Your book needs an audience. You’re not just going to publish and hope it sells—you need to have an idea of who your target readers are and how to find them. Think about who you imagine will want to buy your book; your ideal reader. What do they do for a living? What are their interests and hobbies? What do they look like? Where do you find them? What do they need? How do you fulfill these needs?
Many marketing professionals develop several customer profiles that outline the target demographics for selling their products. You should focus on developing one. This may sound too easy, or like it won’t end up being enough, but the reality is quite the opposite. This one target customer profile is your reader avatar; the image of your ideal reader who is going to benefit the most from what you have to offer.
Taking the time to develop a reader avatar is going to help you as much as it helps your readers. Developing a marketing plan tailored to a specific type of reader is going to be much easier on you in the long run when it comes to generating content and staying relevant in your niche.
Creating a solid, narrowly-defined reader avatar also helps your readers because you will have taken the time to learn exactly what ails them. You know their strengths, so you can be direct when you speak to them. You also know their weaknesses, so you know how to help them overcome those issues. You’re not developing a halfhearted cure-all that can only partially address everyone’s problems—you’re creating an exact answer to a specific pain point for a very particular kind of reader.
Your ideal reader wants you as much as you want them! You have the solution to their problem, and they need your help on their journey toward solving it. As you develop your reader avatar and imagine what they look like, what they do, and what they need, you’re going to notice that this avatar resembles a lot of your own qualities. You’ve found the changes you want to create in the world and are sharing this knowledge with others. Though they share your passion, they also need a guiding hand on their own journey.
It’s important to remember that your reader avatar isn’t static. It’s going to evolve over time with changes in your industry, new breakthroughs, and your own growth as a thought leader. Carefully construct your reader avatar. This will be the person who is going to turn to you for direction and support before anyone else. Think about the problems they face and their potential challenges ahead, and then consider how you are uniquely positioned to help them succeed.
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