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American Psycho (graphics)

May 14, 2021-For the record, the American part in the title of this post is irrelevant, I simply thought I was being clever and these techniques can be used everywhere around the globe when it comes to reaching your audience. As we continue on with our theme this month of Children’s Book Writing, we need to touch on one of my FAVOURITE topics, which is marketing.  I’ve said this a million times and I’ll say it again, it’s one thing to write a book, it’s quite another to sell it. Psychographics go hand in hand with demographics and narrowing down/niching our target markets.

Demographics are what people usually focus on when it comes to marketing efforts, but it’s not enough. To clarify, demographics include- age, gender, marital status, income, occupation, income level, and education. All of these things are must know for targeting your audience, but the psychographics are where it gets interesting!

Psychographics are buying habits, hobbies, spending habits, values, interests, activities, and opinions. Knowing these things about our readers helps us to identify their beliefs and emotions which is WHY PEOPLE BUY!

So, let’s say that you wrote a children’s picture book about Easter and it has religious elements within. Your target would not only be parents and grandparents but people who believe in religion, who go to places of worship each week, perhaps their children are enrolled in Sunday school or some kind of after-school care or camp and they read stories each night that focus on lessons and parables.

Demographics combined with psychographics allow us to better reach our targeted audience and when we target our audience as specifically as possible, a few things happen:

  1. Time. We don’t waste our time or other people’s. If we market to random people who don’t need our products it’s a huge waste of time and effort on everyone’s part.
  2. Money. We save money. Marketing with a shot-gun approach is the best way to waste your money! When we don’t target who we spend our money on at least 60% of those marketing dollars go to waste. Save your money and only spend it on your SPECIFIC audience.
  3. Frustration. When we market to our niche target, people are receptive to what we’re talking about. If we’re marketing to the wrong people, we get frustrated when there is no response.

This is the tip of the iceberg when it comes to using market segmentation to sell your children’s book, but you can find out more by checking out our course here that dives into marketing: Course: Get Your Book Noticed and Increase Your Sales – Pandamonium Publishing House

 

 

 

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Psychographics

March 16, 2021-Oh boy! Today’s question has me VERY excited because this area of marketing is one of my MOST favourite! Let’s dive right in:

Q: “I’ve recently heard the term psychographic segmentation used by a member of my author’s group. I didn’t want to sound daft, so I didn’t ask what it meant. The internet doesn’t go into great detail about how it works for book marketing. Can you explain?”

A: YES! I would LOVE to get into this subject and I could talk about it all day! Ok, without getting too heavy handed, I’ll explain this as simply as possible. There are four types of market segmentation: Demographics, Geographics, Behavioural, and Psychographics. In marketing and publishing, we segment the markets to gain valuable information about who is reading our books, where they’re from, why they buy, and what their reasons for buying are; that’s where Psychographics comes into play. Psychographics from a marketing definition is focusing on the consumer’s emotions and values so that we can market to them more effectively. For example, in publishing, we look at the area of psychographics to include personality, attitudes, values, interests, and lifestyle. But, what does this mean and why does it matter for your book?

Well, the more you know about your reader the better! As an author/self-publisher, you need to know your audience so that you can help them pick the best possible book choice that you offer to suit their needs. Let’s do a simple case study:
Your reader is a college educated, 35 year old, single father of two six year old twins. He believes in teaching his children about the importance of imagination, saving the planet, and having fun at the same time. The kids go to private school and enjoy activities that include swimming, dance, and rock climbing.

What types of books and products could we recommend to the father based on the information above? Books about twins, books about single parent homes, books about adventure, books about the environment, books about swimming/ competitive sports, books that help with reading and vocabulary, books about imagination and teamwork, and the list goes on. Perhaps we could recommend adventure writing courses for the twins, or other classes that are well within their age group and capabilities, we could offer the father a literacy workshop and how to ignite the love of reading in his children, and whatever else we offer that would be appropriate based on his values, interests, and lifestyle.

So, as you can see, segmenting markets is invaluable to your success in helping your reader find books and courses that they love. Keep the questions coming! Send us yours at pandapublishing8@gmail.com and check out some of our classes and workshops here: Best-Seller Bootcamp – Pandamonium Publishing House, Children’s Book Writing Master Class – Pandamonium Publishing House, Transitioning from Writer to Author (An Introductory Course) – Pandamonium Publishing House