Who are your readers?

I have to admit, I get a lot of blog ideas from Twitter. It’s a great place to “eavesdrop” on people who complain talk about agents, querying, reviews, and writing in general.

Unwisely, I stuck my nose into a thread, and while she was polite in response, I could tell my opinion wasn’t welcome.

The thread was talking about silly things people have said about your work. The reason I stuck my nose in was what the person had told her wasn’t all that silly. I’ll write a separate blog post about that, but it did make me think–who is your reader?

who is your reader

You don’t want everyone to read your book, or you’ll end up with reviews like: “I didn’t like this book. It all it had was romance in it, and I hate romance novels” when you write contemporary romance. Or someone who reads your horror who prefers sci-fi. You want people who like your genre to read your books.

So who are you writing for? Knowing this information is helpful in a lot of ways:

  1. It will help you buy/target ads. When you have a person and their lifestyle in mind, it’s easier to target ads.
  2. You’ll know where your readers hang out online, and in real-life. My trilogy is about characters who run (the sport). I could set up a table at a women’s run expo. When I bought my cat to the vet, there was a self-published book about adopting animals sitting on a table in the waiting area. How did I know it was self-published? It had the KDP Print stamp on the back page. Depending on the author and his or her marketing tactics, that book could be sitting in every vet’s office in the city.
  3. You’ll write better. Know who your audience is, and you can tailor your books just for them. Yes, this is the evil writing to market, but if you have your reader in mind, not only do you have a built in audience–you’re assuring future sales of your work.
  4. It helps with networking. Romance writers are the most generous writers out there. They love to share information and support. The RWA is fantastic. Knowing what genre you’re writing in can help you find your online support group.

I was thinking then, who is MY reader?

To figure that out, you need to know what you’re writing.

I write contemporary romance books. My books contain real-life problems. My characters aren’t always rich, and if they are, I make sure their lives are miserable in other ways.

My characters worry about paying bills, affording the mortgage. They have ex-spouses. They find themselves in trouble of their own making, sometimes they are at the mercy of others. Their lives are hard. But I hope I write my characters as likable, lovable, people. People you grow to care about–people you would want to be friends with in real life.

They also fall in love, even if they don’t want to. Even if they think they don’t deserve it. Even if being together forever is going to take a helluva lot of work. They did the work, they grew, they learned from mistakes, and their lives are better for it. They live happily ever after.

My books may contain a glimmer of a mystery, but nothing that would put them in the romantic suspense category. My books don’t contain magical elements the way a lot of Nora Roberts’s books do. My books usually contain someone who is bitter and jealous and likes to make others miserable. I do realize that’s a trope I’ve used often, and it’s in the back of my mind when I write more books I need to lean on other plot conventions going forward.

My characters are usually in their thirties. They struggle with finding a partner. Their biological clocks are ticking. They’re getting married. Holding real jobs, making car payments.

I probably won’t stay too far from this type of book.

A bare “man chest” on one of my covers would look out of place. My characters have sex, but they lack the “dangerous edge” that those books seem to contain. No sexual rules are broken, no one is tied up as prisoner. Sex is used to express feelings, falling in love. I know the types of books that need a dangerous man on the front of their covers, and my books are not them.

This is all very helpful because now I can pin down who wants to read my books.


My reader is probably someone like me. (I’m hoping you write the kinds of books you enjoy reading, and I hope you read in the genre you enjoy writing.)

I’m in my early forties, but my characters are usually in their thirties. I do this for a couple reasons: Because of my age, I don’t care to read about younger characters so I don’t write them. And I think it gives me a little flexibility when it comes to my readership. So I think my base readership is, maybe,  25-55 years old. I wouldn’t go any younger than twenty-five. My subject matter wouldn’t interest a young adult. That’s what YA and NA is for, and all the “dangerous man chest” books I was talking about earlier seem to have a younger heroine, so maybe those types of books have a younger (18-25 year old) readership.

Having a picture in mind of the woman who reads my books, let’s call her Jane.

jane, my reader

Jane is 25-55. She might have children. She probably does. She has a day job. Maybe it’s a bit stressful. She could be an office manager, or a professional, like an HR director or a nurse. Maybe she’s a stay at home mom. She appreciates a light read–something she doesn’t have to think too hard about to enjoy. When does she read?

  • Maybe half an hour before bed.
  • During her kids’ nap times.
  • Maybe in the tub if she can get a few minutes to herself.
  • Maybe while her kids watch TV, or her husband takes them to grandma’s for the afternoon.

She doesn’t have much time to herself–she brings a Kindle to her son’s dance practice, and to her daughter’s soccer games. She likes a cup of coffee to sip on and a cat in her lap while she reads. She owns a mini-van or SUV. Her husband works a lot. Or maybe she’s divorced. A lot of women in their thirties and forties are these days. That doesn’t mean she wouldn’t enjoy reading about a meet-cute in the pick up line at school.

She might feel unattractive or frumpy (kids will do that to you).  She wants to work out but she doesn’t have time. A trip to the salon is a luxury for her time-wise. Maybe she likes her Kindle for the cheaper books. Or her life could be a bit happier–her parents live near her, which means she has plenty of help with her kids. She loves her job. She and her husband still get along.

Where does Jane hang out online? She shops on Amazon, of course.  Maybe she buys her kids’ clothes, and things for herself at Kohls.com. As for social media, she’s on Facebook, because who isn’t? She posts pictures of her kids, and maybe she’s joined a mom’s group or two. I don’t think she’s on Instagram, but I could be wrong. I think she’s more interested in Pinterest right now, for recipes and craft ideas for the kids. Maybe that’s her way of looking for hair styles. If her kids are small, she might hang out on websites like BabyCenter.

Lots of different kinds of women live different kinds of lives, and I don’t want to make assumptions just how my reader lives because I’m only limiting myself if I do that. The only real assumption I can make is the busier she is, the less likely she has time to read, but then I’m not aiming my ads at her, and she wouldn’t be interested if she saw them.

Anyway, Jane likes to read. She reads three or four books a month.

Now that you have your reader in mind, how do they sync up with your books? How would I target an ad with what I know about my reader?

I could target her with these keywords and groups:

  • coffee drinker
  • pet owner
  • mother, step-mother
  • mini-van driver, or SUV
  • Divorced (I include both groups since my characters have been divorced and are looking for a second chance at love)
  • Happily married
  • likes bubble baths
  • likes to drink wine
  • loves chocolate

What books would she read that are similar to yours? Target those authors and their readers. Though if you target Nora Roberts and well-known authors like her, your bid to make your ad seen is going to have to be very high–so think of some mid-list, not-so-well-known authors in your genre who are moving books. (Ad targeting and how to do it is a different blog post, and I’m not experienced enough to do that for you. There are lots of authors out there who will share their experiences such as Michael Cooper and Mark Dawson.)

My books have a tone like Nora Roberts, Robyn Carr, Brenda Novak. Maybe Jennifer Crusie, but hers are more funny and on the chick-lit side of things than mine are. Still, her readers may be willing to cross over to my books. I read Jennifer Crusie, but that doesn’t mean all I read is chick-lit.

This is a good reason to stop into a bookstore. Locate the shelf where your books would be and write down the authors your book would be neighbors with. Especially the authors you’ve never heard before.

If you don’t know where your book would be shelved–that’s a problem. Look at general fiction, or literary fiction, and do your best.

Their readers are your readers. Those are paperbacks–and lots of popular authors are indie and offer e-book only. That’s fine–Google the top Amazon 100 in your genre. Again, find books similar to yours.

Knowing who your reader is helps you write the books they enjoy reading. I KNOW you’re supposed to love what you’re writing, but if you can’t find anyone who will enjoy reading it, what’s the point of writing it? Self-satisfaction only goes so far. (Yes, my mind went there!)

Writing to Market

And knowing what your reader likes, dislikes, what she wears, where she works out, can help you target your ideal audience when you’re ready to target ads.

It’s always a surprise to me how many people write books with no audience in mind.

It’s imperative you know who your reader is or you can’t find them to advertise to them.

Create a character like Jane. Figure out her likes and dislikes.

That’s a great place to start!

PS

This is just a small end note:

Did you see anywhere where I said my reader is also a writer? Is Jane writing her own book right now? Does she go to writing conferences, or attend a writer’s group? Do I know Jane from the #writerscommunity on Twitter?

No.

No, I do not.

Do you know why? Because my readers are not part of the writing community. Yes, I read romance, and yes, I am part of the writing community on Twitter. But if I were to market my books as if my readers were nowhere but part of the writing community online, I wouldn’t have very many readers. I represent a minuscule amount of people like me, and people like me who will read your book will not make your career.

And, maybe more importantly, I don’t WANT my readers to be writers. Writers are picky and hard to please. Do you know how I know? Because I read like that. And I don’t want my books to be read the way I read.

And neither should you.

writers are not readers

I appreciate my friends who take the time to read my books. But I learned a long time ago that my readers are not on Twitter. If you can have a light bulb moment like that, marketing your book will suddenly become a lot easier.

look beyond twitter for readers

Who are your readers?

 

Thanks for reading!

jared and leah for end of blog posts

Where do you find readers for your books? Part Four

finding readers for your books blog posts part 4

This is just a quick blog post to finish up the series. We talked about cheap promo sites like eSoda, starting slow with Amazon and BookBub ads, and saving up for giveaways like Goodreads, if money is tight.

This last blog post will be a catch-all of things I’ve blogged about in the past such as going wide, going local, things like that.

Going Wide

You would think that only selling your book on one platform would be limiting. And again, this goes back to what you want for your business. If your books are hot, and they are in Kindle Unlimited, are you okay with trusting Amazon with your sole income for your books?

I have 5 contemporary romance books out now, and I recently pulled them out of Select. As my backlist grows, I will feel more comfortable with my books being sold many places. This is a good move for me now because I’m not making that much money on KU, so I don’t feel bad about leaving that income behind.

I’ve listened to a few podcasts recently with Mark Lefebvre who used to head Kobo Writing Life and is now working at Draft2Digital. There’s great things going on in the great wide world of indie-publishing, and I don’t want to be left behind.

Going wide is a different animal than just staying on Amazon, and Mark even said to expect to wait 6 months to a year to find any traction. As I’m building my backlist, I don’t mind waiting.

Kobo has over 28 million readers.

An Author Earnings report indicates that iBooks may be back in the game.

This isn’t a blog post to convince you to go wide. I’m just saying, eventually, if you want to reach more readers, moving your books to other platforms and using the promotional tools they give you (like Kobo’s promo dashboard) may be something to consider.

Looking Local

think local

We always think big when we think of marketing, but you can do something simple like go to your indie bookstore and ask them to carry your book. Or send a book to the Lifestyles section of your town’s newspaper and ask if they would interview you (and/or what it’s like to be an indie author) or review your book. If you have an area magazine, ask to be profiled. Maybe ask if you can teach a class at your local library on how to self-publish.

Writers are introverts by nature, but asking your library if they can carry your book in the local author’s section could be a chance at marketing for you. (Having a photo taken while you’re standing in the stacks holding your book? Cool!)  At least perhaps a chance at a signing and photo op. Even Joanna Penn said if you have a signing and no one shows up, take a ton of pictures. You’re getting some photos for marketing out of it, anyway.

It takes baby steps to market your books, and remember, throughout all this, always be writing more books.

This blog series was intended to help you break out of Writer Twitter. Auto DMs saying take a look at my book and tweeting about your book all the time isn’t going to make your career.

We’ve all been warned to not build your author platform on someone else’s real estate–meaning, get your own website so you are in charge. A Facebook Author page, or even a group is great, but you are handing Mark Zuckerberg control of your author platform when you use Facebook to promote your books. The same with Twitter. Instagram and Pinterest are fun to use, but they should make up a minimal part of your platform.

I didn’t add blogging as a free way to sell books, mainly because blogging takes a long time. I’ve blogged for years and feel like my blog is just gaining some traction. That’s partly my fault, since I know I don’t blog nearly enough. But on the other hand, I have five books published I’m proud of, another in editing, and 30,000 words into the first book of a four book series (all this in two and a half years). Could I do all that if I blogged all the time? Probably not.

Newsletters are the same. All the big indies still swear by them. But they take years to build (if you do it the right way) and should be part of building your author platform. I attempted to start a newsletter a long time ago, but the fact is, I don’t know what to put in it, and even though MailChimp is free (for the first 2,000 subscribers) you still need to pay extra for certain features. (Like an automatic welcome newsletter sent out to new subscribers.) When you weigh time versus all the little extras (newsletters, blogging), I will almost always choose to write books.

twitter jail

You need to do what’s right for you and your business. Sometimes that means saving up for a promo. Sometimes that means writing instead of posting on Instagram. Maybe that means buying a box of $9.99 business cards from VistaPrint and handing them out or leaving them places (one hack I read about was leaving your business card with your receipt when you pay for lunch/dinner). Asking to leave a box of bookmarks at your library’s information desk. Or your indie bookstore. Little things over time can add up.

But think outside of Writer Twitter; even think outside Facebook and Amazon.  You’ll be glad you did.

Please let me know if any of this series helped you find more readers!

Thanks for reading!

 

Where do you find readers? Part 3

finding readers for your books blog posts part 3

BookBub

Not everything is about Amazon and Facebook. I’ve heard about them the most, and maybe you have too, but another ad platform you can try is BookBub. I’m not talking about the Featured Deal that is notoriously difficult to be approved for. BookBub ads are ads for your book that run in a BookBub newsletter. You pay a Cost per Click, or Cost per Impression.

If you’re not familiar with BookBub, I suggest you go on there and at least claim your author profile if you’ve published and put up a photo at the very minimum of involvement. You can find authors to follow, and also encourage readers to follow you. BookBub will email your followers when you release a book or they feature you. Similar to Amazon. To read more about what following authors and what readers following you can do for you, click here.

Anyway, if you’re interested in going for a BookBub featured deal, click here for guidelines and prices. Books that are published wide, have pleasing covers, and have lots of reviews generally have a better chance of getting approved. In other words, books that are already doing fine. But, you can always try.

If you want to know more about buying ad space and the process, you can read about it here.

And if you do decide to go for it and place a couple ads, research what makes a good ad, by reading this blog article. I’m all about researching before you spend any money, and you’ll go into it with a better understanding and a better chance of being more successful. The BookBub blog can help you market any book on any platform, so be sure to bookmark it, or sign up for emails.

Giveaways

free books

There are lots of opinions about giveaways. We shouldn’t train readers to want free books as it drives down the prices of books. People don’t value things for free. Free books don’t work anymore because there is so much free content out there. You don’t have to give away all your books all the time. That’s just not good business sense. But I did a Freebooksy for All of Nothing, and 6,000 people downloaded it. Would I have liked those be sales, especially since I paid to give away those books? Yes! But when I did a BargainBooksy for Wherever He Goes, it didn’t do nearly as well, and I dropped the price of that book to .99 especially for the promo.

When you think about giveaways, you need to decide what your business plans are. If you only want sales and you only have one book out, then giving it away won’t be an option for you. If you give away a Book One in a 7 book series, hoping to cash in on the other 6 books, that’s something else.

I agree that giving a book away may be better if you have a backlist so if a reader falls in love with your freebie, you have other books they can buy.

But even if you have one book, and it’s a solid book, and you may be releasing anothergoodreads stats one soon, giving a book away once could work for you. I don’t mind giving books away every once in a while–I usually do some kind of promo for each book I release then move on. After I did my giveaway for All of Nothing, I got a few reviews (the book has 11-12 depending on which platform you look at, and that’s the most any of my books have ever gotten) and there are some readers who have added it to their shelves on Goodreads.

So again, think about what your plans are if you’re going to give your book away.

There is only one place that I would think about doing a giveaway (besides my Freebooksy promos), and that’s Goodreads. Since they changed the way they do their giveaways, (there was a big to-do about it, and you can read it here) there is a cost involved. But because Goodreads is a site for readers, there’s a good chance anyone who wins your book will actually read it and review it. There are some people who just want to win stuff, but you’re going to encounter those kinds of people no matter what you’re giving away.

The standard giveaway is $119.00 now. If you have to save up a few months for that, work that into your marketing strategy, or begin saving when you know you’re going to have your next release. I know that $119.00 will feed my family for a week. But I also know I can skip a trip to Barnes and Noble and save that money, or skip my Starbucks run for a month and save that money, too.

If your interested in the pricing, guidelines, and perks of doing a giveaway with Goodreads, you can read here for the FAQs on the Goodreads page, and here, for a blogger’s perspective. Personally, I think since the giveaways are paid now, it reduces how many books are available, and gives you a better chance at discoverability. I always approved of the change, and I wouldn’t mind trying it out on my next release The Years Between Us, or I may wait and use it for the first book in my series.

You can do giveaways from your book’s sell page on Amazon. I have tried that a couple times with no apparent benefit. I blogged about it, and you read about it here. It didn’t do anything for me, and while it’s little work and it didn’t cost me anything, if there’s no value, I don’t see the point in doing it.

That’s all that I have for today! I hope you found a bit of value in this post, and join me for the last part of Where do you find readers in my next post. We’ll talk just a little bit about going wide. I hope to see you there!