In last week’s post I explained how I once conducted a successful holiday marketing campaign that targeted presidents of my sorority at 15 major universities across the Unites States. I did so because they represented my target audience. Who is your target audience? I can’t answer that for you, but you must have an idea. Is it hiking enthusiasts? Wine lovers? Adventure travelers? Divorced moms? NBA fans? World War II buffs? Dog people?
The Internet makes it relatively easy to find anyone these days, so if you’re willing to put in the time and energy, you should be able to put together a list without too much trouble. (I’m not talking about home addresses; I’m thinking associations, clubs, institutions, etc., many of which list their officers online.)
Once you have the list, here are some helpful tips:
- Include a personalized letter with each signed book so the reader can contact you if he/she enjoys it. If you have a Facebook page, newsletter, Twitter account, etc., you can also include this information.
- Include your e-mail address beneath your signature in the book.
- Request the “book rate” at the post office – this will keep your mailing costs down.
- Follow up! Even if you don’t hear from the readers, there’s nothing stopping you from reaching out after the holidays. If you don’t have an e-mail address, try sending a friendly postcard.
If you have absolutely no idea who your target reader is, head to a local mall and pass out some books to people you think might want to read it. Then ask yourself why you chose those people, and how you think they might spend their time when they’re not at the mall. Once you know the answer to those questions, head home and start building your list. You can do it!
This blog post originally appeared on CreateSpace.com. Reprinted with permission. © 2014 CreateSpace, a DBA of On-Demand Publishing, LLC. All rights reserved.