Book Store Pitch- A.D.White

An elevator pitch is pretty simple. It’s a matter of conveying what you do and why the person on the other end of the conversation should care. An extended pitch, however, typically has a specific purpose. You are trying to get an investor, sell your product, or are asking someone to carry your product in their retail establishment.

For today’s assignment, I developed some talking points that might help a local bookshop understand who A.D. White is, what he writes, and why they should carry it.

I also developed a price list marketing collateral piece as a “leave behind”.

Critcher-White_Nancy_ENT_645_Collateral_for_Extended_Pitch_AD_White

A.D. White- Elevator Pitch

Rarely do entrepreneurs get the chance to say their entire elevator pitch.  Most of the time, our lives are conversational. To that end, I’ve recorded two versions of A.D. White’s author elevator pitch. One that is more conversational and conducive to the way humans actually speak to one another and a second version from which the conversation is built.

It is still a great idea to write a few full sentences for your elevator pitch and use those sentences as talking points, should the opportunity be more conversational.

As a note, I am not A.D. White; I’m his business manager. This is A.D. White.

Conversational Pitch:

A.D. White is standing in line for the bar at a local event for the United Way. It’s a young professionals group called Highland Circle, and everyone is eager to network and make new professional friends. The guy standing slightly behind and to the left of A.D. says, “Hi I’m Todd, I work for Home Trust Bank, what do you do?”

A.D. extends his hand and says, “I tell stories.”

“Oh, yeah?” Todd says, “How do you make a living at that?”

A.D. replies, “Well Todd, I write urban fantasy fiction novels set right here in Asheville, and other parts of North Carolina.”

“That’s cool.” Todd says, “what exactly is urban fantasy?”

“Urban fantasy is a genre where modern cities and times collide with the monsters and mythical beings from the stories you grew up with” A.D. replies.

“You mean like vampires and werewolves?” Todd asks.

“Yeah, Todd. Those are great examples. In fact, my book series set here in Asheville is called Asheville Hustle, and the first book is a mafia vs. vampire story with plenty of gunfire and intrigue all set with the backdrop of places you know around town” A.D. replies.

By now A.D. and Todd have reached the front of the line, and it’s time to order. Todd says, “Hey before I lose you in the crowd, do you have a card? My brother-in-law loves this kind of book and just visited us here in Asheville, I’d like to get him a copy”.

A.D. says, “Sure man, here’s my card. Feel free to look me up on my Amazon seller page or follow me on Instagram. I have a couple of book signings coming up if you want to swing by, I’ll sign a copy for him”.

The two men grab their beers and go their separate ways.

 

Full Elevator Pitch:

“My name is A.D. White. I tell stories. I write urban fantasy fiction novels set right here in Asheville, and other parts of North Carolina. Urban fantasy is a genre where modern cities and times collide with the monsters and mythical beings from the stories you grew up with, like vampires and werewolves. My book series set here in Asheville is called Asheville Hustle, and the first book is a mafia vs. vampire story with plenty of gunfire and intrigue all set with the backdrop of places you know around town. Here’s my card. Feel free to look me up on my Amazon seller page or follow me on Instagram. I have a couple of book signings coming up if you want to swing by, I’ll sign a copy for you personally or can work out a wholesale price for your business to sell locally”.

https://www.amazon.com/A.D.-White/e/B07FC3H1Y3/ref=sr_ntt_srch_lnk_1?qid=1532811263&sr=8-1

RESULTS: Urban Fantasy Market Research- Ideal Client Feedback

Here’s the background on why I launched this research. The survey was posted for a couple of reasons:

  1. To satisfy a class assignment for my ENT 645 class in Entrepreneurial Marketing
  2. and to gauge positioning in the market for Author A.D. White

I am posting the results of this analysis because of the overwhelming amount of reader respondents who wanted to see the results of the survey. The majority of whom answered the survey from a link on the Fans of Urban Fantasy! Facebook Group. A big thanks to the avid readers in that group who took the time to complete this survey.

The purpose of this six-question survey monkey designed survey was to poll readers who frequently read urban fantasy books on three main topics:

  • Purchase behavior:
    • Price point
    • Frequency of purchases
    • Deciding factors for choosing a book
    • Openness to trying a new author
  • Determine top competitors
  • Gain detailed insight into what readers look for in the genre

Method

The methodology was first to post the survey on both my personal Facebook page which has 606 friends and the A.D. White author/business Facebook page which had 110 followers at the time. I also posted the survey on my blog with tags like: books, fantasy, and urban fantasy. The link was posted on both Facebook pages and the blog for one day 7/11/18 and only 6 responses were received. This was done to test my theory that even though some people I know like the urban fantasy genre, simply releasing to a mixed demographic was not going to get the data I was looking for.

On 7/12/18 I posted the survey on a Facebook group page that I had recently joined called “Fans of Urban Fantasy!” which has 4,191 members. I posted the link to the page at 7pm and by 10pm the survey had 66 total responses, including the mere 6 responses from the previous day. I closed the survey on Saturday 7/14/18 at 9:00 am with a grand total of 181 survey responses. While the first 4 questions offer mainly quantitative insight into the ideal clients’ purchase behavior. The last 2 questions offer a spot for more qualitative narrative responses from readers.

“Urban Fantasy Market Research” Survey Responses by Question:

Question 1:

How many urban fantasy novels have you purchased in the past year? (4 options)

181 of 181 responded to this question

Q1.1

Q1.2

Question 2:

Rank how important the following factors are to you in choosing an urban fantasy novel? (8 ranking options)

181 of 181 responded to this question

I made an assumption that the survey tool explained the significance of the rank order and it did not. However, in polling folks who answered on Facebook, most ranked with 1 being the most important and higher numbers being less important. There was some deviation from this method, so these rankings are somewhat flawed.

Q2.1

Q2.2

Question 3:

How much do you usually pay for an urban fantasy e-book? (6 price range options)

174 of 181 responded to this question

Q3.1

Q3.2

Question 4:

Are you willing to purchase a novel from a new or relatively unknown author? (yes or no)

179 of 181 responded to this question

Q4.1

 Q4.2

Question 5:

Who are your preferred authors in the genre? (open ended)

174 of 181 responded to this question

This question was a bit hard to analyze because some people listed full names, some only last names and there were multiple answers per open ended response. Now that I have tallied the top names, I will ask this question as a drop-down or list in future surveys.

Question 6:

What comments do you have that might help an author in the genre understand their readers’ preferences? (open ended)

145 of 181 responded to this question

Because the feedback provided on this question varied widely from style preference, to content preferences, to book length and beyond, I won’t post the verbatim comments and instead group themes into: truths, trends, and unique but insightful ideas.

General Insight on Open Ended Preference Question:

Truths:

  • Good grammar and editing.
  • Well-developed and engaging characters.
  • Voice matters. 1st or 3rd person is preferred. Don’t switch between.
  • If you label the book as urban fantasy, don’t go to heavy on romance or sex scenes. Write sex and romance as it is necessary for the story; it shouldn’t dominate the book.
  • Listen to your readers (social media, blog, ask them opinion, etc.)

Trends:

  • Audio books are a must to compete in the market
  • Use humor, snark, and wit
  • Write good action scenes
  • Strong lead characters
  • Strong female characters
  • Relatable, flawed, complex characters
  • Clear “blurbs” and book synopsis
  • Don’t change or reinterpret mythos too much

Unique Ideas:

  • Write a dog or two into your stories
  • Don’t stretch a story line past 5 books, preferably. Even popular series need to wrap up by the 10th
  • Get beta readers
  • Read top 100 reader reviews for the top sellers in urban fantasy for more info on what readers like and dislike
  • The story line or “world-building” can’t be so fantastical that it alienates the reader. The reader has to relate to the story as a human
  • Choose your group of readers and be consistent in the genre

 

Text analysis by number of times a word was used in the comments:

Q text analysis

General Insights on Purchase Behavior

Price point:

  • Readers typically expect to pay between $2.00 and $9.99 for an e-book
  • The highest percentage 33.61% typically pay between $6 and $9.99
  • Anecdotally, in comments readers did say they would and do pay more for books from favorite and best-selling authors.
  • D. White is priced well in the market with his e-books selling for $2.99 and paper books selling for $7.99-$10 depending on outlet.
  • Only 1% of respondents reported paying more than $15.99 for an e-book

Frequency of purchases:

  • Readers who prefer this genre are avid readers. A whopping 110 (60.7%) of respondents read 10+ books per year

Deciding factors for choosing a book:

  • It is important to mention that the ranking on this question is flawed because the rank order was not explained.
  • However, the three items that stood out were:
    • Book synopsis
    • The mythological or paranormal topic
    • Recognizable author

Openness to trying a new author:

  • Readers in this genre are very open to trying the works of new or emerging authors with 171 (95.5%) of 174 who answered the question saying they are willing to read a new author’s work.

General Insight on Competitors

In general, because of the open text format of the question, this item was a bit difficult to analyze. I was able to tally authors by mention. Here are the top 10 favorite authors by number of mentions:

 Q author analysis

Note: Ilona Andrews was most likely mentioned 66 times when line 3 and 7 are combined. It’s also possible that Patricia Briggs has a total of 90 mentions when combining lines 1 and 7.

Final Conclusions:

The insights from these 6 questions lends great knowledge to determine A.D. White’s positioning in the urban fantasy market. I will do some further analysis and post a positioning grid for my ENT 645 classmates.

 

Book Launch Party: Sun. July 15 3-5pm

Join A.D. White author of urban fantasy novel series, Asheville Hustle, for a drop-in book signing and launch party for book one. A limited number of books will be available for purchase by cash or check.

Light snacks will be served and great beer, wine, and non-alcoholic drinks are available for purchase at the bar.

Habitat offers free off-street parking around back.
Party is 3pm-5pm
Habitat is open 2pm-6pm on Sundays if you want to come early or leave late.

If you have already ordered your book on Amazon, bring your copy for a signature. https://www.amazon.com/dp/1983218405/ref=sr_1_2?ie=UTF8&qid=1530374354&sr=8-2&keywords=Asheville+Hustle+book

Facebook Invite

Book Release Party(1)