No, I’m not saying I’m apathetic. Really, I’m not. I care about a lot of people and I care about a lot of different things. But those people and those things have “earned” that caring. I know them. They’ve touched my life.
That’s what you want when you market your work. The whole point of marketing as a writer is to connect with readers (or viewers or listeners) and give them a reason to care. That caring will do most of the rest of the work for you, assuming your work will satisfy their caring.
People buy things for a lot of reasons, but those reasons can be broken down into two basic categories: needs and wants. Food is a need. Tasty, appealing food is a want. Leisure is a need. Reading your book is a want.
Or maybe it’s not. If not, then that’s your biggest problem right there.
How do you get readers to want to read your book? You make them care!!! That’s true for every book in every genre. (The only other option is to somehow make reading your book a requirement, but that’s another matter for another day.)
So, how do you make readers care? That’s the difficult part, because there is no easy, simple answer. Readers read books for a lot of different reasons. And some people just don’t read books. Others can’t.
So, let’s assume you’re focusing on readers. (That’s not to say you can’t focus on the other groups, but doing so requires a rather different marketing strategy, making it, once again, another matter for another day.) When it comes to focusing on readers: Genre matters. Subgenre matters. Subject matters. Track-record matters. All these influence what will make readers care.
Think it through. Who are your readers? What do they really care about? What people are like those readers? What do they care about? What are you offering that they’ll care about?
And there’s your answer. Match what people care about and what you’re offering, and you’ll know exactly what to talk about when it comes to marketing your book.