I think in most cases snowbank you are right. If your product is something people can buy over and over again, or a subscription. You need to show the benefit, but the buzz is what wakes people up to those benefits.
Not that you can't provide beneficial reasons with a book, but it is a book, and usually with books all you need is buzz. The author, unless he/she wants to generate seminars and speaking engagements, is simply looking to sell the book and be done with it. Some authors have taken a loss on the first book in order to profit from their future books. Life long authors and mentors may do this, and it's important to show the benefits with the buzz.
But if the goal is to get people to just buy something once, like a book, then some big buzz will be good enough. In this case, who cares if they know the benefits as long as they buy the book. If all people do is remember the buzz then that's ok... in the end it was just a book... not some fruit drink that tastes great and is low in calories, or a website that teaches people how to become professional poker players.
I think the Lambo idea is a good one and can work well. I do agree that you may take a loss on it. To get the amount of participants to offset the cost of the lambo and to cover the costs of the books would be a pretty high number.
But if you are looking for just buzz that would probably do it.
If you want to tie in the benefits, I think the only way to do that would be to involve you (the author) some how. I think what others have mentioned about the winner meeting you, or you mentoring them, or funding their start-up is definitely "the benefit".
Maybe the benefit could be the buzz.
Not that you can't provide beneficial reasons with a book, but it is a book, and usually with books all you need is buzz. The author, unless he/she wants to generate seminars and speaking engagements, is simply looking to sell the book and be done with it. Some authors have taken a loss on the first book in order to profit from their future books. Life long authors and mentors may do this, and it's important to show the benefits with the buzz.
But if the goal is to get people to just buy something once, like a book, then some big buzz will be good enough. In this case, who cares if they know the benefits as long as they buy the book. If all people do is remember the buzz then that's ok... in the end it was just a book... not some fruit drink that tastes great and is low in calories, or a website that teaches people how to become professional poker players.
I think the Lambo idea is a good one and can work well. I do agree that you may take a loss on it. To get the amount of participants to offset the cost of the lambo and to cover the costs of the books would be a pretty high number.
But if you are looking for just buzz that would probably do it.
If you want to tie in the benefits, I think the only way to do that would be to involve you (the author) some how. I think what others have mentioned about the winner meeting you, or you mentoring them, or funding their start-up is definitely "the benefit".
Maybe the benefit could be the buzz.
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