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The Hidden Gems Author Podcast
Episode 246 – When Your Book Doesn’t Have an Obvious Audience
Hosted by: Craig Tuch and Roland Hulme with special guest Luke Aulin
You might expect someone with a lot of digital marketing experience to have an easy time selling their first book, but as this week’s guest Luke Aulin has discovered, finding readers becomes even harder when your subject doesn’t fall neatly into an established genre. Unlike many business owners who write books to help attract new clients, Luke’s memoir, Finding the Beauty Way, has nothing to do with his marketing agency. That’s left him starting from scratch when it comes to promoting it, and despite enthusiastic reviews from readers, identifying his core audience remains a challenge. But his ongoing experiments have shown promise, and his experience so far offers a useful guide for other authors trying to figure out who their book is for and how to reach them.
From the struggle to turn newsletter signups into sales to organizing events that introduce readers to his book through a shared experience, Luke walks us through what he’s trying, what he’s learning, and what he’s still working to solve. We discuss the different reasons readers might connect with a book, why reaching those readers may require more than one marketing approach, and how to build direct relationships with an audience. If you’ve ever wondered why your marketing generates interest without purchases, or how to promote a book with a subject that’s hard to categorize, today’s conversation offers a candid look at the gap between believing in your work and convincing strangers to give it a chance.
Luke Aulin
https://lukeaulin.com/