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There’s a new term I’ve been seeing used throughout the Internet. It’s “audience development.” Have you heard/read it? Do you know what it means? It seems to be a marketing term implying the process of creating buyers for your products.

When I first saw the term, I thought it referred to public speaking and/or perhaps one’s readership. And it might be slanted that way. I mean, when you are speaking in front of a group, you want to develop that audience into one that is interested, attentive—eating out of your hand, as they say. And your readers—you want that audience to fall in love with your characters, to hang on your every word, to enjoy the reading experience. You want to develop your reading audience, right? You want to create an audience through your amazing promotional efforts and you want to grow that audience and then develop that audience into one that thoroughly enjoys and/or appreciates your book, right?

How do we do that?

I’m reminded of the “Dora the Explorer” educational cartoons that I get to watch over and over every Wednesday when our 3-year-old granddaughter is here. These programs are amazing. They have elements of education, reasoning, understanding, community (working together), ethics, principles and problem solving, for example. There’s always a challenge, a plan and 3 steps to resolving the issue. I’d like to provide 3 steps to audience development. Now that’s a challenge for me. If you’ve been reading my books, the articles at my website and this blog for very long, you know that I like to give long lists of ideas.

1: Identify your audience.
2: Locate your audience.
3: Attract your audience.
4: Develop your audience.

Well you can see that I failed in my attempt to keep the steps to 3. I have 4 of them here for you to consider.

How many of you ever put this sort of thought into your audience when you decide to write a book, while you’re writing it, when you are going through the publishing process or even once the book is completed? You know intellectually that your book sales depend on readers/customers. But do you think about “audience development” in any sort of real sense? Do you spend time considering the individuals who make up your audience—their reading pleasures, their reading needs and desires?

Do you know where to find your potential audience? If you watch Dora with your children or grandchildren, you know that she relies on “The Map” to lay out the steps to her destinations. You may need help along the way, too. And there are numerous avenues you can pursue to get that assistance. Your well-thought out, well-researched book proposal is an excellent starting place.

Next, you must attract your audience. Now how do you do that? Typically through promotion, exposure—getting word out about your book. No one will buy it if they don’t know about it.

And then we come to audience development. That, too, is up to you. And you can go back all the way to square one with your book in order to start developing that audience. Yes, this is something you should be thinking about even before you start writing the book. Forget about Field of Dreams—“build it and they will come.” That concept is pure fantasy, especially in the highly competitive bookselling industry.

If you want to soothe your literary itch by writing what’s in your heart and/or on your mind, go for it. But don’t NECESSARILY expect it to be of interest to others. And especially don’t attempt to go out and find an audience after the writing is done.

As authors, we are at liberty of writing whatever we want. As authors whose goal is to be published, we must, at some point in the process, trade in our writer’s heart for an entrepreneurial head and replace our muse with strategy.

Some of you have published books. Are they selling well? Are you completely in-tune with your audience? Are you marketing to the right audience? Or are you still puzzled by the concept of audience development? Tomorrow is the deadline for joining in on my online Book Promotion Course (in progress). Sign up NOW at
http://www.matilijapress.com/course_bookpromotion.htm

It’s always fun to open a book, especially if you’re reviewing the book, and find your own book recommended or learn that you’ve been quoted. It happened to me this week. I made this discovery while reviewing C. Pinheiro and Nick Russell’s book, The Step-By–Step Guide to Self-Publishing for Profit. This book tells you how to start a home-based publishing company and publish your nonfiction book with CreateSpace and Amazon. And they recommend my book, The Right Way to Write, Publish and Sell Your Book. They also quote me as an expert.

Read the review in the upcoming November edition of SPAWNews.

You don’t subscribe to SPAWNews? It’s easy and profitable to change that—sign up at http://www.spawn.org and receive a FREE ebook: Promote Yourself: 25 Ways to Promote Yourself Whether You’re an Artist, Author or Small Publisher.

Join SPAWN ($45/year) and get another FREE book of your choice. Choose from 3 ebooks and 3 print books, including Mark Levine’s, The Fine Print of Self-Publishing: The Contracts and Services of 45 Self-Publishing Companies—Analyzed, Ranked and Exposed.

You’re the Expert
Are you the author of a nonfiction book? How many other books have you and/or your book been mentioned in? Have authors of books on your topic quoted you? Do they recommend your book? If not, perhaps your promotional efforts are too limited and limiting.

Here’s what you want—when someone is researching a book on the topic of your book, whether it is gardening, quilting, skydiving, dog showing, child-rearing, allergies, traveling, religion, art, writing or some obscure subject, you want this author to know about you. You want them to value your book and your opinion so they will add your book or company to their resources list or even quote liberally from your book (with your permission, of course). You want to stand out as an expert on your subject, so much so that other experts rely on the research you have done and the knowledge you have accumulated over the years.

How do you manage this? Exposure, exposure, exposure.
• Become known at websites related to your topic.
• Arrange to present workshops at appropriate conferences.
• Write and submit articles on your subject—lots of them.
• Rent booths at book festivals and talk to hundreds of people.
• Comment on other experts’ blogs.
• Showcase your book and lots of appropriate resources at your amazing website.
• Join publishing organizations and those related to your topic.

Hey, this is the same thing I suggest when I rant about how to promote your book, isn’t it? Yup! It’s all part of the same process. Whether you want to make a difference, become known in your field and/or sell books, the bottom line is the same. You must understand the concept of exposure. You need to have a plan. It is imperative that you are consistent and persistent in your attempts to get exposure. And you really, really need tons of energy.

Are your book sales sluggish? Do you seldom, if ever, see your name listed in an article, on a website or in a book as an expert in your field? Are you at a loss as to how to promote your book. It’s not too late to sign up for my online Book Promotion course, in progress. The cut-off date for signing up is September 15th, 2009.
http://www.matilijapress.com/course_bookpromotion.htm

Among our lively discussions at SPAWNDiscuss this week, are exchanges about book review sites. Probably the two most common aspects of book promotion for most new authors are book signings and book reviews. As hopeful authors, we envision ourselves signing books in mega-bookstores nationwide for fans who are lined up out the door of the store.

The reality is that we might sit alone for hours in a local independent bookstore waiting for someone to step up to the table and express even a tad of interest in our books.

I advocate book signings and demonstrations at non-bookstore sites, as well. If your book has a character who flies a private plane, arrange to sign books at the small airports in your county. Maybe your story includes a charming dog or cat character. Or you’ve written a book of cat stories. Get permission to spend a Saturday morning at local veterinarians’ offices and pet stores with your book. You get the idea…

There are several levels of book reviews. When an author speaks of the all-important book review, sometimes he or she is referring to the revered pre-publication book reviews. Other authors consider reviews at online book review sites to be most valuable to their book sales—especially if those “reviews” appear on their page at Amazon.com.

Some reviews are actually just customer comments. Fellow authors will make positive comments or customers will give a brief compliment which the author will use at their Amazon page and maybe at their own website.

And then there is my favorite type of book review—those appearing in appropriate magazines.
This is where you locate magazines and newsletters related to the topic or genre of your book and you solicit reviews. Not every magazine publishes reviews. But those that do, truly provide a marvelous service to authors like you and me.

Think about it, wouldn’t you likely go out and purchase a book on a subject of your interest that received a rave review in your favorite magazine?

One of my most successful books was The Mainland Luau, How to Capture the Flavor of Hawaii in Your Own Backyard. And the reason it sold so well was mainly because of the reviews I solicited and that were published in numerous cooking, foods, barbecue magazines and newsletters as well as the food section of newspapers nationwide.

Note: This book was self-published through my own publishing company, Matilija Press. I did two printings. In 1999, it was picked up by a traditional royalty publisher.

Not every topic is as conducive to as many review possibilities as are cookbooks. But there certainly are plenty of opportunities for most books to be reviewed.

The teacher in me can’t help but leave you with an assignment. Sit down and list the magazines and newsletters that might publish reviews of your fiction or nonfiction book. Then check to find out if each of them publishes book reviews. Some have stipulations against self-published or POD published books. Many others do not. And don’t worry about circulation numbers. It’s better to have your book reviewed in 30 newsletters with 100 to 1,000 circulation and a dozen magazines with 10,000 to 40,000 readers than to walk away from the idea of book reviews altogether because a major magazine with 1,000,000 circulation won’t review your book.

Exposure, exposure, exposure. It’s all about exposure.

Resources
Links to 240 online book review sites:
http://www.complete-review.com/links/links.html#linksb

Links to dozens more online book review sites:
http://www.acqweb.org/bookrev.html

It’s not too late to sign up for my Book Promotion Course. It starts today, but I’m extending the sign up to September 14, 2009 AND I’m offering a free copy of my book, The Right Way to Write, Publish and Sell Your Book, if you sign up between now and September 14, 2009.

The course starts today, Tuesday, September 8 and runs for 6 weeks. However, if you sign up even as late as September 14, I will help you catch up with the other students. Learn more about the free book here: http://www.matilijapress.com/rightway.html

Sign up for the course here: http://www.matilijapress.com/course_bookpromotion.htm

Once you’ve signed up for the course, contact me to receive your free book. PLFry620@yahoo.com.

Are you an author with a website? What do you have at your site? I imagine that you display your book cover and a description of the book. Most likely you have a merchant account or PayPal, so folks can buy your book on the spot. Or, at least, you provide a link to Amazon or another book selling site where they can purchase it. You may also have “about us” and “contact us” pages.

But what else do you have that will hold the visitor’s attention? What will make him or her want to stay long enough to establish a connection with your book—to trust you enough to want to purchase your book? Do you even know what it would take?

For a nonfiction book, history, biography, children’s book or a memoir it may be a resources page.

I have a huge resource section at my website where I attempt to provide the links and other access to the material authors and freelance writers need. I post dozens of articles on the subject of writing, publishing, book promotion and even public speaking. And, of course, I provide this informative blog.

What can you do to attract your readers’ attention? You could have a page where you tell the back story to your memoir or post some photos and excerpts from the book. These could certainly entice a browser to become a customer. Or you might go a step further and provide links to some of the better research sites for writing history or for locating the best children’s books. If your book focuses on a particular illness or affliction, provide links to sites that offer additional information. Maybe your book features a unique educational application. Offer links, articles and other resources on this topic.

What would attract readers/customers to the site of a novelist? How about a page of links to online book clubs and discount online bookstores? If your novel fits into a category, such as romance, historical, Indian lore, etc., consider reciprocal links with authors of similar books. We all know that an avid reader of novels can’t stop with just one.

More than ever before, we’re noticing that creativity and generosity is key to making the sale. So let’s all find ways to be more giving. Let’s weave creativity into our marketing efforts. In fact, I’ll start!

This is a first-time offer and I’m making it good for one week only. It expires September 14, 2009. Anyone who signs up for my online Book Promotion Course this week gets a FREE copy of my hallmark, 5-star book, The Right Way to Write, Publish and Sell Your Book. The course starts Tuesday, September 8 and runs for 6 weeks. However, if you sign up even as late as September 14, I will help you catch up with the other students. Learn more about this book here:
http://www.matilijapress.com/rightway.html.

Sign up for the course here:
http://www.matilijapress.com/course_bookpromotion.htm

Once you’ve signed up for the course, contact me to receive your free book. PLFry620@yahoo.com.

We’ve had some lively discussions through SPAWNDiscuss lately about ad-supported writing (selling ads to place in our books), promoting other similar books inside our books and bundling—or offering groups of books by different authors on similar topics at a discounted price. Some SPAWN members are also talking about offering free ebooks in order to get exposure for their print books and/or their services.

These ideas offend some authors. They believe that ads tend to corrupt or diminish good works. They feel that an author won’t be taken seriously if he publishes advertisements in his book.

Many authors view the concept of bundling with disdain. They won’t consider teaming up with their competition even if it means selling a few more books. And who, in their right mind would offer ebooks for free?

I’ve talked about piggyback marketing over the years. This means actually taking on another author’s similar (or complimentary) book and selling it alongside yours. You might carry it to book festivals along with your own book, include promo material on this book with your book shipments and so forth. And the author of that book would do the same for you.

I carry Mark Levine’s book, “The Fine Print of Self-Publishing” with me when I give presentations because I think it is such a valuable resource for anyone who is contemplating going with one of the fee-based self-publishing companies. (In his book, Mark rates and ranks 45 of these companies and their contracts.) I have a few authors living and traveling throughout the U.S. who carry my book, The Right Way to Write, Publish and Sell Your Book when they give presentations and workshops on their unrelated topics because they get so many questions about publishing. They recommend my book above all others, so they carry it with them to sell or just show.

When I was promoting my metaphysical memoir, I did piggyback marketing with another author who had a very different book within this category. We knew that people who read my book would probably enjoy hers, and vice versa.

I think we’re finding more and more—that is, if we’re paying attention—that, as authors, we’re not in competition with one another. Someone who reads novels, reads many novels throughout his or her lifetime. Those who are researching aspects of publishing and marketing will generally study several books on the topic. A reader who is interested in quilting, doll-collecting, gardening, woodworking or genealogy, for example, is bound to purchase more than one book on the subject.

Perhaps it is time that authors and publishers stop spending so much money and energy on competing and begin joining together in their efforts to foster reading, teach literacy and provide good writing on many topics. Rather than battling, let’s try bundling. Instead of trying to outshine everyone around us, what if we attempted to glow and grow together?

If you’d like to learn more about ad-supported writing/publishing, bundling and numerous other concepts and activities related to publishing and writing, join SPAWN and become a part of SPAWNDiscuss. http://www.spawn.org

If you are struggling to promote your book, you might want to consider signing up for my 6-week online book promotion workshop. It may very well be the best $200 you’ll spend this fall. Learn more about what the workshop entails at:
http://www.matilijapress.com/course_bookpromotion.htm

I’m still vacationing, but carved out a pocket of time to touch base with all of you who enjoy this blog. Besides, all play and no work makes for a rather dull mind, right?

It has occurred to me that a writer is never completely at play or at rest. It seems that there is always a story or an article idea rolling around in our heads. We’re constantly thinking about ways to promote our books. While relaxing on the beach this week, for example, I’ve been doing some pleasure reading—something I do far too seldom. I’ve had time to sit and ponder and contemplate all sorts of thoughts as I watch the waves and walk in the surf. I’m also engaged in face-to-face conversations with the various family members, friends and new acquaintances who show up to enjoy the beach house we rented.

This week-long beach vacation is providing me with many varied opportunities to come up with article and blog ideas, to enrich my perception and thought processes and even to better serve my clients/students and our SPAWN members.

My daughter has started teaching in the nursing program at our local college and, a few days ago, we discussed techniques for bringing forth our years of learned and experienced knowledge into the classroom. We agreed that one often doesn’t know what he or she knows until students begin drawing it out of you. The same is true of conversations. We really must listen to our students, clients and customers in order to be able to better help or serve them.

I urge you to get out among people. Discuss your book and aspects of your career. Pay attention to what interests or intrigues others. What sort of questions do they ask? What do they want to know about your field? How do they respond to the information and anecdotes you share?

Participate eagerly in conversation. Listen. Be observant. And then take what you can back with you to your career, your classroom or your potential customers.

Learn more about me and my books and services at http://www.matilijapress.com

Are you familiar with Dr. Oz—the heart surgeon and alternative health advocate who visits Oprah’s show fairly regularly? I learned of him when our local news station began running his one-minute health segments. It fascinates me how he can share good information and make an excellent point within a scant one-minute pocket of time. And it occurred to me that authors with books to promote ought to take a hint from Dr. Oz.

If you have a blog, write articles to promote your book, go out and talk to groups on subjects related to your book, you probably know how to dice up your topic and create many, many subtopics just like the good doctor does. Or do you struggle with this every time you must give a speech, post a blog or pitch an article?

I talk about “ideas” often in this blog. Recently, I wrote about how to come up with good ideas. But how do you dice and slice your specific topic in order to create enough important or pertinent mini-topics to present? And then how do you mince these mini-topics into useful news bits, hints, tips…

Think about it, did you put everything you know or that you could find out in your book? If you’re like most authors of nonfiction books, you know a lot more than you included in your book and you’re aware of many areas where you could have expanded the material. Plus, there are probably new facts and perspectives emerging all the time that you could write about. So gleaning from your book is just one way to come up with article or speech ideas. You also want to tap into all of that stuff you didn’t put in your book.

Here’s an exercise that might be useful for all of us to pursue:

1: Write down every topic and subtopic and min-topic you can think of related to your book’s theme. Use your Table of Contents, index, headings and subheadings for prompts. Then go to other books, the internet, etc. to discover things you haven’t written about, yet or that you have only skimmed over in your book and presentations.

2: Dissect each of those topics and continue your list. Don’t stop until you have at least 50 valid topics that you could develop into articles, columns, blogs, fillers or even a powerful one-minute podcast or radio spot. (100 would be even better—365 would be WOW!)

3: From your list, choose 10 to flesh out and then use them in some way this week. Create fillers for appropriate publications, write articles for a paying market, prepare some informative blog posts and/or write a powerful speech or two using some of these themes.

So often, nonfiction authors are inclined to present the “all about” book, article or speech. But the most effective presentations are actually those that focus. When we try to give it all, we may lose a portion of our audience. If we focus and present only one aspect of one topic using no more than 3 points, we have a better chance of connecting with our audience in a more meaningful way.

Do you watch and listen to TV and radio commercials? You can learn a lot from them. The more effective ones are good examples of how to focus—how to say a lot in a short time with clarity.

If you are promoting a nonfiction book, consider your pitch material. Is it clear? Powerful? Meaningful? It’s actually quite okay to promote through detailed articles and speeches. But I urge you to also have, as part of your marketing plan, crisp, to-the-point, focused promotional material on hand.

Many authors are struggling to sell books. That’s why I wrote my ebook, The Author’s Repair Kit, Heal Your Publishing Mistakes and Breathe New Life Into Your Book. This book features the “after publication” book proposal—a concept unique to Patricia Fry and Matilija Press.
http://www.matilijapress.com/author_repairkit.html

On this day in 2006—three years ago—I wrote in this blog about the ebb and flow of writing. I pointed out that a career, in order to survive, must be allowed (or even encouraged) to change with the times, with the individual’s skills and expertise and with the needs of its clients/customers. And I wrote about the twists and turns my writing career had taken over time.

Of course, my career is still changing shape as I mature and the world of publishing continues to evolve.

Do you step back once or twice a year and take a long look at your current writing career or hobby? Do you see areas where you could improve your reach or your products or services? Do you see opportunities to enhance how you’re doing things and then make those changes? Or do you keep doing things in the same old way?

Hey, if it’s working, don’t fix it. But is it really working or are you just biding your time—waiting for circumstances to return to how they were or, worse yet, how you want them to be? Are you afraid to make any changes? Are you comfortable with the status quo, even though book sales might be down or you’re not getting as many writing assignments? Would you rather wish and wait for the day when people wake up to the fact that they should buy your book? Do you plan to sit tight until the article-writing business opens up a bit—until editors start pursuing your talents?

If this is your attitude, then you are probably in the wrong business. Most business today require more of the owner, manager, staff. If ever there was a time when customer service and reliability was important, it is now. And it is also vital that we toot our horns more exuberantly than, perhaps, ever before.

People are buying books. Magazine editors are hiring writers. Authors are using copyeditors. The world is still going around. But it seems to be spinning at a different speed and frequency than before. So how does one exist in the new environment? How do we sell more books and get that writing work? How? By changing something that we’re doing. What, exactly, does this mean? In most instances, it simply means getting more exposure for your book or services. Here are some ideas:

Reach out farther and more often.
If you’ve been arranging for book reviews on the Web, start also soliciting reviews in appropriate magazines and newsletters, write articles or submit stories to appropriate publications, send press releases announcing a discounted price for fall or new services you’re offering, for example.

Step outside your comfort zone.
If you haven’t been speaking in public about your book, start seeking opportunities. If you have, locate new venues and develop some new, more entertaining material. Do something newsworthy related to your book topic, for example, and then announce it to the world through press releases. Start researching talk radio shows and begin contacting the producers with your credentials. Hire a publicist.

Try new ways of approaching and engaging potential customers/clients.
Rent booths at local book fairs. Arrange for book signings along your vacation route this fall. Go door-to-door with a wagonload of your books and pitch them as Christmas gifts. Join several organizations and associations related to your book theme or genre and get involved.

While you are contemplating your tactics for promoting your book and services this fall, be sure to check out SPAWN (Small Publishers, Artists and Writers Network). We have a brand new website. It is so new that our webmaster is still putting the finishing touches on it as we speak. We hope to have everything in place within a few short days. Join up (it’s only $45/year) and gain access to thousands of opportunities, resources, information bits, news bytes, recommendations and more. You’ll also have the opportunity to network with other authors, publishers, freelance writers, graphic artists and others. Sign up for our free enewsletter and get a FREE booklet with 25 ideas for promoting your writing, books and/or artwork.
http://www.spawn.org

Also, if you are still trying to figure out what the publishing industry is all about; how to choose a publisher, what your publishing options are, what is your responsibility as a published author, how does one market a book, where do you find distributors and how do you work with them, how to self-edit, how to write a book proposal, how to start your own publishing company and so forth, read my book, The Right Way to Write, Publish and Sell Your Book.
http://www.matilijapress.com/rightway.html

I enjoyed meeting members from the newly revised California Writers Club, San Fernando Branch yesterday. My talk on two steps to successful publishing was well-received and members had some great questions. I especially enjoyed the opportunity to mingle with authors and writers and hear about some of their projects.

It seems that most authors and writers I meet these days are new—just starting out writing a book or thinking about selling their writing work. Many express the sentiments I heard yesterday, “I just want to write. I don’t care about all of that marketing stuff.”

At one point, yesterday, I suggested bartering. I said, “Maybe you know someone who is a great marketer—promoter. What do you have to trade that person for his/her expertise and work on behalf of your project? Do you teach dancing? Are you a massage therapist? Maybe you could trade writing or editing services for promotional work or housecleaning.

I am a great advocate of the bartering system, as long as each individual can use or desires what the other has for trade. I once traded an editing job for a week at a beach house. That was an excellent trade for both parties.

I also believe in doing what you do well and farming out the rest—even if you have to pay for it. If you hate promotion, you won’t do a very good job and you won’t do it for long. Without promotion, your book will die.

I’m using my time today to catch up in the yard—my poor neglected yard—and to edit the new SPAWN website. It is live. But it will need some tweaking and repairing in the next few days. Please, if you see a problem, let us know. There’s a lot to pay attention to and it’s easy to miss something. http://www.spawn.org

Don’t forget to join the hundreds of other authors who are experiencing success because they studied my book, The Right Way to Write, Publish and Sell Your Book.
http://www.matilijapress.com/rightway.html