Thursday, May 5, 2011

Know

Continuing with the in-depth examination of the W-A-K-E U-P Marketing Strategy using psychographics  (This post has been repaired.)


K = Know


Know what your final objective is before you move further. That objective is not to prove that you think you know who your customers are and how they buy or consume things, but to use the new facts and information you just gathered from your Watch Group so you actually know how your target audience thinks and behaves, based on the information they shared with you. Good marketing strategy doesn't always go with your gut instinct – and now that you have asked your Watch Group, you actually know the answers to important characteristics, interests, values and beliefs of those you need to target...Really use and internalize this information so you know who you are marketing to and how to reach them through the noise. Use your data to know who these groups are and how to find them and communicate with them.

Here's what you need to know:

End User vs. Customer / Buyers vs. Readers / Primary vs. Secondary Customers 

Wow, is it hard to know who to target in book marketing! Let's distinguish some terms from one another:
End User = Reader = The one who actually commits to consuming (i.e. reading) the book
Customer = Buyer = The one who actually commits to the purchase of your book
Primary audience = In some industries, this is the actual buyer, but in book marketing, primary audience is the person specifically compelled to consume OR purchase the book by the topic could be the reader OR the buyer, depending on your book. The book industry resembles the jewelry industry in a lot of ways, in that the marketing is targeted to the buyer differently than it is marketed to the end user. Pay close attention to the Mother's Day ads for jewelry to see this distinct difference in messaging.
Secondary audience = A customer that is outside of the regular scope of your book, but one who is attracted to the content or product for some other reason. (Sidebar example: We did a memoir about the life of a land developer and her family. It's a very interesting web of murder, innovation, thievery, brilliance, love, hate, family, solitude, riches, hardship, deceit and loyalty. However, in our WAKE UP research, we found a larger secondary audience of those who were interested in the development of the cities in which this family played a huge part.) *

Since you are a publisher/author, you have another tier of buyers that buy for a different reason. Of course I'm talking about distributors, wholesalers, retailers, rep groups, rights agents. I'll handle this in a different post later.

Now you know; next, examine the audiences and your messages and how they fit together to accomplish your goals.


*If you are interested in this book, click here Schepp Family Chronicles, and it is also available through Amazon, or Smashwords.

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