N is for Need

The best way to market anything is to create a product that fulfills a need. Generally, people don't know what it is that they need so you have to tell them.

Successful author marketing will tell consumers why they need your book or blog. That doesn't mean you specifically come out and say, "You need to read my book because blah blah blah." Think about the best advertisements. You have to drink a Coke to be All American. You have to buy an iPad to change the world. You have to eat at McDonald's because you love it. All of those address needs of consumers - they need to feel All American. They need to change the world. And so on.

The needs that are usually fulfilled through books are: Consumers need information or they need to be entertained. But we, as authors, can still pinpoint even more specific needs.

Why do you choose the books that you do to read? Because other people reviewed them and told you all the reasons you needed to read it. Because you saw a book trailer that told you why you needed to read it. Because you saw a display at Barnes and Noble that said "On the NY Times Bestseller List" and you felt like you needed to be up on the latest.

When you are deciding how to market your book or your blog, focus on the needs that your product could fulfill. The more specific you are the better. It's just like when you write your query and you tell agents why they should request your material. Tell readers why they should read your book. Why is it different than every other dystopian? Why is this romance the best of the century?

Even if you aren't yet published, it is never too early to start thinking about this.

Are you thinking about the needs your book fulfills? What about your blog or website? Do you address a need that readers are looking to fulfill?