Deciding who your reader is can be very useful for a number of reasons;
It helps you target the right publishers.
It assists with your marketing and book promotion.
It helps you to reach your ultimate goal.
It helps you get known as a thought leader in your area of expertise.
However, as I see with so many clients many people could write or work for everyone! And as such, they are scared to narrow the market for fear of missing out on sales. Choosing who your readers are doesn’t mean that you only have one category. As I talk about in the marketing production line course, you can create more than one niche. And some niches’ as with readers will overlap.
Let’s use my target audience for the book as an example;
The original target audience was business owners, people who work and people who wanted to run a business.
With the introduction of WH Smith’s on the scene, we adjusted that to include people who feared things and people who felt like there were obstacles to their success.
With the launch of the book and the resulting PR opportunities in the mainstream press, the following reader markets were included;
Those struggling with negativity and feeling sad.
People at cross roads in their life.
People who don’t know what to do with their life.
People suffering from anxiety and mental health issues.
As a result years ago I predominantly created content (ie wrote blogs, posted comments on social media, and aimed to get in the press talking about certain topics) focusing on increasing sales, confidence and success without spending a sack of cash. Since those are the people that were predominantly coming to me for coaching or training.
With the success of the book, I’ve adjusted what content I create in my marketing strategy to ensure I’m talking to these audiences too. As a result, I’ve gained a lot of new audiences who are struggling with a lack of confidence. My marketing has connected with them on a deeper level and lead to them picking up the phone!
So who do you want to read your book?
What do you want them to do when they’ve read your book?
How would you like to engage with your ideal readers?
What would you like to be talking to them about?
Answering these questions will help in lesson 7, so take the time to answer these questions.
Getting in the head of your clients will enable you to answer this too;
What issues do your readers face?
How do they phrase their needs and wants?
What language do they use?
What matters to them?
What are their hobbies, passions, holiday destinations?
The more you can understand your reader’s mindset, worries, joys, passions, goals and desires, the more powerful you can make your promotion and the more your book will resonate with your target audience and your publisher!
Take the time to list the words that apply to your readers ie,
Stressed, overworked, failing, lacking in confidence, determined, passionate, sad, lost focused, lost accountability, need structure, etc, etc. (In the marketing production line course we look at this in detail and I call these your power words – you will have pain and pleasure words. Work out of the words you create which are painful and which are pleasurable.This is important to know because some audience are drawn by the excitement and the positive words into a purchase and others are drawn by the desire to get away from the negative and the words that make them feel like they are failing. So take the time to appreciate the power words for you too.)