One great feature of the Fool-Proof Positioning Statement is that you tell people the exact category into which your book fits, so they can immediately see if they want to read it.
People have a basic need to put things into categories.
If you don’t tell them what category your book belongs in, they will try to find a category on their own, so they can make sense of it.
And let me tell you, people are horrible mind readers!
They will not think of what you expect them to think.
In fact, you must tell them your book is a book.
I mean this literally.
For example, if I said, “Write Your Book in a Flash will help thought leaders become more influential,” people would have no idea if this was a book, a seminar, a DVD, a coaching program, or a new pop single.
Instead, when I tell them that Write Your Book in a Flash is a book that will help thought leaders become more influential, they know I am talking about a book, not a seminar, or a course, or a lecture.
Your category could be business, careers, stress management, negotiating, fitness, leadership, or customer service.
For example, you could say:
- Write Your Nonprofit’s Strategic Plan Now is a guide and workbook that helps nonprofit boards create their strategic plan with an easy-to-follow, step-by-step process.
- I’ve Been Thinking is a business innovation book that helps small business owners find creative solutions.
- The Connection Challenge is a leadership book that helps executives create an engaged workforce.
Next question: who are “they” and “them”?
Having identified the media (book) and the category, the next step is to determine the audience.
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.