One of the first “rules” of marketing is this; don’t try to be all things to all people. The temptation for many entrepreneurs, coaches and consultants is to respond with, “Everyone is my market!”
This happens with authors too. For example, if an expert writes a book on health and nutrition, there are some who would assume the book would be for everyone interested in health and nutrition.
As a woman in my sixties, my needs and interests are different than a woman in her twenties. I likely won’t pick up a book I don’t feel is targeted more towards my specific needs.
As a late bloomer runner, I am more interested in books that focus on running for pleasure rather than how to be an elite athlete.
If someone has an interest in fly fishing, they are more likely to want information targeting them specifically rather than overall fishing.
Focus for Authors Pays Off
The more focused you are as an author, the easier it is to find potential buyers for your books. The more potential buyers you get in front of, the more books you sell. The more books you sell, the higher your rankings on sites like Amazon. The higher your rankings, the more visibility you get.
Keep this very important rule in mind: not everyone is your market.
Although there may be people who need what you have, they may not want it from you.
On the flip side, just because someone wants what you have, they may not be a good fit, for any number of reasons including pricing, personal and professional values, timing, etc.
Case in point…
I work with non-fiction, highly conscious writers who are committed to making the world a better place. I’m clear that my sweet spot clients are not those who write novels, children’s books, or books that don’t fit my specific area of expertise. Sure, my information can help them, but I am much more effective with authors who fit my “sweet spot” criteria.
Today, I received a message from a woman who was very upset when I told her I likely wasn’t the best fit to help her with her marketing. She insisted I could.
To take on a client who is not the best fit takes up space for someone who is a great fit.
It’s the same in your business. Are you trying to fit a square peg in a round hole?
A few things that will help you clarify your market are…
- Define the type of person you are most effective in helping
- Clarify what your expertise is and why someone would choose to work with you
- Determine if the sweet spot potential clients have a budget to work with you
Regardless of your industry, you need to clearly define who you are meant to work with. When you do so, your marketing becomes a lot easier. Rather than throwing a bunch of mud on the wall, you have a laser approach to all you do resulting in greater outcomes for you and your clients.
Want to know how to have a more targeted approach as an author? Join me for my FREE webinar – The Insider Secret to Get Your Book to #1. Click here to register.