Who is this book for? Why should they read it? And how do I let them know?

Knowing who your readers are is the foundation of any successful book marketing campaign. The marketing strategy of positioning helps a book identify and reach its target readers. 

Despite some authors’ desire to believe it so, no book is truly for all readers. And if you aren’t reaching the right readers for your book, it likely won’t do well. Before you finalize a title, cover design, or even a publishing path, you should know for whom you have primarily written your book and who is most likely to want to read, or buy, it.

Once you’ve answered those questions, consistent and clear positioning is the key to reaching those target readers. Multiple elements work in concert to position a book, including titling, price, format, cover design, cover copy, and categorization. For example:

• The BISAC codes (and the Amazon categories) you or your publisher selects feed the search algorithms online and determine in-store placement. 
• A book aimed at a more scholarly reader might need a binding and price point that indicates its gravitas and longevity. 
• A beach read should be in a trim size and binding that make it easy to pack and carry–and not be so costly that it’s a bummer if the book gets ruined by water or sand. 
• A nonfiction book with an evocative title but no explanatory subtitle or tagline might confuse potential readers or be mistaken for fiction.
• A contemporary story that has a historical-looking cover is a mixed message and might be missed by both audiences.

There are exceptions to these characterizations but consider such factors to establish the most clear position for your book. At a glance, a reader should get a feel for if a book may be right for them and be encouraged to learn more.

Positioning for Sales

Book positioning originated with the needs of physical position—on a shelf, in a store. Whether thinking literally with a physical book or abstractly with the perceptions of potential readers, the goal is to fit in with “the shelf” you belong on, yet also stand out as distinctive.  

Many books have more than one audience, but a mispositioned book can disappoint the wrong readers or get lost in the marketplace, never reaching the right ones. Not reaching the right reader—in online search results or on bookstore shelves—or routinely reaching the wrong one, are both problems that can be mitigated by making sure all the elements of positioning your book are aligned with your best audience.

Identify your Primary Reader

Who is most likely to appreciate this book? Then, who else might also enjoy or benefit from it? Once you’ve answered those questions you can think about or research what else those people read, watch, or consume, and what formats and price points they seem to prefer (Sturdy for classroom use? Affordable and travels well? Ebook or audiobook over print?) 

Don’t Reach the Wrong Reader 

If your book is about food but is not a cookbook, looks historical but the story is contemporary, is categorized as mystery when it’s really women’s fiction, or appears YA when it’s not, readers who select it under false assessment may be let down when reality doesn’t meet expectations. Reviews, word of mouth, and sales could suffer. Worse, the most interested potential readers may not even discover it, thinking it’s not for them when it is!

Positioning for Authority

Beyond sales–Your book as a calling card

There are many benefits to being a published author besides selling books. This is especially true for nonfiction authors who may have additional goals such as selling a service, finding new clients, getting speaking engagements, or being a thought leader. Proper positioning of your book will help with these goals too. Even simple things, like referring to your memoir as a “novel” (which indicates fictional work) can mislead interested audiences. Be accurate, intentional and specific in how you identify your book. 

For strategic, tactical assistance reaching your reader, consider a partner like PR by the Book. Contact us to learn how we can help.

To learn even more about book marketing tactics, check out these articles:

Understanding BISAC Codes and How to Make Them Work for You

Book Cover Tips to Best Reach Your Reader

How to Build a Strong Author Brand

3 Ways to Build Authority as an Author