Who is an author’s most important audience?

 Estimated reading time: 6 minutes

Are we writing to please booksellers and libraries, bloggers, or readers?

Which of these audiences is going to have the most impact to the sales of your book?

These are valid questions, but the answer may not be quite so simple. Naturally, our first thought would be that the reader is the most important, but how do we reach them? How do we ensure that their awareness is drawn to the message we want to convey?

It has undoubtedly taken a huge amount of work to get your book to this stage. Your time and energy have gone into transforming an idea or dream into physical form. Do you now have the energy, knowledge, and resources to bring it to the attention of the rest of the world on your own?

This is where forming a network comes into play. Just like it took a team to transform your book into that physical form, having a system of connections available to increase the visibility and reputation of your creation is vital. Along the lines of the African proverb ‘It takes a village to raise a child’, it takes a community of resources and providers to unshroud your book-baby and reach your readers.

1. Booksellers and libraries 

These audiences are extremely important because they could potentially purchase multiple copies of your book which is great for your reach and, in a reduced capacity, your pocket.

Who doesn’t want to see their book on the shelves of a bookstore or library? If you can see it there, so can thousands of potential readers. Establish connections with bookstores before your book is ready for market then discuss options with them for selling your book there on a consignment basis. This could be highly beneficial to both you and the bookstore. You get the exposure, and they don’t have to commit to purchasing stock that may not sell.

As a self-published author, you are responsible for either having stock on hand to sell directly to the bookstore or library or having online print on demand (POD) and distribution options such as Amazon KDP and IngramSpark set up for them to order from. While you receive less in royalties when your book is purchased from a POD platform, you won’t have boxes all around your house, and purchasing will be easier for the bookstore or library.

2. Bloggers and bookstagrammers

Again, these audiences can have a huge impact on increasing your reach, even if you don’t plan to have a social media presence of your own. If a blogger mentions or reviews your book, the potential is there for many more readers to hear about it and possibly purchase it.

Authors can send copies of their book to bloggers and bookstagrammers to ask for reviews. It could be considered bad manners to approach directly with no previous contact though. If you are active on social media, follow and engage with the influencers who may be interested in your work, then perhaps ask them if they would be willing to provide a review if you send them a copy.

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3. Readers

The description ‘reader’ can apply to members of the above groups, as well as every other individual who pick up or view your book.

Imagine someone walking into a bookstore or library, picking up your book because of the beautifully designed cover, and being told what a wonderful read it is by a staff member!

While a library patron gets to read the book for free, they may love it so much that they buy a copy for themselves or as a gift for someone else. Also, if a library is being asked for a particular title, they are more likely to stock it or increase their stocks of it. Libraries can assist authors with Public Lending Rights to ensure if the book is borrowed, the author can still make a royalty per borrow. This royalty is marginal but beneficial if the book is well requested.

Whatever your thoughts are on social media, it can be a powerful tool to increase awareness of your book and you, if that is what you desire. Bloggers and bookstagrammers can have a great influence on the breadth of audience for your work. Take a look at our blog on Social Media Marketing for Authors for more information.

4. To summarise

Your potential readers are everywhere; in brick-and-mortar establishments and on the internet. They may even walk past you in the shopping centre.

They are all important, whether as a doorway to actual purchasers, advocates for your work, or as the people who will read and connect with your message.

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