In order to sell your book, you need to know who your targeted buyer is and why they will buy it. This is not rocket science, but nevertheless may take some thinking.
Your likely reader is someone who already likes the genre that you write in, such as memoir, self-help, thriller, poetry, business, or health.
They are likely going to be in a certain demographic range, having preferences based on their geographic location, ethnicity, gender, age, wealth, career, relationship status, level of education, hobbies, religion, and politics.
We all have certain preferences, viewpoints, and a history of professional and personal experiences that shape our needs, desires, and preferences.
So, let’s say your book is a children’s book. Kids don’t buy books, but those who interact with and care for them do: parents, grandparents, teachers, librarians, nannies, child psychologists and social workers, ministers, day care centers, camps, foster care, sports leagues, and pediatricians. Find these people — they gather in places like schools, churches, libraries; they read certain magazines or blogs, they connect on certain corners if social media, and they belong to groups and associations, etc.
Okay, so you understand that:
* Your book has a targeted consumer — identify who that is
* Targeted consumers can be found in various places — locate
them
* Each consumer makes a buying decision — know what will win them over
You will develop a short sales pitch that includes:
* What your book is about
* What is unique or interesting about your book
* Why you are qualified to write this book
* Share third-party recognition like an award or great
review
* State what benefits one can gain from reading it
So, why do people buy anything?
I buy ice cream when it is a hot sunny day. People may have a desire for your type of book, under the right circumstance.
I buy umbrellas on rainy days. We buy out of an obvious need, so determine who needs your book.
I buy lemonade from kids on a street corner. We buy as a way to give back or pay it forward.
I buy things that tax the environment less than other things. We purchase based on our values.
I might buy products that I want or need from those who share my politics. Some may buy a Tesla because they support Elon Musk — or do the opposite.
I sometimes buy based on the identity demographics of the seller. Some women prefer to buy from a woman, or a white Jew buys from his people, while a Hispanic supports his own people.
I give to those who help others. We like it when a percentage of a product’s sales proceeds support a charity.
I buy from those whose founders/owners support a good cause in their personal life. We buy from those who express shared beliefs and where actions match their words.
I buy from attractive people. Yeah, admit it. We prefer, young, good-looking people to be our
salesperson.
I buy from people I trust and who seem honest. Ethics matter.
I buy after getting paid or when I am on vacation. Opportunity.
I buy from people who make it easy to buy: nearby and short lines or online with few grids to fill out. Convenience.
I buy things that remind me of happiness. Emotional connection.
I buy what costs less. Price dictates.
I buy what looks good. Packaging and presentation count.
I buy what is trending. We gravitate to what is popular.
I buy out of envy of another — or to create envy in others. Image and ego matter.
I buy because I feel entitled/deserving. Psychological reasons.
I buy because trusted people referred me — or said something was a good
choice. I buy based on what people in my peer, friend and family circle
have bought. Referrals and testimonials can influence us.
I buy because of good book reviews, book awards, new media attention or book awards recognition. Third-party validation hells win consumers over.
I buy because I saw a commercial. Ads sell.
People will buy something because they are compromised. Some are dumb, mentally unstable, or too trusting of others and get sucked into purchasing something.
Some buy to insulate or protect themselves from something, perhaps out of an abundance of caution. Fear rules.
People buy what will prevent, treat, or cure pain and ills. Health.
People buy something that makes them feel will make them smarter, better looking, or better than others — or to keep up with the Joneses. Peer Pressure.
People will buy something that they feel makes a statement against a person, organization, thing, or ideology. Protest Vote.
Many buy out of nostalgia and to collect a familiar piece of history. We consume the past.
I tend to buy stuff simply because I am on vacation, relaxed and unrushed. Catch people in a good mood.
Some buy because someone famous or with a big following endorsed it. Influencer/Celebrity has juice.
The list can go on. Decide who your buyer is and know why they will buy your book. Just develop a strategy to find them and market to their situation. That’s it.
Do You Need Book Marketing & PR Help?
Brian
Feinblum, the founder of this award-winning blog, with over four million page
views, can be reached at brianfeinblum@gmail.com He is available to help authors like you to promote
your story, sell your book, and grow your brand. He has over 30 years of
experience in successfully helping thousands of authors in all genres. Let him
be your advocate, teacher, and motivator!
About Brian Feinblum
This
award-winning blog has generated over four million pageviews. With 5,000+ posts
over the past dozen years, it was named one of the best book marketing blogs by
BookBaby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2021
and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.” Copyright 2025.
For
the past three decades, Brian Feinblum has helped thousands of authors. He
formed his own book publicity firm in 2020. Prior to that, for 21 years as the
head of marketing for the nation’s largest book publicity firm, and as the
director of publicity at two independent presses, Brian has worked with many
first-time, self-published, authors of all genres, right along with
best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen,
Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard,
Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C.
Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler.
His
writings are often featured in The Writer and IBPA’s
The Independent (https://pubspot.ibpa-online.org/article/whats-needed-to-promote-a-book-successfully).
He
hosted a panel on book publicity for Book Expo America several years ago, and
has spoken at ASJA, BookCAMP, Independent Book Publishers Association Sarah
Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association,
Willamette (Portland) Writers Association, APEX, Morgan James Publishing, and
Connecticut Authors and Publishers Association. He served as a judge for the
2024 IBPA Book Awards.
His
letters-to-the-editor have been published in The Wall Street Journal,
USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester)
and The Washington Post. His first published book was The
Florida Homeowner, Condo, & Co-Op Association Handbook. It
was featured in The Sun Sentinel and Miami Herald.
Born
and raised in Brooklyn, he now resides in Westchester with his wife, two kids,
and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog.
You
can connect with him at: https://www.linkedin.com/in/brianfeinblum/ or https://www.facebook.com/brian.feinblum