I've been following author Kristen Eckstein on social media (and via her website The Ultimate Book Coach) for a while now. Her book 21 Ways To Write And Publish Your Non-Fiction Book was one of many great books about writing and publishing that helped me get my own non-fiction ebooks published.
When Kristen offered to send me a review copy of her new book Author's Quick Guide To Finding Your Target Market it fitted right in with my brand new business (and life) philosophy - which I have to admit I borrowed from another member of my little tribe of wise women, Sheree Keyes:
Say no to everything that isn't a "Hell, yes"
This book was a "Hell, yes" for me. Here's some of what I took away from my first reading:
Sometimes you need a really novel way to picture your target audience
Kristen gives you one (I'm sure there are others) in the descriptively titled chapter Build-A-Bear Marketing. Yes, you will (if you choose) actually visit a Build-A-Bear store and (yep) build a bear. Your bear will represent your target customer and be a constant visual reminder of exactly who your marketing activities should reach. Plus, you get a fun day out with the kids.
Do you have to actually go through the process described? No, of course not, and if you're a middle aged man with no children of your own I totally understand that it might be a little outside your comfort zone. But read the chapter anyway. It really does get you thinking about every aspect of your target customers and how to reach them.
Only a few people are actually supposed to drop through your marketing funnel
Kristen illustrates this with a cool graphic depicting an actual funnel. The point about funnels is they're wide at the top and narrow at the bottom. A lot can go in but only a small, targeted amount comes out at a time.
A lot of people might be in your marketing funnel at any given time (and some will escape out of the top end without ever dropping through) but the customers that go through the funnel and out the end are the ones that buy your book.
The better targeted your marketing is the more likely the right people will drop through your marketing funnel and buy your book. This is important because they're the ones who will recommend it to others in their networks (who are also part of your target market) much like I'm doing now.
All social media platforms are not created equal
Yet I still can't tell you which is best for you and your marketing campaign. The big five of social media (Facebook, Twitter, LinkedIn, Google+ and YouTube) all attract different kinds of people and how you divide up your social media minutes will depend on who you want to reach.
This book goes into the demographics of each site and clarifies where different authors may want to spend their time. I tend to spend my time on Twitter. I love it there and find it's the best site to market my books and writing business, but you may find another site works better for you and your audience.
Grab your copy of the book here, or check out the entire Quick Author Guide series here.
Want more book marketing advice? I'm guest posting about the essential pages you need to put on your author website over at OnText.com this week. Stop by and visit :)
I'd also encourage you to check out Kristen's course Market My Book Now. It's well worth the small investment, plus it's currently on special offer with some cool bonuses thrown in. Check it out here.
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