Do You Match Your Book Marketing To the Market? Try This
Posted on July 14, 2008
No matter what subject you write about, or whatever market niche you serve, there are people on the Internet just waiting to hear from youLet’s look at one niche book and how we use positioning to increase book sales
I think you’ll see some ideas that will work for your book
Take a look at this promotion for No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More
I get asked daily to help authors, promoters, marketers and friends who want to push out new books. The story goes like this
“It’s an important book, full of exactly the stuff I know the market needs. I’ve been using this and it works”
Then I ask “Who are you marketing to?” .. The response is usually a blank stare, followed by “everyone needs this”
Once in a while, I hear from someone that understands who they are writing for. For example, No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More was written speciaifcally for 20 somethings that have just entered the work force and want to know how to say “I’ll never have to eat Top Ramen again”
The marketers for this book have tried to package the book to the niche market:
- Bonus gifts that appeal to the target market
- Design for that market
- Advertising to get the target demo
The are doing a lot of things right. And a few things wrong. See if you can spot what’s missing from this page. Post your comment below. The best guess get a copy of the book, or if you are over 30, another book I’ll pick especially for you.
Post your comments now (after you look at No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More HERE
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7 Responses to “Do You Match Your Book Marketing To the Market? Try This”
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They need to match the market and the media in which you are promoting. So many people do not bother to think about the shows they are on and how that audience would like to be recognized.
Dr. Wright
The Wright Place TV Show
http://www.wrightplacetv.com
http://www.twitter.com/drwright1
Well, being a newbie at all this, I’m not sure if my “what’s missing” guess is correct.
That being said (written), I’d have to venture to say (write) that there are no testimonials from customers who bought this book and applied its widsom to their lives. No proven results, or outcomes.
Also, being a one-product website, I was to understand that long(er) copy works better, rather than short copy that usually is used for multiple products.
How about JV?
They are missing young people…the very 20 somethings they are supposedly selling to!
Longevity magazine and Arnold Schwartzennager on the cover of Fast Money Mag are the first faces that jump out at you…both seem to be geared toward the over 50 market.
If the book has been read by someone in their 20’s we sure don’t know about it from this page.
Too much emphasis on free gifts, deals and discounts.
The people interested in buying this book will be looking for answers from people who have been in their shoes.
Specifically, what’s missing is more focus on the actual content of the book (such as a table of contents/sample chapters) and testimonials and reviews from 20-somethings that have read the book.
I think Tim Ferriss does a great job of promoting his book over at http://www.fourhourworkweek.com, especially with the use of blogging!
- Peter
Well, to start off there was no actual values placed on the free bonuses, leaving people to guess the value of their bonuses. Being an “under 30″ member of the audience this targets, I think the bonuses are crap. With a little more research I am sure they could have found better bonuses. Most authors and marketers would love to give the bonuses in exchange for the publicity. Also, there were no buying “bullets”, you know little morsels that make me want to go out right now and get it so I can find out more. From reading that I have no reason to buy the book.
The comment from Karen is very much to the point. The magazines tend to address a crowd much older, so does the twilight zone theme. The title is rather odd, unless of course all struggling 20 somethings eat Ramen,used to be macaroni and cheese, maybe that shows MY age :-)
This promotion is way too scattered. I am even inclined to believe that the book is incidental and all they want to do is sell magazine subscriptions. But then, even the magazines are outside the target demographics.