| If you want happy customers to use your | | | | 70million baby boomers out there called Put Old |
| service or buy yourproduct, you need to focus | | | | on Hold. She'san inspiration herself--looks and feels |
| on their needs and desires. | | | | like a 50 year old. |
| Unhappy customers leave when they can't find | | | | Who is your particular audience? Make sure you |
| what theywant--benefits and an easy way to | | | | know them,inside and out. |
| buy. Perhaps your site hasbarriers you don't | | | | How old are they? Male? Female? Age? Baby |
| realize. If anything is difficult, customers willleave | | | | boomers? |
| and give their business to someone else. Know | | | | Seniors? Entrepreneurial? Corporate? Are they |
| youraudience and write headlines that Wow them. | | | | middle or upperclass? What kind of work do they |
| Know your Audience Before you Write your | | | | do? What is their income? |
| Book or Web site | | | | What do they spend discretionary time and |
| Copy | | | | money on? Wheredo they live? What books and |
| Before you list those benefits--you must know | | | | magazines do they read? Whatdifferent attitudes |
| your particularaudience. Who will buy your book? | | | | do these reflect? |
| What are their biggestfears--their worries? What | | | | What are their interests, hobbies, and values? |
| problem do they have that you cansolve? | | | | What challengesdo they face that they want |
| Know their Assumptions about You and Your | | | | answers to? Are they businesspeople, retired |
| Product. What istheir number one life's dream? | | | | people, over 50? What magazines do they read? |
| What are their assumptions aboutyour subject or | | | | What radio shows do they listen to? What TV |
| service? What are their excuses for not acting | | | | programs do theywatch? What do they do with |
| onwhat they want? Do they think your product is | | | | their free time? What events dothey attend? |
| too muchmoney? They don't trust you yet? Do | | | | What organizations do they belong to? What |
| they think there is nohurry? Do they think they | | | | causes do theysupport? Are they Internet |
| don't have the time to implement yourskills? | | | | savvy? What kinds of sites do theyvisit? How |
| Three Types of Audiences | | | | many of them are out there to sell to? What do |
| 1. The Narrow--one specific target market. No, | | | | theywant? Need? |
| not everyonewill want your book. These folks | | | | Go to your library or use the Internet to research |
| have a common need orproblem. Your product or | | | | just who andhow many people belong to your |
| service will solve that problem. Forinstance, | | | | audience. Ask for thereference books that have |
| product already has itsaudience. They are | | | | census and other information. Allagents and |
| compelled to buy because you are answeringtheir | | | | publishers will want this information from you. |
| one biggest need. They will buy on the spot. | | | | Andyour Web site must target its promotion |
| When all else has failed them, they want a cure | | | | aimed at your particularaudience. The more |
| right nowbecause of their pain and discomfort. | | | | narrow the target, the easier it is to sell. |
| They don't wantprevention. A good example is | | | | Even if you publish a book or create your Web |
| men--they don't want to preventprostate | | | | site yourself, dosome market research. My |
| problems, but once they are diagnosed with a | | | | research helps my clients who writebooks or |
| problem,want a cure right now. | | | | have Web sites that sell similar products and |
| 2. Short-Cut Time and Money Investment for a | | | | servicesas mine: 45 million readers read new age |
| big payoff. Theaudience wants a roadmap to | | | | books, 70 million babyboomers and 60 million |
| where he or she wants togo--fast! For instance, | | | | seniors are out there. They buy online,too. |
| my ebooks and print books showprofessionals | | | | So go ahead and create your audience profile. |
| how to shorten their journey to book | | | | Keep it in a file soyou can add more qualities |
| publishingand promotion. | | | | when you think of them. |
| 3. Massive passionate audience. These are the | | | | Discover why you are your audiences' best choice |
| readers of the | | | | and tell them! |
| Chicken Soup servies. Think about the 68 million | | | | Perhaps you are like me and don't feel |
| sold so far,and the authors didn't even have to | | | | competitive. Yet, youneed to let your audiences |
| write the book. Full ofinspirational short stores, the | | | | know why you are different andbetter. How are |
| massive audience responds. It's thesheer volume | | | | you or your product unique? |
| of sales like the the 70 million who show | | | | When you know your audience, you'll be able to |
| Wal-Martevery day. One client wrote a how-to | | | | writecompelling copy that pulls your visitors to |
| book aimed at the now | | | | buy your product orservice. |