A Beginner's Guide to Market Segmentation
Brought to you from the BookSurge monthly "Surge Newsletter" for self-published authors
Market segmentation is when you break down consumers into distinct groups with similar needs. By clearly identifying your target buyers, you can determine a marketing strategy to reach each group, thereby sharpening your message and spending wisely.
To begin segmenting your audience, examine the variables in several major categories: geography, demography, and psychography. Geographic variables help determine the best distribution channels for your book. If your book takes place outside of your native area, consider the availability of distribution outlets beyond those with whom you may have direct contact. By appealing to readers who identify with your story or its setting, you capture a well-rounded audience who seek to "escape the norm," as well as readers who enjoy a relatable story.
Demographic variables refer to the 'basic facts' about your audience, such as age, gender, family, or education. To best determine the demographic profile for readers of your book, ask yourself questions that determine their background. How old are they? How do they delegate their expendable income? To get reviews that applaud your characters for depth and realism, market your book towards an audience that sympathizes with your characterization. If readers see themselves in your work, they are more likely to pass your book on.
This point also applies to the psychographic profile of your market segment, referring to the personality, lifestyle, and personal values of your typical book buyer. By positioning your book in the line of sight of readers with similar behavioral patterns, there is a greater chance that your book will be embraced by your market segment. Invest some time in segmenting your audience. What they can learn from you and your book is only surpassed by what you can learn from them. | 
