Probably not who you think it will be!

One of the most important jobs a self-published author has is identifying the reader/listener most likely to buy his or her book. I used to own a market research company. I've successfully identified customers for hundreds of clients. Not a problem.

I also initially sucked at identifying who would be interested enough in The Unlived Lives of Raymond Quinn to buy it.

I assumed those who read fiction, who have at least some interest in the multiverse, who like to read mysteries, would be the target. Demographically, probably mid 30's to mid 60's, mostly male.

I got some of that right, but not nearly enough. I assumed, not researched who the Raymond Quinn buyer would be, and as a result, I significantly underestimated women 55+.

I won't do that again.

If you're interested in who buys books in the US, you'll find that here.  

If you're writing/self publishing a book, put researching your audience at the head of your to-do list. And do it way before you even think of running ads (you will have to run ads.)

When you do start marketing, verify or change your audience assumptions doing click testing.

​What I do is too much to go into here, reach out to me if you want to know, I'll be happy to help you.