ECPA recently announced the 2010 book cover award winners. Over and over again, the issue of target market comes up. It’s a challenge for self-publishing authors to ensure their cover communicates well to their target market. But, it is essential. If your cover communicates something that your content doesn’t deliver, you’re in trouble. The wrong people will pick up the book, thumb through it, and put it back down. Your target audience will walk right past, picking up books with covers that communicate more effectively. You may be able to overcome an error of this magnitude, given enough time, marketing, and a good deal of luck. But for your sanity (and book sales!), make sure your cover is aimed squarely at your target market.