Market research prepares you to pitch your book knowledgeably. Many of us approach market research like we would milking a cow: we know it’s an important part of the production process, but we’re not really sure how it’s done.
Lucky for us, the basics of market research are simple (and unlike the cow, don’t require us getting up at 5 a.m.).
What to Look For
First off, you need to know what you’re looking for. You want to find books on topics similar to yours that have sold well. You need to find and understand the competition, and also document for your prospective publisher that people are interested in your topic.
Never say, “There’s nothing like this out there.” Publishers want to print a book that will sell, so they want to see a market for it. Make your book stand out in a crowded market by showing that it meets market demand with a fresh angle.
Where to Look
Start at your local libraries. Look through shelving sections related to your topic and search the library catalog by relevant keywords. You can also try looking up similar books in the card catalog to see how they are categorized, and then look through those categories.
Once you’ve been through your library, try your local bookstores. Check the shelving sections again, and also look to see what new books and evergreen sellers are being promoted.
Then it’s time to go online. Look at Amazon and any specialty online stores if applicable (e.g., Christian Book Distributors for a women’s devotional book). Search with your relevant keywords and pay attention to the reviews. You want research based on books that have done well, so avoid books with one star or that only two people have read.
The Key to Keywords
Good market research requires effective use of keywords. Let’s take John Eldredge’s book Wild at Heart as an example and walk through the steps.
Make a list of what your book is about: men, masculinity, Christian manhood, being a Christlike man, rediscovering what it means to be a man, masculine heart, image of God, wildness, adventure.
Pick out the recurring words: masculinity/manhood, Christianity, adventure/wildness.
Search for pairings of these words: Christian manhood, manhood adventure, masculine adventure Christian.
Make Your List
Find the best five comparable works and write a few lines on how each is similar to your book and how they differ. Be sure to write down the title, author, publisher, publication date, and ISBN for each book so you can compile your list. You’ve successfully completed market research!
Now as you write your proposal and work on your manuscript, adjust your angle toward market demand and milk every last drop from what you've learned.
Callie Johnson works as Editorial Assistant at Kelli Sallman Writing and Editing with a bachelor’s degree in Theatre Arts and Creative Writing from Calvary University. She previously interned with Kelli for two years, working as proofreader and copyeditor on several manuscripts. Her strange obsessions include kerning, East Coker, and the sound of cows chewing.