Book Marketing: When the Stats Don't Apply to You
Americans are reading less. That's the conclusion of a recent study by the National Endowment for the Arts.
It's a follow up to an NEA survey that found an increasing number of adult Americans were not even reading one book a year. This information can be depressing, especially if you've been spending all your precious time writing a book. Are you creating something that no one will ever read?
Not necessarily. If you have crafted your book and planned your marketing properly, these statistics will NOT apply to you!
Here's why. The majority of the public doesn't read. But the majority of the public is not your audience! Think in terms of the 80/20 rule: 20 percent of a group will most likely provide 80 percent of your business. Your job is to make sure you're targeting--and finding-- your people, your 20 percent.
Who Is Your Target Reader? Some writers have trouble thinking in terms of "audience" because it seems like a vast faceless mass. So instead thinking of your target audience, think of your target reader--one person. This can be someone real or someone you've idealized in your mind.
When I was writing my first novel, I had one of my co-workers at People magazine be my first line reader because I felt she embodied my target market. When I wrote, I kept her in mind as though I were sitting in her office telling her the story word for word.
When you think of your reader, ask yourself many questions. How old is the person? Where do they live? Where do they work? Are they married or single? With children or without? Do they live in the city, country or suburbs? Where do they shop? What kinds of activities do they pursue?
The clearer you can be, the easier it will be for you to bring this person to mind. You can even give them a name--maybe you're writing for an Audrey, a Matthew or a Chandra.
Where Will You Find Them? Once you know your reader, where can you find them so you can put your book in front of them? Remember, it doesn't have to be the usual channels - http://www.squidoo.com/search/results?q=usual+channels . If you've written a book on wellness and nutrition, your book doesn't have to be in a Borders or a Barnes & Noble to find your reader.
It might be easier to find them in a yoga studio or a health food store. If you write for entrepreneurs, you could find them in a Staples, an Office Max or in airport bookstores. You can do joint ventures with other authors or entrepreneurs who have lists full or your ideal readers.
Be creative here. The only limit is your imagination.
Don't Forget International Markets Remember, the NEA study only covered the United States, which means there can be many, many readers waiting for you all over the world. If your book is sold in the internet, your book is available everywhere. You can also use webinars, chatrooms and blogs to make your book tour a globetrotting event, all from the comfort of your home.
Keep in mind that sales and audiences have dropped in many areas and industries: television, movies, houses, cars, baked goods. Does that mean they stop making these items entirely? No! They just know they have to do things differently. The same goes in the book world.
Go find the different way that works for you.
