When I first read this question in a marketing article, I wasn’t sure how to answer or even why it was important. Recently, though, I had a promotional opportunity that made it very clear to me why this question is a key to marketing success.
After three years of trying to get on the guest list, I was interviewed on the Larry Meiller Show on Wisconsin Public Radio in late January. I knew that Larry was interested in nature, among other things, and so I thought it would be a good spot to reach potential readers of my birding-based mystery series.
Judging from the hits on my website that day, which recorded an all-time high of visitors, I was right.
What I hadn’t appreciated, though, was the fact that my target audience listens to a lot of radio. Duh – birders drive in cars to find birds, which means they listen to radio.
And that’s when I understood why I needed to think of what my ideal reader looks like…and what he does in his spare time…and what she values…and what he listens to…and what she reads…and, well, you get the idea. I needed a very detailed description of my ideal reader so I would know just where and when and how to reach as many of them as possible.
Sure, we all have a general idea of who our readers are – literate, male or female, teens or adults, seniors or little kids – and we probably have some ideas about what they like to do. After all, if I write self-improvement books, I would assume my readers are interested in that topic; if I write medical thrillers, I would think that my readers are interested in medical science to some degree. But would I automatically know that those seeking self-improvement are more likely to watch ( or record) an afternoon talk show on television than listen to a morning news show on radio? Or vice-versa? And how many readers interested in thrillers use Facebook to find book recommendations, rather than read the Sunday newspaper book section?
All these habits and traits and proclivities are key to understanding your audience so that you can make the most of your time, effort, and promotional dollars; the challenge is finding reliable sources for building your ideal reader’s profile, which may take a lot of trial and error on the part of an author who takes on the responsibility of designing and implementing effective marketing.
My best suggestion? Get to know your readers. Ask them what they like to do (when they’re not reading), what media they favor, where they shop, the names of their favorite (other) authors. The time you invest in putting together a profile of your ideal reader is not wasted, but will result in increased sales and more effective writing as you zero in on who’s reading your work.