3 Differences Between a Demographic and Your Market

I get a lot of proposals or pitches that say “there are 157 million women in the US, that’s my market” and unfortunately they’re mixing up the difference between a demographic and a market. Publishers (especially publicists) don’t take well to these things because it makes someone seem out of touch from a marketing and sales perspective which is very worrisome considering writers are doing more and more to market their own books–and publishers expect them to.

THE THREE MAIN DIFFERENCES BETWEEN A DEMOGRAPHIC AND A MARKET:

1. A Demographic is a population which generally unknowable in a marketing sense (without data), a Market is data-driven, tangible, and accountable. A Demographic is a fact and often an unattainable group. A Market is an engaged group of probable book buyers rooted in proof.

2. Do you know how to actually reach that Demographic? If so, you’re starting to get a Market.  If you don’t know how to market to these groups then they aren’t your market–you can’t reach them to share your book news.

Market:

  • Do you have a newsletter with subscribers or mailing list?
  • Do you have an engaged social media following with numbers to back it up?
  • Do you have a podcast with regular listeners?
  • Do you belong to any associations or groups (writing, alumni, or professional)?

3. Can you quantify the number of people that will directly encounter your promotion, marketing, or publicity? That’s your Market. Family, friends, co-workers, social media followers, subscribers, associations, groups–this is your market! They will be the people that you share your promotion with. Your publisher will help with bigger markets: their own mailing lists, their distribution reach, their bookstore promotion, their social media circles, existing customers and more. Your publicist will try to increase your market: getting essays, articles, reviews and interviews in front of more eyes. However, you have to do the work too–by knowing the existing market you have and how you want to grow it.

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Five Ways to Embrace Marketing Your Book (Guest Post)

Today is guest post day! Client, author (LOSING THE LIGHT, Simon and Schuster/Atria Books 2016), and social media expert Andrea Dunlop is here to talk about how to embrace marketing your book. Don’t panic! She has all the answers. (And if you like what you read she is now taking on clients herself as a consultant.)

Having worked with authors for over a decade—first in publicity, now in social media—I know how reluctant many feel about marketing their own work. And as a newly-minted author myself, I can completely empathize. I often see authors with new books out—a time that should be exciting and celebratory—wracked with misery, guilt, and even outright panic. A little of this is expected, just as with any big life event (weddings, births, new jobs) it can be unsettling. But often the level of despair leaves authors unable to enjoy their momentous accomplishment. And it bums me out! In fact, it’s become part of my personal mission to change their (and perhaps your) perspective on what it means to launch a book.

I have some insight in to what’s beneath this misery. For one thing, it’s such hard work to get a book published. For most of us, it takes years and years of polishing work (only to throw it out to write something better), withstanding rejection after rejection, and struggling to hold onto our faith in ourselves. To be then told, after finally having a book published, that this is only the beginning is something like being told upon completing a marathon, that wow, that’s great, but actually the race you’re in is an ultra marathon, so you’ve actually got another forty miles to go. This is not what they trained for. Compounding this is the fact is that publishers—for a whole of host of reasons—are often not as clear as they might be about the whole marketing process.

But I promise you, marketing does not have to be miserable. Here’s how:

  1. Put Yourself in the Driver’s Seat: When it comes to marketing your book there is a lot you can do. Which is good because what you do is the only thing you have any control over. And trust me, it will feel better to have control over something once the book is out. So what does that entail? Organizing your contacts and sending books with handwritten notes to anyone influential, learning how to use social media tools and using them strategically, rallying your friends and family for support, paying in person visits to local booksellers to sign stock, connecting with fellow authors to cross-promote, visiting book clubs. The list is endless. And yes, I know that not all (or even any) of the things on that list might be within your comfort zone. Welcome to life in the 27th However, some of that discomfort can be mitigated by point two.
  2. Focus on What’s Fun: Yes, I know, you just want to write your books. I get it. But that’s not the race you’re in my friend. You already sailed past that mile marker. Here’s the thing, there are a million things you can do to promote your book in the modern landscape, and all of them can be effective if used consistently and well. The exercise metaphor is especially apt here. Maybe I already lost you on the long-distance running front (I’m with you there, respect to marathon runners but no thank you); but we all know exercise is one of the best things we can do for ourselves—and much like marketing, there are a million ways to do it. From yoga to tennis to boxing to dancing: any of it will get you fit, you find what you like to do and use that. Go in with an open mind: don’t assume you’ll hate Twitter if you’ve never used it for more than a day for instance, and don’t assume an idea won’t work because you haven’t seen it done before. Bestselling author E. Lynn Harris built up his original fan base by taking his book to Atlanta beauty salons. Genius! Get creative. Once you figure out something that works, double down.
  3. Have a Plan: One of the quickest routes to misery is trying to market by doing all the things, especially if you started off doing none of the things. This is why you need not only marketing tactics (social media tools, in person promotion, media placement) but a marketing strategy (which tools you’ll use, why and when and how much, who is your target audience) complete with a way to measure what is and is not working. What I often see is authors going about their own piece of the marketing efforts in a completely ad hoc and disorganized way and then quitting in frustration: this is why I often hear things like “Social media doesn’t work/ sell books”. This is like a person who wants to lose weight but refuses to do any meal planning or step on a scale saying “diets don’t work.”
  4. Understand the Roles: this is an area I see authors struggle with a lot. This is not by any fault of theirs. Those of us who’ve worked in publishing for a long time can forget how absolutely byzantine the industry is to outsiders. So authors go in blind: and this often results in not understanding who is taking care of exactly what. I wrote in depth about this here, but a key point is to remember that no one on your team actually works for you but with you. Your publicist, editors, agent, etc. are all working on other books simultaneously and are juggling those competing priorities. Guess who only has one book to worry about? You! Come in with a collaborative attitude (yes, even with your hired guns) and it will go better.
  5. Try to Detach: Your book is not your baby and most it’s most definitely not Sound harsh? It’s said with love, because I know it can feel like both of those things. But it isn’t. The agreement that you enter into the world when you publish a book is necessarily one of letting go. Once you have a book published, it is loose in the world to be judged on its own merits; it’s not yours to defend or protect any longer. The worst misery I’ve seen authors go through is when they take everything that happens to their book personally. They take the reviews personally, the marketing plan personally, and every little piece of criticism or indifference the world has to offer them becomes a critique on their very humanity. Miserable? You bet. And yet authors absolutely cling to this stance as though they somehow become lesser artists if they give up the attachment. But from my perspective it’s for naught: save that energy for the creative process, don’t waste it on the marketing process where it doesn’t belong. The book is already done. Do what you need to protect yourself and your sanity (you choose whether you read reviews or not) so that you can write the next book, and the next after that.

Need help with your social media? Email me. Follow me on Twitter.

5 Year Blog-versary Round Up!

9e4073d6863e21b9a5b923c3e62390afWow, 5 years since this blog began!

Thank you to the loyal readers and commenters for your engagement with my posts.

I decided to do a round up of some of my top posts over the years.

Craft:

30 Questions to Ask Your Main Character

When You Start Comparing Yourself To Other Writers

7 Things Writers Should Stop Wasting Their Time On

6 Tips To Hook A Reader on Page One

4 Ways To Edit Your Book Back on Track

Business:

Do You Know The Difference Between Literary, Upmarket and Commercial Fiction?

5 Secrets To Publishing Your Debut Novel

7 Ways To Make Yourself An Easy Author to Work With

Queries:

How To Write A Synopsis

8 Query Tips No One Tells Writers

How I Read Slush: 3 Lessons for Writers

Agent perspective: What’s wrong with your manuscript

Social Media:

7 Ways To Build a Platform Through Your Online Community

6 Ways Social Media Doesn’t Help You Get Published

Q: Do you have a favorite post? One that changed your opinion of the industry or changed your manuscript for the better?

Author Brands: Which Type of Influencer Are You?

Brand. Platform. Influencer.

Do these words scare you? If so, they shouldn’t because the fact that you’re online and interacting with this post means you understand a couple, if not all of them. Part of my brand is sharing useful information with writers, so you come here to gain knowledge from my platform.

Your personal or author brand is simply the way you conduct yourself and interact with the world. Online, your brand is everything from the color choice of your Twitter header which can evoke a certain mood, to the specific tone of articles you choose share on Facebook (uplifting? funny? motivational?). Developing a brand is just owning who you are, deciding what you want to say to the world with your work, and strategizing the best way to communicate it that reflects your brand (also known as a marketing-version of your identity). And lastly, and most important, being consistent with it.

Platform can mean two things: the type of social media site you like to use (i.e. Twitter is a platform) OR it can mean an “author platform” which is your network and ability to reach potential book buyers (i.e. 20,000 e-newsletter subscribers, a podcast, a column in a newspaper). Who knows you are? And why do they care what you have to say? Your brand is the angle and the platform is the way you share it.

Now, let’s talk influencers and check out this matrix from social media curator Klout. Look at the words across the top and the category names in the boxes. Start to think about where you fit into this.

klout-influence-matrix.jpg

WHO DOES WHAT?

In this matrix, I’m a “Specialist.” I post highly focused content about a specific industry. Mike Shatzkin of The Idealog is a “Thought Leader.” Media Diversified is an “Activist.” And as you start to think about where you get your information from, and from whom, you start to see the value in being certain types of influencers.

Think of some of your favorite authors: how active are they are social media? What square do they fit into? Which authors do you admire on social media? What are they doing that you’re not?

THINKING ABOUT HIDING OUT? THINK AGAIN.

You’ll notice that there is a listening corner for “Observers” however these people are inconsistent and do more watching than interacting–many new writers sit here. However, be careful not to stay here or fall into this category when you’re leading into book promotion time. Think about getting yourself into another square. You know why it’s important. Making time for interaction and engagement shouldn’t be on the bottom of your to-do list.

HOW DO YOU PIVOT?

To move between squares, look at the side bar to see what you need to improve. “Observers” should be moving towards “Curator” or “Networker” in order to increase their following. In order to do that they need to increase their usage (get more consistent!) and increase participation (If you agree with someone, tell them! If you read an interesting article, share it with us! If you want other people to promote your book launch, try promoting other writers’ launches!).

Once you reflect on how you’re interacting with others online you can work with your strengths to increase your engagement: expanding your brand. How can you share your world-view with more people? The more people in your circles who like what you have to say means that when it comes time to publicize your book they’ll be right there with you promoting you too.

That’s why writers get themselves stuck in a corner when they blog about writing. It’s best to use social media instead of a blog if you don’t have another topic to write about. That way if you want to talk about writing you can post links instead which will give you an influencer category more in the “Sharing/Creating” spectrum like “Feeder,” “Curator,” or “Tastemaker.”

I hope this is a helpful tool to help writers move out of their comfort zones and into higher engagement. Because higher engagement means more followers and more potential for book sales! Therefore, happy agent and happy publisher.

Q: So! Have you solved the puzzle? Which type of influencer are you? …and–if you want to pivot–what square do you want to move into?