Next in the marketing for writers series…

Marketing Demographics

Once you have thought about your “whys” of your writing (business):

  • What made you start writing? What is your “why” or your writing story?
  • What desire or need does your writing fulfill for others?
  • What makes your writing unique?
  • What qualities do you offer as a writer that makes your reader better off for having read your work vs. not reading you at all?

(If you haven’t thought about your “whys” yet read more in the introduction to the marketing for writers series.)

Now it is time to think about objections and demographics. Try to answer the following questions about your writing as it relates to your readers:

Objections

1. Are there any drawbacks to what you are offering to your readers (or your clients)?

For example, if you are a writing coach one objection might be:

It is difficult to quantify success with the writing process, or to have a final completed goal to call something “done.” There are many variables at play between the writer and coach, with the writer’s process that is not always set in stone and with the writing market in general.

2. As a follow-up to the previous question, are there any common objections that come up?

Staying with the same example, if you are a writing coach, a client may wonder, “How will I know if you can really help me? What proof can I see ahead of time? Is this a waste of my time? What guarantees do I have that my money isn’t just going down the drain?”

Or as an author, “How do I know if your book will be any good or help me?”

3. What will the reader, or you client lose if they don’t take you up on your offering now?

Writing coach example answer: they miss out on not taking their own work seriously enough to subject it to a process to make it stronger and to encourage growth and success.

Demographics and Psycho-graphics

1. What’s your target reader or client demographic? Age, income level, gender, occupation, etc. — the more information the better.

As an example here is my (long-winded) answer:

My target demographic is older women and men, with some education, a mid to high income, who have enough spare time to write and to work on improving their writing. They are also far enough along on a book or writing project that they are beginning to think about how they are going to promote it. Or they are just beginning and are worried that they need an author platform in order to get published. Or they have completed their project, have set up their website, etc., some social media but are struggling to get any traction — followers, etc.

My mission is to help all writers who struggle to get published, especially bloggers. More than this I’m trying to help with authenticity, finding your voice as a writer, being vulnerable, transparent, creating connections, and a community. And who want independence and freedom as writers as in their life.

2. What are their top 3 fears related to your niche? In other words, what keeps them up at night?

Again, my example answers:

  • That I won’t finish my book/project
  • That it will suck
  • That I’ll self-publish and no one will notice
  • That I’ve spent all this time and trouble writing and marketing and it is still going nowhere
  • That I can’t find or express my authentic voice
  • That I am writing in a vacuum — I have no connections

3. How does your service or product address those fears?

My example answers:

  • I will model authentic writing
  • I will provide accountability as a coach to stay on task
  • I will provide services to improve writing
  • I will provide promotion and can teach them to promote their own work
  • I will provide emotional counseling and help them with new ideas and avenues for marketing

Homework

Try to answer the above questions about marketing demographics for your service or product in your marketing workbook (hint: create a dedicated document or journal for this series, trust me, these answers will be very valuable as you build your writing or other business). Don’t worry if you are fuzzy about some of them, and some may change over time — this is totally natural. Mine have changed some since I first wrote them a few months ago.

Your Reading Assignment

Note: Some of the books I recommend will focus on advertising. Think of learning advertising as a master class in making your writing more popular. Many books on my marketing reading list come from Jon Morrow, so rest assured these titles are powerful and important for writers too.

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

(Yes, the cover is damn cheesy, but the contents are gold.)

I discuss the secrets of this incredible book in depth starting here:

In the next lesson in this series, I will talk about results and doing a brief competitive analysis.