So you think you know how to be an author? Every week you’re spending a substantial amount of time writing non-fiction books. But your business never really takes off.
You know how to write. In fact you are a pretty good writer. So what could possibly be the problem?
You’re probably experiencing a problem that many writers have. Unfortunately it’s a problem that usually persists. You see, authors like many professionals, tend to focus on what they do. Writers focus on their writing.
So when their writing doesn’t sell, they polish their writing skills, instead of gaining a solid understanding of their customer and their customers’ buying patterns.
The key is that behind every dollar that is flowing into your business is a person. You need to invest time to get to know those people. You must understand their desires. You must understand what keeps them up at night.
Without a solid understanding of who you write for you don’t know how to connect with them, how to make them feel good and how to enable them to reach their goals.
So to jump start your ability to connect with your readers, I wrote a post about 5 Audience Shortcuts last week. This week I want to drill down a little bit further and share 7 things you must do to connect with and influence your readers.
1. Understand thoroughly who they are
- What’s their age?
- Where do they live?
- What do they do for a living?
- How do they spend their time when not working?
- What educational background do they have?
- How much money do they make?
- What language do they use (a casual or a more professional tone?)
- This list can be made very long and I’m sure you get the point by now.
2. Know exactly what their pain is like
- Why do they need your book?
- Why do they experience the pain?
- What’s the financial reason, emotional reason and personal impact of the pain?
- How bad is it?
3. Insightfully promote how your book will cure their pain
- Why do the readers need your book?
- How do you solve their pain faster, cheaper, or?
- Do you make them more profitable, effective, improve their customer relationships, or?
- How do you simplify their life?
- If your book isn’t written, how would they address their pain?
4. Lift your readers up and help
- Are you improving their career?
- Are you giving them hope?
- Are you improving their status?
- Are you making their family life better?
- Are you improving their physique?
- How does their average day get better?
5. Position your book against your competition
- If your readers don’t buy your book, whose book would they buy and why?
- For who is your book better or worse and why?
- Who does the competition target?
- If people didn’t buy your or one of your competitors book, what similar information could they find for free on the internet? How are you different?
6. Know exactly what the competing authors are doing
- How are your potential readers engaging with your competitors?
- What language are your competitors using? (a casual or a more professional tone?)
- How are your competitors building their brand and internet presence?
- What are competing authors doing that you are not?
7. Champion what makes your book different
- What makes your book different than your competitors’ books?
- Do your readers understand why you are different?
- Do they trust that your differentiation matters?
- Do you have a sustainable competitive advantage?
- Why should anyone buy your book and not your competitors?
Creating content that connects you with and influences your readers is the key to success. So use these questions to gain knowledge about your readers. Yes it will take some time to answer all these questions, but when you do you will know how to grab your readers’ attention and how to inspire them to buy your books.
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