the interest of having this post not read like a phone book. The point of this post is to educate you into tiny insights into consumer behaviour and why people do the things they do. Keeping these biases in mind, how will you change your book-selling and promoting strategy? Will you look at your consumers through a different lens and try to understand them more effectively?  For more information on Consumer Neuromarketing for Authors, check out my course here: Neuromarketing for Authors Course – Pandamonium Publishing House

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It’s Our Birthday!

🎉HAPPY BIRTHDAY TO US!!!!🎉Pandamonium Publishing House 50% off all of our courses one day only (October 1st) to celebrate our 6 years in business! Email 🖤🐼pandapublishing8@gmail.com for your 50% off coupon code! Can be used anytime and makes a great gift!

Check out our courses here: http://www.pandamoniumpublishing.com/shop

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Invest in Yourself

September 27, 2021– Continuing education for authors is essential to stay on the cutting edge of industry news, trends, topics, and writing/composition. Continuing ed is especially important if you’re thinking of writing a novel and today, that’s what we’re going to focus on! We offer our Novel Writing Course here: https://pandamoniumpublishing.com/product/novel-writing-course/

In this course, you’ll learn what it takes to write a great fiction novel that will keep your readers on the edge of their seats. We’ll personalize this plan to your specific genre and help you every step of the way, from outlining to wrapping everything up with a bow and everything in between. This intensive, interactive course will teach you everything you need to know about writing a novel that people want to read.

This course includes:

  • Outlining methods (four different types)
  • Character development and the most important thing you can do for your readers when developing characters
  • Plot structures and formulas (genre-specific)
  • Good beginnings
  • Bad beginnings
  • Climax, rising, and falling action
  • Tying up loose ends

Plus, you’ll have exclusive access to Lacey as a mentor; she’ll offer constructive feedback and helpful guidance every step of the way. This is a virtual course that includes 5 modules, downloadable worksheets, writing exercises, and videos. Work at a pace that is suitable to your schedule and availability.

Here is a testimonial from one of our students who took the course a few weeks ago:

I just finished taking the one on one Novel Writing Course. Having that one-on-one time with Lacey and a course that is custom tailored to my specific needs was fantastic. Everything we discussed pertaining to my current writing situation. Being able to pick Lacey’s brain and get good and honest feedback was awesome. New ideas would constantly emerge as we progressed in the course, and I found it a real muse for my writing. As a first-time writer I didn’t know where to begin or who to turn to. Thankfully, my friend directed me to Lacey! She has been so kind and helpful every step of the way. Her purpose to help writers really shows and really encouraged me to continue in my writing (which I love). That love could have died if I didn’t have someone like Lacey to guide me through these “waters”. I would strongly recommend this course. Especially if you are a first-time writer and trying to wade through the waters of authorship. Writer’s block….there is no such thing! 😉 -Miona Joseph

You’re worth the investment in your writing and in your future! Check out all of our courses here: http://www.pandamoniumpublishing.com/shop

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What Can You Learn?

September 10, 2021– As we chat about continuing education for authors this month, let’s take a glimpse into the world of knowledge and explore what you can learn as an author that will build up your bank account! We’re not talking about the typical manuscript improvement courses or how to write, but the topics aside from that and areas of learning that will help you sell your books and more!

  1. Accounting. This is essential if you’re a self-published author because you’ll need to keep track of your sales, taxes paid, royalty rates, and costs. What about foreign sales or the taxes you need to pay in a different country? Can you use some of your costs as a write-off if you’ve started a sole-proprietorship? Many questions need answers, and the best way to do this is to either hire an accountant or learn the ins and outs yourself!
  2. Sales. Selling is essential, and there is a wrong way and a right way to do it! The more you know about sales, the better because your livelihood depends on it! If you’re not into sales or don’t know how to sell, it’s time to brush up on your skills. So much has changed since the days of door-to-door high-pressure tactics; selling is now about connecting with your consumers and building relationships with them!
  3. Marketing. If cash is king, marketing is queen! Marketing is the blood of your business and books, and without it, no one will know what you do or where to buy it! Invest in marketing courses for your books and yourself; it’s an investment that will keep paying off. Marketing includes everything from packaging, how to reach your customers, who those customers are, social media, and more.
  4. Consumer Behaviour. The psychology of human behaviour is fascinating, and there are many continuing education classes available on this topic. Why people buy should be at the forefront of your mind when selling your book. What triggers them to make a purchase? Is there anything that you can do to influence their behaviour while still being ethical? Are there fonts/colours/shapes/designs that help people notice your work more? The questions are endless, and studying consumer behaviour is never a waste of time!

Check out our classes below; we’re adding more all the time!

Best-Seller Bootcamp – Pandamonium Publishing House

Children’s Book Writing Master Class – Pandamonium Publishing House

Transitioning from Writer to Author (An Introductory Course) – Pandamonium Publishing House

Novel Writing Course – Pandamonium Publishing House

Course: Get Your Book Noticed and Increase Your Sales – Pandamonium Publishing House

 

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Psychographics

March 16, 2021-Oh boy! Today’s question has me VERY excited because this area of marketing is one of my MOST favourite! Let’s dive right in:

Q: “I’ve recently heard the term psychographic segmentation used by a member of my author’s group. I didn’t want to sound daft, so I didn’t ask what it meant. The internet doesn’t go into great detail about how it works for book marketing. Can you explain?”

A: YES! I would LOVE to get into this subject and I could talk about it all day! Ok, without getting too heavy handed, I’ll explain this as simply as possible. There are four types of market segmentation: Demographics, Geographics, Behavioural, and Psychographics. In marketing and publishing, we segment the markets to gain valuable information about who is reading our books, where they’re from, why they buy, and what their reasons for buying are; that’s where Psychographics comes into play. Psychographics from a marketing definition is focusing on the consumer’s emotions and values so that we can market to them more effectively. For example, in publishing, we look at the area of psychographics to include personality, attitudes, values, interests, and lifestyle. But, what does this mean and why does it matter for your book?

Well, the more you know about your reader the better! As an author/self-publisher, you need to know your audience so that you can help them pick the best possible book choice that you offer to suit their needs. Let’s do a simple case study:
Your reader is a college educated, 35 year old, single father of two six year old twins. He believes in teaching his children about the importance of imagination, saving the planet, and having fun at the same time. The kids go to private school and enjoy activities that include swimming, dance, and rock climbing.

What types of books and products could we recommend to the father based on the information above? Books about twins, books about single parent homes, books about adventure, books about the environment, books about swimming/ competitive sports, books that help with reading and vocabulary, books about imagination and teamwork, and the list goes on. Perhaps we could recommend adventure writing courses for the twins, or other classes that are well within their age group and capabilities, we could offer the father a literacy workshop and how to ignite the love of reading in his children, and whatever else we offer that would be appropriate based on his values, interests, and lifestyle.

So, as you can see, segmenting markets is invaluable to your success in helping your reader find books and courses that they love. Keep the questions coming! Send us yours at pandapublishing8@gmail.com and check out some of our classes and workshops here: Best-Seller Bootcamp – Pandamonium Publishing House, Children’s Book Writing Master Class – Pandamonium Publishing House, Transitioning from Writer to Author (An Introductory Course) – Pandamonium Publishing House

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Upcoming Courses at Grimsby Public Library

May 4, 2017- I’m excited to announce some upcoming courses that I will be teaching at the Grimsby Public Library. I sincerely hope that you’ll join me because the courses are packed full of relevant, important information that can help you get started in your writing career. Check out the dates and events below and be sure to register as there is limited space. Looking forward to seeing you in class!

Lacey

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