Your contract has been signed. Congrats!
What can you do right now that might make your book the success we all want it to be?
Define Your Audience
Years ago, an author insisted that the audience for her book was: “THE WHOLE WORLD!!!” Well, the author’s success and UPM’s success in reaching that audience was limited. That’s because an audience is better reached when it is defined and limited from the start.
An example of defining an audience: If you have written a biography of bluesman Lightnin’ Hopkins, then your book’s audience has boundaries. Boundaries are good! Your audience is obviously people who love Lightnin’ Hopkins’s music AND want to know a lot more about his life. But also, that audience might include readers proud of Texas and its blues history. That audience might not include deep-dyed fans of early acoustic country blues. And it definitely will not include every fan of R.E.M. just because that band wrote a song titled “Lightnin’ Hopkins.”
So, narrow that tribe, limit and focus that audience. Then you and UPM can realistically reach a lot more of its members.
Research Where They Are Active
Everything I’ll tell you about “tribes” has been around for a while. And every bit of this comes from marketer Seth Godin. If you hunger for sources, here are his lodestones:
The hangouts may have changed, but MARKETING still works the way Mr. Godin describes it.
Does your book already have a “tribe,” a group of people who have been waiting for something — anything of quality! — on this topic? Who has been jonesing for your answer to their questions? Who has been waiting for your story to become a book?
If there are already geeks gathered who love true crime, or a certain superhero, or a neglected saxophonist you’ve written about, where is their geeky waiting room? Do they hang out and comment on a Facebook group, a WordPress blog, a Substack, a message board? Is there an email newsletter they look forward to each week? Do they all wait for the US Postal Service to bring them a printed newsletter on your topic?
Very soon you will receive a marketing questionnaire—it’s different from the editorial questionnaire.
BUT RIGHT NOW is the time to jot down your thoughts about where your book’s geeks gather, where your book’s tribe hangs out to share news and support each other’s obsession. If you haven’t joined or participated in the Facebook Group or the long-running Bluesky feed about your subject, now is THE time to join or follow. Please take a look at BEGIN BUILDING YOUR SOCIAL MEDIA PRESENCE. Now is a great time to learn what that tribe is thinking about, how it talks, and how it receives new information. People can resent hard-sell marketing. But when you are already part of the conversation and speaking the tribe’s language, you’ll be okay. It’s a lot easier to join a conversation that you have followed than to bust into the room and smack people with a book.
You can think beyond the obvious when defining your audience. Consider secondary audiences or adjacent communities—not just the most obvious fans. For example, a biography of a blues musician might also appeal to readers interested in Southern history, vintage music collectors, or cultural studies scholars. As you explore, search hashtags on Instagram or Threads related to your topic, look for podcasts covering similar subjects, and note which authors, journalists, or influencers are already part of the conversation.
Remember, it’s about the quality of engagement, not just quantity. Being part of your book’s community isn’t about blasting links—it’s about listening, contributing thoughtfully, and building trust before you ever mention your book. The information you gather now is the nutrition your book’s marketing will thrive on; the clearer your notes, the stronger our team can build campaigns targeted at the right readers. And a gentle don’t: while you’re researching and joining these groups, don’t start posting promotional messages or book links just yet. For now, focus on observing and connecting naturally. See BUILDING YOUR SOCIAL MEDIA PRESENCE for more thoughts on proper restraint.
Save all those notes and jots for the marketing questionnaire. That way we’ll know where you are conversing and where the tribe of geeks is hanging out and waiting for your good news. Do some sleuthing and enjoy some conversations. Not now (YOUR CONTRACT IS SIGNED, PLEASE DO NOT), but very soon, you will have something amazing to tell that gathered audience.