Perceive

The final entry in the WAKE UP Marketing Strategy is all about Perception, but this is really just the beginning of the real work of marketing your book with solid information about your target audience!

P = Perception

Always remember that as an expert in whatever you have written, you are probably very much like your prospective customer.  Just like you, your customers immediately perceive the things they see, hear or experience. Perceptions are technically nothing more than what a person recognizes and understands -- but that's all marketing really is. 

All along in our analysis of the WAKE UP psychographic marketing strategy, we have been talking about locating your target audience through their beliefs, values, habits and interests. These can not be easily manipulated by a marketer; however, a person's perception of something can be controlled by skillfully crafted and placed messages. Your packaging, your marketing, and any other tie-in to your book should honestly and effectively convey a message that results in the perception you are aiming for.

“It is one of the commonest of mistakes to consider that the limit of our power of perception is also the limit of all there is to perceive.”    ~ C. W. Leadbeater

There's perception, and then there's reality. The reality is what your book will provide to the reader -- from the format, to the words you've chosen, to the distribution strategy that you selected. It's your skills, your story, your life, your expertise, and then even your delivery of all of those things in a form you can share that are the reality. It's the things you have chosen in your publishing program that make your book what it is.  But does the reality of your product match the same as your customer's perception of your book?  It needs to be totally in sync to maximize your effectiveness. 
Consult with your Watch Group again to gauge their perceptions of your marketing messages. 

Now the real work begins.....

Understand

Continuing with the in-depth examination of the W-A-K-E U-P Marketing Strategy using psychographics.

U = Understand

Up to this point, we have stressed how important it is to know your audiences, but it's critical to understand the questions that your customer is subconsciously (and sometimes consciously) asking before they purchase or read your book.

Even for a relatively inexpensive purchase like a book, you need to make your marketing materials address these issues. These are the questions that your customer is pondering while looking at your book and your marketing materials, (or even while listening to you speak):

1. What can you DO for me, teach me or show me? How is what you know going to help me, entertain me or enlighten me?
2. Is this information or story IMPORTANT to me? Your buyer is looking for a book they want to buy rather than the book you want them to buy. Of course you are in love with your book, but if your book is of no value to your buyer or reader, who will care?
3. Is the information contained in the book NEW to me or MORE than I've gotten in the past? Whether people own up to it or not, everybody wants more, everybody wants new.  It's not rude for a person to want more -- it's just human nature. 
4. Is the information BETTER than I've had in the past? Book buyers and readers alike are very likely to have many books on your subject or genre. Does your book offer something better? ("Better" is subjective in fiction, but quite objective in non-fiction.)  Most readers simply want one nugget that will inspire them -- is there something in your book that sets it apart from the others in the same category? 
5. Is the information TIMELY? It's true that time is money. It's just a fact. One of the best reasons to independently publish is that you can get a book into the marketplace in a timely fashion. (Do not skip the editing process to get your book out fast - remember quality is important!)
6. Does the book provide VALUE for the price? There is a point at which the cost is too high for the value a reader gets from it, and in turn, there is also a point at which the price is so low that the customer doesn't believe it is valuable. 

Taking the time to understand what your customers want from you will ensure the money that you spend on publishing your book is not wasted.  If you don't make the effort to consider what customers want from you, why should they go to the expense of purchasing your book? 

Examine

Continuing with the in-depth examination of the W-A-K-E U-P Marketing Strategy using psychographics

E = Examine

There are two definitions for the word Examine: #1 is to "Inspect (someone or something) in detail to determine their nature or condition; investigate thoroughly," and #2 is to "Test the knowledge or proficiency of (someone) by requiring them to answer questions or perform tasks." This is the time in your marketing planning that you need to do both.

In this step of your WAKE UP Marketing Strategy, it's time for you to really dig in and inspect the information you have before you, and test its validity. Listen to voices other than your own. Will the knowledge you gained in the previous step really hold up in the marketplace and enable you to get your book in front of your primary (and secondary) audiences with a message that compels them to purchase it or read it?

Examine your facts closely and determine the actual words your target customer finds relevant and persuasive. Uncover the tone of voice used in the messages that have influenced your audience. Remember, your Watch Group told us how they purchase and what they like –  but WHY do these messages break through the clutter of your audience's internal and external noise?

• Is it the creative? (The overall idea, concept, look or format of the piece)
• Is it the timing of its arrival?
• Is it the offer?
• Is it the clever copy?

Truth is, it's a mix, with each of these items ranking in different order for different audiences at different times.

Examine what you have learned, inspect for any irregularities as well as any harmonies, test everything thoroughly. Look for timing opportunities, offers, lingo, geographic differences, etc.

Once you have thoroughly examined what you know about your primary audiences and your messages, it's time to prove your understanding of these audiences and their needs by applying what you have learned and creating messages and campaigns that will persuade those audiences.

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.

W-A-K-E U-P Your Marketing Strategy - an Introduction

In an earlier blog this week, I introduced my gimmick method of identifying the "psychographic" characteristics of your customer and using that info to create an effective marketing message. It's my WAKE UP strategy. Over the next few days, I'll outline what this anagram stands for and why it contains important keys to success in publishing and marketing your book. This method is designed to help you find your real target audience and understand what to say and where to say it. I have a degree in marketing, but you really don't need one to understand psychographics. You simply have to understand what your mom always told you -- it's not what's on the outside that counts, it's what's inside. It's a lot more difficult to find the values, beliefs, interests, hobbies and behaviors of your customer, but in those nuggets, you'll find gold.

Here's a Working Example
To help you see what each step is, an example might help -- we'll keep this example throughout this thread of blog posts. Our example book will help moms and dads find work-life balance. In this marketing study, we want to know who is buying parenting books, where they are hearing about these products, how to talk to this customer, what price point to set, what sales venues to target as partners...for starters. In this post, I'm only doing an overview of our WAKE UP strategy. In subsequent posts, we'll dig in...so stay tuned.

• W = Watch  - Here, you are looking at the universe of prospective customers to examine further. Who among these groups is our customer? This is your Watch Group. (BTW, I now do Watch Groups on Facebook, because, as you know, not all of your customers are geographically close.)
• A =  Ask - Once you find a Watch Group that agrees to share their opinions, ask them how they get their information about parenting issues. Ask them where and how they purchase things for their family -- and WHO BUYS versus WHO USES goods and services in their circle of influence.
• K =  Know - Know what your final objective is before you move further. That objective is not to prove what you think you know, but to actually know, based on the information shared with you.
• E =  Examine - Really dig into the messages you are hearing. LISTEN to voices other than your own. Examine each piece of information closely and determine the words your target customer finds relevant and persuasive, and uncover the tone of the messages.
• U =  Understand - Now, seek to understand who your buyer is and who your reader is. They aren't always the same individual. Your marketing messages have to serve these two masters!
• P =  Perceive - As an expert in whatever it is you have written your book about, you are probably very much like your prospective customer. Ask your Watch Group to review your marketing materials to gauge their perception of the creative aspects, copy, offers, the marketing vehicles by which you are delivering those messages, and your distribution plans (where will you sell your book?). 

After you WAKE UP, use this as your marketing road map. This is no longer only your gut feeling, but real, workable knowledge.  Today's consumer has so many messages being thrown at them. Make sure your message is relevant, and in the right place at the right time.  Next issue, Watch, brought to you by the letter W.

WAKE UP Your Marketing Strategy

With the vast number of books inundating the shelves each day, how do YOU know who to market to? Who cares that you wrote a book?  More importantly, who cares that you are publishing your book? 

No really, WHO CARES?

If you can't answer that question right now, sit down and do some homework before you publish. Publishing is an expensive business anyway; but there are dumb ways to spend your money and there are really smart ways. Know who you are marketing to, specifically, fundamentally, and categorically. To really understand the market I'm pursuing for a given project, I use my own "W.A.K.E. U.P." Marketing Strategy: 

Watch. Ask. Know. Examine. Understand. Perceive.

I'm not talking about demographics--married/single, age, own home/rent, ethnicity, religious affiliation, kids/no kids, geographic region, employed/self employed/retired, income, etc. Yes, you can locate this data quickly and easily. Any "list company" will sell you a list selected down to the exact demographics you specify. But what do those stats tell you? 

HERE'S A RIDDLE:  A 45-year-old female new small business owner wants a poster for her wall. She's educated, is married, is mother to two kids, owns a modest home in a middle-class neighborhood, and owns two cars. She brings home $60,000, and her spouse brings home $65,000 from his job as a salesman for an insurance company. 

Which "success" poster is she most likely to hang in her office?*

ANSWER: While both posters are very nicely laid out, colorful, and hold the information our subject may want to see every day, she would likely choose the bottom one over the other. Why? She also happens to like camping and this poster reminded her of that place overlooking that lovely river she visits each year and dreams of owning someday. But how the heck would you have known that? Very tough, but not impossible. It all comes down to knowing what makes your buyer tick. How do you wake up those important facts?

You needed to know what her behaviors are. Her psycho-graphics. Today, you must reach higher than the low-hanging demographics to find out what her interests are. What are her values, beliefs, behaviors, triggers. What magazines/newspapers does she read? What programs catch her eye? What does she do with her spare time? What does she consider spare time? Does she volunteer? Does she like to travel? Garden? Exercise? Read? Cook? Is she a precise thinker? Does she go to seminars or workshops? Is she interested in nature or environment, religion or spirituality, or is orange just her favorite color?  How does she get new information?
 
What did her age, marital status, home ownership, income, or ethnicity have to do with her choice here? Not nearly as much as her interests, beliefs and behaviors.
 

Now for YOUR book

Think about these things when you first start writing your book -- make sure you have a market (look in the mirror, first, because you are probably a good profile for your buyer), and then consider what else motivates your buyer. If you have a market you can find, publish your book to fit that market. If you are just publishing for yourself, admit it up front, check your ego at the door and set your expectations realistically. 

*These posters were simply pulled randomly from a Google search for illustrative purposes. No permissions were asked or granted -- however, no posters were harmed in the making of this blog post, and I hope the copyright holders will understand my intent.
**Next post will examine each step in the WAKE UP marketing strategy in depth.