When positioning your book, now that you’ve identified your category, you want to focus on one key market.
In fact, marketers want you to focus on one key buyer.
They call this person an “avatar,” a detailed description of your ideal client.
That includes demographics, psychographics, fears, and motivations.
Although this exercise is fairly well-known among marketers, I first learned it at a seminar hosted by Christian Mickelsen, a coach who teaches coaches.
Let me paraphrase what he told us:
“My ideal client is named Judy. She’s 44 years old and has two kids. She drives an older model SUV and has spent two thousand dollars on coaching seminars online. She wants to be a coach, but she has trouble asking for the order. When she gets a client, she doesn’t charge enough. She wants to help make the world a better place, so she works with people who say they have no money. Her husband says, ‘When are you going to make money with this coaching thing?’”
Suddenly, forty middle-aged women burst out laughing.
They might not all have been named “Judy,” but otherwise they fit the description!
That’s pretty specific, wouldn’t you agree?
As I looked around the room and noted that another person and I were the only men, it became apparent Christian knew his market.
Next question: who’s your ideal client?
Your book is intended to get you more clients and customers, so we need to know who we’re appealing to.
We’ll explore further in the next edition.
Don’t want to wait?
Claim your copy of my book, and go to Chapter 4.
Or you can REALLY cut to the chase and have us do this together.
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