Who reads books? Readers do, yes. Where can you find a bunch of readers? In book clubs! After all, book club members are invested in reading and so, if you can find book clubs that read the kind of work you write, then you want to have a relationship with them if at all possible.
I was recently approached on LinkedIn to take a look at a site that offers services to both authors and readers. If you take a look around, then you’ll see they offer a variety of marketing/advertising packages that seek to pair authors with book clubs for mutual benefit. (This is not an endorsement of their service—I’ve never used it—but merely an example of what’s available.)
For the DIY marketer (those of us with more time than money), you can create your own press releases, distribute them, research book clubs, approach them, and all this stuff on your own. It’s time-consuming, of course, but it’s possible.
But, why would you bother? After all, there are a lot more readers out there who don’t participate in book clubs.
But book club members tend to be avid, dedicated readers. They are something of a captive audience, too, because you convince the club (not each individual reader) to read your book. You can up the ante, as it were, by offering (and following through) to talk with members about your book. This produces a connection, a relationship, and if done well, it encourages these readers to become fans—which, of course, means repeat sales.
If you were to pursue this possibility, how would you want to approach book clubs? Which book clubs would fit with your writing? Think about it. It just might be worth the time/money.