Authors: Here's the Scariest Thing You Might Hear Today

Happy Halloween to all!

In honor of spooky season coming to a close, I'm going to say something that might scare some authors.

But I say it because authors need to hear it if they want to avoid disappointment and discouragement.

Here it is...

Your book is not and should not be for everyone.

[Cue the screams]

Gasp! I know, how scary.

I can't tell you how many times I've heard some sort of the phrase, "Well, the book is mainly for women who are working mothers, but I really think there's content in there that will appeal to a lot of men."

^ Now THAT is scary!

How to think about your audience

There is nothing wrong with having secondary audiences--most books do have them!

But when you launch a new book it's vital that you keep your marketing honed in on connecting with your first 1000 readers.

These are the readers at the very center of your audience dartboard. Not only are they in your primary audience, but they are the best representation of who your book is really for.

You should spend the first several week focusing your marketing messaging on these first 1000 readers.

You should then spend months focusing your marketing messaging to your primary audience.

Then maybe in the year(s) that follow you begin to widen out your messaging to folks in your secondary audience(s).

How to identify your primary audience

These tips come directly from the messaging exercises I do with my clients!

Identify key demographics

• What is their age range?
• What gender do they identify with?
• What is their profession/industry?
• Are they parents?
• Where do they get their news from?
• What media outlets do they follow?
• What social media channels are they using?

Identify felt needs

• What problems are they facing?
• What roadblocks are they experiencing?
• What desires/dreams do they have?
• What emotions are they feeling?
• What questions are they asking?

What does "success" look like for them?

• If they are currently at point A, what does life look like for them at point B?
• What can they accomplish?
• What will they feel?
• What will be different?

How to craft your marketing messaging

Once you've taken some time to identify your target audience, you need to know how to connect with them in a meaningful way.

Here are 4 crucial questions for you to answer...

1. WHAT is your book about?
2. WHY did you write it?
3. WHY is your book the right resource for this audience?
4. HOW is your book going to help the audience get from A to B?

^ These questions combined with the audience questions about will help you craft marketing messaging that your target reader will resonate with.

And remember, keep it focused on this audience!

As much as you want to blast your book out to "everyone", generic marketing won't get you very far.

I know it sounds scary and counterintuitive, but finding your lane and staying within the lines gets you to your destination more effectively and efficiently.

Whenever you're ready, here's how I can help:

1. One Hour Consultation: In this 60-min session we can work through problem areas in messaging, Amazon metadata, social media strategy, email list building strategy and more. If you want to go through a messaging exercise together to get ultimate clarity on your target audience, book a consultation here.
2. 1:1 VIP Experience: With this 8-week program, I'll work one-on-one with you to create a customized marketing plan for your book that you can implement with confidence, making you feel like a rockstar. Plus, we'll dive deep into the best practices of various marketing strategies so you don't need to spend hours finding them on your own. You walk away from this experience with a full marketing toolbox (including custom content and graphics, templates, and video tutorials) and clarity on how to get your book in front of more readers. Learn more about the program and everything it includes here.

Keep rocking,

Aryn Van Dyke

Founder of Book Rockstar