Marketing is most effective when the content, packaging, and marketing are all geared toward attracting the target audience.
But there’s a catch: There isn’t just one audience; there are two.
One audience consists of the readers who are likely to enjoy your book, but who haven’t read it yet. The second audience includes fans who have already read your book.
This distinction is important.
For example, a fan doesn’t need to see reminders or hints to purchase a book that he or she has already read. A fan who enjoyed the book enough to find your blog or email you would probably enjoy bonus material.
On the other hand, if you catch the interest of people who read your genre who haven’t read your book, you want to give them opportunities to discover your book. Some supplemental material is less likely to interest people who haven’t read your book—especially fiction, maps, images, or poems that are best understood by someone who is familiar with the book.
Fans may be interested in learning more about you on your blog, whereas content relevant for your target audience is more likely to attract new readers to your blog. You could mix in a little of each, or you can put some of this on a fan page.
If you have a series, fans are looking forward to the release of your next book, whereas you want new readers to discover the first volume.
When you promote a temporary sale price, you want new readers to learn about this, while fans might be a little frustrated to see the discount if they paid full price.
When you interact with people in person or online, if you’re able to determine whether or not they have read your book, this can help you. For example, when communicating by email, you can have a signature line that links to your book for people who haven’t read your book, but a signature line that links to a fan page that has supplemental material for fans.
Part of your online platform should be geared toward new readers, while there should also be some place that fans will appreciate.
Think about your dual audience and how it might impact your marketing efforts. For one, marketing pages that you include at the end of the book should be geared toward fans, since, obviously, they have already read your book.
Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)