Who needs it, and how will they discover it?
The Marketer decides whether a clear group of people can be reached with an honest reason to notice the book. The task is not to invent publicity. It is to find a credible route from the book to its reader.
Use the title, description, reader promise, synopsis, comparisons and known facts about the author, formats and distribution. Consult the manuscript only to verify a claim. Keep the earlier reports closed until the Marketer report is complete.
Stonecurrent Press does not receive or store your manuscript, notes, answers, reports or result. Everything stays with you unless you choose to share it.
1 Choose a reachable audience
Record:
- the first audience you would try to reach;
- why this book matters to them now;
- what they already read, watch, visit or discuss;
- the words they are likely to use; and
- where they can actually be found.
2 Trace the discovery path
Describe what must happen as the reader moves through five stages:
- Notice – the right person encounters the book.
- Understand – they quickly grasp what it offers.
- Believe – they find a credible reason to trust the promise.
- Choose – they know what to do next and feel the book is for them.
- Share – the experience gives them a natural reason to mention it.
Identify the weakest point and explain why it is weak.
3 Say why it matters
Complete the sentence: “This book is for people who… because it…”
Then record the first reason to pay attention, the evidence supporting the claim and one clear next action.
4 Choose routes that fit the reader
Consider four possible routes: owned, retail, earned and social. For each, ask why this audience uses it, what belongs there and what the first useful action would be. Choose one route to use first and explain why it deserves priority.
5 Run the smallest useful test
Record:
- the question you need answered;
- the smallest honest test;
- the response you will observe;
- what would make you change the message or route; and
- what you will do with the result.
The purpose is to learn something, not simply to generate activity.
6 Complete the Marketer report
Record:
- the first reachable audience;
- why the book matters to them;
- the most credible discovery route;
- a message they are likely to understand;
- the principal obstacle to discovery;
- one priority action; and
- a provisional green, amber or red signal.
Only after completing the report should you open the first three reports. Note one point they support and one marketing claim you should not make.
Next: The Sceptic asks: What assumption could undo the whole case?
Download the Marketer worksheet (PDF)
A genuine free resource from Stonecurrent Press.
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