Marketing Series: Define Your Audience

Today, we launch a new series on marketing. Each post in the series will address a different aspect of marketing your books. In this post, we want to help you define your audience.


Writers, who do you write for?

I know some writers who say they write for themselves. This post isn't for those writers.

This post is for the writers who write for others.

Weekly, I receive e-mails from writers who tell me their audience is the entire world. While we all want that to be true, we know deep down that it's not. To figure out your audience, let's tap into your imagination.

Imagine your book on a shelf in the world's largest bookstore. A reader walks in and begins browsing the books. The reader stops in front of yours and picks it up, reads the back cover, then takes it to the register to buy. The reader takes the book somewhere and begins reading.

Who is that reader? (Your mother as an answer doesn't count.)

Specifically:

What is the reader's gender?
Age?
Occupation?
Lifestyle?
Hobbies?
Family/relationships?
Financial picture?
Beliefs?

Pinpoint that one reader, then build your marketing toward him/her.

To build the marketing, ask more questions.

• Why did this reader choose my book?
• What makes my book different than all the others?
• What are some other tips, insights, helps, resources could I offer to the reader that weren't included in my book?
• What actions might the reader take after reading my book? Is there something I could offer them at that point that might be useful?

Remember, you wrote for the reader, so now think of the reader and how they might find your book as you plan for your marketing.


Other articles of interest:

Marketing Series: Build Your Team
Marketing Series: Define Your Audience
Marketing Series: Think Outside the Box
Marketing Series: Build Your Platform
Marketing Series: You've Got Questions

Recent articles:

Two Keys to Finding Your Author Voice
I Want to Write a Book - Where Do I Start?
From the Edit Desk: Before Sending that Manuscript to Editor or Publisher
From the Edit Desk: Sense of Place
From the Edit Desk: What's the Takeaway?
Do You Dream?
Need an Illustrator?

From the Edit Desk: What's the Takeaway?

When new writers approach me about publishing their nonfiction books, or hire me to coach them as they write their book, the first thing I want to know is how their book will benefit the reader. What's the takeaway?

Writing our stories so that others can learn from them, or be encouraged by, or inspired by, or challenged by is crucial. But just writing down the facts and figures isn't enough. You want to provide the reader with a story or information that stays with them after they've finished reading. Start with asking yourself questions.

What is your book's purpose? What do you want to accomplish with this book? Create a simple statement of one to three sentences to answer these questions - they will serve as your guide as you write each chapter. Hone your message by keeping these questions in mind.

How will your book connect with readers? Think of themes within your message, and then broaden those themes from a reader's perspective. Take your story, your message and make it relevant to your reader.

As you write, imagine one specific reader of your book. What do you want her to tell others about your book? What do you want him to remember most? How do you want your words,  your story, your message to change that person's life?

What's different about your message? Why are you the right one to tell this story, share this message? How can you tie your uniqueness together with the broad overall themes to give your reader the most takeaway?

Write your book with those questions in mind, and your message should resonate with readers.


Recent articles:

I Want to Write a Book - Where Do I Start?
From the Edit Desk: Before Sending that Manuscript to Editor or Publisher
From the Edit Desk: Sense of Place
From the Edit Desk: What's the Takeaway?
Do You Dream?
Need an Illustrator?