|The Importance of Target Marketing|
Everyone Will Not Want To Read Your Book
By Cassandra Allen
Everyone will not read your book, and everyone does not want to read your book. Why? It’s simple; people have different interests. It is crucial to target readers who have, or may have, interest in your book. It is equally crucial to target people with a variety of book formats, distribution outlets, rate plans, and sales channels.
Ask yourself these questions, and more, “Whom do you want to reach? Why do you want to reach them? Why should they care? What should people know about your books? How will you reach your audience? How can you make it easy for readers to get your books?”
Whom Do You Want To Reach?
Once you determine why you are writing a book, it helps to determine whom you want to reach with your words, and why you want to reach these people. Setting the target audience, or scope, is crucial to remaining focused and relevant within your writings. Per se, if you know you are writing to preschoolers, you will not use language suitable to adults. As another example, should you write toward computer programmers, you will want to avoid poetic, drawn out prose in your writing as programmers work to exceed at the briefest logical code and they often adapt this as a reading style beyond programming environments.
Setting the target audience also helps you to hone the book’s message to fit the audience’s interest. A romance novel geared toward young men will probably read quite different than a romance novel geared toward work-from-home moms. While love, peace, and/or war may unfold in both books, the descriptive elements will vary based on target audience interests. I work with a client whose goal is to reach adults of both genders, and this comes across in her books. She writes, in-depth, from the viewpoint of male and female characters, allowing both genders to relate to the complex, character compositions throughout her books.
Why Do You Want To Reach Them?
Knowing why you want to reach an audience is crucial when honing in on your target audience. What message do you wish to convey? Why are you writing the book? Are you writing the book to become famous, make money, send a message, challenge a convention, make people laugh, share an inspiration story?
There are endless inspirations to write; just know why you are writing as, again, scopes help maintain relevance and the focal point; threads all of the words together to create a seamless story, if executed well. For instance, if you want to enlighten people on a revolutionary way to roast vegetables, avoid writing, at length, about doing laundry – don’t get off track as you can quickly put your audience out of reach after working so diligently to get their initial interest.
Why Should They Care?
Everyone is not interested in your book. People should know whey they would want to read your book. Let people know your genre, and be sure to narrow down your genre into the most appropriate categories. For instance, if your book is a romance, make sure to add it to the romance category. Might that same romance novel involve a murder mystery? If so, add your book to that category, as well as all applicable categories.
If you are writing an inspirational book, determine who will, or may, benefit from reading your book. Usually the target audience unfolds from the book’s overall messages. For example, you may be writing a book about the benefit of using logic when engaging in arguments. Naturally, people who debate would, or might, benefit from the book. People with communication blocks may also benefit from the read.
What Should People Know About Your Books?
When advertising your book projects, give people a good overview of the book without giving away everything in the content. Leave mystery; strike people’s interest without spoiling the story. Study books you love – read the synopses, watch the book trailers, read the book reviews, watch the commercials, read the billboards – learn the various promotional outlets at your disposal.
In addition, design promotional content for audience segments. A company that is considering support of a global distribution initiative surrounding your books should know more about your books than a person who is at Barnes and Nobles who is considering buying your book as a leisurely read.
How Will You Reach Your Audience?
If you write a religious book, an erotica bookstore is, likely, not your target as a distribution channel. Think about all of the ways you can reach the audience that may read your book. What religion does your book target? Do you only want to reach people currently practicing the particular religion? Are you writing an atheist book? Know your book intimately and these questions are easy to answer.
Based on whom you are reaching, you will gain insight into how to reach them. Find out the interests of your audience. Do they go to church? Do they participate in volunteer projects? Are they affluent, middle income, etc? Do they buy books on a regular basis? Are they educated? Do they buy books online, prefer to visit bookstores, prefer hardbacks, paperbacks, e-books? Do your readers need national and international access to your books?
How Can You Make It Easy For Readers To Get Your Books?
A solid advertising campaign will ensure readers know how to get your books. Advertise as much as you can – press releases, online and in-person social networks, website, print ads, postcards, bookmarks, vehicle decals, press kits, banner exchange programs, interviews, infomercials, book readings, media agents, book trailers, expos as a vendor and guest, word-of-mouth through family and friends – any channel at your disposal. Be ingenious, and remember there are many ways to advertise on little to no money.
Once you have facilitated access to your books, make sure your books are in inventory at distribution channels. Be sure to provide different payment methods. Account for currency difference with international sales. It is also a good idea to provide price incentives based on number of books sold. The price for one organization to purchase 1,000 of your books in a single sale should be cheaper per book than purchasing one book.
In essence, learn how to define a target audience – learn online; from books, journals, workshops, presentations, magazines, and more – wherever you can find answers to your marketing questions. Also, it is a good idea to subscribe to writing, publishing, and marketing clubs, groups, chapters, and organizations – whatever provides the information you require while shifting the public’s eye toward your book project. Ask questions of those who have already done what you are trying to accomplish; it’s a fifty-fifty chance you will get a response. You have nothing to lose and only something to gain, as another person is aware of your project; look at it as a form of free advertisement.
A full-length book can be based on addressing the few questions and considerations in this article. The are full-length books on these subjects. Should the need arise, avail yourself with some of the many educational sources, literally at your fingertips, to help reach your book’s intended audience. Think outside of the box – organic, structure.