You want to publish your own book, but do you have a thorough understanding of what type of book it is? Is it a niche market, non-fiction book, or a work of fiction that is aimed at a mass audience? Are there other similar books already available, if so, how recently were they published? What size and format of book should your book be? Who do you think will read your book? Is your market finite? There are a daunting number of questions one must ask oneself in the course of trying to clarify:

• a)what your product is, and
• b)who your market is.

In Chapter 6 we will discuss marketing, which will enable you to further assess your identified potential customers and how you can make them aware of your book. At this point it will be useful for you to clarify – in your own mind – what it is you are going to do. Take a piece of paper and answer the following questions.

KNOWING YOUR BOOK AND YOUR READERS

• 1Who do you think will buy your book?
• 2Why will they want to buy your book?
• 3How will they find or hear about your book?
• 4How will they buy your book?
• 5How many other books, similar to your own, are already available? How much do they cost?
• 6Does anything make your book different from its competition? If so, can you use it to help market and advertise your book?
• 7Are books similar to your own produced to a standard format (all paperback/hardback, the same size)?

Now, let’s dissect some of your answers and add some more layers of detail.

1 Who will buy your book?

Young, old, male, female, traditional, liberal, someone who is interested in the specific niche topic you have written about, any-old-body who happens to see it on a bookshelf?

If you haven’t done so already, write down five specific attributes of the type of person who you think will read your book. (We will use these attributes later when we think about how and where to advertise your book.)

2 Why will they buy your book?

• To read themselves?
• To give as a gift to give someone else?
• To support you because they know you/because someone you know told them to?
• Because the specialist topic is already of particular interest to them?
• Because they know nothing about the specialist topic and want to find out all about it?
• Because they are fans of the type of fiction you have written (crime, romance, chick-lit, science-fiction, etc.)?
• Because they will spontaneously find your book appealing and buy it?

3 How will they hear about your book?

• Poster in local shop.
• Notice in village, club, organisation, company, or school newsletter.
• See it in a bookshop.
• See my advertisements. (Where? Local newspaper? Trade magazine?)
• On the internet. (Amazon? Your own website? Affiliated websites?)
• Word of mouth.
• During one of your promotional events (talk in local library, stand at village fete, school visit, etc.).

4 How will they buy your book?

• From you, in person (when?).
• From a bookshop.
• Via the internet.
• Respond to a newsletter or advertisement coupon via mail order.
• Someone else you know will sell copies directly (colleagues, family members, fellow club/society members).

5 How many other books, similar to your own, are already available? How much do they cost?

If you haven’t already researched this, do so immediately. Will the people you have identified as your potential audience be willing and able to pay a similar amount?

6 Does anything make your book different from its competition? If so, can you use it to help market and advertise your book?

For starters it will be newer and more up to date. If yours is a non-fiction book, stress this point in your marketing.

Perhaps you have a unique insight into the subject matter? (For example, in the case studies you will see a fear of flying self-help book written by a former pilot.)

7 Are books similar to your own produced to a standard format (all paperback/hardback, the same size)?

It is advisable to adhere to industry standards here, especially for fiction books. Readers expect their paperback novels to be a certain size. Bookshop shelves are arranged to display paperback novels of a certain size. But look more closely at the competition and design options if you are publishing a non-fiction book.

DESCRIBING YOUR PRODUCT AND MARKET

Try completing the following descriptions in no more than three bullet points. Once you have worked through section six and worked up a marketing plan, come back and, again, try to describe your product and market in no more than three bullet points.

Describe your product

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Describe your market

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