When I was a child, my dad taught me archery. He would take me to a range and have me try to hit the target with an arrow. Pulling the bowstring back on the bow took a lot of effort. My little, skinny arms always protested. More often than not, my arrows flew wide of the target.
For me it is easier to hit the target with book marketing than with a physical bow and an arrow. Yes, pulling the marketing bowstring to shoot the arrow still takes a lot of effort. However, once the arrow is in the air, if I have done my research, I am able to hit the target more frequently than I ever did as a kid in archery practice.
In archery, pulling the bowstring takes muscles. In marketing, pulling the bowstring takes research. Who is your target audience? Who are the groups of people who have the need that your book fills? Where do these people live? Where do these people hang out? Do they use the web? What are their habits and language? What type of stores do they buy from? Once these questions have been answered, then you can let your arrows fly.
Did you know that 24 percent of the population of the United States is 55 years of age and older? That’s one-fourth of the population. Yet, only 24 percent of this age group uses social media. So, if you have a book geared for this crowd, using social media websites such as Facebook and Twitter to interface with potential readers is not the best way to connect with them. If that is what you are doing, your arrow is going to miss the target.
On the other hand, 74 percent of those aged 18 to 34 have either a Facebook or MySpace account. Many researchers believe that these online social sites have an important role in the social lives of people in this age group. If you have a book geared for younger adults, then you should hop aboard the social network train to connect with potential readers. Doing so will help ensure your arrow hits the target.
After archery practice, my dad always had me wax the bowstring. Waxing the bowstring strengthens it by keeping all the fibers in a uniform direction, giving the arrow better momentum. Spend some time waxing your bowstring before you shoot your arrows. Taking time to research your target population and to find out where best to connect with them will keep your marketing efforts sharp and on target.