One of the first steps in promoting a book is to determine your target audience. When asked which readers their book is for, many authors respond, “Everyone.” While your book may be relevant to everyone, it is still crucial to determine exactly who will be most likely to buy, read and spread the word about your book.

Here are a few ways to help find a potential audience:

Quickly imagine someone reading your book. Without thinking about it too much, write down details like age, sex, occupation and family status. Your “gut reaction” is often a great start, and you can refine it as you research and plan your promotion.

Who can best apply your ideas? Think through the possible applications for the information and ideas in your book. To whom would they be most useful? If it is a novel, think about who would best relate to the characters or conflicts. This person is usually the biggest fan of what you have to say.

Where do similar books sell best? This is a great shortcut to your target audience. Search for your competitors online and see what media covered them. Read any message board discussions or blogs about the book to discover who is reading and responding.

If you try to sell your book to every kind of person, you may spread yourself too thin. Instead, determine a core audience and pursue them with the hope that they will spread the word as your book makes an impact. If all else fails, go to a trusted friend or a fellow author to help you.

Once you determine your best potential audience, it’s time to build relationships with the media. In next month’s tip, we will discuss how to connect with media that will drive your message home.