Market research is as important for authors as it is for businesses of all sizes. Market research can help authors avoid writing a book that nobody wants, or choosing the wrong title.

The important role that market research can play in a book’s success is illustrated by an experience related in an exclusive Published & Profitable interview by Paul B. Brown, author of Publishing Confidential: The Insider Guide to Landing a Nonfiction Book Deal, Amazon Kindle edition.

One of Paul early 1990’s projects was a collaboration with Carl Sewall on a “classic” business book that’s still in print and selling today, Customers For Life: How to Turn that One-Tme Buyer into a Lifetime Customer.

Customers for Life, however, was not book’s original title. The authors’ original title was The $365,000 Customer, which referred to the lifetime value of a typical customer at Carl Sewall’s automotive dealership.

Everybody liked the title, except for…

Both authors and the publisher loved the original $365,000 Customer title. Everybody liked it…except members of a focus group composed of business book readers! Members of the focus group disliked the title, calling it “confusing” and “uninformative.”

Luckily, the members of the focus group not only avoided the poor sales that would have resulted from a poorly-titled book, but they suggested a better title, one that expressed what they felt the book was all about, i.e., Customers for Life..a title that’s been consistently selling for over 15 years!

How to learn more about market research in just 1 hour

Authors and business owners interested in learning more about market research are invited to the next Guerrilla Marketing Association interview when I interview Robert Kaden, author of Guerrilla Marketing Research: Marketing Research Tactics that Can Help Any Business Make More Money.

Attend my interview, Wednesday, May 20, 2009, at 7:00 PM EST, and Robert Kaden and I will be discussing ways to tap into the power of market research to avoid costly marketing and writing mistakes.

To attend the call, contact the Guerrilla Marketing Association or contact me.