| Americans are reading less...why you | | | | in the city, country or suburbs? Where |
| don't need to worry. | | | | do they shop? What kinds of activities |
| Americans are reading less. That's the | | | | do they pursue? The clearer you can be, |
| conclusion of a recent study by the | | | | the easier it will be for you to bring |
| National Endowment for the Arts. It's a | | | | this person to mind. You can even give |
| follow up to an NEA survey that found an | | | | them a name--maybe you're writing for an |
| increasing number of adult Americans | | | | Audrey, a Matthew or a Chandra. |
| were not even reading one book a year. | | | | Where Will You Find Them? Once you know |
| This information can be depressing, | | | | your reader, where can you find them so |
| especially if you've been spending all | | | | you can put your book in front of them? |
| your precious time writing a book. Are | | | | Remember, it doesn't have to be the |
| you creating something that no one will | | | | usual channels. If you've written a book |
| ever read? Not necessarily. If you have | | | | on wellness and nutrition, your book |
| crafted your book and planned your | | | | doesn't have to be in a Borders or a |
| marketing properly, these statistics | | | | Barnes & Noble to find your reader. It |
| will NOT apply to you! | | | | might be easier to find them in a yoga |
| Here's why. The majority of the public | | | | studio or a health food store. If you |
| doesn't read. But the majority of the | | | | write for entrepreneurs, you could find |
| public is not your audience! Think in | | | | them in a Staples, an Office Max or in |
| terms of the 80/20 rule: 20 percent of a | | | | airport bookstores. You can do joint |
| group will most likely provide 80 | | | | ventures with other authors or |
| percent of your business. Your job is to | | | | entrepreneurs who have lists full or |
| make sure you're targeting--and | | | | your ideal readers. Be creative here. |
| finding-- your people, your 20 percent. | | | | The only limit is your imagination. |
| Who Is Your Target Reader? Some writers | | | | Don't Forget International Markets |
| have trouble thinking in terms of | | | | Remember, the NEA study only covered the |
| "audience" because it seems like a vast | | | | United States, which means there can be |
| faceless mass. So instead thinking of | | | | many, many readers waiting for you all |
| your target audience, think of your | | | | over the world. If your book is sold in |
| target reader--one person. This can be | | | | the internet, your book is available |
| someone real or someone you've idealized | | | | everywhere. You can also use webinars, |
| in your mind. When I was writing my | | | | chatrooms and blogs to make your book |
| first novel, I had one of my co-workers | | | | tour a globetrotting event, all from the |
| at People magazine be my first line | | | | comfort of your home. |
| reader because I felt she embodied my | | | | Keep in mind that sales and audiences |
| target market. When I wrote, I kept her | | | | have dropped in many areas and |
| in mind as though I were sitting in her | | | | industries: television, movies, houses, |
| office telling her the story word for | | | | cars, baked goods. Does that mean they |
| word. | | | | stop making these items entirely? No! |
| When you think of your reader, ask | | | | They just know they have to do things |
| yourself many questions. How old is the | | | | differently. The same goes in the book |
| person? Where do they live? Where do | | | | world. Go find the different way that |
| they work? Are they married or single? | | | | works for you. |
| With children or without? Do they live | | | | |