I’m a mom. I’m also a reader. As a mom and a reader (actually, I was a reader first, but let’s not quibble), I buy books for myself and for my children. (I also buy books for other people, but, again, let’s not quibble.)
This brings up a twist in marketing. What do you do when your target reading audience is different than your target buying audience? Well, one approach is to target the reading audience in the hopes that they’ll nag and pester the buying audience into making the purchase.
Here’s another approach:
This advertisement does NOT target children, it targets adults who care about children, who want to support who their children are, and who want to give their children the gift of reading by giving them books they will enjoy.
This is a different kind of trailers, so let’s take a different approach: Why did this video convince me that I should get a Watchers book for my child?
(For those of you who don’t know, I have a son who I read with regularly, who is fourteen years old, intelligent, enjoys stories, but is also socially awkward and has a slight developmental delay. He has a diagnosis of autism. He loves video games. We’ve read the Chronicles of Narnia, as well as books by Madeleine L’Engle and other authors in the children’s fantasy/SF genres, and we are currently reading “The Speaker for the Dead” by Orson Scott Card.)
Once you’ve thought about (and perhaps left a comment about) why you think this video worked on me, then I want you to think of what you could do to market your work to a buying audience that is not necessarily your reading audience (feel free to leave another comment). If you need some help, then think about potential book buyers: book store owners, librarians, schools are all fairly common and universal examples. Parents, grandparents, friends are also common examples. Feel free to think of uncommon examples, too.
Next week, if nobody has guessed, I’ll leave a comment explaining the success of this video. In the meantime, if you are an author who is interested in digital publishing (and all the work that goes with it) but is intimidated by self-publishing, you might want to check out the sponsor of the above video.