The Who, What, and Where of Marketing
encompasses the 4 P’s, or your marketing mix. These are the elements that come
together to form your marketing plan. So, when you talk about marketing, you
are talking about your product, price, promotion and distribution (place).
highly important because you have to define who your target market and target
audience are, and use promotional tools such as advertising, direct mailings,
social media, public relations, trade shows to reach these individuals.
explore ways to pinpoint your target audience, go over a few effective
marketing strategies, and find the best locations to market your genre.
Know WHO your audience is: In order to effectively target an
audience in your genre, you must clearly understand and define who your target
market really is. You can also narrow down your target market by defining your
target audience. For example, specifically define what genre your book is: If
you have a historical Romance book your target market would be Romance readers,
but you can narrow this audience down a bit by targeting Historical Romance
readers as well.
are a few suggestions to get you thinking about your target audience.
worked in an industry that saw generational welfare recipients and had
been one as a child and then adult. I needed to find information
that showed how to get off welfare to help my own clientele when I became a
social worker. I wrote a book to assist my own clients and… I originally
printed and marketed myself... I got interest by demonstrating success
stories from that book and using my own personal story.” Said author Tracy Lee
Harvey whose book has sold over 5000 copies in Australia & N.Z and more
“Get clear on your
audience. Don't try to write for "everybody"
…It's much easier to sell to a specific niche. Ask: What's your
audience looking for? Understand what they want,” said
Lisa Tener book writing coach and faculty member of Harvard Medical
School's CME Book Publishing Course.
“Most urgent is that the writer figure out who his/her
audience is and write the material with that audience in mind,” said Francine
L. Trevens Chairman Emeritus of The Greater New York Independent
Publishers Association and author of 4 books, as well as former contributor to
such publications as The Best Plays Annuals and the McGraw Hill Encyclopedia of
Much promotional work goes into making a book successful,
and knowing whom you should promote to is the first
step. Once you have identified your target genre it is smart to utilize marketing
methods unique to that genre. Unique strategies can introduce your book to
targeted audiences, without being too
Know WHAT you can do to market: It’s not enough to say I am going to
advertise, or send out direct mailings these days. You have to think of unique
ways to raise awareness of your book.
yourself with clever marketing methods and ideas that have proved successful
for other authors can be of benefit when looking to promote your book. Here are
some ideas that have been useful in the past.
of a traditional book-signing event, I held a free business seminar at a
business-networking venue that attracted a capacity crowd. The draw was a panel
of 5 CEOs and executives I had interviewed in the book. I wove the theme of the
book through the questions, which panel members answered. Audience was blown
away, local reporter wrote great lead article (unsolicited) in the business
section. Sold about 1/3 of the room books, and 1/3 had
already bought. (I also) excerpted chunks of the book about each of the 20
executives I interviewed, and created a leadership 'manifesto' with some
descriptive info, their picture and company logo,” said Rebecca Staton-Reinstein, Ph.D and
President of Advantage Leadership, Inc.
“I used the
website traffic to build an email list for my weekly newsletter. I used the
subscribers on my email list to create a online recipe sharing and cooking
related message board which brought me additional website traffic from the
search engines,” said Ron Douglas author of the book America's Most Wanted Recipes, which
reached # 3 on The New York Times Bestseller List,
and creator of RecipeSecrets.net drawing 1 million
views per month.
“I have a great method of getting on the bestseller list by enlisting
associates who have relatable products and big lists to co-advertise. Basically
you offer all these give-aways to everyone who buys a
book that week, getting your sales to skyrocket all at once as well as promote
your affiliates' stuff,” said Jen Sincero
best-selling author, creator of writeyourdamnbook.com, and teacher of a
non-fiction book writing class.
that much of the world is now on line and use on line networking sources to get
the word out…(also) try to get excerpts from your book into suitable
publications” said Francine L. Trevens.
identifying your target audience, utilizing methods unique to that genre can be
valuable. It is also important to advertise in the right places. How effective
would advertising a romance novel at a sci-fi
convention be? The most efficient way to reach your targeted audience is to
advertise in the places that appeal to that specific genre.
Know WHERE to Advertise: Once you are familiar with the who and what of marketing your genre, knowing
the best settings to showcase your book is the next step. Remember, location is
“If you have
a book on a maritime theme, or set at sea, you can contact maritime museums,
stores that sell boating gear, shops at marinas, etc. If you have historical
aspects to a book, you can contact historical society stores and offer to speak
at meetings of groups interested in historical data. If you have a gift book
type, try shops in museums, hospitals, etc. Show
at book fairs. or street fairs if you can tie in with
their theme.” Said Francine L. Trevens.
“Speak at as
many events that deal with your subject matter as possible (You are an author,
take advantage of that credibility!). Small groups can be just as effective as
large venues,” said Corey Blake President of Writers of the Round Table Inc.
and Executive Director of the From the Barrio Foundation.
your state site for fairs and festivals. Most state sites have a listing with
the approximate number of attendants. Contact your local bookstore…
about…events and sponsored authored fairs. If your intention is to sell books,
seek events where you will be the only author in your genre or the only
featured author.” Said owner of DeeGospel PR, a literary PR boutique, Dee Stewart.
big part of my success came from online advertising…I created an affiliate
program which gave other cooking related websites a commission to promote my
cookbooks,” said Ron Douglas.
my book…Beach Chair Diaries, Summer Tales from Maine to Maui… is 'beach'
oriented I find many stores in coastal areas will be interested in carry
it as well,” said Janet Spurr author and teacher
at Sales Boot Camp for Authors.
Figuring out the locations that attract your targeted
genre, and using them to advertise your book is essential in successful
promotion. Authors can also centralize themselves around other authors of the
same genre. What is more valuable than advice from someone who has reached
success? Online forums are a great place to reach out to others with a similar
crucial to a books success, and authors and publishers can get the best
promotional results by following the basic advice from other successful
authors. Defining your target audience is important in selling a particular
genre, so authors and publishers can be aware of the desires and interests of
that audience and better appeal to them. Utilizing unique strategies can also
fuel success by capturing the attention of those who are interested in the
genre, and just as important as understanding who and what of
effective promotion, knowing the where can ensure proper advertisement.
Implementing precise promotional strategies can stimulate the popularity and
success of any book, but you have to understand your market first.
to all who shared their expertise!