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 women-oriented organizations.
Some people are overweight in connection to 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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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at firstname.lastname@example.org. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent. This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.
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