Have you met your ideal reader avatar?
Before you write or type the first word of your manuscript, you need to know who will ultimately hold your book in their hands. If you’re a speaker, coach, consultant, or trainer with content you’re ready to transform into a book, your reader may differ from the person you normally stand in front of.
And to be clear, you are identifying one person, not a group of people. Read the next paragraph, and then close your eyes.
Picture the person who buys your book. They sit on their couch while they read. Who is that person? What do they look like? Describe the room you see. Is it loud because kids are running about or playing video games or is it quiet because your reader lives alone?
Now, give your reader a name.
Demographics: The Facts About Your Reader
The foundation of creating an ideal reader avatar starts with knowing basic facts about them. Data such as their gender, age, race/ethnicity, where they live, if they own or rent, their occupation, and their annual household income help you write a more targeted message.
Is your reader married, single, or divorced? Do they have children? If so, how old are they? Does your reader have any pets? Do they even like animals? Are they a business owner or do they hold down a 9-to-5?
My ideal reader avatar is Publishing Penny. She is age 45 or older and either owns her own business or is a female executive. She is ready to work less and make more money by writing a book about her zone of genius. Penny has children who are either in college or out on their own, and she owns her home in a mid- to large-size city. Penny is single with a close group of female friends she sees regularly.
Do you see how understanding basic facts about Publishing Penny helps me begin understanding who she is? To really get to know her, though, I need to dive deeper into the qualities that make Penny who she is.
Psychographics: The Meaning in Your Reader’s Life
Demographics allow you to answer questions about your reader you could learn at a networking event. To develop messaging that truly resonates with your reader, you need insight into what gives meaning to their life.
What motivates them? What values and beliefs do they hold dear? What fear keeps them up at night? Who brings the biggest smile to their face?
If your ideal reader avatar is an entrepreneur, for example, related psychographics could include how they value financial independence, they believe pursuing personal growth is continuous, and they are driven to create a legacy. You want to connect on an emotional level with your reader so your message resonates on a deeper level with them.
Knowing the behaviors of your ideal reader is another critical aspect for crafting a message that speaks to them. Are they avid readers, podcast enthusiasts, or more inclined toward video content? Do they engage with online communities, attend seminars, or prefer one-on-one interaction?
Finally, understanding the buying habits of your ideal reader is essential for authors starting from scratch and for those of you with content that can be converted into a book. How do they make purchasing decisions? Are they price-sensitive or willing to invest in premium products and services? Do they conduct careful research or do they given into an enticing point-of-sale?
Publishing Penny wants to live a life of abundance in every way; she works smarter not harder so she has the time and the money to travel and live with greater ease. She is an avid reader and loves music. Penny is an active member in several online communities but values in-person interactions above others.
She tends toward research when making large purchases and impulse buying for stuff she doesn’t really need. Penny invests in her business and in herself with personal and professional development. She’s also focused on a secure future so she engages a financial planner for her retirement.
While you may never directly address their psychographics in your writing, knowing your ideal reader avatar on a deeper level makes it so much easier to write for them.
Crossover Appeal: The Power of Traction
I’ve talked to a handful of writers who tell me during our initial conversation that their book is for everybody. And, while their book could have massive crossover appeal, authors need to first write for the person with the most interest in and who will benefit the most from the topic.
For example, if you write a book about your experience with entrepreneurship for middle-aged professional women, you may later find traction among a younger audience or retirees looking for a second career. Crossover appeal usually only happens after your book has a loyal following within its intended audience.
Identifying your ideal reader avatar is a fundamental step on the journey to success no matter if you’re an author starting from scratch or you’re a speaker, coach, consultant, or trainer looking to convert your content into a book. Understanding your reader’s demographics and psychographics will give you the insight you need to write a message that resonates with them and makes them happy they invested in your book.
If you’re ready to start your publishing journey, I’d love to talk with you. Schedule a call today.