“If you aim at nothing, you will hit it every time.” ~Zig Ziglar
Are you aiming at a target audience? Or are you aiming at nothing?
When I consult for indie authors, I ask them to send me a list of their questions prior to the consultation so I can structure the time to best meet the author’s needs.
I have yet to have an author ask that I help her identify or refine her target audience. Most simply jump into questions about marketing. And yet, many have not spent any time distilling who the audience for their book is.
Here is the problem. You cannot develop an effective marketing plan without FIRST identifying your target audience. And, many indie authors fail to do just that.
Many marketing plans often fail for the following reasons:
- Failure to identify target audience.
- Failure to plan and execute marketing activities for multiple targets.
- Failure to balance marketing activities to primary, secondary, and tertiary targets.
Think of your target audience as a target with a bull’s eye and expanding rings. The bull’s eye and each ring of the target represents a segment of your target audience.
A target audience is made up of a primary audience, a secondary audience and a tertiary audience. How does this look in practice?
With the recent growth in religious children’s book sales, let’s take a children’s picture book as an example. Let’s use a Christmas story picture book.
The primary target audience for this book would be children ages four to eight years of age who celebrate Christmas. However, children don’t buy books, so we need to include the parents in the primary target. Here is the breakdown of target audiences for a children’s Christmas picture book.
- Primary Audience: Parents of children aged four to eight years who celebrate Christmas.
- Secondary Audience: Grandparents and aunts and uncles of children aged four to eight years who celebrate Christmas who give Christmas-themed gifts.
- Tertiary Audience: Churches, Christian preschools and elementary schools, and libraries.
- Quaternary Audience: Collectors of all things Christmas.
Looking at this breakdown of audiences for the sample book, you can see that there are at least four distinct audiences for this book. Each audience requires a different marketing approach and strategy.
Identifying your target audience in this manner lets you prioritize your marketing efforts and expenditures. Of course, you will spend the most time and money on your primary audience. But you do not want to neglect your secondary and tertiary audiences.
Remember, the first step in creating a marketing plan is identifying your target audience. Only after you identify your target audience can you develop specific action steps to reach your audience.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.