POSITION YOUR BOOK IN THE MARKET TO BE IRRISISTABLY ATTRACTIVE
Do you know who your target reader is? Specifically—not so broad as “divorced men.” Instead, “a 45-year-old employed American male who is a divorced, single parent with full custody of his minor children.” It may seem counter-intuitive, but the more specific you are, the larger the number of readers you will attract. You want a potential reader to think, “hey, that’s me” when they see or hear about your book. Once you identify that one, ideal, target reader, how will you grab their attention? There are several keys: your book’s title, subtitle, cover design, and marketing material (including the back cover copy.) You can improve the positioning of your book at any point: before you write it, after it is published, as it is launched, or after it has been selling at your events and by booksellers. The most powerful magnet your can imbed in your book and/or book marketing is a promise of transformation. What does that mean and how do you accomplish this?
Which one of these phrases do you find more inspiring/exciting/attractive?
- Learn woodwork
- Turn old wooden furniture into beautiful and functional pieces of art
The first might work for a manual sold at Home Depot, but has a very narrow target reader.
The second one, on the other hand, takes the potential reader on a journey with a clearly defined beginning and end…a transformation.
Remember why people read nonfiction in the first place—they want to change something about their lives. By the end of your book, your readers will know, believe, and feel something they didn’t before.
How can you articulate those changes that are possible for those who read your book and embrace your message? DigitalMarketer’s “before and after” framework is a great way to come up with powerful transformations.
The reason I like this framework is that it covers transformations across a broad spectrum—from functional to emotional.
To fill this matrix, you should answer these questions:
- What does a prospective reader have before reading your book? What will they have after they finish it?
- How does a prospective reader feel before reading your book? How will they feel after they finish it?
- Who are they before reading your book? Who will they be after finishing it?
For a book on moving to NYC, this is what this matrix might look like (based on the target audience defined in a previous step):
Most people only go as far as answering the “have” questions, but a truly powerful transformation will also communicate who your readers will “be” after reading your book.
This information is invaluable when it comes to giving your book a title or subtitle, writing truly compelling copy to market your book, and crafting your “elevator speech” (how you speak about your book whenever the opportunity arises).