Know your Audience Before you Write your Book or Web Site - Part 1
Judy Cullins c. 2004
If you want happy customers to use your service or buy your book,
you need to focus on their needs and desires.
Unhappy customers leave when they can't find what they want--benefits
and an easy way to buy. Perhaps your site has barriers you don't
realize. If anything is difficult, customers will leave and give
their business to someone else. Know your audience and write headlines
that Wow them.
Know your Audience Before you Write your Book or Web Site Copy
Before you list those benefits--you must know your particular audience.
Who will buy your book? What are their biggest fears--their worries?
What problem do they have that you can solve?
Know their Assumptions about You and Your Product. What is their
number one life's dream? What are their assumptions about your subject
or service? What are their excuses for not acting on what they want?
Do they think your product is too much money? They don't trust you
yet? Do they think there is no hurry? Do they think they don't have
the time to implement your skills?
Which of These 5 Audiences Suits your Book, Programs, or Web Site?
1. The Audience you Meet in the Mirror
Authors write books because we love the ideas, the content, the
skills we will share. We usually write the book for ourselves first.
Have you heard, "I wrote the book I wanted to read?" Our
passion for our topic can create success so long as we stay with
a marketing and promotion plan for 2 plus years. Our audience in
our seminars are like us. Web site too.
2. The Target Market Who Wants Answers Now.
No, not everyone will want your book, although many authors say
so. Your target audience has a common need or problem. Your product
or service will solve that problem. For instance, www.stopyourdivorce.com's
book already has an audience who wants a solution now. They are
desperate at this point, and will do anything. They will pay any
price for your magic pill and will buy on the spot.
In just 2 years this site sold 150,000 books. The author answered
the rejected spouses' dilemma compelling them to buy now.
Divorce often comes as a surprise, so without much time to negotiate,
and because of great pain and discomfort, this audience wants a
cure right now. It's only after the doctor announces a prostate
serious problem that most men look for an answer. Prevention didn't
appeal to them. Only the doctor's wake up call prompted action.
The more narrow the target, the particular angle your book or web
site takes, the easier it is to sell
3. The Short-Cut Time and Money Investment for a Big Payoff.
This audience wants a roadmap to where he or she wants to go--fast!
This audience wants to know how to do something-- to write a book,
to make money Online, to promote their business Online, to put up
a top-selling Web site. They also are looking for the least expensive
way to accomplish their goals. No more money down the drain for
For instance, print and ebooks that show entrepreneurs a short
cut to finish their books, and get them sold fast, so their cash
flow builds big enough to multiply profits fast is the right audience
for books about publishing, business or book promotion.
Once the book is near completion, how can authors make continuing
sales that make up one-half of their income? Still relatively unused,
the Internet provides this answer because of so little competition
4. The Massive Passionate Audience.
These are the readers of the Chicken Soup series. Think about the
70 million plus sold so far, and the authors didn't even have to
write the book. Full of inspirational short stores, this audience
responded well. The authors did, however, put on a full-blown marketing
campaign for years.
Your book will have a lot of competition in this category, yet
the sheer volume of sales like the 70 million who shop Wal-Mart
every day can make up for that. One client wrote a how-to book aimed
at the now 70 million baby boomers out there called "Put Old
on Hold." She's an inspiration herself--looks and feels like
Think about your book. Is one aim to entertain and inspire? Who
do you want to visit your web site? If you know your audience and
what they want, you will sell more than you imagined.
Use these "know your audience" tips and examples to write
compelling copy that will guarantee your writing adventure a true
success. Your audience awaits!
For more information about writing, books, and publishing click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com