Successful book marketing lies in giving prospective readers what they want to read. Figuring that out depends on four pillars: target market, customer needs, integrated marketing, and profitability.
Have you heard of Abraham Maslow’s Need Hierarchy? It describes a pyramid of needs through which people move as they are motivated to fulfill unmet needs. The foundation is made up of the very basic needs (security, food, etc.) and people advance ultimately to self-actualization. Believe it or not, the same concept applies to book buying from business-to-business (B2B).
Goals are the foundation of a solid book publishing plan. They provide a target at which to aim and the standard against which you can gauge your progress. Author goals divide your vision statement into manageable steps and provide a path to its realization. And written goals provide a means for looking back to see how far you've come.
Are your book sales at the point where you expected them to be when you published your book? Are you doing the same things you always did to try to sell them? Have you heard the maxim, “If you do what you always did, you’ll get what you always got”? If your sales are below forecast, maybe it's time to try something different.
You could sell more of your books if you'd answer two questions honestly. First, how often do people think about your book? Second, how often do people think about their own problems? You will probably agree that people think more about how they can solve their own problems, learn something, improve themselves, or be entertained than they do about your book. However, if you can show them how reading your book helps them achieve these things, you are likely to increase your book sales and revenue, so let's cover how to target your book's audience.
The term special sales is commonly used to describe sales opportunities outside of bookstores. Also referred to as non-bookstore (or non-traditional) marketing, it can be a profitable source of new revenue.
As a rule, you should always be evaluating your publishing efforts to identify when and where a problem may exist. By setting up a system that quickly points out where problems exist, you can determine their cause and take steps to solve them.