Back to Basics

More books are being published today than ever before and the number continues to increase. At the same time, the number of readers for those books isn’t increasing at the same rate.


It begs the question: Are there enough readers for all the books?

Every book has an audience of a certain size. Authors should be helping to develop readers for their book through creating a tribe and connecting with their potential audience via social media online.

In addition, publishers (and authors) must also be working to connect with a target audience and in this way develop readers for their books. Developing an audience for a book means going back to the basics—the basics of marketing.

Here are three steps to help you get back to the basics in developing an audience for your next book.

1. Identify your audience.
Your audience is not going to be every Christian, or every Christian parent, or every Christian mom or dad. It is going to be narrower than that. Ask yourself: Who specifically would benefit the most from the information or story in this book?

2. Identify the movers and shakers in that audience.
A mover and shaker can be a person. It might also be a journal, newspaper, or magazine. Associations or organizations can also be movers and shakers. Every audience has them. Christian teens, military moms, Christian lawyers, potential missionaries, each of these audiences has movers and shakers, spokespeople that the audience listens to.

3. Reach out to the movers and shakers.
Movers and shakers are the medium to use to get the information about your book to your audience. These are the people (or organization, etc.) who your audience trusts and follows. Getting the movers and shakers first to buy into the message in your book, and then to talk about book to your target audience, is the best way to develop and reach your potential readers.

If you are looking for more readers, be sure to include audience development in your next book’s marketing plan.

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2 thoughts on “Back to Basics

  1. I’ve been reading a lot about marketing lately and most of it is pretty repetitive, but your advice about targeting the movers and shakers is new to me. Thanks! You blog (and your book) are very helpful!


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