I know all too well the feeling that everyone should be interested in my latest book’s content. I mean, who doesn’t want to manage their money better… or as with the Simple Drive to a Healthier Life book, who wouldn’t be interested in better health? Well, the fact is, some of us are cuckoo for money advice (and some are spenders)… and others are nuts on health (while some like to eat anything tasty).
So, with that in mind, let’s get into how to create a Target Reader Profile.
Since the word ‘avatar’ reminds me of that movie with blue people, let’s go with Profile.
Far from being an airy-fairy notion, your book’s reader profile is very specific. It may even warrant two to four reader profiles that neatly fit your topic, so carefully do the research on numbers of each. Don’t forget reachability and tendency to read.
Case Study: Defining a Reader Profile
For instance, take the prenatal yoga handbook (Birth in Awareness), the target reader profile A is likely:
* Yoga teachers with pregnant pupils or pregnancy yoga classes (these people are more familiar with yoga language and concepts).
Target reader profile B is:
* Pregnant mothers who practise yoga (or want to)
Since profile B is so niche and hard to research the numbers of – and secondly there is the problem of reaching them with our marketing touch-points – profile A would be the safer target reader to tailor a marketing campaign to.
Not only that, because their career/passion is so based on yoga, they are more likely to invest in an educational resource such as this. They might also be a good source of word-of-mouth recommendations if they do think the book is a rare gem for pregnant yoga practitioners of all levels.
Now the book author must base campaigns on strong life benefits for Reader Profile A (and B as their student) once she can convert the information contained within those pages into a reader-focussed message, i.e. Sell the benefits, not the book.
Never rely on distribution methods (such as print on demand) for sales. Mentioned above is the difficulty of reaching some markets with low-cost and free advertising, however, that very much depends on how sociable and prolific you are.
For touch-points, there are your email contacts to consider, your Instagram, LinkedIn and Facebook followers, and other sources, like industry forums, speaking at events (industry ones, not book events), and writing for magazines and guest blogs. Ted Talk anyone?
Forming Article Content for your Target Reader
You will never write an article for the general public, even if your article is for local magazines. Do you know why? Because we all like different things.
So, for Feature Magazine (Caboolture), I wrote an article (after a short pitch) really hitting the local ‘curious’ home parent with: Is the Freelancing Lifestyle for You?
It included simple explanations of what freelancers can do, the segments of parents and older people, how to get started, and freelance skill areas in demand. It was backed up with some Australian freelancer survey results and specific, easy marketing tips. At the bottom was my simple byline along with the name of the book and its 14-word pitch.
There was another variation that I wrote as a press release tailored to freelancing mums, but that fell a bit flat. (I suspect the PR platform’s email contacts might not have been interested).
For print magazine articles, sometimes you won’t know if it increased sales. For the article image above, it did help get a couple of ebook sales I believe.
If you enjoyed this post about creating a target reader profile, you might like some other posts under the category: Book Marketing.