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#Writing

Facility 4 - Lesson. 2 “Target audience and their book creation needs. Expert Olga Arkhipova

#Writing #SelfDevelopment #Management

Continuing a series of posts about your book writing training (Look ahead. posture)I'll talk about the second lesson. It was devoted to a related topic of marketing, however, in terms of the book market in general, as well as potential books of students of the course:)

Below are the highlights I learned from this lesson.

  1. Target audience These are people with certain characteristics who may be interested in a book. When creating a book, it is worth thinking about them to more accurately calibrate our desires for what we want to tell and the needs of the audience who may want to read our book.
  2. Criteria for audience identification Different factors can be considered, such as lifestyle, values, price susceptibility, book reading speed, availability of product information. This affects the parameters of the book: the design of the cover, the quality of text and paper, its availability in bookstores and marketplaces.
  3. Audience segmentation We need to segment the audience to understand the breadth of the segment. (potential demand for the book)And what are the expectations of this segment? And we can look at the parameters characteristic of the group of buyers. (age, gender, family, status, lifestyle) and parameters based on the desired benefits. To assess the parameters of the audience, we can use different sources: statistics on the population of the Russian Federation, data on the book market, etc.
  4. Segmentation with Emotional, Functional, True Needs A deeper approach to segmentation, where we go from Emotional Needs: Positive Needs (joy, happiness, inspiration, motivation) negative (resentment, fear, guilt, shame, depression) Functional needs, such as learning a new language, reading for self-development, improving skills, or even a book as an interior item
  5. Book Pyramid by Level of Needs It can be divided into three levels: bottom, middle and top. At the bottom of the pyramid are books with simple titles and simple content, in the middle - more specialized books, and at the top - highly specialized books for specialists. It overlaps with pyramid. Using this pyramid, you can describe consumers.
  • At the bottom of the pyramid are consumers who dream of learning but are not willing to focus on content for long. Middle of the pyramid: readers who have already acquired something and want to develop in a particular field. Top of the pyramid: Readers who have already pumped and are willing to pay more for unique content.
  1. Packaging books for each level Each level requires its own cover: for the bottom of the pyramid you need bright, prominent covers, simple names, for the middle - more complex names, metaphors, images, and for the top - professional names, complex names, metaphors.
  2. Pyramid for fiction In fiction there is also a pyramid of needs, but it is determined by the genre and plot construction. But the main goal is still to be clear to the target audience, as well as to stand out from the competition. In fiction, the reader tries himself to described situations, recognizes himself in them, and then safely experiences them.
  3. The profound needs of readers The expert describes how a good consultant can try the deep need of the buyer, not satisfied with the duty response. Interestingly, I'm usually annoyed by book consultants:)
  4. Why Think About Marketing Before Writing a Book In order to write a good book, it would be good to understand for whom we are writing it and how it suits this CA. Of course, you can write a book first, and then think about who needs it, but this can lead to a sad answer that "nobody":)
  5. Marketing, sales funnel, media plan An expert tells a basic marketing story that you can learn from martkenig (4P): product, price, place (distribution) promotion

#Writing #SelfDevelopment #Management