In the last segment we talked about how you can build recognition for your brand. In this segment we are going to discuss your competition and how it effects your brand.
There are many things to consider about your competition when you are designing a branding campaign. Many businesses fail because they do not consider their competition. For an author, that is not so much the case. You will, however, need to do proper research about your competitors, learn what makes you similar and what makes you different, why their audience would also like your books and why they should try your books, and much more.
Before we begin let me state for the record--competition is really not as an important a consideration for authors as it is for many businesses. Why? Well, for example, if you were selling refrigerators, your target audience might only buy a refrigerator once every ten or maybe even 20 years--so you want to make darn sure they buy your refrigerator! If on the other hand you are selling books, then a dedicated reader is going to buy books daily, weekly or at least several times a month. If they don't buy your book this time, maybe they will a week from now or a month from now.
The point is that the opportunity to sell books to any one individual reader comes around a lot more often than it would if you were selling refrigerators. Also, with books, it actually helps you if they buy another author's book--especially if it is in the same genre. Why? Because that other author's book is helping to feed the reader's taste for books, and if they have done their job well that reader will seek out other books to read in the same genre to recreate that pleasant experience. So, for authors competitors actually increase the visibility and the market for the products you are promoting.
Now having said that--Let's start off by talking about the importance of researching the competition.
You must always research your competition before you begin building your brand. Every author must know who their primary competitors are and their strengths and weaknesses.
When researching competitors it is important to be thorough and learn everything about them that you can. How are you similar? How are you different? Do they have exactly the same products as you? Of course not! So, what types of ad campaigns to they use that are successful? What campaigns to they use that are failing? How can you learn from what they are doing wrong and what they are doing right?
It is also important to find out what sets you apart from your competitors?
This is a very important factor when you are researching competitors. You must determine what makes your book different. Make a list of everything about your books that sets them apart from your competitor's books and vice versa.
Try to find out where your competitors dropped the ball. For instance, did they leave out a vital piece of information that they should be focusing on. This could be a perfect opportunity for you to get a foot in the door with the same target audience.
When you determine the positive aspect that is different, that sets you completely apart from the competitors it may be this information used for your ad campaign. For example, my Regency Romance novel was written 35 years ago before anyone would have ever dreamed of putting sex in a Regency Romance, so it is a genuinely old fashioned historical Romance novel that can be safely read by any who enjoys historical romance novels. However, it probably would be too tame for people who genuinely enjoy overtly erotic historical novels, they might read it and enjoy it for a change of pace; but probably would not find it particularly satisfying overall.
Keep in mind, you never want to appear exactly the same as other authors in your genre. If you were exactly the same it would be pointless for a reader to choose your books over, or in addition to theirs. Don’t be afraid to step outside of the box and go different--look at the success of Pride and Prejudice and Zombies! The similarities will lure your audience in, but the differences are what will define your loyal audience.
Now ask yourself this question... Why would someone want to read your books?
The initial reasons that your target audience would want to buy your book should be clear and concise. You need to be similar to others in your target genre, but different in ways that make your book and enticing read. Setting yourself apart from the other authors writing in your genre is the best thing you can do because it will cause your target audience to remember you specifically and want to read your other books.
Make sure you look for your next segment soon. We will be talking more about establishing your brand.
Smiles and Good Fortune,
Teresa Thomas Bohannon
********************
It is not wealth one asks for, but just enough to preserve one’s
dignity, to work unhampered, to be generous, frank and independent.
– W. Somerset Maugham (1874 - 1965) Of Human Bondage, 1915
No comments:
Post a Comment