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| Know your Audience Before you Write your Book or Web Site |
By:
Judy Cullins |
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If you want happy customers to use your service or buy yourproduct, you need to focus on their needs and desires.Unhappy customers leave when they can't find what theywant--benefits and an easy way to buy. Perhaps your site hasbarriers you don't realize. If anything is difficult, customers willleave and give their business to someone else. Know youraudience and write headlines that Wow them.Know your Audience Before you Write your Book or Web siteCopyBefore you list those benefits--you must know your particularaudience. Who will buy your book? What are their biggestfears--their worries? What problem do they have that you cansolve?Know their Assumptions about You and Your Product. What istheir number one life's dream? What are their assumptions aboutyour subject or service? What are their excuses for not acting onwhat they want? Do they think your product is too muchmoney? They don't trust you yet? Do they think there is nohurry? Do they think they don't have the time to implement yourskills?Three Types of Audiences1. The Narrow--one specific target market. No, not everyonewill want your book. These folks have a common need orproblem. Your product or service will solve that problem. Forinstance, www.stopyourdivorce.com's product already has itsaudience. They are compelled to buy because you are answeringtheir one biggest need. They will buy on the spot.When all else has failed them, they want a cure right nowbecause of their pain and discomfort. They don't wantprevention. A good example is men--they don't want to preventprostate problems, but once they are diagnosed with a problem,want a cure right now.2. Short-Cut Time and Money Investment for a big payoff. Theaudience wants a roadmap to where he or she wants togo--fast! For instance, my ebooks and print books showprofessionals how to shorten their journey to book publishingand promotion.3. Massive passionate audience. These are the readers of theChicken Soup servies. Think about the 68 million sold so far,and the authors didn't even have to write the book. Full ofinspirational short stores, the massive audience responds. It's thesheer volume of sales like the the 70 million who show Wal-Martevery day. One client wrote a how-to book aimed at the now70million baby boomers out there called Put Old on Hold. She'san inspiration herself--looks and feels like a 50 year old.Who is your particular audience? Make sure you know them,inside and out.How old are they? Male? Female? Age? Baby boomers?Seniors? Entrepreneurial? Corporate? Are they middle or upperclass? What kind of work do they do? What is their income?What do they spend discretionary time and money on? Wheredo they live? What books and magazines do they read? Whatdifferent attitudes do these reflect?What are their interests, hobbies, and values? What challengesdo they face that they want answers to? Are they businesspeople, retired people, over 50? What magazines do they read?What radio shows do they listen to? What TV programs do theywatch? What do they do with their free time? What events dothey attend?What organizations do they belong to? What causes do theysupport? Are they Internet savvy? What kinds of sites do theyvisit? How many of them are out there to sell to? What do theywant? Need?Go to your library or use the Internet to research just who andhow many people belong to your audience. Ask for thereference books that have census and other information. Allagents and publishers will want this information from you. Andyour Web site must target its promotion aimed at your particularaudience. The more narrow the target, the easier it is to sell.Even if you publish a book or create your Web site yourself, dosome market research. My research helps my clients who writebooks or have Web sites that sell similar products and servicesas mine: 45 million readers read new age books, 70 million babyboomers and 60 million seniors are out there. They buy online,too.So go ahead and create your audience profile. Keep it in a file soyou can add more qualities when you think of them.Discover why you are your audiences' best choice and tell them!Perhaps you are like me and don't feel competitive. Yet, youneed to let your audiences know why you are different andbetter. How are you or your product unique?When you know your audience, you'll be able to writecompelling copy that pulls your visitors to buy your product orservice. About the Author
Judy Cullins: author, publisher, book coachHelps professionals manifest their book dreamsSpecial Offer: "Discounts of the Month"Teleclass "Quadruple Your Web Sales in 4 Months"http://www.bookcoaching.com/discounts.shtmlSend an email to Subscribe@bookcoaching.com and Receive 2 free special reports with The Book Coach Says...Email: Judy@bookcoaching.comPh./Fax: 619/466/0622 |
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