The Importance of Finding Your Niche

I recently spoke with a new Member of Christian Small Publishers Association (CSPA) who has produced a book on forgiveness. We were speaking of the importance of knowing who the target audience is for his book.

This gentleman told me that all Christians were his audience. After all, every Christian needs to forgive since it is commanded in the Bible.

I wholeheartedly agree. Every Christian does need to forgive. However, not every Christian currently needs information or help with forgiveness and some are not yet ready to entertain the idea of forgiving. Additionally, this author’s voice will not resonate with everyone.

As more and more books are published, competition escalates. For example, doing a search of “forgiveness” in books on Amazon reveals 31,399 results. That is a lot of books on forgiveness that Christians have to choose from.

How does this author compete with 31,399 other titles on forgiveness? He competes by targeting a niche audience. Through channeling his message to a very targeted audience that his book speaks to—and not broadly to all Christians—this author can gain some attention for his book.

How can this author funnel his message to a more niche market? I encouraged him to consider the following:

  1. What is his backstory? In other words, what did he need to forgive that prompted him to write the book. Maybe it was a spousal affair or a senseless random act of violence. Whatever the reason, targeting Christians who have had a similar experience is one way to reach a niche audience.
  2. How is the message in his book different from other books on forgiveness? One thing this gentleman included in his book was 21 ways to forgive. I suggested that he use this to find a niche audience. He could speak to Christians who know they need to forgive, but don’t know how. After all, he provides the how in his book.

With any book that has a broad topic appeal such as prayer, parenting, forgiveness, etc., targeting the niche audience is done through the marketing messaging. A generic message on forgiveness is not going to attract much attention, but a message targeted toward those who have experienced a senseless act of violence or who need help on practical ways they can work on forgiveness will resonate with the niche audience and draw them in.

I encourage you to identify niche audiences for your books. Then target your messages to these groups of people to maximize your marketing efforts.

Related Posts:
Micro-Target to Get Results
Get to Know Your Target Audience
What Your Readers Want

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Photo courtesy of Masha Danilova

What’s Your Promise?

Integrity. It’s about keeping your promises—doing the right thing in a reliable way.

Branding Thumbnail for Web

Are you reliable? Can people trust you?

If you are an author, readers need to trust you to buy your book. Readers need to trust that you will keep your promise.

What is your promise? Your promise is what you tell readers they will get from your book. This promise is extremely important. It is what draws the reader into purchasing the book.

Yes, your book meets a need, but if all you tell your potential reader about is the need, you are not hooking them. You need to not only identify the need your book fills, but also to let the reader know how your book will fulfill that need. This is your promise.

I recently met with co-authors of a book that was just released. They wanted me to look over their sell sheet and tell me how they could improve it. The authors had done a great job of leading with a need and making it bold and big on their sell sheet—“Do you need comfort in the midst of trouble?

However, their promise was buried in the text. It was not bold and attention grabbing. I encouraged these authors to make sure that they made their promise as big and bold and arresting as identifying the need their book met—“Find comfort and hope in these stories from those who have suffered.

What does your book promise? If you are struggling with this concept, or just want to learn more about creating a brand—also known as a promise—for your book, I encourage you to watch my new online, on-demand seminar Branding Your Book.

This 30-minute seminar covers how your book is like a business, what a brand is, how to craft a brand for your book, and how to create a book title that reflects a brand. You can access Branding Your Book by clicking here. The cost is just $20 to watch the video. Members of Christian Small Publishers Association (CSPA) have free access to this on-demand seminar on CSPA’s website.

Learn how to make a promise to your reader. When your book keeps your promise, your readers trust you and keep coming back for more.

Related Posts:
Can I Trust You?
What Are You Promising?
A Branding Lesson from a Radio Station

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