Understanding you Target Audience can make or break your book sales. All the effort in the world won't help if you're marketing to the wrong audience. This is why it is absolutely crucial to determine your target audience before you begin any marketing efforts.
I recall a conversation I had with an author who was in the process of self-publishing a romance thriller.
Me: Who is your target audience?
Him (enthusiastically): Everyone!
Me: Everyone?
Him: Yes, because…
He went on to explain the plot of his book and how some readers would find it funny, while others would like the romance or thriller aspects, while others would find the historic facts interesting.
Me: Okay, but would a child read it?
Him: No.
Me: Would a 63-year-old woman who likes romance thrillers read it?
Him: Of course!
Me: Would her 63-year-old husband who doesn’t like romance thrillers read it?
Him: (Shook his head, “no.”)
Me: But he might buy it for his wife.
Him: I see where you’re going with this.
You see, as an author, you’re proud of your work. Many authors want to believe that everyone would want to buy their book. But that’s simply not realistic. Authors sell more books when they have clearly defined their target audience and focus their marketing efforts on that specific audience.
Target Audience: The people who will want or need to buy and/or read your book.
Why is the Target Audience so important?
A clearly defined target audience is very important because your target audience dictates the following:
· Book Development
· Marketing Campaign Strategies
· Book Design and Format
· Where, When, and How You Promote and Sell Your Book
1. List your audience
In this first step, make a list of the types of people who would read and/or buy your book. At this point, base the list off of your own research and knowledge.
2. Create a focus group
Look for people who fit the description under Number 1: List your audience. Your focus group will be crucial in understanding your audience and their expectations, wants, and needs. Your focus group should consist of your people from your potential audience. Try to avoid a focus group filled of mainly family and friends. Your focus group should include people who can give objective feedback. You’ll use them to do the following:
· Read drafts, review your book, and provide feedback
· Tell you how and where they buy books
· Share what they’re buying and reading
· Explain their demographics, interests, needs, and associations
3. Describe your audience
Based on your research and the focus group answers, summarize and describe audience characteristics, such as:
· Gender, age, race, religion
· Special interests
· Career / role
· Experiences
· Needs
· Associations
· With or without kids
4. List where they buy books and consume information
Using the information you gathered from your focus group, along with your own research and knowledge, detail how, why, and where your readers buy books.
5. Identify affiliations
What organizations or groups are they part of that relate to your book's topic?
6. Write your Target Audience description
Create a paragraph or two summarizing your target audience. This paragraph will be referenced and reused in other marketing materials and will be inserted into your Book Marketing Plan.
7. Use the Target Audience information to market and promote your book
Add this information to the Target Audience section of your Book Marketing Plan. In addition to using the information you have gathered for book development and marketing campaign ideas, you will use it for your tip sheets, press releases, communication to reviewers, and even book descriptions on sales pages.
Best of luck with your book and Keep Learning!