One Size Doesn’t Fit All

March 2001
by Brian Jud

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Many publishers think every person in the United States is a prospective customer for their titles, and they waste significant sums of money trying to reach the mass market. However, the book-buying public is extremely diverse in its reading and buying requirements. You will be more effective and efficient finding groups of people who, as a whole, exhibit some similarity of need for your title.
The key is not to market a title that everybody likes a little, but to market a title that fewer people will like a lot and will be willing to purchase. These smaller groups of people are called market segments. They consist of an identifiable number of people within the total population that exhibit a common need for the books you publish.
There are three steps involved in the process of finding these groups and communicating a message that will motivate them to buy. The first step is market segmentation, where you make a list of everyone who could be a potential customer. The second is market targeting. Here you prioritize the segments according to their need for your titles. Third, you create a market position that communicates the reasons why people in each market would benefit by purchasing your titles.
Market Segmentation
There are several groups of potential customers for Job Search 101, the obvious being unemployed people. However, this cluster can be further divided into smaller segments, each with vastly different reasons for buying and using the information in th…IBPA Members – Click here to view the full article (login required).

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