Last week we talked about how authors can brand themselves and why it is important to do so. If you missed it, you can read about it here.
This week, I’d like to explore another important element of book marketing and publicity which is called “book positioning.”
Have you ever noticed every January that there are numerous books released on diet and fitness? After the holidays people want to lose those extra pounds and this is not lost in the publishing world. But how can so many books on the same subject actually be successful? Let’s face it, some are not, but many are and the secret is all because of positioning.
Book positioning refers to the strategic positioning of an author and their book in the marketplace. It involves the deliberate efforts to differentiate and present the book in a way that appeals to the target audience and stands out from competitors.
Book positioning is crucial for authors as it helps create awareness, generate interest, and ultimately increase sales.
Book positioning involves various elements
Target Audience: Identifying the specific group of readers who are most likely to be interested in the book. This allows the author to tailor their marketing efforts and messaging to appeal directly to that audience.
Genre and Category: Determining the genre and category in which the book belongs. This helps potential readers understand what to expect from the book and enables it to be placed in the appropriate sections of bookstores or online marketplaces.
Unique Selling Proposition (USP): Defining the unique aspects of the book that differentiate it from others in the same genre or category. This could be the book’s theme, writing style, perspective, or any other factor that makes it stand out.
Competitive Analysis: Evaluating other books in the same genre or category to understand their strengths, weaknesses, and market positioning. This analysis helps authors identify opportunities to position their own book effectively. (This is a technique I highly, highly encourage.)
Branding and Author Platform: Developing a strong author brand and building an online presence through websites, social media, and other platforms. This helps create a loyal fan base and increases the author’s credibility and visibility. (See last week’s message again.)
Marketing and Publicity: Creating a comprehensive marketing and publicity plan to reach the target audience through various channels such as online advertising, book reviews, author interviews, book signings, and social media campaigns.
Bottom line
By strategically positioning their books, authors can increase the chances of attracting the right readers, gaining attention from publishers and literary agents, and ultimately achieving success.
To your success!
Joanne
P.S. One Way or Another
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