Micro-Target to Get Results

Reading over various 2010 prediction lists, one prediction in particular caught my eye.

The prediction included the phrase:  “Micro-targeting is the watchword for 2010.”

Micro-targeting – what a great phrase!

Why micro-targeting? Because our audiences are becoming more fragmented.

I receive many emails from self-published authors that tell me that they just know that everyone will love their book. No one book (accept the Bible) is for everyone. People have different interests, needs, and reading styles.

Few books truly reach the masses. Most books are geared to niche audiences. Book promoters (authors, publishers, etc.) can utilize micro-targeting to run more effective book promotion campaigns.

If you conduct a search for books on the subject of money on Amazon.com, hundreds of titles will show up. The reason: one style of writing about money management does not reach everyone.

Figuring out your target audience is key in promoting a book. Once you know your target audience, then you can micro-target to subgroups within your target audience.

For example, if you have produced a devotional book for women, consider your micro-targets. Is your book for working Christian women or stay-at-home moms? If you determine working Christian women, then ask: Is it for working Christian women with children? If the answer is yes, then ask: Is it for working Christian women with preschoolers, elementary-aged children, or teenagers? If you determine all three, then you have three micro-targets: working Christian women with preschoolers, working Christian women with elementary-aged children, and working Christian women with teenagers.

Micro-targeting can go further. Working Christian women with preschoolers with chronic medical needs, or working Christian women with elementary-aged children with learning disabilities, or working Christian women with a disabled teenager, are just a few of the in-depth micro-targets your book promotion campaign could include.

Each of these micro-target units have different needs, different places they hang-out online, and different publications they read. Each micro-target group responds to different words and messages. Knowing this, you can create an effective plan to reach each of your micro-groups, increasing the effectiveness of your marketing efforts.

I encourage you to keep micro-targeting in mind when you are planning your book promotion campaigns this year.


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