“Everyone” is not a target audience for anything, anywhere. There are a lot of milk drinkers out there, but that doesn’t mean that “everyone” likes it (I don’t!). Think about any product or service and you will realize that not everyone owns or likes it.
There are some wonderful novels, memoirs, self-help books, business books, and cookbooks—but they are never for everyone. And if your marketing efforts are focused on the world at large, your marketing efforts will feel more like shooting darts at a faraway target while wearing a blindfold. This kind of marketing can also become exhausting quickly because you won’t see the desired results of your efforts.
Before you even think about publishing your book, it is essential to identify your target audience by answering these questions:
Narrowing down your focus on a specific audience will allow you to first reach them, and then to connect with them. It also doesn’t mean that people from outside of your target can’t be readers—they certainly can. But being clear about your target audience will help you remove the blindfold and get a better aim at your target.
Once you identify traits about your target audience, then you can figure out how to reach them. Consider these questions:
When you answer these questions, you will find the golden key to the kingdom because now you know how to find your audience. Next, you need to decide how to reach them. Consider the following tactics:
The above questions are a starting point, but be sure to spend some time really understanding your target audience, what motivates them, and where you can reach them. Consider how your book will help, inspire, teach, or entertain them and how you can get that message out to them.
NORM BOND helps entrepreneurs and businesses increase their impact by embracing the potential of Internet and Web-based marketing, social media, mobile and digital communications. He is the author of "How to Make Money Online with Holiday Marketing" now available on Amazon. A global marketer, digital strategist and speaker he splits his time between Bangkok, Thailand and the U.S.
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