Lesemotive

Consciously unconscious: From a hidden reading motive to a buying impulse – this is how you quickly become a professional

www.lesemotive.de

"Lesemotive" (reading motives) provide orientation and create lasting enjoyment in buying books. On a neuroscientific basis, the new classification makes emotional access to books from the customer's perspective systematically available to the entire book industry for the first time. Because it bundles the unconscious motives that lead to buying a book.

The consistent focus on these reading motives offers publishers and retailers the opportunity to comprehensively optimize products, processes and presentation structures on the net and in local retail stores.

Why Do You Think People Buy Books?

Right, they buy books because they have a certain need. If we know this need, we can consciously address it in our positioning and marketing. This creates orientation and buying impulses for the customer. So far, so banal.

The problem: The book buyer himself is not even aware of the needs that are decisive for buying.

The challenge: How can we bring our product range together with this "gut feeling" to promote sales?

The answer: Reading motives.

Based on neuroscience, this new classification standard makes emotional access to books from the customer's perspective systematically available to the entire book industry for the first time. This opens up an additional dimension in addressing customers – the belly feeling becomes a head thing.

Background: Go for the Emigrants!

There are various reasons why fewer books are bought – they range from everyday stress, often fuelled by intensive use of social media, to a lack of contact points with books and competing media offerings. In combination with the enormous abundance of offers, more and more people are losing the overview and turning their backs on the book market. This is confirmed by the market research study "Book buyers – quo vadis?" published by the German Publishers & Booksellers Association in June 2018.

While active readers are specifically looking for books, the so-called "emigrants" in particular want to be inspired while browsing. And this is precisely where orientation is particularly lacking. An industry task force is therefore working on solutions to remedy this. To this end, Gruppe Nymphenburg has analyzed the information and search behavior of book buyers and bundled the unconscious motives that lead to book purchases. The unconscious can be consciously addressed in this way – and this also reaches out to people who have emigrated.

Lesemotive in VLB

In order to ensure a rapid spread of the reading motive standard within the German book industry, we are currently working on integrating the categories as additional metadata in Verzeichnis Lieferbarer Bücher (VLB). The project includes more than just the display and delivery possibilities of the information on customer needs in the database. The reading motives will be automatically assigned to the VLB title inventory with the help of artificial intelligence. The partner for this technical mapping is the company QualiFiction, which was awarded the title of Content Start-up of the Year 2019 by the Börsenverein Group in the Content Shift accelerator.

The website www.vlb.de/lesemotive gives first impressions of how the reading motives can be displayed in VLB.

Your Contact Person

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Stephanie Lange will be happy to help you with any questions you may have about the reading motives and will put together a personal consultation offer for you.

Please use the following form to contact us, thank you!

Lesemotive for Publishers

The consistent focus on reading motives offers you the opportunity for comprehensive product and process optimization – neuroscientifically sound and representatively confirmed.

Take advantage of our modular information and consulting services to create "consciously unconsciously" lasting enjoyment in book purchasing!

Lesemotive for Booksellers

The consistent focus on reading motives offers you the possibility of comprehensive optimization of presentation structures on the net and on site – neuroscientifically sound and representatively confirmed.


Take advantage of our modular information and consulting services to create "consciously unconsciously" lasting enjoyment in book purchasing!