Introduction video.

If when asked “Who will enjoy your book?” and you reply “Everyone!” You are going to have an extremely hard time marketing to the whole world. In this section you will narrow down precisely the type of person who is likely to read your book.

HOW TO WRITE A BOOK PROPOSAL

by Francesca Hepton

Section 3. Your Market

3.2 Your readers

Who is your audience?

New authors are often asked, “Who’s your target audience?” Many reply, “Everyone!”

Although you probably want everyone to read your book, the truth is that not everyone will. The more targeted you are, the better you can market your book. 

Why this is important: You can be very specific with social media.

You can market your book to (example):

French females aged 30-45

who have an interest in football and finance and identify themselves as Catholic and have a university degree!!

HELP: 

Example: “How to Look Young and be more grateful, grounded and gorgeous” (personal development book)

The audience for this book is middle to upper-middle-class mothers who desire to improve their self-image and develop an understanding of themselves. They are interested in holistic remedies and complementary therapies. They have a secondary school education, as a minimum.

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Your turn

 “Who are my readers? What are their characteristics?”

Demographics:

Gender

Age group

Career/professional level

Level of education

Religious leanings

Geographic location (country)

Ethnicity

Income level

Marital status

3.3 What drives your readers?

What drives and motivates your audience. 

Psychographics

These are the motivations of your readers. Think internal factors like attitudes, values, fears, and drives.

Psychographics answer the question, “Why would people read my book?”

HELP: 

Example: “How to Look Young and be more grateful, grounded and gorgeous” (personal development book)

The audience for this book is made up of people who are interested in achieving their full potential by taking personal responsibility for their health, looks and personal growth. Busy mothers who feel burnt out.

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Your turn

 “What interests and motivates my readers?” 

WHY they will want to read my book:

3.4 Where your readers hang out

Here we will be looking at your reader’s affinity groups based on their motivations. In this way you can pinpoint where to find them both online and in the “real” world.

People will have a natural affinity for your book based on your author identity (who you are, what you represent, beliefs, image, etc.) and your topic (what you say). Take some time in researching who you are writing for. The more specific you are, the better. 

HELP: 

Generalisations like “women” are too broad and therefore hard to market.

Example:  My book for helping women stop drinking isn’t targeted at ALL women. It is targeted at those aged 30 to 40, with a college education, a white-collar job, with children, medium income, living in the suburbs in western society and interested in personal improvement.

It is not targeted at women aged 20 or women who are fitness fanatics, etc.

Therefore, saying it is written for “women’ is too general.

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Your turn

Step 1

Based on the previous two questions, list the characteristics and motivations (demographics and psychographics) of your readers.

The characteristics (demographics) of my readers are:

The motivations (psychographics) of my readers are:

Step 2

Now use the following questions as prompts to describe where you are likely to find them and what tags they would be following on social media:

What publications do they subscribe to? 

Which Facebook pages (SM) would they follow? 

Do they have their own business? 

Are they members of an association / club / society, charity? 

Are they people who value personal development?

Are they non-profit organisations? 

Are they people interested in history? 

Teachers?

 Military? 

Networkers?

 Someone grieving?

People who enjoy fantasy.

People who enjoy escape.

People who enjoy sports.

Come up with your own customised list relevant to your book: