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  • Writer's pictureJen Haken

Craft Winning Marketing Content: A Lesson from Bookshops 📚

Updated: Nov 13, 2023

Woman reading a book standing in front of a bookcase and behind a desk.
Photo by Pj Accetturo, Unsplash

I love meandering around bookshops! There’s something special about being surrounded by books that are full of elaborate stories and exciting adventures. All those delicious words!

With so much choice, it can be hard to only buy one book. I’ll have a particular author or genre in mind, but then get sidetracked by someone’s biography, or a book on art, architecture or ecology.

Thankfully, most bookshop owners help us find what we want by carefully arranging their shop floor. Even then, I often find myself wandering down to the cookbook section when I originally went in for the latest Barbara Kingsolver novel!

In the world of marketing, writing captivating content is like running a successful bookshop.

“Really? How’s that, Jen?” I hear you ask.

Just as a well-curated bookshop attracts avid readers, so should your well-written marketing content, helping to engage eager customers.

Let’s explore how the principles of a thriving bookshop can inspire you to write winning marketing content.

1. Book Selection: Choose Your Words Carefully

Bookshop owners are careful to stock books that they know their customers want. They choose books that were recommended by publishers and other authors – well-written books.

Similarly, when writing your marketing content, choose relevant and engaging words that you know will attract your ideal clients. Craft your messages to reflect how you understand their needs, preferences, and pain points.

2. Shelf Arrangement: Organise Your Thoughts

Bookshop owners categorise and alphabetise books throughout their stores for easy navigation and customer experience (CX).

Categorising – or structuring – your content creates the same CX, providing a simpler, easier reading experience for customers old and new. Structure your content with headings, subheadings, bullet points, and white space to break up your content. This makes it easier for people to quickly understand what you’re sharing, find what they need, and recognise that they need it in their lives!

3. Cover Design: Attract Attention

They say never judge a book by its cover. But a book cover is often what first attracts people.

In the digital and printed world, your headlines and visuals are the equivalent of book covers. So, craft compelling headlines and choose eye-catching visuals for your content to stand out. A great cover makes all the difference in getting your content noticed.

4. Storytelling: Engaging Narratives

What's a good book without an engaging story?

When your marketing copy tells a story that captures your audience’s attention from the very first sentence, just as a good book will, they’re more likely to keep reading. Use anecdotes, case studies, and customer testimonials to humanise your brand and create an emotional connection.

5. Knowledgeable Staff: Be the Expert

Whether I’m in Waterstones or the lovely little Indie bookshop in Wallingford, I know I can ask the knowledgeable staff for advice if I need help.

Likewise, you can position yourself as the expert in your field in your marketing. How? By sharing valuable insights, tips, and advice, establishing trust for your customers to keep returning.

6. Book Reviews: Gather Feedback

Bookshops often display reviews from readers. You can do the same.

When you request feedback and reviews from your valued customers, they feel listened to and are more likely to remain loyal customers. That way, you’re gathering honest testimonials and case studies to share in your marketing, all of which provide valuable insights and help to build your credibility.

7. Book Launch: Create Hype

Just like bookshops announce book launches, why not promote your content releases? Especially if you have a new product, service, course or workshop to deliver.

Build anticipation with teasers, sneak peeks, and countdowns. Make your audience excited to engage with your content. And have fun writing your winning marketing content!

8. Community Building: Foster Loyalty

Bookshops are gathering places for book lovers, with many having cafés to encourage more people in.

Even without a café, you can still build a sense of community around your brand or content. All it takes is regular engagement with your audience through social media, forums, email newsletters and other marketing activities. You'll soon find that you've built a loyal following that will eagerly await your next post or activity.

Eventually, you'll be meeting up with customers over a cuppa, either online or in a real café!

Feeling overwhelmed by the thought of curating your marketing content like a skilled bookshop owner?

Don't fret! Specialising in crafting exceptional marketing copy and content, I'll take the stress out of the process and provide you with engaging, tailored content to captivate your audience. From website copy to social media posts, blog articles or email marketing, I've got you covered.

Let me be your content curator, just like a trusted bookshop owner!

Ready to transform your marketing game? Contact me today and let's create content for your audience to devour.

Remember, just like a great book, your marketing content should leave a lasting impression. Let me help you write the stories your audience can't put down! 📚


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