A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Free speech, literacy, and great books are also discussed. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
Thursday, March 28, 2019
What You Should Know About Your Book Customers
It helps to know who
is buying from you and why, so you can note where to increase your marketing efforts.
You may make assumptions about who your clients are, but once you build up a
number of clients, you will have real data to analyze.
You may be looking
at surface demographics such as age, gender, occupation, education, location,
marital status, etc. but you should also look at the mental demos that are
harder to quantify but nevertheless are relevant. What are your buyers’
attitudes? Opinions? Beliefs? Values? Lifestyle? You want to know how they
found you and what influenced them to buy from you.
You are trying to
develop a profile of your consumer. How knowledgeable are they on the topic you
are an expert in? What issues do they tend to need help with? Where does your
information or guidance fit along their development timeline? What state of mind
do they operate under?
You also want to
find out what connects them to you. What do you have in common with your client
or buyer? Do you share a friend or a common experience? Are you in the same
boat as them in some way? Are they of a certain personality trait or state of
mind? Are they of a certain level of experience or level of need?
How do they like to
be talked to -- do they expect you to come off like an authority figure or more
like a therapist? Do they want information or more hand-holding?
Every Niche Group Is A Customer
When you think of
who will buy your book you quickly state the obvious. It could be, if it is a
weight-loss book, people who are overweight. But there are sub-demographics
that you need to explore to further narrow down potential customers. For
instance, if the overweight person is older, say 66, they may just accept their
size and not actively look to lose weight. Or if it is someone who is
overweight but doesn’t think they need to lose weight or doesn’t want to make
an effort to lose weight, they won’t buy your book. Then there are people who
cannot buy your book because they already are following a weight-loss program
and are in the process of losing weight.
Still, there are
plenty of people who read books to lose weight and are in the frame of mind to
buy one right now. Many will be women, so to find your audience, approach
Some people are
overweight in connectionto a disease,
such as diabetes. Others may have put on weight after ending an addiction to
smoking. Again, there are groups that cater to diabetics or former smokers.
Approach them about your book. Look for other connections to your book – they
may be based on other demographics such as age, geography, education, etc. and
find groups that cater to those demos.
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